In today’s market, a product is only as good as the support that backs it. When Raft Cosmic EV was acquired, its new leadership inherited not just assets and liabilities, but a significant challenge in customer trust: a backlog of 550 pending service requests and a dismal 1-star Google rating. The average resolution time stretched to a month, leaving customers frustrated and jeopardizing the brand’s reputation before it could even begin its new chapter.
What followed was not merely a clean-up operation, but a complete philosophical and operational overhaul of customer service. Recognizing that lasting success is built on reliability, the company, under the guiding vision of Chairman Aditya Vikram Birla, made customer satisfaction its primary mission. This monumental task was led from the front by a dedicated senior management team, including General Manager Manish Kumar, Head of Operations Roshan Sharma, and Chief Marketing Officer Rajiv Shishir Nagar.
Their strategy was clear: attack the problem with both people and technology. The company made heavy investments in the latest tools and machinery, implementing sophisticated ERP systems to streamline operations. New, strategically located service stations were established to bring support closer to the customer.
Crucially, they integrated advanced IoT devices and CAN protocol into their vehicles. This tectonic shift allowed for real-time vehicle data and battery health tracking, transforming the service model from reactive to proactive. Instead of waiting for a breakdown, the team could now anticipate issues and address them preemptively.
The results have been transformative. The daunting resolution time of one month has been slashed to an impressive 48-72 hours. The initial backlog of 550 cases was systematically cleared. Today, out of a total of 4,000 service requests handled post-acquisition, only 50 remain pending—a testament to the new system’s efficiency. This operational excellence is directly reflected in public perception, with the company’s Google rating climbing from 1 star to a strong 4 stars.
Perhaps the most powerful validation of this service-led strategy comes from the B2B sector. After an initial order of 500 units, Swiggy has now expanded its partnership, with over 1,500 Raft riders active in Kolkata alone. This has given Raft Cosmic EV a commanding 70% market share in the EV space for Swiggy riders in the city—a clear indication that superior service is a formidable competitive advantage.
By turning its most vocal critics into its strongest advocates, Raft Cosmic EV has authored a masterclass in customer-centric transformation, proving that the road to market leadership is paved with trust.
