It really does not matter what promises a motor company makes if the dealer network – which is the primary contact point with the customer – fails to deliver on those promises and Mahindra South Africa has formalised an in-house developed customer service commitment that promises to address owner queries and concerns within a 24-hour window.
The initiative, dubbed the ‘Reach Out’ promise, leverages the ubiquitous WhatsApp platform as its primary channel, aiming to simplify how customers interact with the brand.
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This development follows a substantial internal overhaul of the company’s front and back-end processes, which underwent rigorous testing before being implemented nationwide late last year. The move signals a strategic shift for the brand, which has operated in South Africa for over two decades, from competing purely on product to emphasising long-term ownership support.
“Over 21 years, we have built considerable trust with South African customers,” says Rajesh Gupta, CEO of Mahindra South Africa. “We aim to reaffirm this trust by enhancing our customer service and parts support. Our Reach Out promise, alongside investments like our Durban assembly plant and the new Parts Distribution Centre in Midrand, underscores this commitment.”
The operational backbone of the promise is a dedicated WhatsApp line linked to the company’s head office number. When a message is received, a digital system categorises the query, assigns it to the relevant department or dealer and tracks it through to resolution. Each case has clear ownership and timestamps, creating an accountable trail from first contact to final close-out.
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For the customer, the process is designed to be straightforward. By sending a simple greeting to the WhatsApp number, they are connected to a system that can handle everything from general enquiries and service bookings to lodging specific complaints. This WhatsApp service is integrated with the existing Mahindra Mzansi app, creating a consistent experience across digital touchpoints.
The promise arrives as Mahindra’s model range sees extensive updates. “This comes at a time when we have modernised our range of SUVs and bakkies,” Gupta notes. “Whether an existing owner, a new buyer, or someone considering future models, we want customers to feel assured of our support.”
However, a 24-hour response promise is only as reliable as the logistical network behind it. Recognising this, Mahindra has concurrently invested in a new Parts Distribution Centre in Midrand. The facility, covering 8 800 square metres, holds approximately 38 000 different part lines and close to 1-million individual items. A key metric for the centre is its consistent 98% first-fill rate, meaning most dealer orders are completed fully from available stock on the first attempt.
Crucially, parts orders linked to a customer service complaint are flagged and fast-tracked through this warehouse system, expediting delivery to dealers to reduce vehicle downtime.
“A car is deeply emotional for South Africans,” says Sarel Eloff, Parts Manager. “It’s part of family life—taking children to school, parents to appointments, going on holiday. “
When it’s with a dealer, anxiety can set in. Our goal is to eliminate that uncertainty through clear communication and faster resolution.”
The Midrand centre also houses the relocated Mahindra Technical Training Centre. The facility includes practical workshop bays for hands-on technician training and a digital hub for online learning and real-time technical support to dealerships nationwide. This focus on skills development is intended to raise service standards consistently across the dealer network.
The ‘Reach Out’ system involves a detailed accountability framework. Once a concern is logged, the relevant dealership is notified and must establish a plan of action and contact the customer within a few hours. Internal escalations are triggered if these internal deadlines are missed. For issues requiring head office intervention, such as complex technical support or special parts orders, dedicated teams have response timelines measured in hours, not days.
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“We designed the system with very lean internal windows to deliver a broader, more reliable window for the customer,” says Gupta. The performance of both the customer service team and dealerships is monitored via a live dashboard, tracking the status and root cause of every open query.
The initiative acknowledges the complete ownership cycle. The promise extends not just to the first owner but to subsequent owners of a Mahindra vehicle throughout its lifespan on South African roads. It represents a calculated effort to build what the company terms a “serious competitive edge” based on peace of mind and responsiveness after the sale is concluded.
For motorists, the test will be in the consistent application of this promise across Mahindra’s network of 100 dealerships. The company, however, is positioning this not as a mere marketing campaign but as a fundamental operational shift. By publicly committing to a 24-hour response and backing it with significant infrastructure, Mahindra South Africa is inviting customers to hold them to a new standard of care, one message at a time.
Customers can access the service by messaging 012 661 3161 on WhatsApp, via the Mahindra Mzansi App, at mahindra.co.za, or through the brand’s social media channels.
Colin Windell for Colin-on-Cars in association with
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