Ather Energy, the top producer of electric scooters in India, has partnered with Salesforce in an effort to improve the user experience.
As Ather Energy expands its retail presence throughout India, the collaboration will enable it to use Salesforce’s CRM to manage its sales, service, and dealer management systems.
Using Salesforce, Ather Energy will improve the customer experience by delivering individualised interactions through various touchpoints, including the internet, mobile devices, social media, and showroom floors.
The company aims to enhance customer relationships from inquiry to post-delivery service by using a single view of the customer through primary and secondary sales.
Additionally, Salesforce will give Ather’s retail partners better dealer management systems, which the company claims will enhance both offline and online customer experiences.
By March 2023, Ather Energy hopes to increase its retail footprint to 150 centres across 100 cities in India from its current 91 experience centres spread across 74 cities.
Between January and December 2022, the company sold 59,413 units, representing a 224% increase year over year. Ather Energy opened its second manufacturing facility to meet the rising demand; by FY 2024, this facility will be able to produce 420,000 units annually.
Ravneet Singh Phokela, Chief Business Officer, Ather Energy, said, “At Ather, we understand the criticality of an omnichannel experience that builds brand love and trust amongst consumers. Towards this, we are investing strategically to expand our retail presence to make Ather electric scooters more accessible to customers. With the rising demand for our flagship scooters, we acknowledge the need for strategic use of technology in a competitive environment to cater to the digital-first consumer. A 360-degree view is essential to be there at every stage of vehicle ownership creating a personalized and connected experience and building brand loyalty.”
Arun Parameswaran, Managing Director – Sales, Salesforce India, said, “While there has been a significant increase in the demand and acceptance of EV adoption; we understand that purchasing an electric vehicle is a journey that requires increased awareness and engagement to ensure consumer stickiness. As the world transitions to a more sustainable future, we are excited to be a part of this transformation journey for Ather Energy to further customer excellence.”
