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Hero Honda Crm Strategies Print

Hero Honda Crm Strategies Print

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Published by Prashant

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Published by: Prashant on May 13, 2011
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02/22/2013

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 AssignmentsOf Customer relations management Topic Automobile sector (2 wheeler)Company Hero Honda
SUBMITTED TO-KULJEET MINHASSUBMITTED BY-PRASHANT PRIYADARSHIROLL NO-20CLASS-Q1808
 
Introduction
 
Hero is the brand name used by the Munjal brothers in theyear 1956 with the flagship company Hero Cycles. The joint venture between India's Hero Group and Honda MotorCompany, Japan.
 
A
legendary 'Fill it - Shut it - Forget it' campaign captured theimagination of commuters across India, and Hero Honda soldmillions of bikes purely on the commitment of increasedmileage.
 
The industry is divided into 3 segments: scoters. Motorcyclesand mopeds
 
Hero Honda is the market leader in motorcycles and mopeds
WHAT IS CRM
 
It is the process required by the companies to build andmaintain relationships with their customers.
 
CRM software is used to support these processes, storinginformation on current and prospective customers.
 
Information in the system can be accessed and entered byemployees in different departments, such as sales, marketing,customer service, training, performance management, humanresource development, and compensation.
 
 THE CRM STRATEGY OF THE COMPANY 
1. The Hero Honda passport programme:
The Hero Honda passport programme is one of the first of its kind inIndia.The company has secured over 1 million members in the last threeyears with the Passport Programme, which involves offeringmembers a small card/booklet that looks like the Indian passport,complete with ''visa'' stamps for points, similar to those offered by credit card companiesand airlines. The only difference in this programme is that the member need not alwaysspend money to obtain points.With the passport programme, each time a Hero Honda customer visits a service centre, hegets points and depending on the profile submitted by the customer, he gets benefits likefree passes to a cricket match sponsored by the company.
2. More Value added services:
 In tune with effective customer relationship management, HHML hascome up with the fresh idea of mobile service workshops: a completeworkshop incorporated into trucks that travel predetermined routes,visiting small towns and villages where existing customers reside.Customers are informed that a workshop will be coming, so that theydont have to travel hundreds of kilometres to an authorized workshopfor servicing or repairs. These mobile workshops also double as salesoutlets and spare-part distributors.
3. KEEPING IN TOUCHALL YEAR THROUGH

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