CIOInsider India Magazine
Tata Digital Makes Modifications to its Super App After Hearing Concerns
Following concerns about glitches, poor user experience, and payment problems, Tata Digital (TDL) is making modifications to the super app Tata Neu. Direct brand payments have been connected with the Neu Pass loyalty program to speed up redemptions.
Customers had difficulty redeeming their points due to limitations and errors. In October, Tata Payments will be released after making sure there are no technical issues that would negatively affect the user experience.
To ensure an enhanced and seamless customer experience, TDL is rewiring its execution and technological capabilities under the direction of a team made up of experts from Tata Consultancy Services (TCS), including Krishnan Ramanujam, president and head of business and technology services, and Arti Subramanian, group chief digital officer.
Following app purchases, Neu Pass owners receive Neu Coins. These can be used to pay for other items. According to Tata Neu officials, there are 22 million Neu Pass users on the site. Customers have been perplexed by the disparity between how different brands handle payments, loyalty points, and refunds.
To acquire customer traction and improve its user appeal, Tata Neu is also finalizing plans to provide online stock brokerage services through Tata Fintech
On April 7, the Tata Group formally unveiled Tata Neu after testing it with staff members.
Financial services including UPI, bill payment, loans, and insurance are also provided by Tata Neu.
Tata Digital planned to achieve total revenues of between $2 and 2.5 billion in the first year when it launched Tata Neu during the Indian Premier League (IPL). The restructure is being done to guarantee that e-tailers are prepared for the forthcoming festive season, which is viewed as a vital period for generating a sizable portion of their yearly sales.
To acquire customer traction and improve its user appeal, Tata Neu is also finalizing plans to provide online stock brokerage services through Tata Fintech, its financial services unit, that are comparable to Zerodha.
The largest digital properties and leading consumer brands of the Tata business, including BigBasket, 1mg, and Croma, are housed under Tata Neu. Tata Neu will eventually include Vistara, Air India, Titan, Tanishq, and Tata Motors. N Chandrasekaran, chairman of Tata Sons, has stated that Tata Neu will eventually accept brands from outside the Tata Group.
