Simple, Seamless, and Standardized: How Bajaj Auto Digitized Customer Journeys Across 6,000 Dealerships

“Every customer walk-in is followed by a brief needs analysis and basic customer information capture, leading into a sales demo, test ride, and loan application. While this process sounds intuitive, implementing it across 6,000 dealerships, multiple brands and business units is incredibly challenging. With LeadSquared as our primary sales management tool, we’ve successfully streamlined our workflow. “

Manik Nangia President, Probiking

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Enquiries Managed Seamlessly

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What Bajaj Auto Achieved with LeadSquared:

Seamless integration with existing systems.

Enhanced sales experiences across 5 business units.

Actionable insights to identify success factors and challenges.

About Bajaj Auto

Founded by Jamnalal Kaniram Bajaj in 1945, Bajaj Auto is one of the most respected and renowned businesses in India, known for its iconic brands that have a global customer base. Today, the company boasts a diverse portfolio, including Bajaj Auto 2-wheeler motorcycles, Chetak electric scooters, Triumph motorcycles, with KTM motorcycles being the exclusive manufacturer and retailer in India and across continent. With a legacy of over 75 years, Bajaj Auto has grown into a highly successful Indian multinational and one of the most valuable automobile companies in the world, with approximately 90 million vehicles under its brand across the globe.

Bajaj Auto has always relied on systems like ERP and DMS to track finances and vehicles. However, there was no system to understand the journey of customer and prospects. Recognizing this gap, Mr. Manik Nangia, President (Probiking), and Mr. Varadarajan, Vice President – Digital & Analytics, spearheaded a transformative digital initiative at Bajaj Auto. Bajaj Auto’s previous inquiry management system had limited capabilities, falling short in areas such as real-time data insights, automation, and standardization—critical elements for delivering a consistent customer experience across 6,000 dealerships.

Addressing Bajaj Auto’s Key Challenges

Bajaj Auto faced challenges in managing leads across its business verticals, which prompted them to look for a digital solution. While they considered platforms like Microsoft and Salesforce, these options didn’t suit their needs due to the network’s maturity and the effort needed for change management in the organization. Instead, they chose LeadSquared to help solve three major challenges and improve their customer experience.

1. Lack of standardization

The first challenge was the lack of standardized sales process across the country, spanning over 6000 dealerships. While some dealers excelled, others struggled to maintain the same level of performance.

2. High attrition and inconsistent customer experience

The second challenge was the high attrition rate among last-mile sales executives in dealerships, which is common in entry-level sales roles. With a 20,000 strong salesforce across five business units and locations spread across India, it was essential to align everyone to adopt the prescribed processes to ensure a consistent and improved customer experience.

3. Lack of measurable insights

The third challenge was the inability to accurately identify what was working and what wasn’t – across different brands, business units, and geographies – making it difficult to take targeted actions.

“Without the capabilities of a CRM system, and relying solely on a DMS, inquiries were just a formality. Sales data was only being entered after the deal was closed, meaning what was sold was all that got recorded in the system. We wanted more.”

R VaradarajanVP – Digital & Analytics, Bajaj Auto

Unified Systems for Better Insights

LeadSquared has quickly become integral to Bajaj Auto’s operations; it is used by telecallers, branch executives, and dealerships – like Bajaj Auto 2-wheeler, Triumph, KTM, and Husqvarna. It supports in-store offline processes, outdoor promotions, and digital activations, with partners like BikeWale and BikeDekho also leveraging it.

Bajaj Auto has built a unified system to track prospects, funnel, pipeline, and conversion rates, ensuring insights remain within the organization. By integrating LeadSquared with the DMS, ERP, and partner systems through API gateway, all customer data feeds into Customer Data Platform. This provides a 360° customer view, enhancing reporting, analysis, and performance management across business units.

“We got all the three aspects right- the process, people and the product. LeadSquared seamlessly addressed both the operational and team-related needs, making adoption straightforward. It wasn’t a challenge for us because teams found it easy to use. Overall, the experience has been excellent.”

R VaradarajanVP – Digital & Analytics, Bajaj Auto

Customized Solutions for Better Results

Monitoring these KPIs consistently has helped Bajaj Auto significantly over the last two years. Productivity at dealerships has increased, with sales teams better utilizing their time and gaining a clearer understanding of leads before engaging with them. Additionally, follow-up process has become much simpler. Bajaj Auto has implemented rules to ensure timely follow-ups within three hours, supported by the platform’s ability to set and monitor those standards. This governance at the dealership level has led to higher lead conversion rates.

Bajaj Auto utilized LeadSquared’s modularity to meet the unique needs of each division while maintaining a centralized sales process. The commercial vehicles division added a key account management module, while the motorcycles division introduced a customized performance management and dealer engagement module for the secondary network.

For the premium motorcycles division, a joint ownership model for telesales and showroom executives was implemented, along with features like direct call patching to dealerships. Bot integrations for electric vehicles addressed customer queries effectively.

This modular approach allowed Bajaj Auto to scale efficiently while tailoring solution to specific business requirements.

A Customer-centric and Agile Partnership

In 2022, when Bajaj Auto started with LeadSquared, the product proved to be the right choice during the pilot phase, enabling process standardization while allowing for necessary customizations. The service and responsiveness received over the next 2 years has reaffirmed their belief.

“It’s rare to find an organization that combines operational excellence with empathy and innovation, but LeadSquared has delivered on all fronts. Over the past 2 years, their responsiveness, agility, and customer-first approach have made a significant difference in our journey.”

Manik NangiaPresident, Probiking, Bajaj Auto