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Transforming sales and after-sales service for an ace automaker

How a German automotive fuelled its digital transformation with Salesforce and Nagarro?

A leading German motor vehicle manufacturer wanted to transform its sales and after-sales processes to keep up with its rapid growth. It has multiple brands that follow different processes (vehicle and part sales, logistics, dealer management, and after-sales) and use varied systems. There was no centralized access to information coming from these systems. This led to inefficiencies and increased the time spent predicting and addressing customer inquiries, leading to a subpar customer experience.

To this end, the ace automaker wanted to leverage Salesforce to reshape the digital landscape by obtaining a comprehensive customer view and streamlining the management of sales, order and invoicing, inventory, dealer claims, services, and roadside assistance programs.

Nagarro conducted a comprehensive analysis to identify the key pain points and requirements across various brands within the organization. This included conducting onsite discovery workshops with different stakeholders over three months. Post the consulting engagement, we received a 5/5 customer satisfaction rating from the client on Salesforce AppExchange for both as-in and to-be phases.

Understanding and identifying processes with maximum impact potential

As a consulting and technology partner for this project, Nagarro developed a strategic approach spanning various business processes, including vehicle sales, logistics, aftersales, finance, and marketing. Each process underwent a thorough evaluation to ensure alignment with the overall transformation strategy. This involved cross-functional workshops to gather insights, identify pain points, and define desired outcomes.

We then identified the processes where digital interventions would yield the maximum impact and optimized them to enhance efficiency and customer satisfaction. These included customer service workflows, sales tracking, claims management, and warranty processing. 

Developing a future state design through consulting and collaboration

We analyzed the current state of technology across the identified processes and took actionable inferences to envision the to-be state. The in-person dedicated workshops for as-is and to-be phases helped to understand the business process, objectives, and challenges. The show-and-tell demos for the stakeholders helped in better user adoption. 

 

 

 

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Current state analysis

The current state analysis concluded with the following inferences: 

  • Need for advanced analytics: There was a need to enhance the analytical capabilities for leveraging data for meaningful insights and enabling data-driven decision-making and strategic planning. 

  • Need for increased process efficiency and streamlining: The existing processes required streamlining and seamless integration to cut resource consumption, decrease costs, and increase productivity.  

  • Integration of new technologies: We identified that integrating cutting-edge technologies like AI would significantly enhance operational efficiency, improve customer experiences, and drive innovation. 

Future state design

The team created a detailed future state design and roadmap for an end-to-end B2C sales and after-sales journey online, across brands. It encompasses stock matching, inventory tracking, invoicing, contract management, services and claims, and more.

  • Data and analytics (Tableau): To drive actional insights from large sets of data and measure KPIs related to customers, vehicles, sales forecasts, after-sales and dealer management.

  • Integration strategy (MuleSoft): This ensures seamless data flow between multiple local and group systems with different data formats, enhancing near real-time access to critical information and integration monitoring.

  • Customer 360 and sales efficiency: Leveraging Sales Cloud to manage leads, opportunities, orders, inventory and pricing efficiently. Service Cloud and Experience Cloud are used to effectively handle cases raised by dealers, service claims, warranties and road-side assistance.

Thinking breakthroughs: Building an innovative use case with Salesforce Automotive Cloud 

As part of client's annual technology and innovation competition, we ideated an end-to-end B2C journey and desired architecture leveraging the Salesforce Automotive cloud platform. The solution promises data-driven insights and a 360-degree view of customer and dealer needs.

We used the Tableau lens to enhance the analytical capabilities, and integrating the AI capabilities empowered the client to make informed decisions on product recommendations. It also lets the Sales team know their next best action in multiple ways—scheduling a test drive, launching a new campaign, identifying the right offers and discounts, etc.

The use case clinched 3rd position in the competition. It was also included in the client's product group roadmap for 2024 and 2025. 

A globe representing data on a hand.

Enabling smooth digital transformation with a holistic and future-forward solution

By collaborating closely with the client and gaining an in-depth understanding of their challenges and current and future needs, we created a solution that enable a smooth digital transformation journey.

The solution ensures enhanced and improved decision-making processes for stakeholders. However, the proposed solution doesn't just upgrade the existing systems and processes but also lays down a clear vision for the future, ensuring long-term success and efficiency for their sales and after-sales processes.

The solution is currently in the realization and user-testing phase, and it will be ready to provide impressive business value in the coming months.