Orbitsys Tech’s CRM solutions optimise dealer management for smaller OEMs in India

Gurgaon-based Orbitsys Technologies, a back-end solutions provider for customer relationship management (CRM) and dealer management system (DMS) technologies to automotive OEMs in India, is bullish about its platform’s capabilities of enabling swift network expansion for newcomers in the market.

The company says its CRM-DMS offerings are agile, nimble, and cost-effective, and allow small OEMs to make speedy inroads into the market by minimising investments in the back-end technology infrastructure. Orbitsys offers end-to-end network solutions for OEMs to manage their sales, aftersales, and spare parts operations, as well as taking customer feedback – all at a single place – by the virtue of its fully-integrated platform.

The Orbit CRM-DMS Suite is a completely web-hosted system capable of managing dealer networks across multiple brands and an unlimited number of physical locations. The Suite consists of modules covering Pre-Sales, Sales, Service, Business, Parts, CRM and CSS. All modules are interlinked and require no duplication of data. Each data funnel is well defined and works on a one-person-output-next person-input basis. This, according to the company, leads to a self-balancing system where, once function and data permissions are set out, no additional monitoring of process is required.

 “An established OEM would typically have around 10-15 different systems to manage all these operations. But come to think of a smaller player, which does not have the bandwidth to invest huge capital into back-end technologies, it would become very tough for them,” says Gurbinder Singh Dhillon, managing director, Orbitsys Technologies.

“Small OEMs that have just come to the market need to be agile, and our platform allows any OEM – be it small or big – to connect operations right from production, to the vehicle’s end of life. Everything comes together under one roof, and therefore, it requires lesser number of people to operate,” he adds.

Dhillon further mentions that the flow of information through an encrypted, and highly-secure channel, also leads to establishment of a heightened level of trust, thereby enhancing transparency between the customer and OEM.

“If the information comes from a trusted source, the customer gets reassured of getting the commitments fulfilled as per the brand’s promise. We have successfully done very interesting projects with OEMs wherein a customer can know the exact date of delivery, right at the time of booking a car,” Dhillon remarks.

According to the Orbitsys head, it is the lack of transparency between an OEM and customer that spoils a brand’s market perception and this deficit arises from back-end systems “which are separate from each other and do not talk to each other. Even if they do, it is through a very complex IT layer where the customer gets pushed out,” Dhillon explains.

One-stop solution

Orbitsys Technologies is a key solutions provider to Adishwar Auto Ride India (AARI) which is a distribution and manufacturing partner for Benelli in India, and says it has enabled the two-wheeler maker’s rapid expansion in the domestic market – making it scale across 116 outlets within a short span of 12 months.

“When they want to move to any new city, our scalable system is instantly available. The system should be tight, fully integrated, low on resource utilisation, yet bring truth among all stakeholders. The OEM can run their operations at extremely low costs. Therefore, it makes a lot of sense for small OEMs as it keeps their costs low. Technologies like these are doing the magic for them at the back-end,” Dhillon adds.

According to Vikas Jhabakh, managing director, AARI and Benelli India, “While a lot of brands use a combination of services to be able to manage their retail and aftersales operations, fortunately, the CRM-DMS offerings from Orbitsys have been a one-stop-shop solution for us, enabling us to bring together various facets of a customer’s journey with a brand.”

“This becomes particularly important in our (Benelli’s) case because we are a young OEM and only five years old in the Indian two-wheeler market. We needed a solution which was nimble and easy to use, and this has been perfect for us so far.”

Jhabakh further explains that right from the beginning of a customer’s intent of buying a new product, to the time of delivery, the Orbitsys platform is enabling it to gather information across various touchpoints throughout a customer’s journey.

“The sales team at the headquarters can make quick and swift decisions based on actionable insights from the data which is being transmitted through the secure platform. We have an entire sales and aftersales system that is feeding off the CRM which is giving real-time information in formats which are actionable. And we get these multiple data sets over the lifecycle of a customer,” Jhabakh adds.

“The customer today expects complete control over the entire transaction, and demands transparency. The customer is not finicky or picky, he or she is well within his or her rights to demand such information and as OEMs, it is our duty to provide such transparency to them.”

“We need a lot of data crunching at the back end to give this kind of transparency to the customers, and the Orbitsys platform is allowing us to do all of this,” testifies Jhabakh.

Acknowledging the hefty competition from bigger giants in the ERP and CRM solutions space, Dhillon says, “We do have much bigger competitors but most have a very IT-centric approach. On the other hand, we adopt a customer- or business-centric approach and that is our biggest differentiators.”

“Since everything – sales, aftersales, spares, feedback – is integrated into a single platform, there is requirement of a lesser number of people to manage these systems. The OEM, especially the smaller one, can operate at extremely low costs with our solutions,” Dhillon signs off.