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Comparison between CRM ofAutomobile Industry.

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Maruti &CRM

y Maruti created a land-mark in CRM by launching awebsite for the customers in the year 1998

y Maruti is investing a lot of money and effort inbuilding customer loyalty programmes.

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Maruti Auto Card

Auto Card brings the customer all the advantages of an international credit card in addition to

bringing the customer an opportunity of earning valuable Auto points for his next Maruti car.

A product my Maruti Suzuki In collaboration with Citibank AND Indian Oil Corporation, launched on Apr19 2006 in 36 cities acrss India for new as well as existing Customers of Maruti Car.

It is called Loyalty-cum Reward Program in order to:Retain old and make new customers

Provide special privileges and benefits

Sell Mruti accessories, finance, insurance

Crate edge over competitors

Provides Rewards at

Maruti Suzuki dealers and at workshops

Purchase of lubricant and fuel at IOC

Shopping/entertainment through Autocard

Value of 1 Auto Point earned: re.1.00/-

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Maruti True Value Outlet

Maruti has aided customers by providing them thefacility to bring their vehicle to a 'Maruti True

Value' outlet and exchange it for a new car, bypaying the difference. They are offered loyaltydiscounts in return. This helps them retain the

customer.

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Maruti Call Center

The company was the first car company in India tolaunch a call center in year 2000.

Maruti has proper customer complain handling cellunder the CRM dept. The CIC will help MUL rapidlybuild an information pool of over 3 million Marutiowners as well as that of its prospective customers

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Express Service Bays & 2- Technicians Bays

yAs the name suggests the company set out to delightits customers by offering them faster car service byintroducing new concepts such as Express Service

Bays & 2-Technicians Baysy These are done for customers who are hard pressed

for time.

y Both the initiatives undertaken in this direction have

helped improve customer interface and also helpedincrease the productivity and capacity of existing

workshops.

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Mega Camps

y The company aggressively conducts Mega Campsthroughout the company round the year.

yActivities undertaken during a mega camp include

complimentary car wash, AC and Pollution check, oiland fuel top ups, Wheel alignments etc.

y PUC and general camps, locality camps, premonsoon camps etc are also regularly conducted as

part of customer connect initiatives.

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Maruti On Road Services

The MOS ensures:

Round-the-clock services in most of the cities

A computerized call-monitoring system dispatches amobile MOS van to the customer at the earliest

All MOS vans are managed by qualified MarutiAuthorized Dealers / MASS technicians who are

trained by Maruti in problem diagnosis The customer are charged only Rs.100 on labor and

spares

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N2N

Marutis N2N Fleet Management Solutions forcompanies, takes care of the A-Z of automobile

problems. Services include end-to-endbackups/solutions across the vehicles life: Leasing,Maintenance, Convenience services andRemarketing.

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Market Research Department

Their Market Research department remains on itstoes to study the changing consumer behaviour and

market needs. Maruti enjoys 70%repeat buyerswhich further bolsters their claim of being customerfriendly

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Car Safety Device: Immobilizer

y The company used technology to meet customerneeds and even delight them. Following the feedbackthat the companys cars were more prone to theft

owing to their resale value, the company worked onan anti-theft immobilizer or I-Cats system for allits new cars.

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Complete Car Needs

y The companys effort of providing all Car relatedneeds from learning to drive a Maruti DrivingSchool to Car Insurance, Extended Warranty and

eventually exchanging the existing car for a new one---under one roof at dealerships also enhancescustomer satisfaction.

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Availability of easy finance

Maruti has also made the customer experiencehassle free and helped building customer satisfaction

by developing different revenue streams in the formof Maruti Insurance and Maruti Finance.

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Car Pick up and Delivery facility for WomenOwners

After a survey it was found out that vehicle pick upand delivery before and after service has a strongimpact on customer satisfaction .

In particular, customers who say that their vehiclewas picked up from doorstep before service anddelivered to same point after service are moredelighted with their after sales service experience,

compared to others who do not receive it.

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Service at Doorstep through Maruti MobileSupport

y Another unique initiative is door step service facilitythrough Maruti Mobile Support.

y Maruti Mobile support is first of its kind initiative

and is expected not only to help the company reachout customers in metro cities but also as a mean toreach semi urban / rural areas where setting up anew workshop is not viable.

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Dil Se

y Dil Se, a special program for Indians living abroad orNRIs, to facilitate them to gift Maruti Cars Online tofriends and relatives at home.

y Swift Life. this is a online club for Swift Owners.

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Other advantages which help in CRM.

ABuying Experience Like No OtherMaruti Suzuki has a sales network of 307 state-of -the-artshowrooms across 189 cities, with a workforce of over 6000 trainedsales personnel to guide MUL customers in finding the right car.

Quality ServiceAcross 1036 Cities

In the J.D. Power CSI Study Maruti Suzuki scored the highestacross all 7 parameters:

1.least problems experienced with vehicle serviced,

2.highest service quality,

3. best in-service experience,

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4.best service delivery,

5.best service advisor experience,

6. most user-friendly service and

7.best service initiation experience.

92% of Maruti Suzuki owners feel that work gets done right

the first time during service. The J.D. Power CSI study alsoreveals that 97% of Maruti Suzuki owners would probablyrecommend the same make of vehicle, while 90% ownerswould probably repurchase the same make of vehicle.

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One Stop ShopAt Maruti Suzuki, customers will find all car related needs met

under one roof. Whether it is easy finance, insurance, fleetmanagement services, exchange- Maruti Suzuki is set to provide asingle-window solution for all car related needs.

The Low Cost MaintenanceAdvantageThe acquisition cost is unfortunately not the only cost customers

face when buying a car. Not so in the case of a Maruti Suzuki. It is inthe economy segment that the affordability of spares is mostcompetitive, and it is here where Maruti Suzuki shines.

Lowest Cost of Ownership

The highest satisfaction ratings with regard to cost of ownershipamong all models are all Maruti Suzuki vehicles: Zen, Wagon R,Esteem, Maruti 800, Alto and Omni.

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CRM through Social Responsibility

y In 1999 Launch of Maruti - Suzuki innovative trafficbeat in Delhi and Chennai as social initiatives.

y Maruti Driving School-Available in all major cities.

Lady trainer for lady customer.y All these CRM strategies have helped MUL maintain

its existing customers and generate new ones.

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CRM. Philosophy

y You cant manufacture passion,

y If we could connect other constituents suppliers,dealers, consumers with that passion, then wed

have something worth spreading.y 360 degree..

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Web-based customer relationship initiative

y FORD India Ltd on Friday said it has launched a Web-based customer relationship initiative, offering itscustomers direct connectivity to the company.

y

www.myford.india.ford.comwould be mainly used tointeract with the customers, Mr. Randy Shockley, Vice-President (Marketing, Sales and Service), said at a pressconference at the Auto Expo 2002.

y The `My Ford' customer relationship program me iscurrently being rolled out in the Asia-Pacific region andIndia is among the first few countries where thisinitiative is being launched, according to Mr. Shockley

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SAS

y The Customer is Job 1 at Fordy SAS Fuels CRM Programs for Global Auto Makery At Ford, the drive to meet customer needs began nearly 100

years ago with one man's dream to put America on wheels.While the needs of automotive customers have evolveddramatically since the Model T, Henry Ford's vision continueson a grand, global scale in an industry where automotiveingenuity and customer loyalty fuel success.

y Today, a new SAS platform that supports customerrelationship management (CRM) applications helps ensure

high customer satisfaction levels for the more than 30 milliondrivers of Ford brand automobiles around the world. Thereliable SAS solution augments Ford's existing Teradatadatabase and provides a flexible, powerful platform for datamining, predictive modelling and information analysis.

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DMS...With CRM

y Executives with Australia's oldest Ford dealership say they are set to achieve savings of close to $400,000 in the first year ofimplementing a Revolution Dealer Management System (DMS).

y Harridan Ford's new system, which was also implemented at sister dealership Keera Ford, boasts an integrated sales process thatdrives every aspect of the sales cycle from lead generation, product configuration and deal pricing through to contract and formsprocessing, accounting, fulfilment and customer follow-up.

y The advanced CRM (customer relationship management) capabilities in the system have drastically improved efficiency andprovided a more targeted advertising spend and marketing campaigns.

y Developed by incorporating Progress Software's relational database, the Revolution DMS went live last month.

y Harridan's dealer principal, Marko Mimic, said acceptance of the new system has been extremely high.

y "The Revolution system makes life much easier for our salespeople, both in the showroom when configuring and pricing cars for

customers and in our after-sales follow-up and marketing to prospects", Mimic said.y "Showroom capabilities are particularly important since Ford allows customers a great deal of choice in the way different models

can be configured.

y "Previously salespeople had to rely on their memory as to what features and options were available with each car, which greatlyincreased the risk of errors in designing and pricing eachvehicle."

y Mimic said Revolution provides a direct link to the Ford factory system which ensures that any changes to model options andpricing are automatically downloaded into the system.

y "Our salespeople can sit in the showroom with a prospect and walk them through a process of custom-designing their vehicle, withthe system guiding them to select only the options that are available on that model", he said.

y "There's no more guesswork and no more mistakes, so the customer knows exactly what options are available on their vehicle, howlong it will take to deliver and what it will cost. That alone has made a huge impact on customer satisfaction."

y The CRM capabilities are geared toward a high degree of loyalty and repeat business. For example, each prospect is entered intothe system at the first point of contact and the software provides an on-going log of all subsequent interactions, prompting staffalong the way to ensure that nothing falls through the cracks.

y "After the point of delivery, the system will prompt the salesperson to contact the customer within 48 hours to ensure they aresatisfied with the vehicle, and then our CRM manager will receive a reminder to follow up with an additional call within sevendays", Mimic said.

y "There were often instances in the past where customers had to call the dealership to chase a missing part or accessories thatwasn't on the car at delivery, but the solution now enables both dealerships to be more proactive in addressing customer concerns.

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Driving Skills For Life Program...

y Ford India today launched Ford Motor Company'ssuccessful Driving Skills for Life (DSFL) program tomore than 1,000 employees at its Marginalia Nagar

manufacturing facility. Tamil Nada's Principal

Secretary and Transport Commissioner, Mr. S.Machendranathan, was joined by senior Ford

executives and Ford's DSFL partner, Hubert Ebner(India) Pvt Ltd. - an Indo-Austrian venture in driving

training systems and road safety consultancy, toannounce the program's official introduction to theIndia market.

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Newsletters as CRM tool

y From being just in-house company bulletins, newsletters arenow evolving into crucial customer relationshipmanagement tools.

y Our newsletter,Ford World, is our customer relationshipmanagement tool. We believe in building a long-term

relationship with our customers. We don't believe in sellingand forgetting," says Khanna.

y "The look and contents ofFord World arein sync withthezindadilnature of our customers. Therefore, we talk a lotabout movies and lifestyle events in our newsletter, apart fromgiving our customers information about the kind of servicesthat Ford India offers as well as news about Fordinternationally," remarks Khanna.Ford World, says Khanna,is a quarterly magazine and prints as many as 50,000 copies.

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Marketing research

y The marketing research is used as a tool too enhancethe CRM at Ford as well it..The Improved 2 way

communication system has helped Ford to achieve

it..

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Ford Service Roadside AssistanceFord's Rapid Response Team.

y RoadsideAssistance at home or on the road

y If your vehicle is immobilized whether at home or on the road, Ford Service RoadsideAssistance will attend to your vehicle. For minor repairs where we can fix the vehicle atthe roadside, our technician will try and mobilize your vehicle at the roadside.

y Vehicle Recovery

y

If your vehicle is unable to be mobilized following a mechanical or electrical breakdown,a recovery vehicle will be sent to recover your vehicle to the nearest authorized Forddealer.

y Taxi

y If your vehicle is recovered to a dealer by Ford Service Roadside Assistance, the driverand passengers will be provided with one free taxi ride, up to 50km from the breakdownlocation, in order to continue your journey.

y Vehicle Recovery following an Accident

y If your vehicle is unable to be mobilized following a road traffic accident, Ford ServiceRoadside Assistance will organize to send a recovery vehicle to recover your vehicle to thenearest authorized Ford dealer.

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Total maintains plan

y Total Maintenance Plany Through Total Maintenance Plan the customer gets total peace of

mind and fixed price for the next 3 years. TMP improves the re-salevalue of the car as the vehicle is maintained by authorised Forddealerships and the plan is transferable. The car can also be serviced

at any Ford outlet across the country. All repairs are carried outwith only Ford genuine parts.y What is coveredy Periodic Maintenance Services as per owners manualy Repairs arising out of electrical or mechanical failuresy Wear and Tear Partsy Labour for all of the above jobsy What is not coveredy Accident Repairsy Tyres and Tyre tubes

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Feedback -CRM mechanism

Customer

companyDealers

Info system.

DMS DMS

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Tata motors

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3 phased CRM

y Phase 1 capturing customer data

y Phase 2 leveraging data to increase customer

interaction streamiling product developmenty Phase 3 Value adding services

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Empower Program

y Empower Program is Indias first Multi-Brand Loyalty Program. TheEmpower Program is a unique growing alliance of leading brands you useregularly.

y The Empower Program offers the cardholder advantage of several loyaltyprograms, all packed into one card. Furthermore cardholder earns allreward points in one currencyThe Empower Points - that means his / her

points soar higher and build up faster. This enables the cardholder to earnEmpower Points for every Rs. 100/- spent.y The Empower membership brings to the customer another benefit -

Instant Redemption. With this, the cardholder can also redeemEmpower Points instantly while shopping with partner brands by simplyswiping the card.

y This program is an exclusive benefit of the Tata Credit Card and the

Empower Card. The Tata Credit Card combines the convenience of apowerful globally accepted Credit Card with the rewarding membership tothe Empower Program. The Empower Cardbrings to the customer all thefacilities of the Empower Program without the credit feature.

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Additional features

y Earn Higher Empower Points - earn upto 5Empower Points when shopping with the partner

brands.

y Accumulate Empower Points Faster - byearning points in one currency, both with the partner

brands and even for normal spending, the cardholderaccumulates points faster.

y Redeem Empower Points instantlyand at thetime of redemption. Each point is to equal Re.1.

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Card Privilege member Premier member

Empower card 2 Points for Every Rs 100 5 Points for Every Rs 200

Tata credit card 3 Points for Every Rs 100 7 Points for Every Rs 200

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Glod club membership

y This privileged membership offers you a bouquet offree services, attractive discounts and special offers,over a 2 year membership period

y You shall be entitled for priority service at the Dealer/ Tata Authorised Service Centre workshop, where

you have registered for the membership. No priorappointment shall be required

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Costumer education meets

y Objective of Customer Education Meets is to familiarise acustomer with his / her vehicle.

y Salient features of the vehicle are explained.

y

Maintenance schedule explained.y Tips given for achieving better fuel economy.

y Tips for safe driving & handling of vehicle are given.

y Tips are given for fault diagnosis & troubleshooting - in

order that customer develops necessary confidence totake care of minor troubles which may immobilise the car

viz. fuse blowing, air lock in fuel system, etc

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Free service check up camps..

y Free Service check up Campy Regular hosting of Free service check-up

camps at dealerships in your cityy Event well publicised through local newspaper ads, FM

radio & personalised mailers etcy Cars checked thoroughly for proper functioning of

various systems by dealership personnel and also byexperts from Original Equipment Manufacturers(Castrol, Subros, Delphi TVS to name a few)

y

Apart from check up we also educate our privilegedcustomers like you, about the various maintenanceaspects of the car & how to derive optimum performancefrom your Tata car

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Sampoorna Seva Package AMC

y One time payment....program...

y According to the needs of the customer

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