Mahindra & Mahindra gives dealers and customers a smooth ride across touchpoints with Salesforce
Mahindra & Mahindra has united 18,000+ dealership users and 400+ call centre agents on a single platform, enabling them to deliver connected customer experiences.
1. Integrate systems for a unified customer view
In Their Own Words...
2. Connect with customers 1:1 through contextual marketing campaigns
3. Empower dealers to sell smarter
Mahindra’s 400+ call centre agents use Salesforce to capture over 100,000+ leads a month. With Einstein, these leads are scored to determine which ones have a higher chance of converting. “High scoring leads can be treated differently to improve the customer experience and optimise agent efforts,” says Shah.
These leads flow seamlessly to dealer sales consultants via a dealer portal built on Salesforce Experience Cloud.
“Dealers can now pick up the conversation with a lead right from where the service agent left off,” says Shah. “With automation, the lead response time has reduced by 50% from 30 minutes to 15 minutes. Meanwhile, the lead to opportunity ratio has gone up by almost 10 percentage points.”
More than 18,000 users at M&M dealerships across the country have been onboarded on Salesforce where they can view customer data, nurture leads, handle enquiries, schedule test drives, gather feedback, and manage bookings – all on-the-go through their Salesforce mobile app.
Says Lodha, “Dealers too are our customers, and we want to help them succeed with the right tools.”
Already, the feedback from dealers has been terrific.
“At one dealership, the ‘enquiry to test drive’ conversion rate has improved from approximately 40% to 70%, thanks to real-time enquiry data and focused follow-ups,” says Lodha. “Another dealer reported a 15-percentage point increase in their ‘test drive to booking’ conversion rate.”
Dealers have also become more productive since all the information they need on open opportunities, bookings, test drives, and other metrics is readily available through CRM Analytics dashboards on the dealer portal. One dealership general manager reported freeing up two hours per day with real-time reports.