TCS helps Stellantis Group transform Omnichannel customer experience in Brazil and Argentina

4 Apr 2022 , 12:42 PM

Tata Consultancy Services (TCS) has helped Stellantis, a world-leading automaker and mobility provider, transform the customer experience journey with a more streamlined and personalized sales and service experience across channels.

The automaker, whose brands include Fiat, Jeep, RAM, Peugeot, and Citroën, wanted to modernize its legacy customer relationship management applications that needed the flexibility to respond to changing business models. Stellantis chose TCS as its strategic partner to drive this transformation and reimagine customer engagement using the Salesforce platform.

TCS helped more than 1,000 dealers in Brazil and Argentina migrate from the old CRM platform that supported customer care processes to an omnichannel platform based on Salesforce, using its contextual knowledge and experience gained over similar successful customer care and recall outreach transformations, carried out for Stellantis in North America and Europe.

The platform reimagines the 360- degree customer experience journey and provides insights about each customer’s needs, recurrence, and history.

The multi-cloud transformation was delivered in just 18 months, covering six Salesforce modules, including Salesforce Service Cloud for customer care agents and business users of Fiat Chrysler Automobile; Salesforce Customer Experience Cloud for customer interaction (self-service); dealership collaboration; case management; and an industry-first implementation of Salesforce Marketing Cloud for outbound recall outreach.

Additionally, the implementation roadmap included knowledge management and connected vehicle integration, its global standard processes scaled to more than 20 lines of business, and a common ecosystem that integrates more than 60 suppliers and divisions in Brazil and Argentina, two of the largest markets for the company in South America.

The platform has helped Stellantis improve customer communications, anticipate demands, and offer personalized experiences.

According to André Souza, CIO, Stellantis Group in South America, “The TCS solution and implementation, combined with the adoption of Salesforce in customer care services, enabled an omnichannel integration. The biggest beneficiaries are the customers. They will have a more structured relationship with us throughout their entire life cycle. TCS was a key partner in this journey. They had a strong understanding of what we wanted to change in the global project and the flexibility to deliver in the midst of the pandemic.”

Marcelo Wurmann, CEO, TCS Latin America, said: “We have helped Stellantis and all of its brands in Brazil and Argentina integrate their digital customer relationship channels through WhatsApp, social networks, dealership websites and phone customer service, on a single Salesforce platform. We enhanced visibility by bridging the gap between the automobile company and its dealerships, and improved how the brand interacts with their customers at various touchpoints across different channels.”

TCS was recently recognized by Salesforce as a 2021 Partner Innovation Award winner for Stellantis’ customer engagement transformation.

At around 12:44 PM, TCS was trading at Rs3,766.10 apiece up by Rs9.25 or 0.25% on the BSE.