Ather Energy aims to strengthen dealership operations and customer engagement through a unified AI-powered CRM, enhancing operational efficiency for its 350+ dealers with scalable digital solutions.
The goal is to improve lead management, customer relationship management, and dealer management via a centralized platform while enabling real-time decision-making and mobility for dealership partners using a mobile-integrated solution.
The deployment begins with planning and requirement gathering, involving a comprehensive analysis of existing dealer and customer management processes. Key pain points and areas for improvement are identified, and key performance indicators (KPIs) for success are established. Stakeholder engagement, including dealers, sales teams, and customer support representatives, ensures that the solution meets operational needs.
In the design and development phase, ‘Ather Dealer Central’ is built on the Salesforce Platform, integrating the Lead Management System (LMS), Customer Relationship Management (CRM), and Dealer Management System (DMS), Ravneet S. Phokela Chief Business Officer Ather Energy, said.
AI-driven tools such as Salesforce Agentforce are incorporated to automate customer interactions and optimize operations. A user-friendly mobile interface is designed to ensure accessibility for on-the-go dealership decision-making.
The pilot deployment and testing phase involves deploying the solution in a controlled environment with a select group of dealerships. End-to-end testing, including data integration, process automation, and AI-driven insights, is conducted. Dealer feedback is gathered, and refinements are made based on real-world use cases.
Following successful testing, the full-scale rollout expands deployment to all 350+ dealerships nationwide. Training is provided to dealership staff and customer support teams, ensuring they understand system functionalities. System performance is monitored closely, and any initial technical challenges are addressed promptly.
Mankiran Chowhan, Vice President, Financial Services & Consumer Industries, Salesforce India, said: “As businesses scale, AI-driven innovations are becoming essential to enhancing customer interactions. With Salesforce’s Agentforce — an AI-powered digital labor solution —companies can deploy autonomous AI agents across functions, boosting efficiency, optimising operations, and redefining customer engagement.”
Continuous optimization and expansion involve implementing AI-driven analytics to refine customer engagement strategies. Regular updates and feature enhancements are made based on evolving business needs. The CRM functionalities are expanded to support future dealership growth and customer experience innovations.
Key features of the CRM deployment include unified dealer management with a single, scalable platform integrating LMS, CRM, and DMS, AI-powered automation using Salesforce Agentforce for intelligent customer interactions, a mobile-first approach enabling dealer partners to access insights and make real-time decisions, seamless customer engagement through enhanced tracking of interactions, and data-driven insights leveraging AI-powered analytics for lead conversion, sales trends, and dealership performance.
The expected benefits of this deployment include improved dealer efficiency by streamlining processes and reducing manual workload, enhanced customer experience through AI-driven automation that enables personalized interactions and faster issue resolution, scalability and agility with a future-ready system that adapts to Ather Energy’s expansion plans, and a competitive advantage as the first-of-its-kind Dealer Management Solution setting a benchmark in the EV industry.
The deployment of ‘Ather Dealer Central’ powered by Salesforce will revolutionize dealership management and customer interactions for Ather Energy. By leveraging AI, automation, and a unified platform, Ather is poised to drive sustainable growth, improve dealer efficiency, and enhance customer satisfaction across India’s growing EV market.
Baburajan Kizhakedath
