Volvo Eicher Commercial Vehicles: Exemplifying ‘Smart' via Digital Transformation
MOTORINDIA|January 2021
VECV’s digital transformation has already touched a multitude of milestones – be it in manufacturing and design leading to higher efficiency, faster decision-making powers, a 360-degree integrated view of complete dealership network or more. In an exclusive interview with N. Balasubramanian, Rajesh Mishra, the Chief Digital Officer of VECV, shares extensively on how the digital transformation has helped VECV in addressing a variety of issues during COVID times.
N. Balasubramanian

The digital journey for VECV began around 2012 with the help of Volvo and WABCO. By digital landscaping its manufacturing and design, VECV has developed a strong roadmap on mobility and connectivity. And today, it has proven to be a smart move – especially in COVID times when the necessity for digitalization is at its peak.

And, the best part is that VECV is able to already transfer the benefits of digital transformation to its customers.

Excerpts from the interview:

How has VECV leveraged digital technology on the sales and service fronts especially post COVID?

About 18 months prior to COVID pandemic, we had begun running a few major programs such as retail excellence, uptime, and drive on competency, internally from BS 6 perspective and created digital infrastructure, though digitalization of the whole ecosystem of the front end was begun even earlier, in 2015-16. It is called the Udaan platform, a dealer business management solution app. Under this, we developed multiple tracks for competency of our dealerships, their upkeep, aftermarket structure, uptime or any product-related issue.

Since we had the ground work ready, we could quickly shift to a virtual platform during COVID. From sales, service, and operational competency to the mechanics - all were engaged through our mobility ecosystem. We have also developed a few smart phone apps such as SalesOne Value Selling, and EnAct app.

On the customer side, we have created a few more platforms - e-demo, e-meet, e-pitch - to be able to demonstrate the product, channelize the interest and lead management framework right up to the dealership salesperson, in an effective fulfillment process.

We also engage with asset aggregators, and completely integrate the customer footfalls on their platform into our ecosystem, so that the visibility of the prospective customer is high in the organization. Keeping COVID in mind, we have introduced contactless operation through WhatsApp Enterprise. We have also introduced digital payments to avoid physical exchange of money, and even AMCs and insurance are on the digital platform now. Primarily, mobility and analytics have helped us to spin the operations around and everything is well integrated with end-to-end visibility.

How much of a role will digitalization play in the aftersales business?

Aftermarket is process-driven. The more there is standardization and setting up of the processes, the better will be the aftermarket because in this we typically deal with many small dealerships. And with this comes digitalization.

Our predictive analytics is wholly available to our dealership and our aftermarket team as well to be able to create improved differentiation of services. We are able to gauge beforehand the types of repairs and parts these vehicles require, be ready with bays, technicians who have the required competency and the parts.

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