TATA CONSULTANCY SERVICES
This reverts back to the point of tailoring to the customer ’ s needs , which automotive OEMs can achieve by integrating their services in a multi-dimensional network fashion as opposed to a linear model . A great example is usage-based insurance models , which require manufacturers to work with insurance companies — factoring in technology requirements — to provide services like pay-per-mile or base drivers ’ premiums on their performance .
Parthasarathy also delves into some of the other solutions that could arise from CASE automotive , including providing connected health services to a customer by working in an ecosystem connecting healthcare providers , retail drug stores , and emergency service providers , synced to customer health data .
“ Traditional OEMs are also responding to the needs of the modern automotive customer . In some cases , playing catch up with the customer-experience-focused industry leaders . In other areas , they ’ re trying to transform their organisations and generate new revenue streams .”
Servitisation is also becoming a response to digitisation and consumer experience capabilities , but it has received negative attention in the past .
“ This has created a lot of negative publicity in social media as customers are willing to pay to use a service that is seen as leading edge or innovative ( such as Tesla ’ s selfdriving software ) but not for items that were previously bundled with most vehicle trims ,” Parthasarathy explains .
He also sees concerted activity and monetisation strategies being built to leverage the value of connected data .
“ ORGANISATIONS REALISE THE IMPORTANCE OF MOVING TO AN N = 1 CUSTOMER PARADIGM ”
LAKSH PARTHASARATHY GLOBAL BUSINESS HEAD - SMART MOBILITY GROUP , TATA CONSULTANCY SERVICES
116 February 2023