Efficient customer service is a key component of Tata Chemicals' marketing strategy, the focus of which is to build long-term relationships with customers

Tata Chemicals' sales and marketing teams have been reoriented to become more customer-centric in their approach. These are the key components of the company's customer-friendly marketing strategy:

	Key Account Management In the Key Account Management process, a partnership initiative undertaken by TCL, plant personnel interact with customers to discuss various problems faced by them, suggest solutions through technical support, and propose areas of improvement. The process involves cross-functional teams from both organisations getting together and generating various ideas for improvement.
	Computer connectivity TCL's production facility at Mithapur, its marketing department in Mumbai and its sales team, located all over the country, work with the business application software developed by SAP AG. This strengthens the company's capability to carry out online transactions between Mithapur, Mumbai and other sales locations. To enable customers to view the status of their supplies and to access their ledger accounts, enterprise resource planning connectivity has been provided to important soda ash clients. With this facility, customers have access to TCL's system of booking orders online, enabling them to receive regular supplies of soda ash. They can also view the status of their orders and access their ledger accounts.
	Vendor Managed Inventory In the Vendor Managed Inventory process, TCL monitors and manages the customer's inventory. This is a unique customer-service initiative aimed at strengthening the company's record of being the most valued supplier of soda ash to users.

TCL is committed to maintaining its leadership position in soda ash by employing innovative marketing methods that improve the benefits to end users.