To better to understand customer needs Tata Motors, an India based multinational automotive manufacturer, began to capture and use customer information via a variety personalised methods. Plant workers and engineers met on a regular basis with truck drivers, taxi drivers and chauffeurs via "naka visits" ("naka" means "street corner" or "checkpoint"). The Tata workers learned first hand about customer expectations and product performance, e.g. axles breaking on potholes, engines overheating and v...

BPIR Categories

1.3.1 Build customer relationships
1.1.6 Analyse customer data

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