JSW Cement rolls out AI-based digital interventions

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Mumbai: JSW Cement is digitising its Sales & Marketing operations with AI-based digital interventions. This will provide its channel partners ease of doing business.

JSW Cement partnered with the AI- company Yalochat, to introduce AI-based anytime anywhere business transactions for its trade customers.

This partnership enables JSW Cement to upsell, transact and provide better customer service over messaging apps like WhatsApp. This will differentiate JSW Cement as it traverses from current 14 MTPA to 25 MTPA capacity by FY2023.

JSW Cement is among the first Indian cement companies to have introduced conversational commerce services to its trade-customers.

Conversational commerce is e-commerce done through various means of conversations and uses technology such as speech recognition, speaker recognition, natural language processing and artificial intelligence (AI).

“Digital Technology is shaping the long-term sustainable growth strategy of all JSW Group businesses. We are in a unique position to deliver integrated home-building solutions to Indian consumers,” said Parth Jindal, MD – JSW Cement.

“Our digital transformation will ensure the ease of doing business to our customers. Through continuous improvements in the overall brand experience combined with efficient operations for well-synchronized and timely deliveries,” added Jindal.

“As we march towards our target of achieving 25 MTPA capacity in the Cement business. We will ensure more investments in technology and research to develop; deliver innovative products that meet the evolving needs of our customers. I am happy to welcome Yalochat as our technology partner in this journey,” he further said.

“JSW Cement is a testament to customer-centricity. They have not only digitised its dealer relationship but used Yalo to transform it by bringing everything they need via WhatsApp,” said Javier Mata, Yalochat’s Founder and CEO.

“Now JSW Cement sales force has been empowered to focus on building meaningful relationships with dealers, while technology takes care of the rest. We are excited to be partners of JSW in this transformation,” added Mata.

JSW Cement is India’s leading green cement producer and part of $12 billion JSW Group. It has a major presence in east, west and southern regions of India.

As part of this digitisation initiative, JSW Cement is rolling out AI-based mobile tech interventions. It includes conversational commerce services for its trade channels across all the markets. This effort combined with its field-force interventions will help to increase efficiency in business and better customer service to the market.

“We have embedded digital interventions across all working practices of our frontline sales workforce. And are in the process of extending these to the channels as well. The digital transformation of our sales & marketing operations will drive efficiency and effectiveness to create frontline impact,” said Nilesh Narwekar, CEO – JSW Cement.

“Introduction of mobile-tech in Supply Chain equips our sales force with data at their fingertips. This helps them to analyze, evaluate channel performance and enables faster decision-making to support our trade network’s requirement,” added Narwekar.

“Continuing on this journey, we are now extending the benefits of digital interventions to our dealers. And have chosen WhatsApp as a medium to offer conversational commerce services,” he further said.

This will enable dealers to place orders any time of the day wherever they are, measure performance, get their account statement. Thereby remaining connected with their business.

JSW Cement has digitised outbound marketing functions through mobile tech interventions. These technologies are enabling the company’s sales force to seamlessly interact with its channel partners as well as receive orders.

The company launched AI-based mobile tech tools specifically designed to facilitate channel partners with the ease of doing business. These include:

  1. WhatsApp-based Dealer Assistance Intervention to facilitate Order placement & transaction-related dealer interactions.
  2. Mobile interventions to enable Track & Tracing of dispatched orders
  3. Digitised sales planning processes for effective demand management, dynamic pricing management and AI-based demand forecasting for improved lead generation.

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