Case Study

CEAT – Hitting an all Digital Road, Leaving No Track Unexplored

CEAT Limited has been recognized as a DXL (Digital Transformation Leader) Enterprise in the Manufacturing (Process) Sector. This is revealed in the DXL COFFEE TABLE BOOK (CTB) by Coeus Age. The CTB presents 24 DXL or Digital Transformation Leader (DXL) Enterprises across 16 Industries.

DXL Enterprises are the intra-sectoral leaders excelling on digital.

CEAT Limited is leading with initiatives that aim at transforming customer engagement, supply chain management, and core operations. It is exploiting data to give speed and efficacy to new product development meant for helping to cope with the relentless pace of market shifts. Its ‘Recommendation Engine’ for helping customers to make the right decisions is expected to evolve with time.

With ‘Precipio,’ CEAT has democratized and simplified the overall learning process for employees. Although process manufacturing as a sector may be behind other industry sectors, CEAT leads within the sector with a holistic approach to digital transformation.

The main highlights of the DXL story at CEAT includes six key aspects (supported by key excerpts from the Annual Report FY2021)

Revamping Customers Engagement

“To keep pace with the changing consumer behaviour, CEAT understands the customers’ need to do online product and price discovery as well as buy tyres online in easy steps. To deliver a superlative customer experience, CEAT revamped it’s website in FY 2020-21 with leading industry technology platforms like Adobe and Salesforce. ”

Offering a Recommendation Engine

“The website has a ‘Recommendation Engine’ that helps the customers to identify and choose a tyre, best suited to their needs. The website chatbot is on WhatsApp that helps customers with queries on product, dealer, complaints and general queries.”

Operationalizing Smart Factories

“CEAT successfully implemented Siemen’s Manufacturing Execution System (‘MES’) in it’s Nagpur and Chennai plants, while Halol plant already has a custom made MES. The objectives of the initiative include reduced waste, increased output, optimised inventory management, decreased downtime and reduced costs associated with production.”

Strengthening Dealer Relations

“With the aim of improving its channel partners’ experience of doing business with CEAT, the 4th generation Dealer Portal (CEATAssist app) was launched in FY 2020-21. This digital and design thinking led transformation has notable impact on dealer satisfaction, primarily through reduction in the TAT for claim settlement and timely payment collections.”

Exploiting Data for New Product Design

“CEAT has also taken part in the development of a test data management system considering indoor and outdoor testing and claim data management. This has significantly aided in reducing New Product Development (‘NPD’) cycle frequency and has also reduced the number of overall design iterations.”

Supporting Self Paced and On Demand Learning

“Percipio – CEAT encourages self paced and on demand learning through e-learning. Through Percipio, the online learning platform, 7,001 trainings were imparted. The topics covered were communication, presentation skills, quality management, digital skills and Six Sigma amongst others.”

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