Royal Enfield uses Microsoft Dynamics 365 to create new customer experiences

Motorcycle manufacturer Royal Enfield is now using Microsoft Dynamics 365 to streamline its business.

The customer relationship management platform helps Royal Enfield collect consumer data during in-store interactions and provide tailor-made services.

Salespersons at Royal Enfield access customer data via smartphones and tablets. This helps the staff determine whether the company has previously interacted with the customer — over the internet or in-store —and pick up the conversation from there, instead of starting afresh. 

“We needed a robust, scalable customer interaction system to cover the different touchpoints of Royal Enfield’s potential and existing customers. The experience had to be uniform, irrespective of whether it is a customer who comes to a showroom to checkout a motorcycle or one coming to get their Royal Enfield serviced,” Sudhakar Bhagavatula, Chief Information Officer, Royal Enfield said in a blog.

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The DMS (Dealer Management System) directly adds inputs to the customer profile, reducing data entry workload. 

Royal Enfield’s service centres will also be equipped with the same solution. 

At the pilot stage, the motorcycle manufacturing giant first implemented Microsoft Dynamics 365 with dealers in Bengaluru, Chennai, and Hyderabad.

Since the pilot, the company has rolled out Microsoft Dynamics 365 to 160 dealerships in India and aims to roll it out the service across its network of more than 1,000 stores by the end of the year. 

Microsoft launched business applications suite Dynamics 365 about four years ago to break down the silos of customer relationship management and enterprise resource planning. It has since been updating its line up, with the latest being a new tool that helps companies pull customer data from various sources.  It competes with another CRM giant, Salesforce, in this space.