24 HOURS OF A MAHINDRA EXPERIENCE

I still remember the first Mahindra XUV 500 I saw on the road. It was a couple of months ago, in April. Driving home from work, I spotted a shining silver beast of a car. It looked amazingly solid, yet had a class about it. I am not much into cars, but something about this vehicle said it was a brand new make, and it was gorgeous.

I took a detour from the signal, turning in the direction of the XUV, rather than home. I was drawn to it. After a short distance, I approached close enough to spot the Mahindra logo on it. I was blown away by the fact that neither was this an “imported” vehicle nor was it one of the premium elite brands I was expecting it to be. This was made in India.

I reached home, googled and found out that the magnificent beast I saw on the road, was an XUV 500, Mahindra’s latest vehicle. Each time, ever since, I have spotted one on the road, I have been continuously amazed. Patriotism apart, this is a fantastic looking car. An SUV that exudes class, yet, is affordable for someone who’d love to own an SUV, but didn’t know where to look below the super-expensive elite brands.

11 June 2012 

5:30-6:00 pm:

After finishing the day’s work, I finally stopped outside the Mahindra showroom in Punjagutta, Hyderabad. I had to check the XUV out. I wanted a test drive, know more about it, and see for myself, what had amazed so many people who’s posts/articles about it I had read online. The XUV has been selling like hotcakes, and I wanted to know if I could own one as well.

With all that excitement, I walked into the showroom, eyeing a shining silver XUV standing right beyond the glass doors.

Normally, when I enter any random automobile store, I am wary of over-zealous sales execs, who hound you endlessly, almost politely bullying you into buying a set of wheels. I am scared to give out my number to them, for I know I will be stalked every single day for the next couple of months, being coaxed to buy the car. Even when I decline on the phone, I know I will be sent sales offers cheaply disguised as festive greetings.

I refuse to give my number, stating instead that I will get back once I have decided.

Yesterday’s experience was a bit different. This was a car I was genuinely excited about. I stepped into the showroom, spent 25 minutes exploring the XUV, but there was nobody who came up with even a greeting, forget about a sales pitch.

I had questions about the car, as I sat in the driver’s seat and admired that beautifully equipped dashboard. The seats, the leg space, the numerous features that this car was packed with, was a fantastic sight. Alas, I couldn’t discover a lot as there wasn’t anyone around who I could call and ask.

There were two other customers who were just looking around as well. I did spot one exec at the reception counter, chatting away on the phone. And by the looks of it, it wasn’t a business call. This is one of those moments when I refuse to actually call out to someone, and instead wait for the hopeless situation to resolve itself.

It didn’t.

I was done helping myself to the car I’d admired for so long. I walked over, checked out the Mahindra Thar, another fantastic off-roader (still nobody; phone still busy) and left. While exiting, I spotted our caller, who apparently was done with his conversation and standing at the main door. I said “main itni der se showroom mein hoon, aur ek banda help karne nahin aaya”.

He smiled. Said nothing. 

I left. Disappointed.

11 June 2012 

9:05pm

I am very active on social media. Reached home and tweeted about it.

Now, I saw this as a small incident. Nevertheless I wanted to bring it to their attention. I decided against putting this up as a general tweet, and instead addressed it to the XUV team (@MahindraXUV500) directly, and mentioning Mr.Anand Mahindra (@AnandMahindra) as well. I hadn’t been following both profiles yet.

About an hour later, a friend’s message arrived saying, “hey, Anand Mahindra has RT’d you. What happened?”

Surprised, I checked and found this:

Wow! - the first word that came to my mind. This was now official.

Following his tweet was a string of messages where twitter users unknown to me were either admiring his prompt response, or mentioning their good/bad experience at showrooms in other cities.

This was fantastic. Mr.Anand Mahindra had taken note and mentioned one of his employees (possibly at the same showroom) in the tweet (which now seemed like a memo!).

Anyway, I responded...

A short while later, Mr.Joydeep (@joydeep71) sent me a tweet.

I’m sure the error in spelling my name was unintentional. He must have typed this in a hurry. I responded.

12 June 2012 

9:38am

The next morning, I had another tweet from Joydeep. 

I was in a studio all day. Thought I’d respond to him later. Got another tweet in an hour. This time from Vishal Sharma (@sharmavishal28).

This was getting even more impressive. I hadn’t seen such prompt response from a corporation. Ever.

While Joydeep had been interacting with customers on twitter, Vishal had just opened a twitter account, obviously in response to this.

Again, I was busy, so I decided to respond to Vishal later.

I got a call from Rakesh, a sales exec with the same showroom. Rakesh had been with a different auto showroom earlier. I had bought my present car from there. He had my number.

Apparently, a report of my tweet had been sent to the showroom by morning, it had been discussed with the entire team that a customer had arrived and returned without any service. Neither had any log been taken of a customer visiting the showroom.

When the name was mentioned, Rakesh immediately recognised it and called me. Again, I said, I’ll call him later once I’m done with my work.

A short while later, Vishal called. He had taken my number from Rakesh. Amazed as I was by the response, I told him I’d speak to him when I’d get free and that Rakesh had already called me.

Anyway, this had turned into something very unexpected. As I mentioned, I had never experience such prompt customer service.

12 June 2012 

3:27pm

I called Rakesh when I got free and he mentioned that both my tweets to Mr.Anand Mahindra had been taken very seriously with the team, the senior managers were at the showroom enquiring about the incident and were trying to reach me. He requested me to come to the showroom.

Intrigued, I said I’d be there shortly.

12 June 2012 

4:00pm

I reached and met Rakesh. He introduced me to Vishal Sharma (Area Sales Manager), who in turn, got me to speak to Joydeep (AP Head). Genuine apologies were of course expressed. I was assured that customer feedback was taken very seriously at Mahindra, like I needed any further evidence of this. I was already quite bowled over with the chain of events that had taken place so far.

I was given the customary tour of the vehicle, all my questions answered, and then the fantastic test drive.

I’ve fallen in love with the Mahindra XUV 500 after that drive. More apologies tendered. More warm smiles exchanged.

I left the showroom. 


Very Happy.

Learnings (24 hours later):

I have these random bursts of writing (I don’t write often). But Mr.Mahindra’s initiative has led me to write my thoughts down.

Apart from what happened at Mahindra and what they will do to prevent something like this from happening again... I have learnt a lot from this experience.

1. Lead from the Front:

From the moment Mr.Mahindra acknowledged my tweet, things had been set in motion. I hadn’t even expressed my desire to buy the vehicle. It was a just a random experience that went bad and I mentioned it online.

The fact that he took note of it and got his team to take necessary action, speaks miles about his leadership and the value he gives to someone who merely interacts with the brand that he and his team have created and maintained.

Mahindra prides itself on being an Indian manufacturer. And rightly so. The vehicles, products, machines, services they have developed have been trendsetters in the often- frowned upon Indian industry.

It takes a lot of effort to maintain integrity, not just in products, but throughout the company. As the general public, we have respected Mahindra for the ideals they have set for themselves, which help them deliver consistent quality.

Integrity is handed top-down. Just as a parent sets a way of life for the child, a superior sets a work-approach for a junior. Just as the way, a child observes and imbibes what adults do, a junior in an organisation does exactly that when he observes superior officers behave in a certain way. It becomes a sub-conscious habit.

Mr.Mahindra ensured that his sense of responsibility towards the company was understood by his team, who in turn, ensured that they applied it in their respective areas.

A leader who can show the courage and initiative to stand up for what he believes in, will inspire the workforce to be fearless as well, no matter how big or small the situation.

2. Take the initiative towards a solution. Don’t just sit and discuss the problem.

Rakesh, a sales exec, in the showroom, could have sat back and said, “I don’t know what’s going on. I wasn’t even there”. This habit of passing the buck is seen across the board, regardless of the industry.

Instead, he showed presence of mind when he heard the customer’s name. I am a playback singer in Hyderabad and do enjoy a little reputation. However, that was not his concern. He identified a name from his past workplace (I had bought a car from him), called his ex-colleague, managed to get my number, called me and requested me to come to the showroom.

Once at the showroom, he didn’t seem like he was over-doing his job to please a disgruntled customer. He took charge, apologised, introduced me to his superiors, took to explaining about the product and took me on a test-drive. I appreciate the genuine effort he put in towards rectifying a situation that had gone wrong.

Joydeep wrote to me immediately and followed up the next morning with his mobile number. He got his team to check on the situation as well. Vishal Sharma did not ignore a situation that occurred on twitter, where he had no account. He instead registered an account in order to get in touch with a customer.

3. Numbers don’t matter. People do.

I haven’t yet committed to Mahindra that I will buy the XUV. I’m still working out my finances.

I might enjoy a little popularity in my hometown, but Mr.Anand Mahindra didn’t even know I existed until I mentioned him in my tweet. He didn’t question if I had gone to buy the car. He cared for a customer who walked into the doors of his showroom. That was reason enough to respond.

That is what customers need. Care.

Longevity thrives on goodwill. Not just sales.

Selling and servicing should not be done, if it the resultant purpose is anything other than building a relationship with a stranger who has decided to put his hard-earned money on your product.

More important than his money, is his unshaken trust in you that will keep you alive.

4. Don’t do a job. Own the company.

The difference between someone doing a job, and someone taking ownership of the company is always evident. We never return to people who merely fill their day with work, in return for a monthly salary. We prefer dealing with people who show passion, commitment and dedication, regardless of whether they are earning something out if it or not.

Passion inspires passion.

A passionate salesman creates a passionate customer.

If you don’t believe in it, don’t do it. Don’t fool yourself into believing that your life is defined by the amount of money in your bank at the end of every month.

Walk into the workplace every single morning as if YOU own it and nobody else. Even if you are the guy who delivers tea to the customers while they wait for the sales executive. They should want to come back next week to drink another cup of tea, simply because they tasted the passion with which you made it.

I was taught in school, that when I wear the uniform, I am a representative of the school. How I behave, walk and talk, reflects on the school itself, and thereby, on every other student and teacher. It is a responsibility.

Companies have uniforms for their employees. The idea is not just to recognise them in a store, but to give them a sense of pride. Wearing the logo or the uniform of their organisation, makes each employee, a representative or an ambassador of the company. How you behave, reflects on the organisation itself, and thereby, on every other employee.

5. Social Media and Customer Care

I have read numerous cases about how the power of Twitter and Facebook elevated issues and got them solved. It just feels different when you experience it for yourself, and within 24 hours!

My issue might seem small compared to a lot of others. Nevertheless, it was social media that helped us (both me and the company) here.

It is one thing to have a PR team read and write tweets and posts on behalf of the company. It is another to have the head of a world-renowned organisation handle his social media himself.

We are aware and quite irritated with manual-driven customer care responses, be it airlines, credit cards, banks, television services and of course, mobile phone operators.

One of the most hypocritical statements these days is “I am sorry for the inconvenience caused”. We’ve all heard it so often. I once spoke to a customer care rep who kept repeating this statement. I responded saying how irritating it was hearing her speak like a robot, repeating the same sentence for everything. She said, “I’m sorry for the inconvenience caused sir.”

While companies develop new products using new technology, they forget to motivate their employees to embrace technology themselves. Employees must be on social media, taking at least an hour everyday to keep track of their markets and customers, not just their friends and relatives.

A customer’s social media profile can say a lot of about him, his lifestyle, his likes and dislikes, his tastes and preferences and so much more.

Much more than what is evident when he speaks to you directly. Learnings from those profiles will help you understand and reach out to him better, pleasantly surprise him and forge a stronger relationship.

Social media can do all that. Try it. Embrace it.

Apologies... if anything I have written above is out of line. These are of course personal opinions.

I am truly inspired by events in the last 24 hours. Hats off to Mr.Anand Mahindra’s leadership.

I thank Team Mahindra for all that they have done and wish them the very best for everything ahead.

Hoping to be an XUV 500 owner soon! :)

ANUJ GURWARA