Whenever we buy any product, before even getting our hands on it, we have already set expectations in our mind. How the product will help me solve a problem, make me look good in front of other, take me from location A to location B in a more fuel efficient way. So on and so forth. Depending on the product in question our expectations would get set. Its just how our brain works. We always expect something in return.
If the product is an events calendar promising you an uptick in search traffic, that’s what you would be expecting out of it. The calendar is able to deliver more traffic to the hotel website which should ultimately lead to an increase in hotel’s yearly revenue.
The above is how a customer thinks and feels when they are about to purchase a product or have already purchased the product.
Let me take the below few paragraphs showing customer sentiment once a product is in use for more than 5 years. I will be talking about our 5 year old Tata Tigor Automatic after having run 60,000kms+.
A service manager explains about parts that need replacement, why it needs to be changed. The understanding of why few parts need to be replaced depends largely how well the service advisor is able to paint a clear picture of the various parts needed for change.
What will happen if the parts are replaced? Why does the wear and tear happen of the part, under what conditions, what is the ideal time when a part should get replaced. etc. etc. etc. The better explained above questions, the better service experience delivered, in lieu of which more service revenue generated.
If you’ve not already watched it, do watch my conversation with my student and former colleague, now Netflix APAC Creative Director, Sayan Ganguly. He explains brilliantly, how the service experience for products company is completely broken.
In this artcile I will try to stick with the car example and detail out how the automobile industry can change the service experience so as to ensure brand loyalty remains intact and grows. The goal of the services wing is to ensure the customer goes on purchasing newer products from the same brand instead of switching to another competitor brand.
Lets look at how things that can be done by the brand, say for e.g. Tata Motors here, so as to ensure, the service experience is transformed with help of AI and Digital Transformation.
The first thing brands need to build up is interactive video based digital knowledge on the workings of a product. For example, if link rod and bush bone joints of a car needs to be replaced, having a small video/interactive 3D model showing the following can definitely enhance service experience.
- What exactly are the 2 components?
- Where are they placed in the car?
- What is its core purpose? Why are these partds even required?
- Show product usage in action under various road conditions.
- How long is the lifetime of such a part
Imagine a Ipad interactive application, through which the service manager is explaining the above 5 points. This should also be displayed on interactive digital touchscreens, kept as a hoarding at the customer lounge. The same should be accessible from the mobile phone, for customers sitting in the lounge area waiting for their car to get serviced.
The library about the product, needs to be extremely exhaustive. Let me give you an example.
There’s a peculiar sound coming from the neck of the steering that juts out from the dashboard. It’s not a major alarming sound, but a constant creek, every now and then. To get that noise solved, I asked a questions.
What needs to be changed if I need the sound go away completely?
The service engineer while driving the car, mentioned about a part costing approximately Rs. 65,000/-.
Later the service manager gave 2 more options, one, was getting the part serviced, costing approximately Rs. 4500/- or replacing the steering rack worth Rs. 14,000/-
Now as a consumer I needed to decide which option to take. That is where the digital discovery and digital knowledgebase interactive video content can get extremely useful.
At first the customer is shown through an immersive experience various other car sounds for the same problem. Then the customer is shown the noise after doing 1 of the 3 opted options.
Once this happens, the customer is better informed to take a decision. At this point in time, the service manager too is sure, as to what should be the right advise.
Infact at this point in time, it is good for the service manager to understand what qualifying questions he/she should ask, such that they can understand what the customer is looking to do with the car for the next foreseable future. Upon getting a clear picture, the service manager can easily recommend his solution waiting eagerly to hear back from the customer who now has to decide.
Thoughts and reflections after visiting the Tata Service Centre in Kolkata. The service manager was knowledgeable. But he needs to get armed with more ammunition.
Till next time.
Thanks
DB
27th April, 2026