July 2015 | Philip Chacko

Who's at the wheel?

The customer is the star of the show in the scheme of sales that Jaguar Land Rover swears by, and there is no limit to how far the company will go to keep it that way

There is a solid rationale that lubricates the relationship that JLR endeavours to build with its customers, present and potential, as it continues cruising down the road leading from revival to prosperity. Given the markets the company has made a mark in, the sales environment for high-end cars, and the clientele it is chasing, this is par for the course.

Members of Help for Heroes, a charity that supports British servicemen and women, at a 'Land Rover experience' event jointly hosted by the company in Solihull (UK)

“The automotive industry has become much more customer centric in recent years,” explains Joanne Pearson, global customer insight director at JLR. “This is driven by three main factors: increased competition, globalisation and ever-improving internet penetration.”

Watch this video to experience an Icelandic adventure with Land Rover customers and the company's employees
Getting into top gear in such circumstances takes careful calibration. JLR has global teams organised by marketing discipline: strategy, products, communications, sponsorships, customer insights, etc. These teams work with regional groups who implement and deploy the plans and approaches.

JLR has defined the different stages in the customer journey, from consideration through ownership to renewal. The company banks on what it has gleaned to determine its customer relationship strategies and marketing material. Digital communications and experiences are crafted as part of the overall communications process to ensure consistency and integration.

Customer story
Seven JLR employees and six customers of the company got together recently in Iceland to take the drive of a lifetime in the new Land Rover Discovery Sport. The group lapped up the breathtaking landscape — on the menu were volcanoes, river crossings, fjords and more — had their share of hair-raising moments and, to cap it all, bonded to form friendships that likely will last a lifetime.

This is a shortened version of the main article, which is part of the cover story about the customer-centricity culture of the Tata group featured in the July 2015 issue of Tata Review. Read the complete article here >>
Chairman's message on customer centricity at Tata
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