SUMMER TRAINING REPORT

ON
CUSTOMER MAPPING

SUBMITTED IN PARTIAL FULFILMENT OF THE REQUIREMENT OF

MASTER OF BUSINESS ADMINISTRATION

UNDER THE GUIDANCE OF UNDER THE SUPERVISION

Mr. Nikhil Agrawal Mr. Ramneek Jain
GM(Industrial Business)

SUBMITTED BY
ANKIT PRAKASH
MBA 2nd Semester

Banarsidas Chandiwala Institute of Professional Studies, Dwarka, New Delhi

(Affiliated to Guru Gobind Singh Indraprastha University)

1
 DECLARATION

I hereby declare that this Project Report titled Customer Mapping submitted by me to
Banarsidas Chandiwala Institute of Professional Studies, Dwarka is a bonafide work
undertaken during the period from 24th May, 2010 to 2nd July, 2010 by me and has not been
submitted to any other University or Institution for the award of any degree diploma /
certificate or published any time before.

Date: / / 2010
Name: Ankit Prakash
Enroll. No.: 04561203909

2
 BONAFIDE CERTIFICATE

This is to certify that as per best of my belief the project entitled Customer Mapping is the
bonafide research work carried out by Mr. Ankit Prakash student of MBA, BCIPS, Dwarka,
New Delhi during May-July 2010, in partial fulfillment of the requirements for the Summer
Training Project of the Degree of Master of Business Administration.
He has worked under my guidance.

--------------------
Kamini Tandon
Project Guide (Internal)
Date:

Counter signed by
-------------
Dr. Satish Taneja
Director
Date:

3
 ACKNOWLEDGEMENT.

I would like to express my profound thanks to MAHLE Filter Systems India, Khandsa who
gave me an opportunity to study in such a large organization.

I am grateful to Mr. Ramneek Jain, General Manager (Industrial Business), Ms Ritu Jain (HR
Department) and I wish to express my deep sense of gratitude to Mr. Nikhil Agrawal, Asst.
Manager, who inspired, guided and gave their valuable suggestions.

I convey my thanks to all those who contributed significantly in the completion of this project
report. Their valuable suggestions considerably helped me in the final drafting of this report.
They helped me at every stage of project work. Their contribution, lesson of wisdom have
therefore been affectionately appropriate rather than grateful acknowledged.

Many thanks to all of them, for their patience and support to help me on this project work.
Because of all their help only my effort base fruits and made me able to present this report.

4
 INDEX

S.NO. TOPIC PAGE NO.

1. Executive Summary 6
2. Mahle Group 8
A. History 8
B. Mahle Foundation 9
C. MFSI 10
D. Anand Automative Limited 10
E. Organisational Structure 12
F. Products 13
G. Customers 14
H. Manufacturing Units 16
I. Human Capital 18
3. Customer Mapping 19
4. Literature Review 20
5. Customer maps and Cust. Experience Mapping 22
6. Importance of Customer Mapping 24
7. Components of Customer Mapping 25
8. Designing a customer map 26
9. Advantages 27
10. Customer mapping project 28
11. Data Analysis 44
12. Machine Models Produced 45
13. Examples of Mapping 49
14. Conclusion & Bibliography 51

5
 Executive Summary

The purpose of this report is to literally act as a window to the projects undertaken as a part of
the Summer Internship with the Organization MAHLE FILTER SYSTEMS Limited that aims
to define the breadth depth and scope of the various thinking processes and mechanics that
actually synthesized the projects undertaken.

The MAHLE Foundation serves charitable causes—by supporting healthcare, youth welfare,
schooling, general adult and vocational education, and organic farming. For many years, one
of the MAHLE Foundation’s primary beneficiaries has been the Filderklinik near Stuttgart,
Germany. It combines modern, scientific conventional medicine with holistic,
anthropomorphically medicine.

MAHLE Filter Systems India HR policies and procedures are well defined and transparent
providing equal opportunities to perform and succeed. The organization believes that
employees must create their own path through initiative, enthusiasm and willingness to grow.
The company provides career paths in two different dimensions: Firstly, hierarchically one
can grow in terms of responsibility levels. This in simple terms means moving to the next
level. There are no pre-set time frames for this growth and these decisions are dependent on
your ability, willingness as well as the vacancy at the higher level. In addition, the growth can
be in terms of capability which would mean that employees are assigned to jobs that have a
wider or different kind of skill set requirements. The company will identify whether an
individual ready for the growth, and if not what are the barriers to the growth.

These reports also include the types of product manufactured by the company like
air filters, fuel filters, oil filters, hydraulic filters, water separator, air breather, panel and
HEPA.

The Objective of the projects that have been assigned as a part of the internship is:
• Customer Mapping

It is a technique for initiating process improvement activity by giving it an overall

orientation or direction. It creates a picture of a business or business unit's functions to
which managers and staff can continually return to confirm that their improvement efforts
are focused on the right things. The map itself is a specialised form of flowchart, with
boxes for all the customers and suppliers showing your relationship to them. Once
completed, the map allows you to go on to identify the customer /supplier and product
/service attributes which need to be monitored, measured and controlled to bring about
improved performance.

6
During the course of project it was found that the customer mapping is important for

• Designing
• Implementing
• Communication tools

The benefits of this mapping process are that we will have,

• clearly identified immediate customers, so the tasks of identifying needs, measuring

effectiveness, and solving problems can begin in the right places
• a much clearer picture of who you need to speak with to clarify customer needs, and
product or service specifications
• Clearly identify those on whom one rely to do the job effectively – the suppliers - so
one can begin work on communicating your needs to them more effectively,
measuring their effectiveness, and solving problems.

Lastly concluded is the conclusion from the customer map and the status of suppliers
supplying the product for a machine model, the remark is highlighted with the help of three
different colors i.e. red, yellow and green. Examples of the maps demarcated with different
colors are shown at the end of project. Hence, through the help of mapping it becomes easy
and less time consuming to find out the inferences, the requirement of the customer.

Each of the above mentioned objectives required a complete knowledge of filters, customers
as well as various machine models developed by the customers.

There’s great value in using the Customer Mapping technique internally as a tool that helps
your employees become more customer-centric, even without direct customer engagement.

7
 MAHLE GROUP

HISTORY

Innovation—the Engine of Success

Innovative strength has always been the engine of our success. MAHLE has grown from a
small test workshop into a global company and technology leader.

The success story begins in 1920 when pistons made of heavy gray cast iron were being used
in internal combustion engines for automobiles. The Mahle brothers, in contrast, were
producing light alloy pistons at their small, newly established company. To keep dirt and dust
out of the engine, they eventually developed air and oil filters. Their perseverance paid off as
the light-alloy pistons began to take over the market.

Milestones

• 1927—First controlled-expansion piston.

• 1931—The world's first aluminum ring carrier piston for diesel engines.
• 1976—First European aluminum engine blocks made from hypereutectic alloy.
• 1988—Composite camshaft ready for series production.
• 2001—Revolutionary cooling concept for pistons in high speed passenger car diesel
engines.
• 2003—First all-plastic oil filter in the world.
• 2004—MAHLE develops and constructs its first complete engine.
• 2007—

 1.2-l MAHLE downsizing engine as demonstrator for forward-looking engine

technology with 144 kW power output and up to 30 percent less fuel
consumption.
 First MONOBOLT® pistons, a composite piston with central bolting for large
engines.
 Start of production of switched impactor with nonwoven insert for highly
efficient oil mist separation.
 Development of first MAHLE exhaust gas turbocharger prototypes for
gasoline and diesel engines to be used in customer tests.

• 2008—

 Start of production of electrical MAHLE EGR valves.

 First EvoTec pistons as innovative lightweight pistons for gasoline engines.

Today, every second automobile produced worldwide contains MAHLE components.

MAHLE offers systems solutions ranging from power cell units and fully assembled cylinder
heads to complete engine assembly and also provides expertise in the entire air management
system. At our research and development centers worldwide, we are working on innovations
for greater power, reduced consumption and emission values, and better performance
throughout the complete system.

8
 MAHLE Foundation

Global responsibility for social values

Beyond Our Own Horizons

As a global automotive supplier, MAHLE has a responsibility that extends far beyond the
Group itself. Our success in the various regions of the world is with the principle of
sustainability. The aim is to create value and to ensure that we preserve and enhance long-
term benefit for people, cultures, and the environment. This social responsibility is deeply
rooted in our tradition and is part of the underlying basic values of the MAHLE Group.

The MAHLE Foundation: Acting with Sustainability

In 1964, the Company founders Hermann and Dr. Ernst Mahle transferred ownership of the
Group to the non-profit MAHLE Foundation, which has held and administered almost all
company shares since then in a fiduciary capacity. The MAHLE Foundation serves charitable
causes—by supporting healthcare, youth welfare, schooling, general adult and vocational
education, and organic farming. For many years, one of the MAHLE Foundation’s primary
beneficiaries has been the Filderklinik near Stuttgart, Germany. It combines modern,
scientific conventional medicine with holistic, anthroposophical medicine.

The MAHLE Foundation also supports the Rudolf Steiner pedagogical approach (Waldorf
school system) and research projects conducted by the University of Witten/Herdecke,
Germany.

The foundation is increasingly expanding its sphere of influence at an international level: It

sponsors medical and social projects—in Brazil, for example, and other countries. At present,
it supports underprivileged youth through training programs in Brazil and is making an
increased commitment to anthroposophical medicine.

Commitment that Goes the Extra Mile

The MAHLE Group is involved in a large number of projects worldwide, in collaboration

with the MAHLE Foundation and beyond.

These education and health promotion projects rely primarily on the voluntary commitment
of our employees. In Germany, we support numerous social and cultural projects, such as the
UNESCO World Youth Festival, and participate in a program that helps young people in
choosing careers and entering the job market. In Great Britain, we support the British air
ambulance service and sponsor the “Elim Newlife Foundation”, a foundation that provides
humanitarian and medical aid as well as support for the reintegration and training of Kosovan
refugees.

In North America, we support the United Way aid organization, both in an organizational
sense and with donations. In addition, every year, many MAHLE employees set aside a
portion of their income for social causes and launch a number of campaigns to raise donations
for charitable organizations. These are just a few examples of a wealth of activities
undertaken by MAHLE

9
 MAHLE FILTER SYSTEMS LIMITED

MAHLE Filter Systems India is the merger of the operations of Purolator India and MAHLE
Filter Systems India. It is a joint venture between Anand Automotive Limited - a leading
manufacturer of automotive components and systems in India, supplying to virtually every
vehicle and engine manufacturer in the country and MAHLE Group, Germany - a leader in
Engine components world-wide.
MAHLE Filter Systems India was formed in 2005 as a result of the merger of the operations
of Purolator India and MAHLE Filter Systems India.
Owing to its product range and quality, MAHLE Filter Systems India is the principal supplier
to all segments of the market - OE and Aftermarket with a sizeable presence in the overseas
markets. MAHLE also participates in the industrial range of filters. In the Aftermarket, its
products are marketed under the brands - MAHLE and Purolator. MAHLE Filter Systems has
been consistently investing in R&D activities to develop media, new filter geometries,
constructions and systems. It also markets STP, the world’s largest brand for automotive care
products.

MAHLE Filter Systems India has three filter plants, one at Parwanoo (Himachal Pradesh),
Pune (Maharashtra) and the other at Khandsa (Haryana). All plants are TS / OSHAS certified
and have significant exports.
MAHLE Filter Systems is well positioned to serve the requirements of its customers.

Anand Automotive Limited

Anand Automotive Limited is a leading manufacturer of automotive components and systems

in India, supplying to virtually every vehicle and engine manufacturer in the country.
With the large range of automotive components, the Group has a sales turnover of USD 700
million, targeting to achieve $ 1 billion by 2012.
In 1961, the Group started its operations with the establishment of Gabriel India, the Group's
flagship Company in Mumbai for manufacturing Shock Absorbers. Today, the Group
comprises 19 companies with 44 business units spread in eight states across the country.
Its export, which currently accounts for 14% of the total sales, is targeted to reach 30% in
next few years. The Group firmly believes that business is 90% people and proudly asserts its
key asset to be its dedicated workforce of 7500 people. Anand lays great emphasis on the
development of its employees through training, conducted by its in-house technical and
management institute - Anand 'U'.
Overall, the strength of Anand Companies lies in their strong brand image, widespread
distribution network, product range, excellent quality, extensive Original Equipment
coverage, Export markets, its Cellular manufacturing and JIT Systems, Technology up-
gradation and International tie-ups. Additionally, the Group's capability to set up the state-of-
the-art and highly productive plants with in-house expertise, gives it a competitive edge.

10
Anand Philosophy

Vision
Develop corporate competence to act globally
Aspire and dare to be innovative
Attain leadership in technology
Achieve excellence through entrepreneurship
Bridge the gap between precept and practice

Growth
Leverage core competencies with those of our partners
Be a major player
Invest 2% of sales in R&D
Devote 2% of sales to training and education

People
Business is 90% people
Develop skills and promote people from within
Infuse skill and experience when necessary for excellence and growth
Move people across functional and organizational lines Involve people in setting
goals and evaluating performance

Customers
Be market driven and competitively focused
Provide better value for money to customers
Grow with customers
Improve relations with overseas customers

Organizational Structure

11
In view of its multi-location Companies and facilities, Anand has evolved a matrix structure
to ensure organizational cohesiveness.
While each company operates as an independent business unit, there is considerable synergy
across all member constituents through a common set of policies and operating disciplines
which enables them to network on various issues, most important being the sharing of talent.
With more than one unit at a location, Anand introduced the 'Hub Concept' in 1997. Each
Hub has a senior management person who acts as the Hub Leader to ensure uniformity and
consistency in policies across all the units located in that Hub as well promote togetherness
through common social activities. This, however, does not take away the direct responsibility
of COOs / Unit Heads for their people.

Deep C Anand
Foundation

Anand Supervisory Board

Anand Policy Committee

Anand Management Committee

Advisors/Ind. Directors Operating Companies Corporate Staff

Development Council Hub Leaders

PRODUCTS

12
  OIL FILTERS - An oil filter is a filter to remove contaminants from engine oil,
transmission oil, lubricating oil, or hydraulic oil. Oil filters are used in many different
types of hydraulic machinery. A chief use of the oil filter is in internal-combustion
engines in on- and off-road motor vehicles, light aircraft, and various naval vessels.
Other vehicle hydraulic systems, such as those in automatic transmissions and power
steering, are often equipped with an oil filter. Gas turbine engines, such as those on jet
aircraft, require the use of oil filters. And oil production, transport, and recycling
facilities employ filters.

• Cartridges (Metal)
• Cartridges (Metal - free)
• Spin-on
• Housings / Adaptors

 AIR FILTERS - A particulate air filter is a device composed of fibrous materials which
removes solid particulates such as dust, pollen, mold, and bacteria from the air. A
chemical air filter consists of an absorbent or catalyst for the removal of airborne
molecular contaminants such as volatile organic compounds or ozone. Air filters are used
in applications where air quality is important, notably in building ventilation systems and
in engines.

• Metal (Round)
• Panel (PU)
• Round (PU)
• Panel (Plastic Injection Moulded)
• Round (Plastic Injection Moulded)
• Housings (Plastic / Metal)
• Air Intake Manifolds

 FUEL FILTERS - A fuel filter is a filter in the fuel line that screens out dirt and rust
particles from the fuel. They are normally made into cartridges containing a filter paper.
They are found in most internal combustion engines.

• Cartridges (Metal)
• Cartridges (Metal - free)
• Spin-on
• Plastic Injection Moulded
• Plastic – Welded
• Water Separator

13
CUSTOMERS

Domestic OEMs

Ashok Leyland Bajaj Auto Caterpillar

Escorts Ford Force Motors

General Motors Honda Ingersoll Rand

Kirloskar Oil Engines Limited Mahindra & Mahindra Maruti Suzuki

14
 Mitsubishi New Holland Punjab Tractors

Swaraj Mazda TAFE Tata Motors

Tatra Toyota Yamaha

15
MANUFACTURING UNITS

With three manufacturing facilities in India which are TS certified, MAHLE Filter Systems
also has an ultramodern Filter Paper Impregnation plant, in Khandsa, the largest of its kind
in India.

 Filter Plant, Parwanoo

The Parwanoo plant is the largest filter facility in India and was set up in 1976. Spread over
an area of 9000 sq. mts., the plant manufactures mainly Filter Inserts for the domestic and
export markets, and also services the defence and aviation segments

With in-house capabilities for designing, testing and validation of filters for all
applications, the Parwanoo plant has gained recognition from its customers as a preferred
source for high performance filters made to world - class standards.

There is also a manufacturing and validation facility, established in record time, for the
manufacture of Canister filters, which are currently being supplied to the Ministry of
Defence.

In view of the market demand, the plant has also started manufacture of Air and Industrial
filters, expected to emerge as a major growth area within the next few years.

In its drive towards a clean and pollution-free environment, the plant uses a ‘Solid Waste
Incinerator’ to prevent emission of harmful gases into the atmosphere. Other devices
installed in the plant include Onload Tap Changers to control voltage fluctuations,
Electronic Trivectometers for accurately recording product performance, and efficient
insulators for conserving energy.

 Filter Plant, Khandsa

The most modern facility of MAHLE Filter Systems, the Khandsa plant was set up in 1998
at Gurgaon in Haryana. This plant focuses on the manufacture and assembly of Air filters
and Spin - on Oil and Fuel filters for supply to manufacturers of new generation cars as
well as for the export markets.

A unique feature of this plant is its Operating Engineers who, after completing a three-year
engineering diploma course, undergo specific training under the ‘Excellence in
Manufacturing’ programme before being assigned to work on the shop floor. Comprising
of nearly 60% women, these Operating Engineers have been instrumental in building a
culture of an informed and intelligent workforce.

 Filter Paper Impregnation Plant, Khandsa

16 close to the filter manufacturing plant at

The Filter Paper Impregnation facility, located
Khandsa, is the largest of its kind in India. Set up primarily to replace imports and promote
the indigenous manufacture of filter paper, the plant manufactures extra - refined, durable
filter paper for captive consumption.
Customer Mapping

Customer mapping shows the organizations which neighborhoods and markets they are
serving with their products to. The results of customer mapping can often be surprising and
show trends that were otherwise unknown.

In the example below, the business owner expected to see many customers in the south,
however was quite surprised to find the high number of customers in the north as well. This
changed his whole marketing focus.

In addition, customer mapping can be applied not only to an entire client database, but also to
selected kinds of customers such as:

• Those who have bought certain products, or certain services

• Those whose purchase exceeds a specified amount

What follows is the approach to customer experience mapping. It is not perfect or easy.
However, it doesn’t and can’t exist in isolation from other techniques – research gives the
evidence, frameworks help sort the interpreted and synthesized information and good old
fashioned collaboration is required. And finally, for these to be meaningful in a business
setting I advocate a companion service blueprint.

The map and blueprint are both considered as technique and output. They provide a tangible
means for businesses to assess the impact of change on customers and services. Businesses
love organizational impact assessment and stakeholder management plans, but often forget
the customer and users and the fact that services deliver to customers. This is where design
can provide a means.

17
Literature Review

Customer experience mapping should be part of our toolkit for understanding and improving
the end-to-end customer experience you deliver. Using these techniques, one typically
assemble a team of employees to map out the end-to-end customer experience journey that is
provided to a typical customer as he or she navigates through his activities in connection with
your brand and your organization.

There are four situations in which it’s beneficial to do customer scenario mapping without
direct engagement with end-customers:

1. Shifting the culture to be more customer-centric.

2. Improve the delivery of customer experience.

3. Prepare for a customer co-design session.

4. Design new processes and solutions for and with internal customers.

While the Customer Experience Map represents the experience from the customers’
perspective, a blueprint represents the service from the customer and business perspective.
The blueprint maps out chronologically and in sequence all the various interactions and
actions that occur in parallel when customer and company meet, it shows all the interactions
by and with the customer. So it also illustrates the stages and complexity of the encounter and
distinguishes between the customer experiences (and decisions) and the systems, invisible to
the customer, that operate backstage to ensure that these are delivered. Together the map and
blueprint represent the two key components of service – how it’s experienced and how it
works.

Customer Experience Mapping is both a strategic and tactical tool. Its primary objective is to
protect the organization from random acts of excellence and chaos that cause customer
confusion. Customer confusion clouds the understanding and true motives of the organization
and prevents the formation of loyalty. This confusion often results in perceptions of
“commoditization,” the belief that the organizations’ products and services are just the same
as any other organizations’ products and services-leaving price as the only true differentiator.

18
Customer Experience Mapping performs three critical functions:

1. Builds effective Customer Experience Maps that employees can easily

learn and follow-and management can easily measure.
2. Links all the individual maps together into a seamless experience,
designed to achieve the desired customer response.
3. Documents the maps, linkage and entire experience, so it can be
continually improved while maintaining its consistency.

CEM has the greatest impact on customer behavior in the areas of customer acquisition,
retention, revenue, loyalty, risk, and profitability. In upcoming posts we will explore how
CEM supports these key success factors.

Hence, the goal is to become known for providing better and more customized product and
service experiences that meet the needs of the customer. This becomes the prime
differentiator of the brand. It might cost more than the low cost provider but it delivers more
completely. It might not be cutting edge like product leaders, but they are more affordable
and focused on the end users (e.g. not chasing the next big thing).

But having the right organizational strategy isn’t enough especially when a company is
known for delivering a personalized product. So a process is require for managing it.
Customer mapping is the key solution to the management.

Therefore, using customer mapping as a system of continuous improvement is beneficial.

19
Customer maps & customer experience mapping

Customer maps

It’s a graphical representation of the service journey of a customer.

• It shows their perspective from the beginning, middle and end as they engage a
service to achieve their goal.
• It shows the range of tangible and quantitative interactions, triggers and touch points,
as well as the intangible and qualitative motivations, frustrations and meanings.
• The customer map makes it possible to mange diverse and complex data sets under
the unified goal of value creation through customers.
• It also affords the ability to make quick observation of current state and the change of
customer distribution based on their information without preconception.

Customer Experience Mapping

Many executives are surprised when they look at their business through the eyes of the
customer. Yet the mere fact of doing so can revolutionize a company. After all, most
business have been optimized for themselves rather than what the customer is looking for.

Organizations tend to measure experience by only measure of customer satisfaction; it is by

measuring single activity in isolation. In the process we can help you develop the measures,
methods and strategies that allow your people to structurally act on this knowledge.

By formally mapping the customer experience, we can help you:

• develop a picture of what your customer really experiences as he interacts with your
business and products
• understand the choice drivers, recommendation drivers and insights that come into
play at each step of the customer journey
• identify the gaps and (financial) opportunities your business is not addressing in its
relationship with the customer
• develop actionable customer engagement plans to create more profitable and more
meaningful experiences

“A brand begins and ends with the customer, and most important to the customer's
perception is the customer experience. Customers will believe their own experience
before they believe advertising...and strong brands are built one customer experience at
a time."

20
So understanding the customer experience is of critical importance

Understanding the experience is important because with all the competing noise in the world,
competing processes from other businesses, agencies, institutions, social networks, life etc it
is through understanding and supporting experience that we make services more effective for
customers. With effectiveness comes trust.

Consequently, when the changes in processes or new ways of doing things are introduced,
customers trust because they’ve experienced it in a way that was meaningful to them to get
what they need. Their confidence ultimately translates to effective and efficient engagement
for the customer and for the business.

21
Importance of customer mapping

For designing

• Makes visible the end-to-end experience from the customers’ point of view, showing
the significant interactions, pathways or expectations that needs to be understood.
• Explicitly calls out experience factors that were implicitly known, or not known at all
• Enables conversation based on evidence of what customers actually think, do and use.

For implementing

• Provides the human context for the service blueprint and the connection to the
business change that is proposed
• Enables the team to really understand what it is to be in the customers’ shoes
• Ensures the customers’ voice is easily represented and referenced during development
and building

As communication tool

• Provides a focus and reference for conversations and work shopping with many
different people.
• Captures at a visual level complex information and saves time in getting people on the
same page because it doesn’t require lengthy text to explain it.

22
Components of customer mapping

There are six dimensions and three components of experience the map should capture. These
represent important reference points for features of the service design.

Example-how the services are found, who uses it, what they’re looking for, what information
they use, who and what is of most help etc. By capturing these experiential aspects it is
ensured that the customers’ voice is represented as the service is designed and implemented.

There are 6 Dimensions:

These dimensions help extract content for the map and generate conversation during the
mapping. The responses help in considering what is to be recommended in the design.

1. Time/duration
2. Interactivity
3. Intensity
4. Breadth/consistency
5. Sensoral/cognitive triggers
6. Significance/meaning

There are 3 components:

These represent the key content of the map itself. Simply put what do people:

1. Think
2. Do
3. Use

23
Designing a customer map
Ideally begin as a team, using the research outputs (frameworks, models, insights) and shared
knowledge to plot the journey. The point of the initial mapping is generating team
conversation.

• Ask a simple question from the customers’ perspective in terms of their goal, for
example: “what is the experience of going through a drive-through?” and plot a
simple journey using the most typical customer type
• Draw out the journey – on a whiteboard/with post-its/on a wall – whatever works for
the team
• Make sure you explore the whole experience, not just when it touches the service.
You can use scenarios and storytelling to plot the details. If you have developed
personas or customer typologies plot their journey through the service experience.

After your initial plot, refer to the six dimensions and three components in detail to ensure all
aspects of experience are addressed. (This may have started this during the initial plot to
generate conversation or identify and dig into details).

You may go through multiple maps but you want to get to a single summarizing map which
includes:

• A name, event trigger(s), customer types, a key to the symbols, the map itself of what
customer think, do and use from beginning, middle and end of their experience,
specific breakdown of all touch points/interactions, and breakdown of level of
intensity/emotion, and conclusions about map in terms of opportunity to improve or
leverage change.
• Make sure to capture the design decisions or recommendations as you map – the map
is just the vehicle for your evidence. The conclusions you make from the exercise are
what informs the recommended changes to meet the intent.

24
Advantages of customer mapping

Use of the Information Mapping method provides our clients many advantages over
traditional writing techniques. Our clients are able to realize bottom-line results by the use of
our method.

It provides writers of information:

1.. Better Upfront Analysis

Analysis is often the most crucial phase of documentation or report development - and the
most inadequate. The method provides an explicit framework, which guarantees that analysis
is complete and effective.

2. Simplified Information Retrieval

The Information Mapping method simplifies access and retrieval of information -
streamlining initial training, review, and reference.

3. Easier Document Updating

Updating and maintaining reference materials is essential to ensure their continuing
effectiveness. However, updating and revising is often costly and time consuming with
conventionally written materials.

Because of the method's modular structure, discrete units of information can easily be deleted
or replaced with minimal disruption to the rest of the document.

4. Improved Comprehension and Performance

The Information Mapping method improves comprehension and performance when applied to
reference, instructional, or complex technical materials.

25
Customer Mapping Project

Before the details of the customer mapping project are discussed, one should know about the
details of the various products (filters) supplied to various customers.

Following are the filters produced by the company:-

1. AIR FILTER

A particulate air filter is a device composed of fibrous materials which removes solid
particulates such as dust, pollen, mold, and bacteria from the air. A chemical air filter consists
of an absorbent or catalyst for the removal of airborne molecular contaminants such as
volatile organic compounds or ozone.

Air filters are used in applications where air quality is important, notably in building
ventilation systems and in engines. Some buildings, as well as aircraft and other man-made
environments (e.g., satellites and space shuttles) use foam, pleated paper, or spun fiberglass
filter elements.

Another method, air ionisers, use fibers or elements with a static electric charge, which attract
dust particles. The air intakes of internal combustion engines and compressors tend to use
either paper, foam, or cotton filters.

Oil bath filters have fallen out of favor. The technology of air intake filters of gas turbines has
improved significantly in recent years, due to improvements in the aerodynamics and fluid-
dynamics of the air-compressor part of the Gas Turbines.

Different types of Air Filters are:-

Automotive cabin air filters

The cabin air filter is typically a pleated-paper filter that is placed in the outside-air intake for
the vehicle's passenger compartment. Some of these filters are rectangular and similar in
shape to the combustion air filter. Others are uniquely shaped to fit the available space of
particular vehicles' outside-air intakes.

Being a relatively recent addition to automobile equipment, this filter is often overlooked.
Clogged or dirty cabin air filters can significantly reduce airflow from the cabin vents, as well
as introduce allergens into the cabin air stream.

26
 • Internal Combustion air filters

The combustion air filter prevents abrasive particulate matter from entering the engine's
cylinders, where it would cause mechanical wear and oil contamination. Known as Engine air
induction systems (AIS), they are typically constructed of paper or felt. Most fuel injected
vehicles use a pleated paper filter element in the form of a flat panel.

This filter is usually placed inside a plastic box connected to the throttle body with an intake
tube.Older vehicles that use carburetors or throttle body fuel injection typically use a
cylindrical air filter, usually a few inches high and between 6 inches (150 mm) and 16 inches
(410 mm) in diameter.

This is positioned above the carburetor or throttle body, usually in a metal or plastic
container which may incorporate ducting to provide cool and/or warm inlet air, and secured
with a metal or plastic lid.

• Mechanical Filters

These filters force air through a special screen that traps pollen, dust particulate, smoke and
air-borne irritants and pet dander. The best example of this type of filters is HEPA (High
Efficiency Particulate Air) filter.

• . Gas Phase Filters

These air filters are used for removing odours and other types of pollutants such as gases
from cooking, paints, perfume etc. These filters are not meant for the removal of allergens in
the home.

• Electronic Filters

In these types of filters, allergens are trapped through electrostatic precipitators with a fan.
Electronic filters use electric charges to attract contaminants.

• Hybrid Filters

These air filters combine electrostatic and mechanical filters. These are used to trap allergens
rather than gas based contaminants.

27
NOTE:-

When purchasing an air filter, one has to consider things like which type of allergens will be
removed, the filter's efficiency with respect to HEPA standards, the clean air delivery rate
(CADR) of the filter, the ease of changing the filter, and the noise that it will make. Changing
air filters regularly facilitates is ability to improve the quality of air.

Images of air filters

28
 2. FUEL FILTER

A fuel filter is a filter in the fuel line that screens out dirt and rust particles from the fuel.
They are normally made into cartridges containing a filter paper. They are found in most
internal combustion engines.

Fuel filters serve a vital function in today's modern, tight-tolerance engine fuel systems.
Unfiltered fuel may contain several kinds of contamination, for example paint chips and dirt
that has been knocked into the tank while filling, or rust caused by moisture in a steel tank.

If these substances are not removed before the fuel enters the system, they will cause rapid
wear and failure of the fuel pump and injectors, due to the abrasive action of the particles on
the high-precision components used in modern injection systems. Fuel filters also improve
performance, as the fewer contaminants present in the fuel, the more efficiently it can be
burnt.

Fuel filters need to be maintained at regular intervals. This is usually a case of simply
disconnecting the filter from the fuel line and replacing it with a new one, although some
specially designed filters can be cleaned and reused many times.

If a filter is not replaced regularly it may become clogged with contaminants and cause a
restriction in the fuel flow, causing an appreciable drop in engine performance as the engine
struggles to draw enough fuel to continue running normally.

Some filters, especially found on diesel engines, are of a bowl-like design which collect water
in the bottom (as water is more dense than diesel). The water can then be drained off by
opening a valve in the bottom of the bowl and letting it run out, until the bowl contains only
diesel.

Many fuel filters contain a water sensor to signal to the engine control unit or directly to the
driver (lamp on dashboard) if the water reach the warning level.

It is especially undesirable for water to be drawn into a diesel engine fuel system, as the
system relies on the diesel for lubrication of the moving parts, and if water gets into a moving
part which requires constant lubrication (for example an injector valve), it will quickly cause
overheating and unnecessary wear.

This type of filter may also include a sensor, which will alert the operator when the filter
needs to be drained. In proximity of the diesel fuel filter there might be a fuel heater to avoid
the forming of paraffin wax (in case of low temperatures) inside the filtrating element which
can stop the fuel flow to the engine.

29
Types of Fuel Filter

• Pretank Filter

The pretank filter looks like a funnel and is designed to provide basic filtering as fuel
is poured into the tank. It is the first component that cleans fuel of large contaminants
such as leaves, plastic bits and dirt. The pretank filter is made for cruisers that travel
to areas where fuel is scarce and typically comes from used drums.

• Primary Filter

It is a form of after market filter. This is added to the fuel system later on. It is
composed of a number of units and comes in different fuel filter types including the
spin-on element and the independent mount. The former is a filter that is similar to
what you would normally use for cars. It is suitable for boats that run on gasoline. On
the other hand, the independent filter is mainly designed for diesel engines.

• Secondary Filter

Finally, there is the secondary filter. Among the fuel filter types, this is considered the
least common. Given that your primary filter system is already efficient in keeping
contaminants off, you don't really need to get a secondary filter. In any case, this is
just a canister-type accessory that you can mount directly onto your diesel engine.

30
Images of Fuel Filter

31
I

OIL FILTERS

32
An oil filter is a filter to remove contaminants from engine oil, transmission oil, lubricating
oil, or hydraulic oil. Oil filters are used in many different types of hydraulic machinery. A
chief use of the oil filter is in internal-combustion engines in on- and off-road motor vehicles,
light aircraft, and various naval vessels.

Other vehicle hydraulic systems, such as those in automatic transmissions and power
steering, are often equipped with an oil filter. Gas turbine engines, such as those on jet
aircraft, require the use of oil filters. And oil production, transport, and recycling facilities
employ filters.

Types of Oil Filters

Mechanical

Mechanical designs employ an element made of bulk material (such as cotton waste) or
pleated Filter paper to entrap and sequester suspended contaminants. As material builds up on
(or in) the filtration medium, oil flow is progressively restricted. This requires periodic
replacement of the filter element (or the entire filter, if the element is not separately
replaceable).

Cartridge and spin-on

Early engine oil filters were of cartridge (or replaceable element) construction, in which a
permanent housing contains a replaceable filter element or cartridge. The housing is mounted
either directly on the engine or remotely with supply and return pipes connecting it to the
engine.

In the mid-1950s, the spin-on oil filter design was introduced: a self-contained housing and
element assembly which was to be unscrewed from its mount, discarded, and replaced with a
new one. This made filter changes more convenient and potentially less messy, and quickly
came to be the dominant type of oil filter installed by the world's automakers.

Conversion kits were offered for vehicles originally equipped with cartridge-type filters. In
the 1990s, European and Asian automakers in particular began to shift back in favor of
replaceable-element filter construction, because it generates less waste with each filter
change.

American automakers have likewise begun to shift to replaceable-cartridge filters, and retrofit
kits to convert from spin-on to cartridge-type filters are offered for popular applications.
Commercially available automotive oil filters vary in their design, materials, and construction
details. These variables affect the efficacy, durability, and cost of the filter.

33
Magnetic Filter

Magnetic filters use a permanent magnet or an electromagnet to capture ferromagnetic

particles. An advantage of magnetic filtration is that maintaining the filter simply requires
cleaning the particles from the surface of the magnet. Automatic transmissions in vehicles
frequently have a magnet in the fluid pan to sequester magnetic particles and prolong the life
of the media-type fluid filter.

Centrifugal

A centrifugal oil cleaner is a rotary sedimentation device using centrifugal force rather than
gravity to separate contaminants from the oil, in the same manner as any other centrifuge.

Pressurized oil enters the center of the housing and passes into a drum rotor free to spin on a
bearing and seal. The rotor has two jet nozzles arranged to direct a stream of oil at the inner
housing to rotate the drum. The oil then slides to the bottom of the housing wall, leaving
particulate oil contaminants stuck to the housing walls.

The housing must periodically be cleaned, or the particles will accumulate to such a thickness
as to stop the drum rotating. In this condition, unfiltered oil will be re-circulated.

34
Images of Oil Filters

35
Hydraulic Filter

These filters are used for eliminating the dust and other contaminants from injection molding
machines, power pack, power press, various pumps, hydraulic systems and other
industrial machines.

Images of Hydraulic Filters

36
 3. Water Separater

An API oil-water separator is a device designed to separate gross amounts of oil and
suspended solids from the wastewater effluents of oil refineries, petrochemical plants,
chemical plants, natural gas processing plants and other industrial sources.

The name is derived from the fact that such separators are designed according to standards
published by the American Petroleum Institute (API).The API separator is a gravity
separation device designed by using Stokes Law to define the rise velocity of oil droplets
based on their density and size.

The design of the separator is based on the specific gravity difference between the oil and the
wastewater because that difference is much smaller than the specific gravity difference
between the suspended solids and water.

Based on that design criterion, most of the suspended solids will settle to the bottom of the
separator as a sediment layer, the oil will rise to top of the separator, and the wastewater will
be the middle layer between the oil on top and the solids on the bottom.

Typically, the oil layer is skimmed off and subsequently re-processed or disposed of, and the
bottom sediment layer is removed by a chain and flight scraper (or similar device) and a
sludge pump.

The water layer is sent to further treatment consisting usually of a dissolved air flotation
(DAF) unit for further removal of any residual oil and then to some type of biological
treatment unit for removal of undesirable dissolved chemical compounds.

37
 Water separator

Parallel plate separators are similar to API separators but they include tilted parallel plate
assemblies (also known as parallel packs). The underside of each parallel plate provides more
surfaces for suspended oil droplets to coalesce into larger globules.

Any sediment slides down the topside of each parallel plate. Such separators still depend
upon the specific gravity between the suspended oil and the water.

However, the parallel plates enhance the degree of oil-water separation. The result is that a
parallel plate separator requires significantly less space than a conventional API separator to
achieve the same degree of separation.

38
 4. Air Breather

The Pi 0101 through Pi 0126 breather filters have housings made of non-corrosive
material. The air intake is located in the upper section; this prevents surface dust to be
drawn in from the tank top. The cover is designed prevent entry of splash-water.

The disposable, pleated elements can be replaced in a matter of seconds. The Pi 0140
through Pi 0185 breather filters have a housing made of galvanized sheet metal. The
built-in-ring provides accurate sealing at the tank connection.

With the choice of Mic or Sm-L elements the CETOP RP 98 H requirements are
fulfilled. These specify the same filtration degree for the breather filter as the system
filter utilizes. Mol-elements prevent oil mist from emerging the tank. The oil mist
coagulates, forming drops within the pleated coalesce layer, which are returned to the
tank.

Panel

39
 Panel Filters Panel filters are used in industries to retain particles range from 1 micron
to 50 micron. These filters are basically air intake filters, which is working with
negative pressure of systems. These filters are further classified as.

Features
• Low pressure drop due to pleated configuration
• Easy to install
• No bypassing
• Washable & reusable
• High dirt holding capacity
• Good mechanical strength
• Retrofit to any standard make

Images of Panel

5. HEPA

HEPA filters are composed of a mat of randomly arranged fibers. The fibers are typically
composed of fiberglass and possess diameters between 0.5 and 2.0 micrometer. Key factors

40
affecting function are fiber diameter, filter thickness, and face velocity. The air space between
HEPA filter fibers is much greater than 0.3 μm.

The common assumption that a HEPA filter acts like a sieve where particles smaller than the
largest opening can pass through is incorrect. Unlike membrane filters, where particles as
wide as the largest opening or distance between fibers cannot pass in between them at all,
HEPA filters are designed to target much smaller pollutants and particles.

These particles are trapped (they stick to a fiber) through a combination of the following
three mechanisms:

1. Interception, where particles following a line of flow in the air stream come within
one radius of a fiber and adhere to it.
2. Impaction, where larger particles are unable to avoid fibers by following the curving
contours of the air stream and are forced to embed in one of them directly; this effect
increases with diminishing fiber separation and higher air flow velocity.
3. Diffusion, an enhancing mechanism is a result of the collision with gas molecules by
the smallest particles, especially those below 0.1 µm in diameter, which are thereby
impeded and delayed in their path through the filter; this behavior is similar to
Brownian motion and raises the probability that a particle will be stopped by either of
the two mechanisms above; it becomes dominant at lower air flow velocities.

Diffusion predominates below the 0.1 μm diameter particle size. Impaction and interception
predominate above 0.4 μm. In between, near the Most Penetrating Particle Size (MPPS) 0.3
μm, both diffusion and interception are comparatively inefficient. Therefore, the HEPA
specifications use the retention of these particles to define the filter.

Images of HEPA

41
Data Analysis
The data analysis can be done by plotting a table of various kinds of filters. The description of
these filters are already explained in the above section .

42
In the process of analyzing data ,the information collected from various customers can be
summarized in a proper format and for the ease the data is highlighted after drawing the
inferences from the data collected from the various customers.

According to the status of suppliers supplying the product for a machine model, the remark is
highlighted with the help of three different colors i.e. RED, YELLOW and GREEN. These
colors have the respective meanings as explained below:

• Red color
It indicates that Mahle is not the supplier for the particular machine model and there
is no scope in future. Reason could be any i.e. it may be out of range, particular
product required by the customer is not manufactured by mahle or it may be not
feasible by MFSI.

• Yellow Color
It indicates that MFSI is not the supplier for the particular machine model but are
interested and it is feasible for them .So as result ,this is indicated as a remark and
highlighted as yellow.

• Green Color
It indicates that MFSI is producing these products for the various machine models. So
it is entered as remark and will be highlighted in green color.

The above demarcations will help to analyze the data in a quick and efficient way and the
inferences can be drawn about the exact situation of the company’s customers, products,
suppliers and the volume of the machine models prepared on the per year basis.

Machines Models Produced by the Customers

ENGINE SERIES

• (170BS6D)

43
• 140(BS6D)

• 125(B6D)

44
 • 105(B4D)

EQUIPMENTS

45
• BA 10(AIRCRAFT TOWING TRACTOR)

• D355(DOZER)

• WATER SPRINKLER

46
 • BD30(WHEEL DOZER)

• BD50(BULL DOZER)

Examples of Mapping

47
Greaves

Below is the status of the customer greaves and the inference can be drawn from the table
that MFSI is supplying oil filters for the production of the machine models Genset 12
cylinders and other Gensets which are produced 4000 in nos. on the annual basis.

For the other two models i.e small gensets and other gensets the oil filters is supplied by the
local suppliers in Gurgaon. Since it is not supplied by MFSI so it is represented in Red
Colour.

Whereas Air filters are provided by the company Donaldson.

CUSTOMER :
GREAVES
MACHINE MODEL VOLU
NO. ME AIR OIL
PRI
PRICE SUPPLIER CE SUPPLIER
GENSET 12 Donadson/FG
CYLINDERS 4000 500 MFSI
Assy. =1000 Element =4000
Nos.
OTHER GENSETS 4000 105 MFSI
LOCAL IN
SMALL GENSETS 15000 65 GGN

LOCAL IN
OTHER GENSETS 15000 75 GGN

BEML

48
Below is the status of BEML and the inference can be drawn that air filter is provided by
some other company but it is in MFSI range that is why it is clearly indicated by yellow
color.

The MFSI is a supplier of oil filter so it is represented in green color.

CUSTOMER
:BEML
MACHINE MODEL
NO. VOLUME AIR OIL
PRICE SUPPLIER PRICE SUPPLIER
ENGINES SERIES:
170(BS6D) 143

250 LAKHS, in mahle’s 250 LAKHS MAHLE

140(BS6D) 75 range LIQUID

125(B6D) 105

105(B4D) 83

Below from the table given it is clearly indicated that Engintech is having 2% share of water
separator in the production of engine series and since there is no share of MFSI so it is
indicated in RED color.

MACHINE MODEL
NO. VOLUME Water Sep. Air Breather
PRICE SUPPLIER PRICE SUPPLIER
ENGINES SERIES:
170(BS6D) 143
250
140(BS6D) 75 2% ENGINTECH LAKHS
125(B6D) 105
105(B4D) 83

Conclusion

49
After collecting and arranging data in the prescribed format I had analyzed the percentage of
market share our company has, whether it is 100% or not and if the share is not 100% then
who are the competitors and whether we have scope to gain 100% share or not.And if our
company does not have any share then what are the technical reasons behind it.

BIBLIOGRAPHY

o www.google.com
o www.bing.com
o www.wikipedia.com
o www.mahle.com
o www.mahlefiltersystemsindia.com

50
51