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A PROJECT REPORTON
MARUTI SUZUKIStudy on Customer Relationship Management
Submitted in the partially fulfilment of
MASTER OF BUSINESS ADMINISTRATION
Submitted by:Irshad RabbaniReg. NO-1006229006
Under the Sincere Guidance of
External Guide Internal Guide
Mr. Ritesh Pandey Er. Supratim Pratihar
(Team Leader) Prof. in Marketing.
Krishna Motors DRIEMS - MBA
Darbhanga.
DRIEMS MBA Tangi, Cuttack
http://www.google.co.in/imgres?q=kizashi+model+in+india+wallpaper&hl=en&safe=off&gbv=2&biw=1366&bih=595&tbm=isch&tbnid=i1ErtYUDznXqkM:&imgrefurl=http://autogang.blogspot.com/2011_02_01_archive.html&docid=hU3UbU4Iss-s5M&imgurl=http://1.bp.blogspot.com/_D5hgPjGJZ54/TUpHDbAjy7I/AAAAAAAAEMU/4MzvwQT-Eys/s1600/Suzuki-Kizashi_Sport_2011_1600x1200_wallpaper_08.jpg&w=1600&h=1200&ei=3H6xTrreNczItAas5-lD&zoom=1http://www.google.co.in/imgres?q=kizashi+model+in+india+wallpaper&hl=en&safe=off&gbv=2&biw=1366&bih=595&tbm=isch&tbnid=i1ErtYUDznXqkM:&imgrefurl=http://autogang.blogspot.com/2011_02_01_archive.html&docid=hU3UbU4Iss-s5M&imgurl=http://1.bp.blogspot.com/_D5hgPjGJZ54/TUpHDbAjy7I/AAAAAAAAEMU/4MzvwQT-Eys/s1600/Suzuki-Kizashi_Sport_2011_1600x1200_wallpaper_08.jpg&w=1600&h=1200&ei=3H6xTrreNczItAas5-lD&zoom=1 -
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PROJECT REPORTON
Customer Relationship Management of MarutiSuzukiSubmitted in the partial fulfilment of
MASTER OF BUSINESS ADMINISTRATION
This project is submitted To DRIEMS-MBA,
Biju pattnaik University of Technology towards the partialfulfilment of the summer internship of the MBA Degree
FOR THE YEAR
2010 12
Submitted By:
Irshad Rabbani
Reg No. 1006229006
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CERTIFICATE
This is to certify that the project entitledStudy onCustomer Relationship Management on MarutiSuzukisubmittedbyIrshad Rabbani, the followingproject curriculum has been done under myguidance and supervision in partial fulfilment ofMasters of Business Administration.
The working analysis mentioned in this report hasbeen undertaken by the candidate herself andnecessary reference has been recognized and
acknowledged in the text of the report.
Er. Supratim pratihar(Internal project guide)
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DECLARATION
I Irshad rabbani do hereby declare that this SummerProject entitled Customer RelationshipManagement Of Maruti Suzuki under KrishnaMotors, submitted by me in partial fulfilment ofMBA is a record of my own work and experienceand has neither been submitted nor publisheselsewhere.
IRSHAD RABBANI
REGD. NO.: 1006229006
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ACKNOWLEDGEMENT
Many talented people have contributed to the successful
completion of this work and I would like to extend a word of
thanks and appreciation to all of them.
First, I take this opportunity to acknowledge my institutionDhaneshwar Rath Institute of Engineering& Management
Studies, BPUT where I am pursuing my degree Master of
Business Administration. I empress my thanks to Mr Supratim
Pratihar
Internal Project Guide, for her guidance, supports and
encouragement which helped me in completing my project.
Above all, I would like to thank the Almighty God without
whom this work could never have been completed.
Irshad Rabbani
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PREFACE
The world of marketing is moving more rapidly
than ever. The intelligent and successful people.
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TABLE OF CONTENTS1 . INTRODUCTION
2. PURPOSE OF RESEARCH STUDY
RESEARCH STUDYSCOPE OF THE STUDY
3. RESEARCH METHODOLOGY
TOOLS OF RESEARCHRESOURCE OF DATA
4. RECOMMENDATIONS, FINDINGS AND LIMATATIONS
5 . CONCLUS ION
6. BIBLIOGRAPHY
INTRODUCTION
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A licence and a Joint Venture agreement were signed between Gov.
of India and Suzuki Motor Company (now Suzuki Motor
Corporation of Japan) in Oct 1982.
The objectives of MUL then were:
M o d e r n i z a t i o n o f t h e I n d i a n A u t o m o b i l e Industry.
Production of fuel- efficient vehicles to conserve scarce resources.
Production of large number of motor vehicles which was necessary
for economic growth.
MUL Vision
MUL Core Values* Customer obsession
* Fast flexible and first mover
* Innovation and creativity
* Networking and partnership
* Openness and learning
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Technological advantage:We have introduced the superior16* 4 hypertech engines across the
entire Maruti Suzuki range. This is the new technology harnesses the
power of brainy 16 bit computer to a fuel efficient 4 valve engine tocreate optimum engine delivery. This means every Maruti owner gets
the ideal combination of power and performance from his car.
Our other innovation has been the introduction of Electronic Power
Steering in select models. This results in better and greater
manoeuvrability. In other words our cars have become even more
pleasurable to drive.
Production /R & DSpread over a sp rawl ing 297 ac res wi th 3 fu l ly -
integrated production facilities, the Maruti Udyog Plant has
already rolled out ov er 4. 3 mil l i on ve hic le s. In fa ct ,
on an ave rag e , two vehicles roll out of the factory every
minute. And it takes on an average, just 14 hours to make acar. More importantly, with an incredible range of 11 models
available in 50 variants, there's a Maruti Suzuki made here to
fit every car-buyer's budget. And dream
PRODUCTION MILESTONESi) 1st vehicle produced, December 1983
ii) 1, 00,000 vehicles produced by August, 1986
iii) 5, 00,000 vehicles produced by June, 1990
IV) 1st vehicle produced, December 1983
v) 1, 00,000 vehicles produced by August, 1986
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vi) 5, 00,000 vehicles produced by June, 1990
vii) 10, 00,000 vehicles produced by March, 1994
viii) 15, 00,000 vehicles produced by April, 1996
ix) 20, 00,000 vehicles produced by October, 1997
x) 25, 00,000 vehicles produced by March, 1999
xi) 30, 00,000 vehicles produced by June, 2000
xii) 35, 00,000 vehicles produced by December 2001
xiii) 40, 00,000 vehicles produced by April, 2003
xiv) 45, 00,000 vehicles produced by April, 2004
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MILESTONES
2005The fifth lakh car rolls out in April, 2005
Growth in overall sales by 15.8% 2004New (non A/C) variant of Alto
Alto becomes India's new bestselling car LPG variant of 'Omni Cargo' Versa 5-seater, a new variant Bolero LXi, a new variant Maruti closed the financial year 2003-04 with an annual
sale of 472122 units, the highest ever since the company beganoperations 20years ago
2003 New Suzuki Grand VitaraXL-7
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Redesigned and all-new Zen New upgraded Wagon R Enters into partnership with State Bank of India Production of 4 millionth vehicles. Listed on BSE and NSE
after a public issue oversubscribed 10 times
2002 Wagon R Pride
Esteem Diesel. All other variants upgraded Maruti Insurance. Two new subsidiaries started:
Maruti Insurance Distributor Services and Maruti Insurance
Brokers Limited
Alto Spin LXi, with electronic power steering Special edition ofMaruti 800, Indias first color-coordinated
car
Maruti True value in Mumbai
Maruti Finance in Mumbai with 10 finance companies
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1996 Gypsy (E) (970cc, 4WD 8 seater)
Omni (E) (796cc, MUV, 8 seater) Gypsy King (1298cc, 4WD, off road vehicle) Zen Automatic (993cc, hatchback car) Esteem 1.3L (1298 cc, 3 box Car) AX Launch of 24-hour emergency on-road vehicle service
1995
Esteem 1.3L (1298 cc, 3 box car) VX With the launch of second plant, installed capacity
reached200, 000 units
1994 Esteem1.3L (1298cc, 3 box car) LX Produced the 1 millionth vehicle since the commencement
of production
1993 Zen (993 cc, h atchb ack C ar), which was l ater exported
in Europe and elsewhere as the Alto
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1992 SMC increases its stake in Maruti to 50 percent
1991 Reaches cumulative indigenisation of 65 percent for
all vehicles produced
1990 Maruti 1000(970cc, 3 box), Indias first contemporary sedan
1988 Installed capacity increased to 100,000 units
1987 Exported first lot of 500 cars to Hungary
1986 Maruti 800 (New Model-796cc, hatchback Car) Produced 100,000 vehicles (cumulative production) 1985 Launch of Maruti Gypsy (970cc, 4WD off-road vehicle)
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2003Maruti 800, Maruti Zen and Maruti Esteem make it to the top
10automotive brands in "Most Trusted Brand survey 2003" J
D Power ranked 3 models of Maruti on top: Wagon R, Zen and
Esteem
Maruti 800 and Wagon R top in NFO Total Customer
Satisfaction Study 2003.
MUL tops in J D Power CSI (2001) for 4th time in a row
2001MUL tops in J D Power CSI (2001) for 2nd time in a row:
another international first
2000Maruti bags JD Power CSI - 1st rank; unique
achieveme nt by market leader anywhere in the world
1999MSM launched as model workshop in India; achieves highest
CSI rating.
Central Board of Excise & Customs awards Maruti with
"Samman Patra", for contribution to exchequer and being an ideal tax
assesse
1998CII's Business Excellence Award
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1996Maruti wins INSSAN award for "Excellence in Suggestion Scheme"
Awarded the Star Trading House status by Ministry of Commerce
1994-95E n g i n e e r i n g E x p o r t s P r o m o t i o n C o u n c i l ' s a w a r d
f o r e x p o r t performance
1994Best Canteen award among Haryana Industries as part ofemployee
welfare
1992-93E n g i n e e r i n g E x p o r t s P r o m o t i o n C o u n c i l ' s a w a r d
f o r e x p o r t performance
1991-92E n g i n e e r i n g E x p o r t s P r o m o t i o n C o u n c i l ' s a w a r d
f o r e x p o r t performance
Why Maruti Suzuki
The Quality Advantage
Maruti Suzuki owners experiences fewer problems with theirvehicles than any other car manufacturer in India (J.D PowerIQS study 2004).The Alto was chosen No.1 in the premium
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SCOPE OF THE STUDY
T h i s s t u d y e x t e n d s i t s e m p h a s i s o n s t u d y i n g v a r i o u s
economic, social, geographical and political aspects of trade
relations between India and the gulf countries.
It further extends to suggest possible measures and steps to
further strengthen the trade structure between India and the
gulf countries.
Th i s s t u d y i s a n e f f o r t t o h i g h l i g h t v a r i o u s strategic
factors which are crucial for the trade ties between India and
the gulf countries.
RESEARCH METHODOLOGY
1. TOOLS OF RESEARCH
2. RESOURCE OF DATA
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A Research Methodology defines the purpose of the research,
how i t p roceeds , how to measure p rogress and wha t
cons t i tu t e success with respect to the objectives determined for
carrying out the research study. The appropriate research design
formulated is detailed below.
Exploratory research:
This kind of rese arch has the pri mary objective of
development of insights into the problem. It studies the main
area where the problem lies and also tries to evaluate
some appropriate courses of action.
The research methodology for the present study has been adopted
to reflect these realties and help reach the logicalconclusion in an objective and scientific manner. The present study
contemplated an exploratory research
NATURE OF DATASecondary data:
Secondary data that is already available and published .it could
be internal and external source of data. Internal source: which
originates from the specific field or area where researches carried out
e.g. publish broachers, official reports etc.
External source:
This originates outside the field of study like books, periodicals,
journals, newspapers and the Internet.
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Management at Maruti believes that a successfully CRMstrategy cannot be implemented by simple installing and
integrating a software package and will not happen over right.
Changes must occur at all level including policies and processes,
front of house customer service, employee training, marketing,
systems and information management, all aspects of the
business must be reshaped to be customer driven.
To be effective, the CRM process has been integrated with end-
to-end across marketing, sales, and customer services.
The objectives of CRM at MARUTI:- To identify customers success factor To create a customer-based culture To adopt customer-based measures To develop an endto-end process to serve customers To recommend what questions to ask to help a customer
solve a problem
To recommend what to tell a customer with a complaintabout a purchase
To track all aspects of selling to customers and prospects aswell as customer support. Before implementing the CRM
segment the management at MARUTI did a survey to
identify what profile aspects it feels are relevant to its
business, such as what information it needs to serves its
customers, the customers past financial history, the effects
of the CRM segment and what information is a not useful.Being able to eliminate unwanted information is a large
aspects of implementing CRM systems.
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SFA automates the critical sales and sales force managementfunctions of Maruti i.e., lead/ account management contact
management, quote management, forecasting, sales
administration, keeping in track of customer preferences, buying
habits and demographics as well as performance management.
SFA tools are designed to improve field sales productivity. Key
infrastructure requirements of SFA are mobile synchronization
and integrated product configuration.
Customer Service and support (CSS) CSS at Maruti automates the service request, complaints,product returns, and information requests \. The internal
helpdesk and inbound call centre support for customer enquiries
have been involved into the customer interaction centre (CIC),using multiple channels (Web, phone / fax , face to face , kiosk
etc.) key infrastructure requirements of CSS includes computer
telephony integration (CTI) which provides high volume
processing capabilities , and reliability.
Enterprise marketing automation(EMA)
EMA of the company provides information about the businessenvironment, including competitors of Maruti, industry trends,
and macro environmental variables. It is the execution side of
campaign and lead management. The intent of EMA application
is to improve marketing campaign efficiencies. Function
includes demographic analysis, variable segment, and predictive
modeling occurs on the analytical (Business Intelligence) side.
Integrated CRM software is often also known as front officesolution. Of Maruti, This is because they deal directly with thecustomer of the company.
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Maruti uses CRM software to store all of their customersdetails. When a customer calls at Maruti the system is used to
retrieve and store information relevant to the customer. By
serving the customer quickly and efficiently, and also keeping
all information on a customer in one place. The management at
Maruti aims to make cost savings , also encourage new
customers
ANALYTICAL CRMIn analytical CRM, data gathered within operational CRM and/or
other sources are analysed to segment customers or to identify
potential to enhance client relationship. Customer analysis
typically leads to targeted campaigns to increase share of
customer's wallet. Examples of Campaigns directed towards
customers are:
Acquisition: Cross-sell, up-sell
Retention: Retaining customers who leave due to maturity
or attrition.
I n f o r m a t i o n : P r o v i d i n g t i m e l y a n d r e g u l a r
i n f o r m a t i o n t o customers about Maruti.
Modification: Altering details of the transactional nature of
the customers' relationship. Analysis typically covers but is not
limited to:Decision support: Dashboards, reporting, metrics, and
performances.
Predictive modelling of customer attributes
Strategy and research. Analysis of Customer data relates to the
following analyses:
Campaign management and analysis
Contact channel optimization
Contact Optimization
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CustomerAcquisition / Reactivation / Retention
CustomerSegmentation
CustomerSatisfaction Measurement / Increase
Sales Coverage Optimization
Fraud Detection and analysis
Financial Forecasts
Pricing Optimization
Product Development
Program Evaluation
RiskAssessment and Management Data collection and
a n a l y s i s i s v i e w e d a s a c o n t i n u i n g a n d i t e r a t i v e
process. Ideally, business decisions are refined over time,
based on feedback from earlier analysis and decisions. Therefore, a
s u c c e s s f u l a n a l y t i c a l C R M p r o j e c t s t a k ea d v a n t a g e o f d ata to provide suitable data.
COLLABORATIVE CRMCollaborative CRM facilitates interactions with customers
through all channels (personal, letter, fax, phone, web, e-mail) and suppor ts co -o r d i na t i on o f emp lo ye e t e am s
a n d c h a n n e l s . I t i s a bsolution that brings people, processes
and data together so company can better serve and retain their
customers. Collaborative CRM provides the following benefits:
Enables efficient productive customer interactions across all
communications channels
Enables web collaboration to reduce customer service cost
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Integrates call centres enabling multi-channel personal
customer interaction
I n t e g r a t e s v i e w o f t h e c u s t o m e r w h i l e i n t e r a c t i o n
a t t h e transaction level
PURPOSES OF CUSTOMERRELATIONSHIPMANAGEMENTCRM, in its broadest sense, means managing all
interactions and business with customers. This includes, but is not
limited to, improving
Customer service. The CRM program allows Maruti to
acquire customers, service the customer, increase the value
of the customer to the company, retain good customers, and
determine which customers can be retained or given a higher level
of service. A good C R M p r o g r a m c a n i m p r o v e
c u s t o m e r s e r v i c e b y f a c i l i t a t i n g communication in
several ways:
Prov ide p roduc t in fo rmat ion , p roduc t use
in fo rmat ion , and technical assistance on web sites that are
accessible 24 hours a day, 7days a week.
Identify how each individual customer defines quality and then
design a service strategy for each customer based on these
individual requirements and expectations.
Provide a fast mechanism for managing and scheduling follow-
up sa les ca l l s to a ssess pos t -purchase cogn i t ived i s s o n a n c e r e p u r c h a s e p r o b a b i l i t i e s , r e p u r c h a s e
t i me s , a n d r e p u r c h a s e frequencies.
Provide a mechanism to track all points of contact
between customer and the company, and do it in an integrated
way so that all sources and types of contact are included, and all
users of the system see the same view of the customer (reduces
confusion).
Help to identify potential problems quickly, before they occur.
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Provide a user-friendly mechanism for registering
customer complaints (complaints that are not registered
with the company c a n n o t b e r e s o l v e d , a n d a r e a
m a j o r s o u r c e o f c u s t o m e r dissatisfaction).
Provide a fast mechanism for handling problems and compla in t s
(compla in t s tha t a re re so lved qu ick ly can inc rease
customer satisfaction).
Provide a fast mechanism for correcting service deficiencies
(correct the problem before other customers experience the
same dissatisfaction).
Use internet cookies to track customer interests and personalize
product offerings accordingly.
Use the Internet to engage in collaborative customization or real-timecustomization.
P r o v i d e a f a s t m e c h a n i s m f o r m a n a g i n g a n d
s c h e d u l i n g maintenance, repair, and on-going support
(improve efficiency and effectiveness).
The CRM can be integrated into other cross-functional systems
and the reby p rov ide accoun t ing and p roduc t ion
in fo rmat ion to customers when they want it.
IMPROVING CUSTOMER RELATIONSHIPSC R M p r o g r a m s a l s o a r e a b l e t o i m p r o v e
c u s t o m e r relationships. Proponents say this is so because:
CRM technology can track customer interests, needs, and buying
hab i t s a s they p rogress th rough the i r l i fe cyc les , and
ta i lo r the marketing effort accordingly. This way customer gets
exactly what they want as they change.
The technology can track customer product use as the
product progresses th rou gh i t s l i fe cyc le , and ta i lo r the
se rv ice s t ra t eg y accordingly. These way customers get what
they need as the product ages.
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In industrial markets, the technology can be used to micro-segment
the buying centre and help coordinate the conflicting and
changing purchase criteria of its members.
When any of the technology-driven improvements in
c ust ome r s e r v i c e ( m e n t i o n e d a b o v e ) c o n t r i b u t e t o
l o n g - t er m c u s t o me r sat isfaction, they can ensure repeat
purchases, improve customer relationships, increase customer
loyalty, decrease customer turnover, decrease marketing costs
(associated with customer acquisition and customer training),increase sales revenue, and thereby increase profit margins.
Repeat purchase, however, comes from customer
satisfaction -which in turn comes from a deeper understanding
of each customer, their individual business challenges andproposing solutions for those challenges rather than a "one size fits
all" approach.
CRM software enables sales people to achieve this one on
one approach to s e l l ing and can au t omate some
e lemen t s o f i t v i a
Tailor able marketing communications. However, all
of these elements are facilitated by or for humans to achieve
- CRM is therefore a company-wide attitude as much as a softwaresolution.
CRM PROCESSES AND FUNCTIONS:
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Technical white paper uses Business Rules (a set of Enterprise
Rules that define the actions to be taken and aretermed as C u s t o m e r r e c o m m e n d e d a c t i o n s o r
C R A ) . T h e D e c i s i o n engine takes as input the Customer
Profile, Contact History and applies the stored Business Rules thereby
creating a set of one o r m o r e R e c o m m e n d e d A c t i o n s
f o r t h e c u s t o m e r s . T h e Business Rules Managementcomponent enables the creat ion, delet ion, analysis and
s t o r a g e o f t h e B u s i n e s s R u l e s i n r epository. The
Customer Profile component is generated
based on the information in the
Customer Information File (CIF)
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RECOMMENDATIONS AND CONCLUSION
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Dear sir or madam,
I am doing a study onCustomer
Relationship Management of MarutiSuzuki for our
academic purpose. I would like you to be a part of mystudy. All the information from you will be used for
academic purpose only soliciting your kind response.
Thanking you
MBA (2010-12)
DRIEMS B-School
Tangi, Cuttack
Customer Relationship ManagementQuestionnaire:
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1) Our companys corporate strategy gives importance to a
customers needs.
a) Agree 65%
b) Disagree 20%
c) Cant say 15%
2) Relationship with customers are given great value in our
organisation.
a) Agree 85%
b) Disagree 10%
c) Cant say 5%
3) What do you feel about the companys promotional activities of
attracting new
customers and retaining old ones?
a) Excellent 72%
b) Good 10%
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c) Fair 15%
d) Bad 3%
4) Does customer satisfaction surveys help in understanding a
customers needs? How do they help?
Ans. Yes the customer satisfaction surveys helps the company tounderstand the customers needs. It helps the company in many
ways:
To design the model in accordance to the customer To fix up the price range keeping the budget of the customer in
mind.
To upgrade the present need in accordance to the marketfashion.
5) The organisation clearly identifies difference customer types.
a) True 76%
b) False 20%
c) Cant say 4%
excellent
good
fair
bad
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6) Do you think our company is able to give excellent customer
service at any point of content?
a) Yes 86%
b) No 10%
c) May be 4%
7) Information about our customers are stored in the company data
base for future case studies.
a) Agree 72%
b) Disagree 20%
c) Cant say 8%
8) What do you do when you receive any customer complaint?
Ans. The company do the best possible to handle the customer
grievances and solve the problem as much fast as possible because
the company count itself by the number of the customer.
9) Do you feel the working environment of the company is suitable
to meet the needs of internal customer?
Ans. Yes, I feel the working environment of the company is suitable
to meet the needs of internal customer.
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b) Service 35%
c) Price 45%
d) Style 15%
e) Others 1%
12) How would you date your overall experience with the sales force
team?
a) Excellent 65%
fuel cosumption
service
price
style
others
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b) No 70%
c) Dont know 2%
14) Would you like to receive frequent update from MUL.
a) Yes 76%
b) No 20%
YES
NO
DON'T KNOW
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c) Dont know 4%
BIBLIOGRAPHY
YES
NO
DON'T KNOW
-
8/3/2019 Irshad Sip
50/50
Books
Crm- chattopadhya
Crm-mishra and joshi
Journals
Icfai university press
Business and economy
Web sites
Www.marutiudyog.com Gurgaon.nic.in/maruti.html Auto.indiamart.com Economictimes.indiatimes.com En.wikipedia.org/wiki www.citrix.com