hemanth project
TRANSCRIPT
CUSTOMER RELATIONSHIP MANAGEMENT (CRM) INTRODUCTION
In today’s intensely competitive, rapidly changing and highly
complex environment characterize by diminishing customer
loyalty, the need to be market –focused and customer centric is
more critical than any other time in past. It is highly imperative for
every organization to retain and use valuable information about
their customer to enhance their business strategies and product
and service offerings. Today, the key focus area of much
organization is identification of a link between customer
satisfaction and performance. However, satisfaction as the
confirmation of expectation has started to be conceptualizing
almost as a threshold for customers. The delivery of satisfaction is
the minimum the customer expects.
Customer relationship management is creating a team relationship
among sales, marketing, and customer support activities within an
organization. Another narrow, yet relevant, viewpoint is to
consider CRM only as customer retention in which a variety of after
marketing tactics is used for customer bonding or staying in touch
after the sale is made.
Shani and Chalasani define relationship marketing as “an
integrated effort to identify, maintain, and build up a network with
individual consumers and to continuously strengthen the network
for mutual benefit of both sides, through interactive, individualized
and value-added contacts over a period of time”.
The core theme of all CRM and relationship marketing perspectives
is its focus on cooperative and collaborative relationships between
the firm and its customers, and/or other marketing actors. CRM is
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CUSTOMER RELATIONSHIP MANAGEMENT (CRM) based on the premise that, by having a better understanding of
the customers’ needs and desires we can keep them longer and
sell more to them.
There are three parts of application architecture of CRM:
· Operational - automation to the basic business processes
(marketing, sales, service)
· Analytical - support to analyze customer behavior, implements
business intelligence alike technology
· Co operational - ensures the contact with customers (phone,
email, fax, web...)
Improving customer service
CRMs are claimed to improve customer service. Proponents say
they can improve customer service by facilitating communication
in several ways:
· Provide product information, product use information, and
technical assistance on web sites that are accessible 24 / 7
· Help to identify potential problems quickly, before they occur
· Provide a user-friendly mechanism for registering customer
complaints (complaints that are not registered with the company
cannot be resolved, and are a major source of customer
dissatisfaction)
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CUSTOMER RELATIONSHIP MANAGEMENT (CRM) · Provide a fast mechanism for handling problems and complaints
(complaints that are resolved quickly can increase customer
satisfaction)
· Provide a fast mechanism for correcting service deficiencies
(correct the problem before other customers experience the same
dissatisfaction)
· Identify how each individual customer defines quality, and then
design a service strategy for each customer based on these
individual requirements and expectations
· use internet cookies to track customer interests and personalize
product offerings accordingly
· use the internet to engage in collaborative customization or real-
time customization
There are a number of reasons why CRM has become so important
in the last 10 years. The competition in the global market has
become highly competitive, and it has become easier for
customers to switch companies if they are not happy with the
service they receive. One of the primary goals of CRM is to
maintain clients. When it is used effectively, a company will be
able to build a relationship with their customers that can last a
lifetime. Customer relationship management tools will generally
come in the form of software. Each software program may vary in
the way it approaches CRM. It is important to realize that CRM is
more than just a technology.
Customer support is directly connected to CRM. If a company fails
to provide quality customer support, they have also failed with
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CUSTOMER RELATIONSHIP MANAGEMENT (CRM) their CRM system. When a customer makes complaints, they must
be handled quickly and efficiently. The company should also seek
to make sure those mistakes are not repeated. When sales are
made, they should be tracked so that the company can analyze
them from various aspects. It is also important to understand the
architecture of Customer relationship management. The
architecture of CRM can be broken down into three categories, and
these are collaborative, operational, and analytical. The
collaborative aspect of CRM deals with communication between
companies and their clients
Key CRM principles
Differentiate Customers: All customers are not equal; recognize
and reward best customers disproportionately. Understanding
each customer becomes particularly important. And the same
customers’ reaction to a cellular company operator may be quite
different as compared to a car dealer. Besides for the same
product or the service not all customers can be treated alike and
CRM needs to differentiate between a high value customer and a
low value customer.
What CRM needs to understand while differentiating
customers is?
- Sensitivities, Tastes, Preferences and Personalities
- Lifestyle and age
- Culture Background and education
- Physical and psychological characteristics
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CUSTOMER RELATIONSHIP MANAGEMENT (CRM) · Differentiating Offerings
® Low value customer requiring high value customer offerings
® Low value customer with potential to become high value in near
future
® High value customer requiring high value service
® High value customer requiring low value service
Keeping Existing Customers
Grading customers from very satisfied to very disappoint should
help the organization in improving its customer satisfaction levels
and scores. As the satisfaction level for each customer improves so
shall the customer retention with the organization.
· Maximizing Life time value
Exploit up-selling and cross-selling potential. By identifying life
stage and life event trigger points by customer, marketers can
maximize share of purchase potential. Thus the single adults shall
require a new car stereo and as he grows into a married couple his
needs grow into appliances.
· Increase Loyalty
Loyal customers are more profitable. Any company will like its
mind share status to improve from being a suspect to being an
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CUSTOMER RELATIONSHIP MANAGEMENT (CRM) advocate. Company has to invest in terms of its product and
service offerings to its customers. It has to innovate and meet the
very needs of its clients/ customers so that they remain as
advocates on the loyalty curve. Referral sales invariably are low
cost high margin sales.
Summarizing CRM activities:
The CRM cycle can be briefly described as follows:
1. Learning from customers and prospects, (having in depth
knowledge of customer)
2. Creating value for customers and prospects
3. Creating loyalty
4. Acquiring new customers
5. Creating profits
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CUSTOMER RELATIONSHIP MANAGEMENT (CRM)
NEED FOR THE STUDY
The need of this study is to find the impact made by the CRM
activities by the different automobile dealer on the customer
satisfaction and sale. On this study will let us know about the
various aspects of the CRM activities and automobile dealer in
India. What are the various factors affecting it positively and
negatively? This study will enhance our knowledge and will help us
in times to come. We all find this area of study very lucrative so we
have chosen it as our topic of project.
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CUSTOMER RELATIONSHIP MANAGEMENT (CRM)
SCOPE OF THE STUDY
This research study throws light on the CRM activities of the
automobile dealer in Hyderabad and it will let all those who are
interested in Indian automobile dealer with CRM to know “impacts
of CRM activities by automobile sector”.
This research work and survey would help to future researchers
and students to know the impact of CRM activities by automobile
sector in the broader areas and field and over all employability and
economic growth of the country in this very aspect.
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CUSTOMER RELATIONSHIP MANAGEMENT (CRM)
REVIEW OF LITERATURE
Customer relationship management (CRM) consists of the
processes a company uses to track and organize its contacts with
its current and prospective customers. CRM software is used to
support these processes; information about customers and
customer interactions can be entered, stored and accessed by
employees in different company departments. Typical CRM goals
are to improve services provided to customers, and to use
customer contact information for targeted marketing.
While the term CRM generally refers to a software-based approach
to handling customer relationships, most CRM software vendors
stress that a successful CRM effort requires a holistic approach.
CRM initiatives often fail because implementation was limited to
software installation, without providing the context, support and
understanding for employees to learn, and take full advantage of
the information systems. CRM tools should be implemented "only
after a well-devised strategy and operational plan are put in
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CUSTOMER RELATIONSHIP MANAGEMENT (CRM) place". CRM can be implemented without major investments in
software, but software is often necessary to explore the full
benefits of a CRM strategy. Other problems occur when failing to
think of sales as the output of a process that itself needs to be
studied and taken into account when planning automation. From
the outside, customers interacting with a company perceive the
business as a single entity, despite often interacting with a number
of employees in different roles and departments. CRM is a
combination of policies, processes, and strategies implemented by
an organization to unify its customer interactions and provide a
means to track customer information. It involves the use of
technology in attracting new and profitable customers, while
forming tighter bonds with existing ones.
CRM includes many aspects which relate directly to one
another:
Front office operations — Direct interaction with customers,
e.g. face to face meetings, phone calls, e-mail, online
services etc.
Back office operations — Operations that ultimately affect
the activities of the front office (e.g., billing, maintenance,
planning, marketing, advertising, finance, manufacturing,
etc.)
Business relationships — Interaction with other companies
and partners, such as suppliers/vendors and retail
outlets/distributors, industry networks (lobbying groups,
trade associations). This external network supports front and
back office activities.
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CUSTOMER RELATIONSHIP MANAGEMENT (CRM)
Analysis — Key CRM data can be analyzed in order to plan
target-marketing campaigns, conceive business strategies,
and judge the success of CRM activities (e.g., market share,
number and types of customers, revenue, profitability).
Proponents of CRM software claim that it doesn't only allow more
effective ways of managing customer relationships, but also more
customer-centric ways of doing business. Executives often cite the
need for the proper tools as a barrier to delivering the experience
their customers expect. A 2009 study of over 860 corporate
executives revealed only 39% believes that their employees have
tools and authority to solve customer problems.
Types/variations of CRM
There are several different approaches to CRM, with different
software packages focusing on different aspects. In general,
Customer Service, Campaign Management and Sales Force
Automation (SFA) form the core of the system (with SFA being the
most popular).
Operational CRM
Operational CRM provides support to "front office" business
processes, e.g. to sales, marketing and service staff. Interactions
with customers are generally stored in customers' contact
histories, and staff can retrieve customer information as
necessary. The contact history provides staff members with
immediate access to important information on the customer
(products owned, prior support calls etc.), eliminating the need to
individually obtain this information directly from the customer.
Reaching to the customer at right time at right place is preferable.
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CUSTOMER RELATIONSHIP MANAGEMENT (CRM) Operational CRM processes customer data for a variety of
purposes:
Managing campaigns
Enterprise Marketing Automation
Sales Force Automation
Sales Management System
Analytical CRM
Analytical CRM analyzes customer data for a variety of purposes:
Designing and executing targeted marketing campaigns
Designing and executing campaigns, e.g. customer
acquisition, cross-selling, up-selling, addon-selling
Analyzing customer behavior in order to make decisions
relating to products and services (e.g. pricing, product
development)
Management information system (e.g. financial forecasting
and customer profitability analysis)
Analytical CRM generally makes heavy use of data mining and
other techniques to produce useful results for decision-making.
It is at the analytical stage that the importance of fully
integrated CRM software becomes most apparent. Logically
speaking, the more information that the analytical software has
available for analysis, the better its predictions and
recommendations will be.
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CUSTOMER RELATIONSHIP MANAGEMENT (CRM) Sales Intelligence CRM
Sales Intelligence CRM is similar to Analytical CRM, but is intended
as a more direct sales tool. Features include alerts sent to sales
staff regarding:
Cross-selling/Up-selling/Switch-selling opportunities
Customer drift
Sales performance
Customer trends
Customer margins
Customer alignment
Campaign Management
Campaign management combines elements of Operational and
Analytical CRM. Campaign management functions include:
Target groups formed from the client base according to
selected criteria
Sending campaign-related material (e.g. on special offers) to
selected recipients using various channels (e.g. e-mail,
telephone, SMS, post)
Tracking, storing, and analyzing campaign statistics,
including tracking responses and analyzing trends
Collaborative CRM
Collaborative CRM covers aspects of a company's dealings with
customers that are handled by various departments within a
company, such as sales, technical support and marketing. Staff
members from different departments can share information
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CUSTOMER RELATIONSHIP MANAGEMENT (CRM) collected when interacting with customers. For example, feedback
received by customer support agents can provide other staff
members with information on the services and features requested
by customers. Collaborative CRM's ultimate goal is to use
information collected by all departments to improve the quality of
services provided by the company. CRM also plays a role of data
distributor within customers, producers and partners. Producers
can use CRM information to develop products or find new market.
CRM facilitates communication between customers, suppliers and
partner by using new information system such email, link and data
bank.
Consumer Relationship CRM
Consumer Relationship System (CRS) covers aspects of a
company's dealing with customers handled by the Consumer
Affairs and Customer Relations contact centers within a company.
Representatives handle in-bound contact from anonymous
consumers and customers. Early warnings can be issued regarding
product issues (e.g. item recalls) and current consumer sentiment
can be tracked (voice of the customer).
Strategy
Several CRM software packages are available, and they vary in
their approach to CRM. However, as mentioned above, CRM is not
just a technology but rather a comprehensive, customer-centric
approach to an organization's philosophy of dealing with its
customers. This includes policies and processes, front-of-house
customer service, employee training, marketing, systems and
information management. Hence, it is important that any CRM
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CUSTOMER RELATIONSHIP MANAGEMENT (CRM) implementation considerations stretch beyond technology toward
the broader organizational requirements.
Implementation issues
Many CRM project "failures" are also related to data quality and
availability. Data cleaning is a major issue. If a company's CRM
strategy is to track life-cycle revenues, costs, margins, and
interactions between individual customers, this must be reflected
in all business processes. Data must be extracted from multiple
sources (e.g., departmental/divisional databases such as sales,
manufacturing, supply chain, logistics, finance, service etc.), which
requires an integrated, comprehensive system in place with well-
defined structures and high data quality. Data from other systems
can be transferred to CRM systems using appropriate interfaces.
Because of the company-wide size and scope of many CRM
implementations, significant pre-planning is essential for smooth
roll-out. This pre-planning involves a technical evaluation of the
data available and the technology employed in existing systems.
This evaluation is critical to determine the level of effort needed to
integrate this data.
Equally critical is the human aspect of the implementation. A
successful implementation requires an understanding of the
expectations and needs of the stakeholders involved. An executive
sponsor should also be obtained to provide high-level
management representation of the CRM project. An effective tool
for identifying technical and human factors before beginning a
CRM project is a pre-implementation checklist. A checklist can help
ensure any potential problems are identified early in the process.
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CUSTOMER RELATIONSHIP MANAGEMENT (CRM) Privacy and data security System
One of the primary functions of CRM software is to collect
information about customers. When gathering data as part of a
CRM solution, a company must consider the desire for customer
privacy and data security, as well as the legislative and cultural
norms. Some customers prefer assurances that their data will not
be shared with third parties without their prior consent and that
safeguards are in place to prevent illegal access by third parties.
Maruti Suzuki CRM
Maruti Suzuki achieves an overall C.S.I Score of 820 an a 1000
point Scale, overall customer satisfaction with dealer service for
the industry improves slightly in 2008-up by 3 points since
2007,with six of the 11 ranked brands demonstrating gains. While
ranking below the industry average Tata and Mahindra emerge as
the most improved brands, respectively, particularly in the areas
of services initiation, quality of services advisors and in services
experience.
“Maruti Suzuki has effectively implemented simple producers that
improved satisfaction with the value of work performed and
perceptions of the fairness and honesty of the dealer, such as
greeting service customers quickly upon arrival and fully
explaining charges and repairs”, said Mohit Arora senior director at
J.P Power Asia Pacific, Singapore “Instituting these low.-effort yet
high-impact practices helps to foster trust among customers,
which is critical to building loyalty for future service and sales
opportunities.”
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CUSTOMER RELATIONSHIP MANAGEMENT (CRM) The study finds that the proportion of vehicles brought in and
serviced within the same day has increased to 55 percent this year
from 49 percent in 2007.Quick completion of service is a key
source of customers delight, particularly for customers who visit
the dealer for routine maintenance.
In 2008 India Customer Satisfaction Index (C.S.I) study is based on
responses from more than 5,594 owners of nearly 41 different
vehicle models. The study was fielded from June to August those
customers who serviced their vehicles at authorized services
facilities.
S.M.R.-(service marketing report)-
Services marketing report is the detail of the customers who
purchased the car from the showroom. In this report we have the
data about the Customer purchasing date and the time of car
servicing. Means by this report we remind to customer that it is the
time of your car servicing .So we ask some questions for customer
satisfaction these are the following questions:
Ques.1-are you aware of the maintained schedule of yours
cars?
Ques2-as per record you cars service in due on-will you like
to make a booking?
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CUSTOMER RELATIONSHIP MANAGEMENT (CRM) OBJECTIVES OF THE STUDY
The study has been conducted with followings objectives.
Primary objective:
To study the customer awareness about Maruti Suzuki, &
Mithra Agencies.
To enhance the sale of Maruti Suzuki in the showroom.
To know the reason for the loss of inventory.
Secondary objectives
To analyze the customer buying behavior.
To find out the satisfaction level of the customers at Mithra
automobiles showroom.
To study the effect of event and promotion.
To make various suggestion on the improvement of the
Mithra automobiles.
RESEARCH METHODOLOGY
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CUSTOMER RELATIONSHIP MANAGEMENT (CRM) Research methodology is away to systematically solve research
problem. In it we study the various step that are generally adopted
by researcher in studying his research problem along with logic
behind them. It is necessary for a researcher to know not only the
research method/techniques but also the methodology. It may be
noted, in the context of planning & development that the
significance of research lines in its quality and not in quantity.
Researcher should know how to apply particular research
techniques, but they also need to know which of these methods or
techniques, are relevant and which are not, and what would they
mean and indicate and why?
Meaning of Research
“Research is common parlance refers to a search for knowledge. In
fact research is an act of scientific investigation.”
The project was divided in to the following steps.
To decide objective of the study
1. To decide objective of the
Study:-
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To decide research design & application
To decide source of data collection
To decide from of data collection
To organize & collect data
To process & analyze report
To prepare the research report
CUSTOMER RELATIONSHIP MANAGEMENT (CRM) This step is also research problem. Problem definition is the most
critical part of the research process. Research problem definition
involves specifying the information needed by management. The
main objective of the study is:
To study the awareness of Maruti Suzuki & Mithra Agency in
Hyderabad.
To find out the level of customer satisfaction with the offers,
discount and services offered by Maruti Suzuki & Mithra
Agencies.
2. To decide research design & application:-
Research design involves defining the research problem,
determining how to collect the data and from whom, establishing
the way the data will be analyzed estimating costs and the
preparation of the research approach. For this study, descriptive
research was selected.
3. To decide Source of data there are two sources of data
Primary Data
Secondary Data
Primary data:-
Primary data is the original data collected specifically for the
problem.
Reason for selecting primary data:-
In terms of primary data a questionnaire has been used to
interview desire sample units that give accurate and up to data
information as well better to research problem.
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CUSTOMER RELATIONSHIP MANAGEMENT (CRM) Research approaches: - Primary data can be collected in five
main ways: through Observation, focus groups, surveys,
behavioral data, and experiments.
Research instruments:- Marketing researchers have a choice of
three main research Instruments in collecting primary data:
Questionnaires: - A questionnaire consists of questions
presented to respondents for their answers. Because of its
flexibility, the questionnaire is by far the most common
Instrument used to collect primary data. Questions can be
open-ended or closed-Ended.
Qualitative measures: - Some marketers prefer more
qualitative methods for gauging consumer opinion because
consumer actions do not always match their answers to
survey questions. Qualitative research techniques are
relatively unstructured measurement approaches that
permit a range of possible responses, and they are a
creative means of ascertaining consumer perceptions that
may other-Wise be difficult to uncover.
Mechanical devices: -Mechanical devices are occasionally
used in marketing research .Mechanical devices like
galvanometers measure the respondent’s interest or
emotions aroused by exposure to a specific ad or picture.
Secondary data:-
Data potentially useful in solving a current problem but that were
collected for a different purpose.
Reason for selecting secondary data:-
Secondary data can be gathered quickly and inexpensively,
compared to primary data, it is clear useful to study analyzing the
recent development in the telecom industry.
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CUSTOMER RELATIONSHIP MANAGEMENT (CRM) Contact methods:- Once the sampling plan has been
determined, the marketing researcher must decide how the
subject should be contact:
Mail questionnaire: - The mail questionnaire is the best
way to reach people who would not give personal interviews
or whose responses might be biased or distorted by the
interviewers. Mail questionnaires require simple and clearly
worded questions.
Telephone interview: - Telephone interviewing is the best
method for gathering information quickly; the interviewer is
also able to clarify questions if respondents do not
understand them. The response rate is typically higher than
in the case of mailed questionnaires.
Personal interview: - Personal interviewing is the most
versatile method. The interviewer can ask more questions
and record additional observations about the respondent,
such as dress and body language. Personal interviewing
takes two forms. In arranged interviews, respondents are
contacted for an appointment, and often a small payment or
incentive is offered. Intercept interviews involve stopping
people at a shopping mall or busy street corner and
requesting an interview.
Online interviews: - There is increased use of online
methods. There are so many ways to use the Net to do
research. In this method, researcher can include a
questionnaire on its Web site and offer a people to answer
the questionnaire.
4. To decide from of data collection:-
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CUSTOMER RELATIONSHIP MANAGEMENT (CRM) For this project survey method was selected which was carried
through person interview. Because information from different
customers was required.
5. To organize & collect data:-
Once the researcher has formulated and development a research
design including questionnaire second thing he has to decide
whether he has to collect the information from all the targeted
customers. There can be two types of survey are possible.
Sample Survey
Census Survey
“For this project sample Survey war chosen”
Characteristics of the sample survey are:-
It is cheaper than census survey
It requires less time
It is economical
More detail information can be collected
Deciding the sample plan requires following decisions
Sample unit “Who is to be surveyed”
Sample
Sample is the true representation of the population by studying of
the sample we can predict the behavior of the population.
Sample Size: 100
Method of Sampling:-
In this project, the survey was done within the market that means
probabilistic convenience Sampling was carried out.
6. To process & analyze data:-
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CUSTOMER RELATIONSHIP MANAGEMENT (CRM) After the data was collected it was tabulated, analyzed and
interpreted to the conclusion reach.
Techniques Applied
Bar Chart:- A chart in which the length of the bar represents
the amount of the item associated with the bar.
Pie Chart:- A circle divided in to sections, such that each
section represent the percentage of the total area of a circle
associates with one variable.
Types of Research
Along with this there may be 3 type of research methodology
these are:
They are –
Exploratory Research
Descriptive Research
Casual Research
“Our research is based on the exploratory research.”
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CUSTOMER RELATIONSHIP MANAGEMENT (CRM)
LIMITATIONS OF THE STUDY
The sample size is restricted under response only.
Due to certain constrains, the survey is limited to the Twin
Cities Hyderabad and Secunderabad.
The survey can not be generalized to rural areas as it is
limited to twin cities only.
The response that is given by some of the customers about
the company who’s car they own may contain some
biasness.
It was very difficult to get the data from the dealers in the
region because they are not willing to disclose the data and
hence the analysis that has been done on the basis of
available data may contain some biased results.
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CUSTOMER RELATIONSHIP MANAGEMENT (CRM)
INDUSTRY PROFILE
Automobile Industry
History:
In the year 1769, a French engineer by the name of Nicolas
J. Cugnot invented the first automobile to run on roads. This
automobile, in fact, was a self-powered, three-wheeled, military
tractor that made the use of a steam engine. The range of the
automobile, however, was very brief and at the most, it could only
run at a stretch for fifteen minutes. In addition, these automobiles
were not fit for the roads as the steam engines made them very
heavy and large, and required ample starting time. Oliver Evans
was the first to design a steam engine driven automobile in the
U.S.A Scotsman, Robert Anderson, was the first to invent an
electric carriage between 1832 and 1839. However, Thomas
Davenport of the U.S.A. and Scotsman Robert Davidson were
amongst the first to invent more applicable automobiles, making
use of non-rechargeable electric batteries in 1842. Development of
roads made travelling comfortable and as a result, the short
ranged, electric battery driven automobiles were no more the best
option for travelling over longer distances.
The Automobile Industry finally came of age with Henry Ford in
1914 for the bulk production of cars. This lead to the development
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CUSTOMER RELATIONSHIP MANAGEMENT (CRM) of the industry and it first begun in the assembly lines of his car
factory. The several methods adopted by Ford, made the new
invention (that is, the car) popular amongst the rich as well as the
masses.
According the History of Automobile Industry US, dominated the
automobile markets around the globe with no notable competitors.
However, after the end of the Second World War in 1945, the
Automobile Industry of other technologically advanced nations
such as Japan and certain European nations gained momentum
and within a very short period, beginning in the early 1980s, the
U.S Automobile Industry was flooded with foreign automobile
companies, especially those of Japan and Germany.
The current trends of the Global Automobile Industry reveal
that in the developed countries the Automobile Industries are
stagnating as a result of the drooping car markets, whereas the
Automobile Industry in the developing nations, such as, India and
Brazil, have been consistently registering higher growth rates
every passing year for their flourishing domestic automobile
markets.
The automotive industry designs, develops, manufactures,
markets, and sells the world's motor vehicles. In 2008, more than
70 million motor vehicles, including cars and commercial vehicles
were produced worldwide.
In 2007, a total of 71.9 million new automobiles were sold
worldwide: 22.9 million in Europe, 21.4 million in Asia-Pacific, 19.4
million in USA and Canada, 4.4 million in Latin America, 2.4 million
in the Middle East and 1.4 million in Africa. The markets in North
America and Japan were stagnant, while those in South America
and other parts of Asia grew strongly. Of the major markets,
Russia, Brazil, India and China saw the most rapid growth.
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CUSTOMER RELATIONSHIP MANAGEMENT (CRM)
About 250 million vehicles are in use in the United States.
Around the world, there were about 806 million cars and light
trucks on the road in 2007; they burn over 260 billion gallons of
gasoline and diesel fuel yearly. The numbers are increasing
rapidly, especially in China and India. In the opinion of some,
urban transport systems based around the car have proved
unsustainable, consuming excessive energy, affecting the health
of populations, and delivering a declining level of service despite
increasing investments. Many of these negative impacts fall
disproportionately on those social groups who are also least likely
to own and drive cars. The sustainable transport movement
focuses on solutions to these problems.
In 2008, with rapidly rising oil prices, industries such as the
automotive industry, are experiencing a combination of pricing
pressures from raw material costs and changes in consumer
buying habits. The industry is also facing increasing external
competition from the public transport sector, as consumers re-
evaluate their private vehicle usage. Roughly half of the US's fifty-
one light vehicle plants are projected to permanently close in the
coming years, with the loss of another 200,000 jobs in the sector,
on top of the 560,000 jobs lost this decade. Combined with robust
growth in China, in 2009, this resulted in China becoming the
largest automobile market in the world.
Indian Automobile History
The origin of automobile is not certain. In this section of
automobile history, we will only discuss about the phases of
automobile in the development and modernization process since
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CUSTOMER RELATIONSHIP MANAGEMENT (CRM) the first car was shipped to India. We will start automotive history
from this point of time.
The automobile industry has changed the way people live
and work. The earliest of modern cars was manufactured in the
year 1895. Shortly the first appearance of the car followed in India.
As the century truned, three cars were imported in Mumbai (India).
Within decade there were total of 1025 cars in the city.
The dawn of automobile actually goes back to 4000 years
when the first wheel was used for transportation in India. In the
beginning of 15th century Portuguese arrived in China and the
interaction of the two cultures led to a variety of new technologies,
including the creation of a wheel that turned under its own power.
By 1600s small steam-powered engine models was developed, but
it took another century before a full-sized engine-powered vehicle
was created.
The actual horseless carriage was introduced in the year
1893 by brothers Charles and Frank Duryea. It was the first
internal-combustion motor car of America, and it was followed by
Henry Ford's first experimental car that same year.
One of the highest-rated early luxury automobiles was the
1909 Rolls-Royce Silver Ghost that featured a quiet 6-cylinder
engine, leather interior, folding windscreens and hood, and an
aluminum body. It was usually driven by chauffeurs and emphasis
was on comfort and style rather than speed.
During the 1920s, the cars exhibited design refinements
such as balloon tires, pressed-steel wheels, and four-wheel brakes.
Graham Paige DC Phaeton of 1929 featured an 8-cylinder engine
and an aluminum body.
The 1937 Pontiac De Luxe sedan had roomy interior and rear-
hinged back door that suited more to the needs of families. In
29
CUSTOMER RELATIONSHIP MANAGEMENT (CRM) 1930s, vehicles were less boxy and more streamlined than their
predecessors. The 1940s saw features like automatic transmission,
sealed-beam headlights, and tubeless tires. The year 1957 brought
powerful high-performance cars such as Mercedes-Benz 300SL. It
was built on compact and stylized lines, and was capable of 230
kmh (144 mph).
This was the Indian automobile history, and today modern
cars are generally light, aerodynamically shaped, and compact.
Emerging India Auto market
India auto market is a promising industrial sector that is growing
immensely every passing year. Passenger cars are referred to,
through use of word "automobile." Whooping growth experienced
by Indian auto market in last financial year itself that is financial
year end in February, 2007 was very close to a 18 percent over
previous fiscal. This statistical fact is a glittering example of
potential of growing auto industry in India.
As per survey conducted by Society of Indian Auto Manufacturers,
total number of automobiles manufactured by auto industry in
India, throughout financial year 2006-07, was very close to 15.5
lakh (1.5 million) margin. Huge of number of automobiles
manufactured by auto industry in India was an enormous growth
upon number of autos manufactured during previous fiscal, that
ended in 2006.
Total number of cars that were exported from India were very
close to 2.0 lakh (2.0 hundred thousand) margin, an encouraging
sign for auto industry in India. Export of cars manufactured in India
comprised nearly 13 percent of total number of cars manufactured
domestically by auto industry in India.
India auto market looks set to prosper, largely due to growing
market for automobiles that is developing in India. In financial year
30
CUSTOMER RELATIONSHIP MANAGEMENT (CRM) that ended in February, 2004, Indian auto markets were fastest
growing in world, with registered growth rate touching nearly 20
percent.
Auto industry in India mainly comprises of small car section, which
enjoys nearly a 2/3rd market share of entire market for autos in
India. In this respect, Indian markets are largest in world for small
cars, behind Japan.
The 4 – wheelers industry is passing through is passing through a
critical but interesting phase. For many years, it was growing
continuously but the turning point came in 1996 Feb., when it
started slowing down. The impact was rally felt in the next year
when the overall growth was hardly 10%. This was also possible
only because, the cars segment showed a healthy growth of 50%.
The net result is that is that Maruti cars now account for 62% of
the 4 – wheelers market in April, May & June 2008.The Varun
Motors Ltd. mainly is the only dealers of the mature Branded cars.
NEW SEGMENTS
A step through segment like Maruti alto, ZEN, VERSA and
WAGONR,A-star and SX-4 .
DRAMATIC CHANGES
The new products have contributed to 35% of the growth and
helped the producers improve their bottom line. The coming years
will see increasing competition due to the priority in products in
products and prices. The only differentiate will be technology,
quality, product range and service.
31
CUSTOMER RELATIONSHIP MANAGEMENT (CRM)
Imaginative market will emphasize relationship building and
customer satisfaction. New techniques such as direct marketing
and institutional sales are being explorer by all. Some of them are
taking the vehicle actually to the customers door step. Now the
customer is king. Luxury cars, Passenger cars &
Multipurpose/Commercial cars. Product range from MUL had offers
different cars of all these classifications, i.e., Bale no & Esteem
Cares in luxury days, M-800, ALTO, ZEN, WAGON-R falls in
passenger cars, while OMNI, VERSA & GYPSY for multipurpose /
commercial cars. According to MUL managing director Jagdish
Khattar, Swift has been positioned on the“aspirational”plank for
young Indians.
COMPANY PROFILE
HISTORY:
Maruti Udyog Limited (MUL) was established as a private limited
company in India on February 1981, through an Act of Parliament
to meet the growing demand of a personal mode of transport
caused by the lack of an efficient public transport system. MUL is
wholly owned by the Govt. of India at the time of its birth.
Suzuki Motor Company was chosen from seven prospective
partner’s world wide. This was due not only to their undisputed
leadership in small cars but also to their commitment to actively
32
CUSTOMER RELATIONSHIP MANAGEMENT (CRM) bring to MUL contemporary technology and Japanese management
practices (which had catapulted Japan over USA to the status of
the top auto manufacturing country in the world)
MUL was classified in the Public Sector as long as the equity of
Government of India remained over 51% . A license and a Joint
Venture agreement were signed between Govt. of India and Suzuki
Motor Company (now Suzuki Motor Corporation of Japan) in Oct
1982, with Suzuki Motor Corporation (SMC) acquiring 26% of the
equity. This newly formed organisation was given the primary
objectives of:
Modernizing the Indian Automobile Industry by bringing in the
latest technology Production of fuel- efficient vehicles to conserve
scarce resources. Production of a large number of motor vehicles
which is necessary for economic growth. Maruti created history by
going into production in a record 13 months. On 14 December
1983, the then Prime Minister of India. Mrs. Indira Gandhi released
the first Vehicle for sale by handing over the keys of a Maruti 800
to Mr. Harpal Singh of Delhi.
Maruti exceeded the volume targets, and in March 1994, it
became the first Indian Company to produce over one million
vehicles, a landmark yet to be achieved by any other car company
in India. Maruti is the highest volume cat manufacture in Asia,
outside Japan and Korea, having produced over 4 million vehicles
by April 2003. Maruti revolutionized the way Indians looked at
cars.
VISION, VALUES & ETHOS OF MUL:
33
CUSTOMER RELATIONSHIP MANAGEMENT (CRM) MUL Vision is to be a leader in the Indian Automobile Industry,
Creating Customer Delight and Shareholder’s Wealth, transforming
Maruti to be a pride of India.
The Core values of MUL are customer Obsession, Fast, Flexible
and First Mover, Innovation and Creativity, Networking and
Partnership Openness and Learning, Quality Systems and
Consumer Satisfaction through Continuous Improvement of our
Products and Services by following PDCA (PLAN-DO-CHECK-ACT) in
all functions of our organization.
At Maruti, the approach to quality is in keeping wit the Japanese
practice – “build it into the product”. Technicians themselves
inspect the quality of work. Supervisors educate and instruct
technicians to continually improve productivity and quality. The
movement of quality indicators is reviewed in weekly meetings by
the top management
MUL believes that its employees are its greatest strength and
asset. It is this underlying philosophy that has molded the
workforce at Maruti into a team with common goals and
objectives. The Employee- Management relationship is therefore
characterized by Participative Management, Team work & Kaizen
communication and information sharing.
Open office culture for easy accessibility
To implement this philosophy, several measures have been
adopted like, a flat organizational structure. There are only three
levels of responsibilities ranging from the Board of Directors,
Division Heads to Department Heads. Other visible features of this
34
CUSTOMER RELATIONSHIP MANAGEMENT (CRM) philosophy are an open office, common uniforms (at all levels),
and a common canteen.
MARUTI SUZUKI
Industry Automotive
Founded1981 (as Maruti Udyog
Limited)
Headquarte
rsNew Delhi, India
Key peopleMr. Shinzo Nakanishi,
Managing Director and CEO
Products Automobiles
Revenue US$4.8 billion (2009)
Parent Suzuki Motor Corporation
Maruti Suzuki India Limited (NSE: MARUTI, BSE: 532500) a
partial subsidiary of Suzuki Motor Corporation of Japan, is India's
largest passenger car company, accounting for over 45% of the
domestic car market. The company offers a complete range of cars
from entry level Maruti 800 and Alto, to hatchback Ritz, A star,
Swift, Wagon-R, Estillo and sedans DZire, SX4 and Sports Utility
vehicle Grand Vitara.
It was the first company in India to mass-produce and sell more
than a million cars. It is largely credited for having brought in an
35
CUSTOMER RELATIONSHIP MANAGEMENT (CRM) automobile revolution to India. It is the market leader in India and
on 17 September 2007, Maruti Udyog Limited was renamed
Maruti Suzuki India Limited. The company's headquarters are
located in New Delhi.
Maruti Suzuki is India and Nepal's number one leading automobile
manufacturer and the market leader in the car segment, both in
terms of volume of vehicles sold and revenue earned. Until
recently, 18.28% of the company was owned by the Indian
government, and 54.2% by Suzuki of Japan. The BJP-led
government held an initial public offering of 25% of the company
in June 2003. As of 10 May 2007, Govt. of India sold its complete
share to Indian financial institutions. With this, Govt. of India no
longer has stake in Maruti Udyog.
Maruti Udyog Limited (MUL) was established in February 1981,
though the actual production commenced in 1983 with the Maruti
800, based on the Suzuki Alto key car which at the time was the
only modern car available in India, its only competitors- the
Hindustan Ambassador and Premier Padmini were both around 25
years out of date at that point. Through 2004, Maruti Suzuki has
produced over 5 Million vehicles. Maruti Suzukis are sold in India
and various several other countries, depending upon export
orders. Models similar to Maruti Suzukis (but not manufactured by
Maruti Udyog) are sold by Suzuki Motor Corporation and
manufactured in Pakistan and other South Asian countries. The
company annually exports more than 50,000 cars and has an
extremely large domestic market in India selling over 730,000 cars
annually. Maruti 800, till 2004, was the India's largest selling
compact car ever since it was launched in 1983. More than a
million units of this car have been sold worldwide so far. Currently,
36
CUSTOMER RELATIONSHIP MANAGEMENT (CRM) Maruti Suzuki Alto tops the sales charts and Maruti Suzuki Swift is
the largest selling in A2 segment.
Due to the large number of Maruti 800s sold in the Indian market,
the term "Maruti" is commonly used to refer to this compact car
model ("Maruti" is another name of the Hindu god, Hanuman).
Maruti Suzuki has been the leader of the Indian car market for over
two decades. Its manufacturing facilities are located at two
facilities Gurgaon and Manesar south of Delhi. Maruti Suzuki’s
Gurgaon facility has an installed capacity of 350,000 units per
annum. The Manesar facilities, launched in February 2007
comprise a vehicle assembly plant with a capacity of 100,000 units
per year and a Diesel Engine plant with an annual capacity of
100,000 engines and transmissions. Manesar and Gurgaon
facilities have a combined capability to produce over 700,000 units
annually.
More than half the cars sold in India are Maruti Suzuki cars. The
company is a subsidiary of Suzuki Motor Corporation, Japan, which
owns 54.2 per cent of Maruti Suzuki. The rest is owned by public
and financial institutions. It is listed on the Bombay Stock
Exchange and National Stock Exchange in India.
During 2007-08, Maruti Suzuki sold 764,842 cars, of which 53,024
were exported. In all, over six million Maruti Suzuki cars are on
Indian roads since the first car was rolled out on 14 December
1983.
Maruti Suzuki offers 14 models, Maruti 800, Alto, WagonR, Estilo,
A-star, Ritz, Swift, Swift DZire, SX4, Omni, Eeco, Gypsy, Grand
Vitara, Kizashi. Swift, Swift Drier, A-star and SX4 are manufactured
37
CUSTOMER RELATIONSHIP MANAGEMENT (CRM) in Manesar, Grand Vitara and Kizashi are imported from Japan as
completely built units(CBU), remaining all models are
manufactured in Maruti Suzuki's Gurgaon Plant.
Suzuki Motor Corporation, the parent company, is a global leader
in mini and compact cars for three decades. Suzuki’s technical
superiority lies in its ability to pack power and performance into a
compact, lightweight engine that is clean and fuel efficient.
Nearly 75,000 people are employed directly by Maruti Suzuki and
its partners. It has been rated first in customer satisfaction among
all car makers in India from 1999 to 2009 by J D Power Asia Pacific.
While the major companies were personally represented in the
initial rounds of discussion, Osamu Suzuki, Chairman and CEO of
the company ensured that he was present in all the rounds of
discussion. Osamu in an article writes that it subtly massaged their
(Indian delegation's) egos and also convinced them about the
sincerity of Suzuki's bid. Suzuki in return received a lot of help
from the government in such matters as import clearances for
manufacturing equipment (against the wishes of the Indian
machine tool industry then and its own socialistic ideology), land
purchase at government prices for setting up the factory Gurgaon
and reduced or removal of excise tariffs. This ensured that Suzuki
conscientiously nursed Maruti Suzuki through its infancy to
become one of its flagship ventures.
Maruti Suzuki's A-Star vehicle during its unveiling in Pragati
Maidan, Delhi. A-Star, Suzuki's fifth global car model, was designed
and is made only in India.[6] Besides being Suzuki's largest
38
CUSTOMER RELATIONSHIP MANAGEMENT (CRM) subsidiary in terms of car sales, Maruti Suzuki is also Suzuki's
leading research and development arm outside Japan
Relationship between the Government of India, under the United
Front (India) coalition and Suzuki Motor Corporation over the joint
venture was a point of heated debate in the Indian media till
Suzuki Motor Corporation gained the controlling stake. This highly
profitable joint venture that had a near monopolistic trade in the
Indian automobile market and the nature of the partnership built
up till then was the underlying reason for most issues. The success
of the joint venture led Suzuki to increase its equity from 26% to
40% in 1987 and further to 50% in 1992. In 1982 both the venture
partners had entered into an agreement to nominate their
candidate for the post of Managing Director and every Managing
Director will have tenure of five years
Initially R.C.Bhargava was the managing director of the company
since the inception of the joint venture. Till today he is regarded as
instrumental for the success of Maruti Suzuki. Joining in 1982 he
held several key positions in the company before heading the
company as Managing Director. Currently he is on the Board of
Directors.[8] After completing his five year tenure, Mr. Bhargava
later assumed the office of Part-Time Chairman. The Government
nominated Mr. S.S.L.N. Bhaskarudu as the Managing Director on
27 August 1997. Mr. Bhaskarudu had joined Maruti Suzuki in 1983
after spending 21 years in the Public sector undertaking Bharat
Heavy Electricals Limited as General Manager. Later in 1987 he
was promoted as Chief General Manager, 1988 as Director,
Productions and Projects, 1989 Director, Materials and in 1993 as
Joint Managing Director.
39
CUSTOMER RELATIONSHIP MANAGEMENT (CRM) Suzuki Motor Corporation didn't attend the Annual General Meeting
of the Board with the reason of it being called on a short notice.
Later Suzuki Motor Corporation went on record to state that Mr.
Bhaskarudu was "incompetent" and wanted someone else.
However, the Ministry of Industries, Government of India refuted
the charges. Media stated from the Maruti Suzuki sources that
Bhaskarudu was interested to indigenise most of components for
the models including gear boxes especially for Maruti 800. Suzuki
also felt that Bhaskarudu was a proxy for the Government and
would not let it increase its stake in the venture.[10] If Maruti Suzuki
would have been able to indigenise gear boxes then Maruti Suzuki
would have been able to manufacture all the models without the
technical assistance from Suzuki. Till today the issue of localization
of gear boxes is highlighted in the press.
The relation strained when Suzuki Motor Corporation moved to
Delhi High Court to bring a stay order against the appointment of
Mr. Bhaskarudu. The issue was resolved in an out-of-court
settlement and both the parties agreed that R S S L N Bhaskarudu
would serve up to 31 December 1999, and from 1 January 2000,
Jagdish Khattar, Executive Director of Maruti Udyog Limited would
assume charges as the Managing Director.[12] Many politicians
believed, and had stated in parliament that the Suzuki Motor
Corporation is unwilling to localize manufacturing and reduce
imports. This remains true, even today the gear boxes are still
imported from Japan and are assembled at the
For most of its history, Maruti Udyog Limited had relatively few
problems with its labour force. Its emphasis of a Japanese work
culture and the modern manufacturing process, first instituted in
Japan in the 1970s, was accepted by the workforce of the company
40
CUSTOMER RELATIONSHIP MANAGEMENT (CRM) without any difficulty. But with the change in management in
1997, when it became predominantly government controlled for a
while, and the conflict between the United Front Government and
Suzuki may have been the cause of unrest among employees. A
major row broke out in September 2000 when employees of Maruti
Udyog Ltd (MUL) went on an indefinite strike, demanding among
other things, revision of the incentive scheme offered and
implementation of a pension scheme. Employees struck work for
six hours in October 2000, irked over the suspension of nine
employees, going on a six-hour tools-down strike at its Gurgaon
plant, demanding revision of the incentive-linked pay and
threatened to fast to death if the suspended employees were not
reinstated. About this time, the NDA government, following a
disinvestments policy, proposed to sell part of its stake in Maruti
Suzuki in a public offering. The Staff union opposed this sell-off
plan on the grounds that the company will lose a major business
advantage of being subsidized by the Government.
The standoff with the management continued to December with a
proposal by the management to end the two-month long agitation
rejected with a demand for reinstatement of 92 dismissed workers,
with four MUL employees going on a fast-unto-death. In December
the company's shareholders met in New Delhi in an AGM that
lasted 30 minutes. At the same time around 1500 plant workers
from the MUL's Gurgaon facility were agitating outside the
company's corporate office demanding commencement of
production linked incentives, a better pension scheme and other
benefits. The management has refused to pass on the benefits
citing increased competition and lower margins.
41
CUSTOMER RELATIONSHIP MANAGEMENT (CRM)
ORGANISATIONAL STRUCTURE
Chairman- _ Mr. R. C. Bhargava
Managing Director and CEO – Mr. Shinzo Nakanishi
Director _ Mr. Manvinder Singh Banga
Director _ Mr. Amal Ganguli
Director _ Mr. D. S. Brar
Director _ Mr. Keiichi Asai
Director _ Ms. Pallavi Shroff
Director _ Mr. Osamu Suzuki
Director _ Mr. Shuji Oishi
Director _ Mr. Kenichi Ayukawa
Director and Managing Executive Officer (Production) - Mr.
Tsuneo Ohash
42
CUSTOMER RELATIONSHIP MANAGEMENT (CRM)
CAR MODEL MODEL-SHOW ROOM PRICE
Maruti Suzuki 800
RS. 1,98,466
Maruti Suzuki Omni
Rs. 2,13,615
Maruti Suzuki Alto
Rs. 2,33,172
Maruti Suzuki Eeco
Rs. 2,95,194
Maruti Suzuki Zen Estilo
Rs. 3,36,125
43
CUSTOMER RELATIONSHIP MANAGEMENT (CRM)
Maruti Suzuki Wagon R 1.0
Rs. 3,44,110
Maruti Suzuki A-Star
Rs. 3,67,392
Maruti Suzuki Ritz
Rs. 4,13,130
Maruti Suzuki Swift
Rs. 4,32,891
Maruti Suzuki Swift Dzire
Rs. 5,05,346
Maruti Suzuki Gypsy
Rs. 5,63,223
44
CUSTOMER RELATIONSHIP MANAGEMENT (CRM)
Maruti Suzuki SX4
Rs. 7,18,531
Maruti Suzuki Kizashi
Rs. 16,86,411
Maruti Suzuki Grand Vitara
Rs. 17,33,133
Manufactured locally
1. 800 (Launched 1983)
2. Omni (Launched 1984)
3. Gypsy (Launched 1985)
4. WagonR (Launched 2002)
5. Alto (Launched 2000)
6. Swift (Launched 2005)
7. Estilo (Launched 2009)
8. SX4 (Launched 2007)
9. Swift DZire (Launched 2008)
10. A-star (Launched 2008)
11. Ritz (Launched 2009)
45
CUSTOMER RELATIONSHIP MANAGEMENT (CRM)
12. Eeco (Launched 2010)
13. Alto K10 (Launched 2010)
14. Suzuki Grand Vitara (Launched 2007
15. Kizashi (Launched 2011)
Discontinued car models
1. 1000 (1990–1994)
2. Zen (1993–2006)
3. Esteem (1994–2008)
4. Baleno (1999–2007)
5. Zen Estilo (2006–2009)
6. Versa (2001–2010)
7. Grand Vitara XL7 (2003–2007)
Manufacturing facilities
Maruti Suzuki has two state-of-the-art manufacturing facilities in
India.[14] Both manufacturing facilities have a combined production
capacity of 1,250,000 vehicles annually.
Gurgaon Manufacturing Facility
The Gurgaon Manufacturing Facility has three fully integrated
manufacturing plants and is spread over 300 acres (1.2 km2). All
three plants have an installed capacity of 350,000 vehicles
annually but productivity improvements have enabled it to
manufacture 700,000 vehicles annually. The Gurgaon facilities also
manufacture 240,000 K-Series engines annually. The entire facility
is equipped with more than 150 robots, out of which 71 have been
developed in-house. The Gurgaon Facilities manufactures, the 800,
Alto, WagonR, Estilo, Omni Gypsy and Enesco.
46
CUSTOMER RELATIONSHIP MANAGEMENT (CRM) Manesar Manufacturing Facility
The Manresa Manufacturing Plant was inaugurated in February
2007 and is spread over 600 acres (2.4 km2). Initially it had a
production capacity of 100,000 vehicles annually but this was
increased to 300,000 vehicles annually in October 2008. The
production capacity was further increased by 250,000 vehicles
taking total production capacity to 550,000 vehicles annually. The
Manesar Plant produces the A-star, Swift, Swift DZire and SX4.
Sales and service network
As of 31 March 2011 Maruti Suzuki has 933 dealerships across 666
towns and cities in all states and union territories of India. It has
2,946 service stations (inclusive of dealer workshops and Maruti
Authorized Service Stations) in 1,395 towns and cities throughout
India. It has 30 Express Service Stations on 30 National Highways
across 1,314 cities in India.
Service is a major revenue generator of the company. Most of the
service stations are managed on franchise basis, where Maruti
Suzuki trains the local staff. Other automobile companies have not
been able to match this benchmark set by Maruti Suzuki. The
Express Service stations help many stranded vehicles on the
highways by sending across their repair man to the vehicle.
Maruti Insurance
Launched in 2002 Maruti Suzuki provides vehicle insurance to its
customers with the help of the National Insurance Company, Bajaj
Allianz, New India Assurance and Royal Sundaram. The service was
set up the company with the inception of two subsidiaries Maruti
47
CUSTOMER RELATIONSHIP MANAGEMENT (CRM) Insurance Distributors Services Pvt. Ltd and Maruti Insurance
Brokers Pvt. Limited.
This service started as a benefit or value addition to customers
and was able to ramp up easily. By December 2005 they were able
to sell more than two million insurance policies since its inception.
Maruti Finance
To promote its bottom line growth, Maruti Suzuki launched Maruti
Finance in January 2002. Prior to the start of this service Maruti
Suzuki had started two joint ventures Citicorp Maruti and Maruti
Countrywide with Citi Group and GE Countrywide respectively to
assist its client in securing loan. Maruti Suzuki tied up with ABN
Amro Bank, HDFC Bank, ICICI Limited, Kotak Mahindra, Standard
Chartered Bank, and Sundaram to start this venture including its
strategic partners in car finance. Again the company entered into a
strategic partnership with SBI in March 2003. Since March 2003,
Maruti has sold over 12,000 vehicles through SBI-Maruti Finance.
SBI-Maruti Finance is currently available in 166 cities across India.
"Maruti Finance marks the coming together of the biggest players
in the car finance business. They are the benchmarks in quality
and efficiency. Combined with Maruti volumes and networked
dealerships, this will enable Maruti Finance to offer superior
service and competitive rates in the marketplace".Jagdish
Khattar, Managing director of Maruti Udyog Limited in a press
conference announcing the launch of Marot Finance on 7 January
2002 Citicorp Maruti Finance Limited is a joint venture between
Citicorp Finance India and Maruti Udyog Limited its primary
business stated by the company is "hire-purchase financing of
48
CUSTOMER RELATIONSHIP MANAGEMENT (CRM) Maruti Suzuki vehicles". Citi Finance India Limited is a wholly
owned subsidiary of Citibank Overseas Investment Corporation,
Delaware, which in turn is a 100% wholly owned subsidiary of
Citibank N.A. Citi Finance India Limited holds 74% of the stake and
Maruti Suzuki holds the remaining 26%. GE Capital, HDFC and
Maruti Suzuki came together in 1995 to form Maruti Countrywide.
Maruti claims that its finance program offers most competitive
interest rates to its customers, which are lower by 0.25% to 0.5%
from the market rates.
Exports
Maruti Exports Limited is the subsidiary of Maruti Suzuki with its
major focus on exports and it does not operate in the domestic
Indian market. The first commercial consignment of 480 cars was
sent to Hungary. By sending a consignment of 571 cars to the
same country Maruti Suzuki crossed the benchmark of 300,000
cars. Since its inception export was one of the aspects government
was keen to encourage. Every political party expected Maruti
Suzuki to earn foreign currency.
Angola, Benin, Djibouti, Ethiopia, Europe, Kenya, Morocco, Nepal,
Sri Lanka, Uganda, Chile, Guatemala, Costa Rica and El Salvador
are some of the markets served by Maruti Exports.
49
CUSTOMER RELATIONSHIP MANAGEMENT (CRM)
MITHRA AGENCIES
The Mithras Agencies is one of the best car showrooms in
Hyderabad located at Himayat Nagar.The Mithra Agencies
provide a wide variety of services for your car. People here speak
very good English and they are very kind at receiving customers.
The Mithra Agencies provide services at reasonable prices. Also
one can see a wide variety of cars kept for display in the
showroom.All company cars are available here. Also the showroom
charge for cars you buy is very less when compared with other car
show room. The Mithra Agencies is a very good place to have a
luxurious car. You will get full satisfaction for the money you pay.
It invites Sales experts for Himayath Nagar, Mehdipatnam, L.B.
Nagar, Ghatakeshar, Bhuvanagiri, Kampala, Ibrahim Putnam,
Chevella, Paige, Tan door, Vikarabad locations.
THE MITHRA AGENCIES HIMAYATHNAGAR , HYD .
ESTABLISHED: The Mithra Agencies is an authorized dealer of all
Maruti cars, which was established in the year 1988 in Hyderabad,
Andhra Pradesh.
50
CUSTOMER RELATIONSHIP MANAGEMENT (CRM) SELLING CAPACITY: The Company has sold, since its inception
more than 1, 00,000 cars. Its turnover is more than 100 crores per
annum. It is the senior most dealer-ship in Andhra Pradesh.
STANDARDNESS: The Company boasts of being the first ISO-
9001 certified automobile dealer in A.P. The company has also to
its credit a number of honors and accolades from its principal
Maruti Udyog Limited.
ACHIEVEMENTS&STRENGTHS
1. It has been awarded the All India Dealer Award for
excellence in 1995 for highest growth and lifting of Maruti Esteem
and 1000cc cars.
2. Another award in 1997 was given to The Mithra Agencies “All
India Dealer Award” in category A for the highest counter sale of
Maruti Spares in 1997.
3. This company has been awarded with a special citation for
maximum growth in Maruti Finance Penetration at the All India
Dealers’ Conference at Bangkok in 2003.
4. It has been ranked All India 16th in the Balanced Score Card
for 2004-05among 230 odd dealers in the entire country by
registering growth in ancillary businesses like Maruti Insurance,
MGA, Maruti Finance.
5. It has the privilege of having more than 50000 loyal
customers who are repeat buyers the obvious reason for being the
most tried, tested and trusted since yester years.
6. The Mithra Agencies has counter business with
HDFC,ICICI ,SFL CMFL,and KMPL disbursing 4 crores of car loans
every month .
51
CUSTOMER RELATIONSHIP MANAGEMENT (CRM) WORKSHOPS
The Mithra agencies have four state- of- the- art workshops
situated in the prime localities of the city. The following below are
the workshops offered by Mithra agencies.
1. Madhapur
2. RTC X roads
3. Moosapet
4. LB-Nagar.
BRANCHES
The Mithra agencies have three branches situated in the prime
localities of the city. The following below are the branches of
Mithra agencies
1. Mithra Agencies Himayathnagar
2. Mithra Agencies Mehadipatnam.
3. Mithra Agencies L.B.nagar.
TRUE VALUE:
Mithra agencies offering a true value service for a pre owned
Cars.
Here cars are sold by the customers after evaluations.
It brings a huge profit for the organization in second sales
also.
SECTIONS
RTA
DELIVERYSECTION
EDP
A/C DEPT
52
CUSTOMER RELATIONSHIP MANAGEMENT (CRM)
CCM
MEETING HALL ETC
SELLING UNITS
Mithra agencies usually sell 300 cars in all 3 branches per month.
The total turnover yields approximately 15 crores.
Organizational Structure
MD
CEO & GM
Sales Manager
53
DGM
HR Manager Accounts Manager
Customer
Care
Manager
TeamLeader &
Sales Executive
CUSTOMER RELATIONSHIP MANAGEMENT (CRM)
MD : M.BHASKAR MURTHY & M.RAMALINGAM
COO : V.BALAJI
DGM : T.R.K.REDDY
HR MANAGER : P.CHALAMA REDDY
ASST HR & PROJECT INCHARGE: MEHER PRAVEEN .T
SALES MANAGER : P.BHIKSHAPATHI GOUD
G.V.N.REDDY
T.NAVEEN
This is one of the Authorized Dealer Showroom of MARUTI
SUZUKI ORGANISATION, assisting the different customers in
providing the vehicles especially for TWIN CITIES (HYDERABAD
& SECUNDERABAD) Customers at good economical prices, at
good after sales service, at customer friendly interest rates, at
zero tension Insurance policy and at cheap Genuine
Accessories.
In this target MITHRA AGENCIES has won many
Customer’s hearts, credits, compliments, confidence, loyalty,
image, trustness, and accolades and finally it became the MOST
REPUTED DEALERS among its competitors. It stands NO.1
among its competitors. Its Competitors names are VARUN
MOTORS PVT.LTD. R.K.S MOTORS, and ACER MOTORS etc.
POLICY OF MITHRA AGENCIES
The MITHRA AGENCIES is involved in both inbound sales
and out bound Sales (marketing) providing both permanent and
non permanent jobs. Good in retaining the experienced and
talented employees by providing Promotions, good incentives,
good salaries, provident funds, bonus and other allowances.
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CUSTOMER RELATIONSHIP MANAGEMENT (CRM) It provides good quality of work life to feel interest in doing the job.
The employers and employees are very friendly and their motto is
“25 YEARS DEDICATED CUSTOMER SERVICE’’. The team
members (employees) will play games and also celebrates parties
that are they are very sportive in nature.
Recruiting employees directly by walk in interviews and through
references also as they are not tied up with any recruitment
consultancy. The various job positions are H.R. Executives,
Managers, Assistant Managers, Marketing Executives, Team
leaders, drivers, servicing employees, software employees,
customer care executives, and other posts. They are kindly helping
MBA Final year students in giving the opportunity for doing the
project work successfully and also providing the jobs for efficient
project work students. They sell more cars on festival occasions
and on year endings. Customer satisfaction activities is there
important objective, they take the feedback of the customers after
selling the cars and customer retaining measures are taken by
satisfying the customers. They are having their own servicing
centers. They are providing all the models of Maruti Suzuki.
The period of free service is up to one year
1st service is up to 1000 kilometers or one month whichever is
earlier.
2nd service is up to 5000 kilometers or six months whichever is
earlier.
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CUSTOMER RELATIONSHIP MANAGEMENT (CRM) 3rd service is up to 10,000 kilometers or 12 months whichever is
earlier.
The period of free warranty is up to 2 years and extended
warranty offer is also available for next two years.
1. EXPERIENCED AND EFFICIENT CUSTOMER CARE STAFF
IN SHOW ROOMS.
This organization is having very good customer care and
experienced Staff in handling the customers very carefully; if the
customer is treated very rashly the customer goes to other
competitors. The customer is provided with full fledged information
about the products about all facilities and services very peacefully
so that the customer feels confident and happy.
2. GOOD SERVICING
There is a good word of mouth for this organization in doing
service, very effectively among his competitors. Among its
competitors like Varun Motors Pvt. Ltd R.K.S Motors, Acer, The
Mithra is having very good name for servicing of the vehicles and
this is also one of the reason for customer visits to this show room.
3. AVAILABILITY OF SERVICING CENTRES ALL OVER THE
COUNTRY
The MARUTI SUZUKI is having the servicing centers all over the
Country i.e. From KASHMIR TO KANYAKUMARI. This is indirectly
motivating the customers to buy. Why because most of the
Competitors cars are of foreign companies and the customers
have to face lot of problems if repair comes and there are no
servicing centers for Competitors as Maruti is having.
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CUSTOMER RELATIONSHIP MANAGEMENT (CRM) 4. AVAILABILITY OF SPARE PARTS ALL OVER THE COUNTRY
The MARUTI is having availability of spare parts all over the
country image in the minds of the customers why because this is
the company Which is most trusted by many customers and Maruti
is committed to that.
THEORITICAL BACKGROUND OF THE TOPIC
CRM Introduction
CRM, or Customer relationship management, is a number of
strategies and technologies that are used to build stronger
relationships between companies and their customers. A company
will store information that is related to their customers, and they
will spend time analyzing it so that it can be used for this purpose.
Ads
Some of the methods connected with CRM are automated, and the
purpose of this is to create marketing strategies which are
targeted towards specific customers. The strategies used will be
dependent on the information that is contained within the system.
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CUSTOMER RELATIONSHIP MANAGEMENT (CRM) Customer relationship management is commonly used by
corporations, and they will focus on maintaining a strong
relationship with their clients.
There are a number of reasons why CRM has become so important
in the last 10 years. The competition in the global market has
become highly competitive, and it has become easier for
customers to switch companies if they are not happy with the
service they receive. One of the primary goals of CRM is to
maintain clients. When it is used effectively, a company will be
able to build a relationship with their customers that can last a
lifetime. Customer relationship management tools will generally
come in the form of software. Each software program may vary in
the way it approaches CRM. It is important to realize that CRM is
more than just a technology.
Customer relationship management could be better defined as
being a methodology, an approach that a company will use to
achieve their goals. It should be directly connected to the
philosophy of the company. It must guide all of its policies, and it
must be an important part of customer service and marketing. If
this is not done, the CRM system will become a failure. There are a
number of things the ideal CRM system should have. It should
allow the company to find the factors that interest their customers
the most. A company must realize that it is impossible for them to
succeed if they do not cater to the desires and needs of their
customers. Customer relationship management is a powerful
system that will allow them to do this.
It is also important for the CRM system to foster a philosophy that
is oriented towards the customers. While this may sound like
common sense, there are a sizeable number of companies that
have failed to do it, and their businesses suffered as a result. With
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CUSTOMER RELATIONSHIP MANAGEMENT (CRM) CRM, the customer is always right, and they are the most
important factor in the success of the company. It is also important
for the company to use measures that are dependent on their
customers. This will greatly tip the odds of success in their favor.
While CRM should not be viewed as a technology, it is important to
realize that there are end to end processes that must be created
so that customers can be properly served. In many cases, these
processes will use computers and software.
Customer support is directly connected to CRM. If a company fails
to provide quality customer support, they have also failed with
their CRM system. When a customer makes complaints, they must
be handled quickly and efficiently. The company should also seek
to make sure those mistakes are not repeated. When sales are
made, they should be tracked so that the company can analyze
them from various aspects. It is also important to understand the
architecture of Customer relationship management. The
architecture of CRM can be broken down into three categories, and
these are collaborative, operational, and analytical. The
collaborative aspect of CRM deals with communication between
companies and their clients.
Ads
The operational aspect of the architecture deals with the concept
of making certain processes automated. The analytical aspect of
CRM architecture deals with analyzing customer information and
using if for business intelligence purposes. Each one of these
elements are critical for the success of a CRM system. A company
must learn how to use all three properly, and when they do this
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CUSTOMER RELATIONSHIP MANAGEMENT (CRM) proficiently, they will be able to build strong customer
relationships and ensure their profits for a long period of time. As
more businesses continue to compete on a global level, it will
become more important for them to use successful Customer
relationship management techniques.
In this highly competitive world, medium and small business
groups struggle for survival. As they established with small capital
investments, these organizations usually will not have enough
money to overcome the massive promotional campaigns by their
large counterparts. Thus the most effective solution they got to
keep their customers and to attract new clients is to enhance
customer satisfaction through better customer service methods.
The mouth publicity by the satisfied customers is the most useful
advertising tool for these companies. Offering some great benefits
to good customers and creating new plans for infrequent
customers can boost the company turnover.
Today, Customer Relationship Management (CRM) programs have
become the most effective tools for all marketing and service
providing companies to enhance their customer satisfaction. Now,
there are so many CRM vendors who offer different customized
customer relationship management solutions according to
business needs. You can purchase a standard pre-customized CRM
solution or an open source CRM solution, or can hire a hosted/on
demand CRM solution. The choice mainly depends on your
business structure and volume.
Customer relationship management programs enhance the
customer-friendly services by automating all proceedings and
procedures in a company. All CRM systems are primarily large
customer databases capable of storing all customer information
such as customer's name, address, customer contacting method,
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CUSTOMER RELATIONSHIP MANAGEMENT (CRM) ability to spend money on products, money spending per visit etc.
The specific programs built in these systems integrate the stored
data on demand to identify good customers and help to create
better service plans for them.
CRM software systems are capable of automating everything
involved in a small business. The main features of a CRM solution
include sales force automation, data tracking, data migration, data
integration, contact management, account management,
opportunity management, customer service training, custom
reporting, product management, lead routing, lead assignment,
task management, calendaring, quota management, territory
management, partner tracing, sales forecasting, customization
analytics, sales analytics, trouble shooting, etc.
For small sized companies, there are two popular CRM options as
open source CRM and hosted or on-demand CRM. Open source
CRM software programs are customizable CRM programs. These
programs are available in standard formats, which can be
customized according to the company needs. But the requirement
with these CRM solutions is your company must have enough
technical knowledge to customize the program. Also there are
some pre-customized CRM versions available today.
Hosted CRM or on demand CRM is a web-based application
provided by an ASP (Application Service Provider), is an example of
SaaS (Software-as-a-Service). In this type of CRM solution, all your
CRM needs are satisfied by a distant CRM provider. The CRM
provider or host will automate all proceedings including data
tracking, data integration and data migration. The provider will
offer the CRM solutions on your demand and will charge a monthly
fee for that. Benefits of on demand CRM include reduction in the
initial cost essential for installing a CRM system and accessibility
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CUSTOMER RELATIONSHIP MANAGEMENT (CRM) from any part of the world at any time. But before signing a
contract with any on demand CRM provider, make sure that he
uses special data encryption techniques for securing your data.
Also check the data integration capacity of the provider.
Today an another alternative, namely open source hosted CRM,
which combines the merits of both open source and hosted CRM is
becoming rapidly popular. This CRM solution is proven effective in
tackling specific situations. For all CRM types, most providers now
offer 30 days free trail, making use of these offers can help you to
find a good CRM solution for your company.
CRM is a term that is often referred to in marketing. However,
there is no complete agreement upon a single definition. This is
because CRM can be considered from a number of perspectives. In
summary, the three perspectives are:
• Information Technology (IT) perspective
• The Customer Life Cycle (CLC) perspective
• Business Strategy perspective
1. CRM from the Information Technology Perspective.
From the technology perspective, companies often buy into
software that will help to achieve their business goals. For many,
CRM is far more than a new software package, the renaming of
traditional customer services, or an IT-based customer
management system to support sales people. However, IT is vital
since it underpins CRM, and has the payoffs associated with
modern technology, such as speed, ease of use, power and
memory, and so on.
2. CRM from the Customer Life Cycle (CLC) Perspective.
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CUSTOMER RELATIONSHIP MANAGEMENT (CRM) The Customer Life Cycle (CLC) has obvious similarities with the
Product Life Cycle (PLC). However, CLC focuses upon the creation
of and delivery of lifetime value to the customer i.e. looks at the
products of services that customers need throughout their lives. It
is marketing orientated rather than product orientated. Essentially,
CLC is a summary of the key stages in a customer's relationship
with an organization.
3. CRM from the Business Strategy Perspective.
The Business Strategy perspective has most in common with many
of the lessons and topics contained on this website, and indeed
within the field of marketing itself. The diagram below shows the
Marketing Teacher Model of CRM and Business Strategy. Our
model contains three key phases - customer acquisition, customer
retention and customer extension, and three contextual factors -
marketing orientation, value creation and innovative IT.
A commonly cited definition of CRM is that of CRM (UK) Ltd (2002),
as follows:
Customer Relationship Management is the establishment,
development, maintenance and optimization of long-term mutually
valuable relationships between consumers and organizations.
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CUSTOMER RELATIONSHIP MANAGEMENT (CRM) What you cry? What does that mean? Let's unpack the definition.
The key to the definition is long-term mutually valuable
relationship. This is based upon a definition of marketing that
considers marketing as a mutually satisfying system of exchanges
(for example Baker 2002). So CRM is the building and maintenance
of long-term customer relationships. The relationship delivers
value to customers, and profits to companies. The relationship is
supported (but not driven) by cutting edge IT. The business
strategy is based upon the recruitment, retention and extension of
products, services, solutions or experiences to customers.
DATA ANALYSIS & INTERPRETATION
1. Customer’s Satisfaction for Mithra Agencies
Levels of Satisfaction
Value Percentage responded
Satisfied 135 54%
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CUSTOMER RELATIONSHIP MANAGEMENT (CRM)
Dissatisfied 55 22%
No Comments 55 22%
Highly Satisfied 5 2%
Data Analysis
From the analysis we can conclude that to the existing customer of
the dealers, there are satisfied customers 54%, dissatisfied are
22% from servicing or after sales servicing, 22% is the percentage
of those customers who not replied, there is also 2 % customer
who was highly satisfied from the company and also from dealers.
Data Interpretation
In the showroom there is range of the customers, huge no. of
customers are satisfied from the service of the company and
dealer, there is also no. of customer who are dissatisfied from the
services but rage of satisfied and highly satisfied customer is
more.
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CUSTOMER RELATIONSHIP MANAGEMENT (CRM)
2. Which version of the models are mostly demanded by
the customer’s
Version Value Percentage of
PETROL 90 36%
DISEL 112.5 45%
LPG 47.5 19%
Data Analysis
From the above table we can conclude that according to the
dealers 45 % of the customer asks for the diesel variants while 36
support the petrol variants and 19 % wants the LPG variants of
different models.
Data Interpretation
The demand for the diesel variant is more for most of the models
but the firm has limited number of the models having diesel
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CUSTOMER RELATIONSHIP MANAGEMENT (CRM) variants. The customers are also looking for the gas models which
will suitable for LPG and CNG. So the firm should think for the
diesel and gas variants.
3. Features of Maruti Suzuki
Features ValuePercentage of
loyalty
Price 95 38%
Quality 55 22%
Service 87.5 35%
Others 12.5 5%
Data Analysis
The above analysis shows that 38 % of customers are buying the
Maruti Suzuki product for its price, 22 % buy them due to their
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CUSTOMER RELATIONSHIP MANAGEMENT (CRM) quality. 35% think that after sale service is provided by Maruti.
And 5% people buy them due to other reasons like style, look etc.
Data Interpretation
We can conclude that most of the people think that Maruti Suzuki
pricing are economical so they are loyal to his brand; while other
people give emphasis to the after sale service. Quality and other
features are also a trait for the buyers.
4. What is the Performance of the Car
Customer Opinion Value Percentage of Responded
Excellent 62.5 25%
Very good 125 50%
Good 50 20%
Poor 12.5 5%
Data Analysis
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CUSTOMER RELATIONSHIP MANAGEMENT (CRM) The above analysis shows that there is 25% customers are highly
satisfied from the performance of car, there is 50% response is
very good and 20% is response for good also there is 5% response
of poor performance of car.
Data Interpretation
We can conclude that there is huge no of customer’s are satisfied
with the performance of the car, data is concerned with those
customers who are the existing customers of Maruti Suzuki and
data is also concerned with new customers.
5. After servicing vehicle delivered at the promised
time?
Customers opinion Value Percentage of
Responded
Yes 200 80%
NO 50 20%
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CUSTOMER RELATIONSHIP MANAGEMENT (CRM)
Data Analysis
There is 80% customers response is that they get their vehicle at
promisied time and 20% customers who responded that they
never get their vehicle at promisied time.
Data Interpretation
Servicing comes in after sales services,dealer provides this
services to customers so there is necessary for dealer to provide
the vehicle at the promised time because it makes the relationship
better with the customers.
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CUSTOMER RELATIONSHIP MANAGEMENT (CRM)
6. What rank you will give to Maruti Company as for the
satisfaction level?
Rank for the satisfaction level
Value Percentage of Responded
1 82 33%
2 67.5 27%
3 50 20%
4 32.5 13%
5 17.5 7%
Data Analysis
The table is shows the rank for the customer satisfaction level 1 is
highest and 5 is the lowest,there is 33% response for the rank
1,27% for the rank 2,20%for the rank 3,13% for the rank 4,7% for
the rank 5.
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CUSTOMER RELATIONSHIP MANAGEMENT (CRM)
Data Interpretation
By the analysis this is found that there is huge customers of Mruti
Suzuki those are satisfied from the company.
7. What type of repot shared between Customer and
dealer?
Customer Opinion Value Percentage of Responded
Excellent 62.5 25%
Very good 125 50%
Good 50 20%
Poor 12.5 5%
Data Analysis
The table shows that there is 25% opinion for the excellent and
50% response for good, 20% for good and also there is 5% opinion
for poor relationship with the dealer.
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CUSTOMER RELATIONSHIP MANAGEMENT (CRM)
Data Interpretation
There should be good relation between customer and dealer
because it helps to increase the sales of company and also helpful
for making the customer relationship management.
8. About Company after Sales Service
Customer Opinion Value Percentage of Responded
Excellent 62.5 25%
Very Good 125 50%
Good 37.5 15%
Poor 25 10%
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CUSTOMER RELATIONSHIP MANAGEMENT (CRM)
Data Analysis
The table shows that there is 25% customer responded for the
excellent services of company and 50% for the very good,15% for
the good and there is 10% responded for the poor services of the
company.
Data Interpretation
There is important to know the after sales services of the company
it shows the customers satisfaction and also shows the customer
relationship management.
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CUSTOMER RELATIONSHIP MANAGEMENT (CRM)
FINDINGS
There is 54% of satisfied customer’s of Maruti Suzuki.
The demand for the diesel variant is more for most of the
models but the firm has limited number of the models
having diesel variants. The customers are also looking for
the gas models which will be suitable for LPG and CNG. So
the firm should think for the diesel and gas variants.
Most of people think Maruti Suzuki pricing are economical so
they are loyal to his brand. While other people give
emphasis to the after sale service. Quality and other
features are also a trait for the buyers.
There is large no of customer’s are satisfied with the
performance of the car, data is concerned with those
customers who are the existing customers of Maruti Suzuki
and data is also concerned with new customers.
Servicing comes in after sales services,dealer provides this
services to customers so there is necessary for dealer to
provide the vehicle at the promised time because it makes
the relationship better with the customers.
There should be good relation between customer and dealer
because it helps to increase the sales of company and also
helpful for making the customer relationship management.
There is important to know the after sales services of the
company it shows the customers satisfaction and also shows
the customer relationship management.
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CUSTOMER RELATIONSHIP MANAGEMENT (CRM) RECOMMENDATIONS
The research work was successfully identifying by the studying the
relationship management of Maruti Suzuki in Mithra Agencies in
Hyderabad. The conclusion can be drawn from this study may be:-
Maruti Suzuki is India’s one of the leading automobile
manufactures and also the leader of the market both in
terms of volume and revenue generated.
Taking the sale trend in to account MSL sold a record
number of vehicle 7, 14,842 in 2007-08 including 53,024
units of export. In 2007-08 it record a turnover of INR
145,922 million which rose to 178,603 million in 2007-08
showing a growth of 20%.
Hence Maruti Suzuki Limited has captured over all share of
46% in the Indian car market.
Recommendation
To conclude, it can be said that Mithra Agencies has created its
image in a very short period in Hyderabad. Mithra is the Best
dealer of Maruti Suzuki. It is attracting the customers with its good
services. Most of the customer satisfied by buying the Maruti car
from Mithra Agencies. This satisfaction can be concluded by the
response of customer in the questionnaires. Day by day Maruti
Suzuki is improving his reputation to other Automobile Company.
The comparison chart and survey report in this training report can
recognize this.
There should be more staff having experience of automobile
sector.
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CUSTOMER RELATIONSHIP MANAGEMENT (CRM)
There should be more efficient planning for satisfying
customer needs.
Attractive offers should be given time to time, to increase
customer’s interests
There should be easy process of car servicing.
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CUSTOMER RELATIONSHIP MANAGEMENT (CRM)
CONCLUSION
As our study is being confined to the study of CRM by automobile
dealers in the region of Hyderabad from the study we have reveal
that some of the
customers have no knowledge about the CRM of the company
after the purchase of the car it may be due to the lack of
awareness in that area but they could understand when we
explained to them. Now coming to the three companies under
study the conclusion can be stated in one line only that all the CRM
initiative taken by the dealers of these companies have impacted
the customer loyalty and customer satisfaction of course some of
the points are there where the dealers have to work on which we
have explained in the recommendation. So by working more on
CRM they can achieve the heights of customer satisfaction.
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CUSTOMER RELATIONSHIP MANAGEMENT (CRM)
QUESTIONNAIRE
A STUDY ON CRM OF MARUTI SUZUKI
Name:
Age:
Contact No.:
Qualification:
1: Do you have any Maruti Suzuki four wheelers?
Ans- (a) Yes (b) No
2: Which Maruti Model do you have?
Ans- (a) Maruti 800 (b) Maruti Swift (c) Maruti Wagon-R
(d) Maruti Alto e) Others
3: Which Version do you have?
Ans- a) Petrol b) diesel c) LPG or GAS
4: If you have Maruti Suzuki what features do you like most?
Ans- (a) Price (b) Quality (c) Services (d) other
5: What is the performance of your Car?
Ans : a)Excellent b) Very Good c) Good d)
poor
6: After Servicing your vehicles delivered at the promised time?
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CUSTOMER RELATIONSHIP MANAGEMENT (CRM) Ans: a) Yes b) No
7: What rank you will give to your company as for the satisfaction
level 1 is the highest 5 is the lowest rank of sati-factionary
level?
Ans- (a) 1 (b) 2 (c) 3 (d) 4
(e) 5
8: Which type of repot shared between you and your dealer?
Ans- (a) Excellent (b) Very Good (c) Good (d)
Poor
9: What you will say about after sales services of company?
Ans-(a) Excellent (b) Very Good (c) Good (d)
Poor
10 If any suggestion for automobile company?
Ans-
………………………………………………………………………………………
………………………………………………………………………………………
……………………………… ……………………………………………….
-THANKYOU-
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CUSTOMER RELATIONSHIP MANAGEMENT (CRM)
BIBLIOGRAPHY
Name Of Book Name Of Author
Edition & year
Marketing Management Paramhans Foundation First
Edition, 1992
Research Methodology C.R.Kothari Second
Edition, 1993
Marketing Management Philip Kotler Tenth
Edition, 1999
Fundamentals of Statistics D.N.Elhance Present
Edition, 1992
Journal:
Indian Journal of brand awareness
Journal of marketing
Web sites:
www.google.com
www.marutisuzuki.com
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