Comparison between CRM of Automobile Industry.

Maruti &CRM

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

Maruti is investing a lot of money and effort in building customer loyalty programmes.

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 Apr 19 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 customersProvide special privileges and benefits

Sell Mruti accessories, finance, insuranceCrate edge over competitors

Provides Rewards atMaruti Suzuki dealers and at workshops

Purchase of lubricant and fuel at IOCShopping/entertainment through Autocard

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

Maruti True Value Outlet

Maruti has aided customers by providing them the facility to bring their vehicle to a 'Maruti True Value' outlet and exchange it

for a new car, by paying the difference. They are offered loyalty discounts in return. This

helps them retain the customer.

Maruti Call Center

The company was the first car company in India to launch a call center in year 2000. Maruti has proper customer complain

handling cell under the CRM dept. The CIC will help MUL rapidly build an information pool of over 3 million Maruti owners as well

as that of its prospective customers

“Express Service Bays” & “2- Technicians Bays”

As the name suggests the company set out to delight its customers by offering them faster car service by introducing new concepts such as Express Service Bays & 2-Technicians Bays

These are done for customers who are hard pressed for time.

Both the initiatives undertaken in this direction have helped improve customer interface and also helped increase the productivity and capacity of existing workshops.

Mega Camps

The company aggressively conducts Mega Camps throughout the company round the year.

Activities undertaken during a mega camp include complimentary car wash, AC and Pollution check, oil and fuel top ups, Wheel alignments etc.

PUC and general camps, locality camps, pre monsoon camps etc are also regularly conducted as part of customer connect initiatives.

Maruti On Road Services

The MOS ensures: • Round-the-clock services in most of the cities • A computerized call-monitoring system

dispatches a mobile MOS van to the customer at the earliest

• All MOS vans are managed by qualified Maruti Authorized Dealers / MASS technicians who are trained by Maruti in problem diagnosis

• The customer are charged only Rs.100 on labor and spares

N2N

Maruti’s N2N Fleet Management Solutions for companies, takes care of the A-Z of automobile problems. Services include end-to-end backups/solutions across the vehicle’s life: Leasing, Maintenance, Convenience services and Remarketing.

Market Research Department

Their Market Research department remains

on its toes to study the changing consumer behaviour and market needs. Maruti enjoys 70%repeat buyers which further bolsters their claim of being customer friendly

Car Safety Device: Immobilizer

The company used technology to meet customer needs and even delight them. Following the feedback that the company’s cars were more prone to theft owing to their resale value, the company worked on an anti-theft immobilizer or “I-Cats” system for all its new cars.

Complete Car Needs

The company’s effort of providing all Car related needs– from learning to drive a Maruti Driving School to Car Insurance, Extended Warranty and eventually exchanging the existing car for a new one---under one roof at dealerships also enhances customer satisfaction.

Availability of easy finance

Maruti has also made the customer

experience hassle free and helped building customer satisfaction by developing different revenue streams in the form of Maruti Insurance and Maruti Finance.

Car Pick up and Delivery facility for Women Owners

• After a survey it was found out that vehicle pick up and delivery before and after service has a strong impact on customer satisfaction .

• In particular, customers who say that their vehicle was picked up from doorstep before service and delivered to same point after service are more delighted with their after sales service experience, compared to others who do not receive it.

Service at Doorstep through Maruti Mobile Support

Another unique initiative is door step service facility through Maruti Mobile Support.

Maruti Mobile support is first of its kind initiative and is expected not only to help the company reach out customers in metro cities but also as a mean to reach semi urban / rural areas where setting up a new workshop is not viable.

Dil Se

Dil Se, a special program for Indians living abroad or NRI’s, to facilitate them to gift Maruti Cars Online to friends and relatives at home.

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

Other advantages which help in CRM.

• A Buying Experience Like No Other Maruti Suzuki has a sales network of 307 state-of -the-art

showrooms across 189 cities, with a workforce of over 6000 trained sales personnel to guide MUL customers in finding the right car.

• Quality Service Across 1036 Cities In the J.D. Power CSI Study Maruti Suzuki scored the

highest across all 7 parameters:

1.least problems experienced with vehicle serviced,

2.highest service quality,

3. best in-service experience,

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 also reveals that 97% of Maruti Suzuki owners would probably recommend the same make of vehicle, while 90% owners would probably repurchase the same make of vehicle.

• One Stop Shop At Maruti Suzuki, customers will find all car related needs

met under one roof. Whether it is easy finance, insurance, fleet management services, exchange- Maruti Suzuki is set to provide a single-window solution for all car related needs.

• The Low Cost Maintenance Advantage The 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 in the economy segment that the affordability of spares is most competitive, and it is here where Maruti Suzuki shines.

• Lowest Cost of Ownership The highest satisfaction ratings with regard to cost of

ownership among all models are all Maruti Suzuki vehicles: Zen, Wagon R, Esteem, Maruti 800, Alto and Omni.

CRM through Social Responsibility

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

Maruti Driving School-Available in all major cities. Lady trainer for lady customer.

All these CRM strategies have helped MUL maintain its existing customers and generate new ones.

CRM. Philosophy

“You can’t manufacture passion,” “If we could connect other constituents —

suppliers, dealers, consumers — with that passion, then we’d have something worth

spreading.” 360 degree..

Ford India

24x7 ‘roadside assistance’ Hyderabad, April 8 Ford India today announced the

launch what the company claimed was first such initiative by an automotive manufacturer in the country that offers 24-hour Ford Service Roadside Assistance for all new car buyers beginning April 1.

This after-sales service program me provides Ford customers a stress-free vehicle ownership and motoring and breakdown service. All the existing Ford owners too have the option to avail themselves of this facility by paying Rs 1,100 a year.

Web-based customer relationship initiative

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

www.myford.india.ford.com would be mainly used to interact with the customers, Mr. Randy Shockley, Vice-President (Marketing, Sales and Service), said at a press conference at the Auto Expo 2002.

The `My Ford' customer relationship program me is currently being rolled out in the Asia-Pacific region and India is among the first few countries where this initiative is being launched, according to Mr. Shockley

SAS

The Customer is Job 1 at FordSAS Fuels CRM Programs for Global Auto MakerAt 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 evolved dramatically since the Model T, Henry Ford's vision continues on a grand, global scale in an industry where automotive ingenuity and customer loyalty fuel success.

Today, a new SAS platform that supports customer relationship management (CRM) applications helps ensure high customer satisfaction levels for the more than 30 million drivers of Ford brand automobiles around the world. The reliable SAS solution augments Ford's existing Teradata database and provides a flexible, powerful platform for data mining, predictive modelling and information analysis.

DMS...With CRM

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

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

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

Developed by incorporating Progress Software's relational database, the Revolution DMS went live last month. Harridan's dealer principal, Marko Mimic, said acceptance of the new system has been extremely high. "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. "Showroom capabilities are particularly important since Ford allows customers a great deal of choice in the way

different models can be configured. "Previously salespeople had to rely on their memory as to what features and options were available with each

car, which greatly increased the risk of errors in designing and pricing each vehicle." Mimic said Revolution provides a direct link to the Ford factory system which ensures that any changes to model

options and pricing are automatically downloaded into the system. "Our salespeople can sit in the showroom with a prospect and walk them through a process of custom-designing

their vehicle, with the system guiding them to select only the options that are available on that model", he said. "There's no more guesswork and no more mistakes, so the customer knows exactly what options are available on

their vehicle, how long it will take to deliver and what it will cost. That alone has made a huge impact on customer satisfaction."

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

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

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

Driving Skills For Life Program...

Ford India today launched Ford Motor Company's successful Driving Skills for Life

(DSFL) program to more 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, to announce the program's official introduction to the India market.

Newsletters as CRM tool

From being just in-house company bulletins, newsletters are now evolving into crucial customer relationship management tools.

Our newsletter, Ford World, is our customer relationship management tool. We believe in building a long-term relationship with our customers. We don't believe in selling and forgetting," says Khanna.

"The look and contents of Ford World arein sync with the zindadil nature of our customers. Therefore, we talk a lot about movies and lifestyle events in our newsletter, apart from giving our customers information about the kind of services that Ford India offers as well as news about Ford internationally," remarks Khanna. Ford World, says Khanna, is a quarterly magazine and prints as many as 50,000 copies.

Marketing research

The marketing research is used as a tool too enhance the CRM at Ford as well it..The

Improved 2 way communication system has helped Ford to achieve it..

Ford Service Roadside AssistanceFord's Rapid Response Team.

Roadside Assistance at home or on the road If your vehicle is immobilized whether at home or on the road, Ford Service

Roadside Assistance will attend to your vehicle. For minor repairs where we can fix the vehicle at the roadside, our technician will try and mobilize your vehicle at the roadside.

Vehicle Recovery 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 Ford dealer.

Taxi If your vehicle is recovered to a dealer by Ford Service Roadside Assistance,

the driver and passengers will be provided with one free taxi ride, up to 50km from the breakdown location, in order to continue your journey.

Vehicle Recovery following an Accident If your vehicle is unable to be mobilized following a road traffic accident,

Ford Service Roadside Assistance will organize to send a recovery vehicle to recover your vehicle to the nearest authorized Ford dealer.

Total maintains plan

Total Maintenance PlanThrough Total Maintenance Plan the customer gets total

peace of mind and fixed price for the next 3 years. TMP improves the re-sale value of the car as the vehicle is maintained by authorised Ford dealerships and the plan is transferable. The car can also be serviced at any Ford outlet across the country. All repairs are carried out with only Ford genuine parts.

What is coveredPeriodic Maintenance Services as per owner’s manualRepairs arising out of electrical or mechanical failuresWear and Tear PartsLabour for all of the above jobsWhat is not coveredAccident RepairsTyres and Tyre tubes

Feedback -CRM mechanism

Tata motors

3 phased CRM

Phase 1 capturing customer data

Phase 2 leveraging data to increase customer interaction streamiling product development

Phase 3 Value adding services

Empower Program

Empower Program is India’s first Multi-Brand Loyalty Program. The Empower Program is a unique growing alliance of leading brands you use regularly.

The Empower Program offers the cardholder advantage of several loyalty programs, all packed into one card.  Furthermore cardholder earns all reward points in one currency “The Empower Points” - that means his / her points soar higher and build up faster. This enables the cardholder to earn Empower Points for every Rs. 100/- spent.

The Empower membership brings to the customer another benefit - Instant Redemption. With this, the cardholder can also redeem Empower Points ‘instantly’ while shopping with partner brands by simply swiping the card.

This program is an exclusive benefit of the Tata Credit Card and the Empower Card. The Tata Credit Card combines the convenience of a powerful globally accepted Credit Card with the rewarding membership to the Empower Program. The Empower Card brings to the customer all the facilities of the Empower Program without the credit feature.

Additional features

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

Accumulate Empower Points Faster - by earning points in one currency, both with the partner brands and even for normal spending, the cardholder accumulates points faster.  

Redeem Empower Points instantly and at the time of redemption. Each point is to equal Re.1.

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

Glod club membership

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

You shall be entitled for priority service at the Dealer / Tata Authorised Service Centre workshop, where you have registered for the membership. No prior appointment shall be required

Costumer education meets

Objective of Customer Education Meets is to familiarise a customer with his / her vehicle.

Salient features of the vehicle are explained.Maintenance schedule explained.Tips given for achieving better fuel economy.Tips for safe driving & handling of vehicle are given.Tips are given for fault diagnosis & troubleshooting

- in order that customer develops necessary confidence to take care of minor troubles which may immobilise the car viz. fuse blowing, air lock in fuel system, etc

Free service check up camps..

Free Service check up CampRegular hosting of Free service check-up

camps at dealerships in your cityEvent well publicised through local newspaper

ads, FM radio & personalised mailers etcCars checked thoroughly for proper functioning

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

Apart from check up we also  educate our privileged customers like you, about the various maintenance aspects of the car & how to derive optimum performance from your Tata car

Sampoorna Seva Package – AMC

One time payment....program...According to the needs of the customer

“IT”—involvement...Integration

Oracle Products & ServicesSiebel CRM

Siebel Automotive Oracle Database

Key Benefits

ƒ Improves demand forecasting, planning, and logistics and inventory management

ƒ Offers 360-degree view of customer and vehicle information and streamlines workflow

to enhance customer service and improve efficiency

ƒ Enhances product quality and increases revenues from both vehicle sales and after-

sales parts business