AMW Motors was one of the new entrants to have challenged the duopolistic hold that existed in the Indian truck sector till around a decade back. The company which started off with its focus on the mining segment has become a full-range player and has introduced several firsts in the Indian truck market to benefit the customer. AMW’s dependable aftersales network is definitely one of them.
We got details from Mr. R.N. Rao, Director – Marketing, AMW, on how AMW takes care of its customers with regard to aftersales.
Excerpts:
One of the key tenets of our aftermarket strategy is that at AMW, we do not treat this as an after-thought. AMW believes it is in the business of offering solutions to customer needs and that the product is one part of the whole value chain. Our customers need to get the best out of the assets that we sell them and expect manufacturers to be at their side throughout the productive life of the vehicle.
As AMW is predominantly in the infrastructure and core sectors of the economy, the Return on Investment on a vehicle is a critical factor that influences customer purchase. AMW customizes its approach to service and maintenance depending on the fleet size, application, usage pattern and load and road conditions.
Every customer has close and speedy access to our service engineer and depending on fleet size and location (many times, remote), AMW offers on-site support from its service team. This ensures high uptime and increased productivity. AMW also has an on line maintenance tracking system to ensure periodic service, maintenance and parts support. AMW pays a lot of importance to preventive maintenance.
AMW also has a 24×7 helpline and a feedback mechanism to respond quickly to customer queries and needs.
Schemes and benefit packages
AMW offers the following schemes aimed at improving the performance and productivity of our vehicles and increasing customer confidence:
• Extended Warranty up to four years
• Annual Maintenance Contract
• On-site service support with uptime guarantee
• Round-the-clock breakdown assistance
• Round-the-clock customer assistance call centre
Training service workforce
AMW has a very well structured training department for operators and drivers based at our warehouse in Surat. In addition, for Level 1 training, AMW has regional trainers in five major regions and two driver trainers in every region. We impart driver training to close to 100 per cent of new customer drivers and based on requirement, refresher training to fleet operators and drivers. AMW actively encourages and assists customers in conducting mileage trials under actual driving conditions in order to ensure proper driving, maintenance and loading practices to get the maximum from the vehicles.
Adapting to changing paradigm
With the advent of all international players in the passenger car segment and increase in customer expectations, the truck dealership is also undergoing major shifts. However, the changes are not restricted to look and style. As commercial vehicles are essentially business investments, the value proposition offered by dealers plays an important role in the sales and service system. AMW works closely with dealerships to provide a uniform approach to customer experience. The focus is on providing a knowledge based buying experience, providing services and parts support to help customers improve their business and on-site support where needed. AMW helps define and implement steps for continuous improvement in efficiency and support services to customers.
Service infrastructure
AMW has a widespread and growing dealer and service network across India with 123 dealerships and over 2100 touch points. This network includes sales and service centres, authorized service outlets, mobile vans, workshops and a 24X7 helpline called ‘AMW Seva’ which ensures a rapid response to customer needs. Over 1200 trained technicians and engineers are available to provided quick and effective response to customer needs.
‘AMW Seva’, our 24X7 in-house call centre, offers single-point contact for the customers. We have also tied up with road side assistance agencies to reach the off-road vehicle immediately and provide necessary service.
Future plans
At AMW, we believe that the entire process of pre-sales, sales, financing, dealership network, service, spare parts and other support needs to be a virtuous circle resulting in better customer satisfaction and loyal and fruitful relationships with our customers. AMW believes that people and service will become the single most important differentiator and to this end the company strives to closely align its products and services to customer needs and use of its assets productively.