Shubhranshu Singh, CMO, Tata Motors Commercial Vehicles, on CX in the Age of Intelligent Systems
As customer expectations surge and digital ecosystems expand, customer experience (CX) is no longer a marketing adjunct — it is the core value proposition. Today’s brands win not by being louder, but by being smarter, more relevant, and more personal. And that shift, according to Shubhranshu Singh, CMO at Tata Motors Commercial Vehicles, is being radically accelerated by artificial intelligence.
In a candid conversation at Goafest 2025, Singh offers a compelling warning — marketers are underestimating the scale of AI-driven change, and by doing so, they risk falling behind on CX-led growth. His perspective weaves together technology, data, storytelling, and experience design — all through the lens of a brand that moves India, literally and metaphorically.
AI Is Not Just an Enabler — It’s a CX Revolution
Despite all the talk about artificial intelligence, Singh believes that marketers are still treating it as a back-office tool — not the frontline force reshaping customer journeys.
“This potential is acknowledged and understood by many, but it’s not being implemented at scale,” Singh said. “There’s a clear gap between awareness and action.”
He urges marketers to accelerate and uniformly adopt AI, emphasizing that the current pace of integration is too slow for the sweeping change it demands. Today, AI enables brands to engage with empathy, relevance, and precision — but only if it’s embedded across the ecosystem.
The Risk of Over-Targeting Without Relevance
While many are scrambling to target Gen Z, Singh advises caution: “There’s an overemphasis on youth marketing — unless it’s done with genuine relevance.”
India’s vast youth population offers scale, yes — but success comes from designing CX that understands their context, preferences, and constraints. That means delivering the right product, at the right price point, with the right digital experience.
The takeaway: Demographic scale is not a CX strategy — relevance is.
Digital Transformation, But With Depth
When asked about how Tata Motors has evolved its brand storytelling to match shortened attention spans and digital-first behaviors, Singh emphasizes a deeper truth: CX in the commercial vehicle sector must go far beyond surface-level narratives.
“These are high-involvement decisions. A truck is a business decision — not just a purchase,” he said.
Buyers assess:
- Operational costs
- Maintenance and servicing contracts
- Spare part availability
- Resale value
- Financing options
And because the purchase cost is just 30-35% of the vehicle’s lifetime value, the real brand experience plays out post-sale — through service, uptime, and ecosystem support.
Data-Driven Decisions, Human-Centric Design
Recognizing this, Tata Motors has embraced digital not just for reach, but for deep personalization and lifecycle CX management. With over 60 lakh single-view customer profiles and 80 crore+ data points, the company understands its users better than ever.
“All our BS6 vehicles come equipped with advanced telematics, capturing more than 60-80 real-time signals from each vehicle,” Singh explained.
The brand’s Fleet Edge platform, now active in over 7 lakh vehicles, allows for:
- Predictive maintenance
- Targeted service alerts
- Usage-based marketing and remarketing
In CX terms, it’s intelligence at scale, improving everything from operational uptime to communication cadence.
Balancing Digital and Tangible Experience
Even with this digital maturity, Singh understands that real CX goes beyond the screen. Tata Motors continues to invest heavily in real-world engagement — test drives, expos, and live activations.
“One such initiative, ‘Ek Din Ka Malik,’ lets potential customers use a vehicle for a full day,” he shared. “This helps build confidence and comfort — two pillars of lasting CX.”
The omnichannel strategy is clear:
- Above-the-line media (TV, OOH, cinema) builds awareness
- On-ground events enable tactile experience
- Digital-first channels ensure personalization, remarketing, and retention
It’s a 360-degree CX loop, where no touchpoint is left isolated.
What Will Define Future-Ready CX?
Reflecting on his 26 years in marketing, Singh outlines four CX-defining shifts:
- The Rise of Digital
In 2024, global ad revenues crossed $1 trillion, with $650–700 billion from digital. That speaks volumes about where brand experiences are increasingly delivered. - The Power of Peer Influence
People trust people more than ads. This makes social validation and influencer communities central to modern CX. - Frictionless Scale
AI, platforms, and mobile connectivity allow businesses to scale experiences faster and more efficiently than ever before. - Agentic AI Systems as Multipliers
These are not just automating tasks — they’re enhancing how brands create, collaborate, and co-design value with customers.
The CX Mandate: Move from Awareness to Action
If there’s one key message Singh leaves us with, it’s this: CX isn’t something you launch — it’s something you evolve every day.
From marketing to after-sales, from storytelling to serviceability, every brand interaction must deliver value, clarity, and emotional resonance. And in today’s environment, that’s only possible when technology and empathy meet.
AI won’t replace marketers — but marketers who understand AI will replace those who don’t. The future of CX depends on it.
Summary Takeaways for CX Leaders:
- Accelerate AI adoption across the board — don’t wait for others to lead.
- Target youth with contextual relevance, not just demographics.
- Invest in post-sale experience — it’s where most of your brand value is proven.
- Build integrated CX ecosystems blending data, technology, and on-ground activation.
- Recognize that experience is the new brand — and it’s built daily.
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