Excellence Through Downstream Innovation in Times of Pandemic: Insights from the Auto Sector

The COVID-19 pandemic has disrupted the industrial supply chain globally. The automotive sector in India has also suffered and are trying surviving while reviewing and reinventing business models, structures and processes, to cope with this unprecedented crisis. This study is of an Indian auto OEM major as it focused upon training its downstream partners, to counter a situation of complete lock-down due to the pandemic. The authors attempt to develop a service excellence framework, based upon their unique engagement with 100 plus auto dealers. Critical success factors are identified based on the dynamics between the success factors using the Decision Making Trial and Evaluation Laboratory (DEMATEL) approach. Customer relationship management, service excellence and operations excellence at the dealership level were found to be the key ingredients for survival and success of both the channel partners and the OEM. Service quality benchmarking, People development and Process mapping, were found to be key enablers of excellence in times of crises, creating customer delight and efficient inventory management. Effective communication with staff and inventory management are critical to success, especially in tough times. Customer satisfaction, inventory turnover and revenue from new business are key metrics of success to be focused upon during such times. This is a possible future area for research in managing crises.