In a strategic move to enhance service accessibility and cater to a broader customer base, Tata Motors introduced the EasyServe bike service during the challenging times of the COVID-19 pandemic. The initiative, aimed at improving service duration and expanding reach, has not only proven successful but has witnessed remarkable demand, especially in Tier-2 and Tier-3 cities.
Revolutionizing Service Accessibility
Dimple Mehta, Head of Customer Care, Domestic and International Business, Tata Motors Passenger Vehicles, revealed that the EasyServe bike service has serviced an impressive 1.70 lakh vehicles in the current financial year alone. A fleet of 229 bikes has been deployed to provide this unique and customer-centric service, reflecting Tata’s commitment to innovative solutions in the automotive service industry.
Booming Demand in Tier-2 and Tier-3 Cities
The success of Tata’s EasyServe bike service is particularly pronounced in Tier-2 and Tier-3 cities, where conventional workshops and service centers were comparatively scarce in proportion to the local vehicle population. This initiative has not only addressed the service gap but has also garnered significant traction, indicating a substantial demand for doorstep services in these regions.
Remarkable Growth in Customer Return Rate
An interesting metric showcasing the program’s triumph is the increase in customer return rates. Before the advent of EasyServe, the rate of return customers to Tata service centers stood at 42 percent. However, with the introduction of the bike service, this figure has surged to an impressive 68 percent. This signals a higher level of customer satisfaction and loyalty, underscoring the effectiveness of this innovative approach.
Scaling Workshops to Meet Growing Demand
While the EasyServe bike service has gained popularity, Tata Motors has also concurrently expanded its conventional workshop network. The number of Tata workshops has grown from 579 in 2020 to 929 in 2023, illustrating the brand’s commitment to providing diverse service options and meeting the rising demand for maintenance and repairs.
Mobile Technicians: Bringing Service to Your Doorstep
The EasyServe bike service operates on a unique model where technicians visit the owner’s residence on a two-wheeler equipped with basic tools. This on-the-go service is designed for basic maintenance tasks that can be completed within a span of two hours, eliminating the need for specialized tools or extended workshop visits.
