Technology plays a pivotal role in creating a superior customer experience, says Ashwani Garg.
Ashwani Garg believes in technology and that's why he has enabled his dealership, NBS International with the latest technology to create a convenient and innovative customer experience. Garg, Chief Operating Officer, says, "Our showroom is completely digitalised. The customers can browse through all the products on offer using touch-screen interfaces installed in the showroom. I wanted to bring a customer experience on a par with international standards," says Garg, as he walks us through the showroom.
Competition in the auto sector has never been fiercer. With international brands introducing models across
various price-bands, the pressure to maintain the highest standards only gets intense. However, for Garg, it is important to set his own standards rather than struggling to live up to the
standards set by competition. The first step towards achieving this is to step into customers' shoes and preempt their needs, says Garg. "We offer the customer a hot towel when they step in, we offer the kids who accompany their parents a play area which is equipped with latest video games and we have a café where customers can opt for a cup of coffee while they browse. We have also set up a self-service counter so that the customers have the freedom to check-out various products at their own pace and comfort. These may be little things, but they are essential if one wants to offer a superior customer experience," says Garg, who hopes to change the typical environment in which sale occurs.
"Normally, sales are undertaken under pressure. However, we offer customers the space they need to make the right choice."
Armed with latest technology, NBS is making an attempt to change the face of automobile retail in India. "We are the first company to offer virtual showrooms in the country. In Europe, Adidas has tested the concept successfully," says Garg, as he explains the
concept of virtual showrooms. "A person sitting in Mumbai can have a walk-in tour of a showroom located anywhere in the country. With virtual showrooms, it becomes possible for a company to expand to remote locations," he explains with pride.
The group has gone a step ahead and introduced video-conferencing facilities which enable the customer to
engage their family, in a remote location, in the car-buying process. Garg says, "A father who lives in the US might want to celebrate the success of his son purchasing his first car. And in India it is such an emotional moment!"
Garg understands that every customer wants their car to be a reflection of their personality. "We offer 3000 colours for customers, to choose from. We are trying out brush painting so that the owner has a chance to paint his own car. It brings in a sense of ownership," he adds.
Since NBS is a company-owned showroom, it comes with many advantages. "We get immense amount of support from the parent company. We work with transparency. For the customer, a company owned showroom promises a certain trust," says Garg, who has witnessed phenomenal customer response since he opened shop. "We are already booked for the year ahead," he beams.
With the faith that customers have put in his venture, Garg feels confident about expanding across India in the future. However, he wants to grow in congruence with Mahindra's 'Rise' philosophy. "Our growth should fuel positive change and promote innovative thought. And when we grow, those who work with us should grow with us,” he concludes.
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