Salesforce to help Mahindra digitise customer experience

Automotive major Mahindra & Mahindra (M&M) will work with global customer relationship management firm Salesforce to digitise its customer experience chain.

The auto manufacturer plans to create a digitised platform with integrated sales, service, marketing and other engagements for customers through this partnership, an official statement said.

M&M will also work with Sitecore, another Silicon-Valley company specialising in customer experience, as well as consultancy major PricewaterhouseCoopers’ India division to create a unified platform that integrates overall customer data and interaction, the statement added.

Salesforce will deploy its cloud services along with its artificial intelligence (AI) platform Einstein to build an all-inclusive customer engagement channel for M&M. It will also utilise its application creation solutions Lightning Platform to help with the One Mahindra vision.

Automotive companies need to get the most out of disruptive technologies to meet the demand for always-on and intuitive experiences, reshaping value chains with faster time to market, Salesforce India country leader Sunil Jose said.

“Salesforce Customer 360 empowers Mahindra and Mahindra and their dealers to connect with, acquire, engage and retain their customers in new and powerful ways by analysing data coming from a multitude of sources - digital channels, the car, dealer systems, and internal systems - and deliver outstanding customer experiences,” said Achyut Jajoo, chief solutions officer, Salesforce Automotive.

AI-driven insights and personalised recommendations will be offered to Mahindra’s customers. Such developments would help offer services like guided selling and on-the-go connected vehicle services, the statement said.

The partnership with Salesforce may help boost M&M’s target customer base given sluggish auto sales recently. It reported a 26% drop in domestic sales last month.