Ashok Leyland is a brand which has carved a niche for itself in many key trucking hubs across the country. Being the country’s second largest CV maker, the company has its own weight of expectations from customers, particularly in respect of aftersales service. AL has been delivering time and again when it comes to taking care of customer requirements on highways or giving effective training to drivers and technicians. With its special focus on the customer, the company has set new benchmarks in the aftermarket.
Mr. Venkat Subramaniam. B, Head – Aftermarket, Ashok Leyland, outlines the CV maker’s strengths and specialties related to service and maintenance.
Excerpts:
The Differentiating factor
As the technology platforms are getting unified with respect to performance and comfort, the differentiating factor among competitors would be the aftersales service. These will be measured on cost, quality and delivery which will be the guidelines for customer satisfaction. Ashok Leyland has built up the following aftermarket support initiatives over the past few years:
• Rapidly expanding network to reach out to customers
• ‘Leyland Direct’ – 24X7 helpline for customer support
• Mobile service van at all dealer workshops
• Micro-containerized workshops to enhance customer reach to remote areas
• Cabin repair facility, which is first of its kind in the commercial vehicle industry
Versatile service packages
• Annual Maintenance Contract (AMC) – Designed to suit customers based on usage pattern
• Extended warranty Package ( EWP) –
• Best in the Industry, extended warranty package of 2.5 years/ 2.5 Lac kms.
• Offer of 2 years / 2 Lac kms for newly launched ICV model, BOSS
• Extended Service Package (ESP)
• Only Commercial Vehicle manufacturer to offer ESP. Currently with 2 years / 2 lac kms.
• Comprehensive Insurance Package cover – differentiated by offering cashless coverage, towing, EMI cover with captive helpline
• AL Recon – re-conditioned engines to maintain OE standard
• ALRPS – Ashok Leyland Retail Parts Store – unique initiative to make sure availability of Ashok Leyland genuine parts all over the country
Training expert
AL has extensive coverage of training for technicians and drivers for new and existing products. These are customized for variety of customers/products/conditions. AL also has at-site training offerings for project and other customers in up country and project sites.
AL is the first CV manufacturer to start its own driver training institute at Namakkal. Later, we have partnered with governments in PPP Model to establish four fully operational DTIs (Driver Training Institute) at Kaithal (Haryana), Chindwara (Madhya Pradesh), Burari (near Delhi) and Chhatia (Orissa) to train the drivers. 3 more DTI’s are under commissioning. We have trained over 6 lakh drivers and have the capability to train 25,000 drivers per annum. We train drivers on safe and fuel-efficient driving practices using state-of-the-art driving simulators and combined with personal development awareness on Yoga, AIDS etc.
We have five service training centers across India to train mechanics. We offer the following program:
i) Joint Skill Development Centre – Ready to use manpower for dealers through residential campus training
ii) Earn & Learn Centers – Foundation courses at dealer site
iii) Mobile Training Vans – Training at remote locations (at site)
iv) Service Training Schools – Refresher, new model & new technologies for customers, dealers & employees
v) 20,000 trained every year – 3.1 Lac trainees trained since inception (1983)
We also have specific training programs for drivers and technicians on periodic maintenance to ensure that the vehicle performance on cost, quality and delivery are ensured. The training programs are offered to all customers including the key Customers and large State Transport Undertakings (STUs).
Brand Refreshment
Dealer infrastructure is designed taking in to account customer expectations in three phases – presale, at the time of purchase and post sales.
Dealer Sales Executives are being equipped with handheld devices containing product features, Customer Value Propositions (CVP) to address the customer queries on products and services quickly and efficiently. Again this is a unique industry first initiative.
In the last few years our “Brand Refreshment” exercise has taken in to account the customer requirements such as sales offices to have reception area, comfortable customer lounge and customer relation executive, etc. It is the intention of AL to give standardized, uniform experience to the customers. This will alleviate their apprehensions about approaching dealer outlets other than home location. Hence branding is a very important factor for AL in ensuring the identical feel of every dealer outlet and uniform processes across all the touch points in the country.
Workshops are being equipped with driver lounge / customer lounge that are functional and comfortable. Customer interface points are being revamped to align with standard process to have uniform experience across all the Dealerships.
Focused Service Network
AL has extensive coverage of customer touch points across the country. With over 267 dealer outlets, 165 – Authorized Service Centers and 67 containerized workshops, 152 AL retail parts stores we ensure that we are always within the reach of our customers. Additionally, Ashok Leyland services the independent aftermarket with a unique loyalty program, ‘MiTR’ for retailers and mechanics. “Leyparts” is a trusted popular brand over decades.
With every new product, there is a need to equip our service network with the special tools, and other sophisticated equipment to ensure best service to our customers.
• Over 100 M&HCV dealer outlets and 100 outlets of Light Vehicles have been revamped to meet the service requirements for the new vehicles
• Unique and exclusive vehicle display area and sales offices
• Exclusive trained sales and service manpower
• Exclusive service bays for Boss and Captain
• 24X7 service / breakdown attention and mobile service van
• Cabin repair facilities equipped with modern spot welders, plasma cutter, MIG welding, air power tools and other accessories to repair the cabin
• Leyland direct facility called “Tatkal Seva” to address the highway breakdown.
• Dedicated call center support to attend to the customer breakdown.
• Guaranteed response time of 4 hrs and restoration of 48 hrs.
Total transport solution
With the increasing customer awareness and technological advancement in vehicles, engine and fuel systems design, the customers will increasingly depend on OEM service for effective aftermarket support. With the design and build quality levels attaining maturity for all manufacturers, the one thing that will set them apart in customers mind is the effective aftersales support, which will define who becomes a successful player in a medium to long run. Our way forward would be – total transport solution to customer – end-to-end support to improve the operating economics of the vehicle during its life cycle, for our customer. The Service Segment is growing at a fast pace, with the increasing influx of automobiles and increasing use of modern technologies, well trained, highly skilled personnel are needed in high numbers for taking care of the “maintenance” to ensure that the customers get most professionalized service. Ashok Leyland has a robust system to ensure that the customers get the best and hence our consumers are always assured that they have taken the right decision in their choice.