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Customer Relationship Management

In Maruti Suzuki India Ltd


Introduction
Maruti Udyog Ltd was estd. in 1981
Joint venture agreement with Suzuki
Motor in 1983 with 26% of equity.
In 1987 Suzuki raises equity to 40%
In1992 Suzuki again raises equity up to
50%
And Maruti become a non-government
organization managed on the lines of
Japanese management practices
Maruti is the highest volume car manufacturer in
Asia, outside Japan and Korea.

 THE OBJECTIVES
 
 
Modernization of the Indian Automobile Industry.
Production of fuel-efficient vehicles to conserve
scarce resources.
Production of large number of motor vehicles which
was necessary for economic growth
 
Segment and Brand

Product

Four Wheelers
Maruti 800
Maruti Alto
Maruti Baleno
Maruti Esteem
Maruti Grand Vitara XL-7
Maruti Gypsy King
Maruti Omni
Maruti Suzuki SX4
Maruti Swift
Maruti Versa
MAJO R CO MPETITORS

 
The major competitors for Maruti cars are;
Hyundai Motor India Limited
Tata Motors
Hindustan Motors
Mahindra & Mahindra
PAL
Toyota
Ford
Mitsubishi
GM
Post 1998, the market structure
changed drastically. As a result of the
internal turmoil and the changes in the
external environment, Maruti faced a
depleting market share, reducing profits,
and increase in inventory levels, which it
had not faced in the last 18 years
Maruti and CRM
Maruti created a land-mark in CRM by
launching a website for the customers in
the year 1998
Maruti is investing a lot of money and
effort in building customer loyalty
programmes
1.Maruti Auto Card-- Auto Card brings the
customer all the advantages of an
international credit card in addition to
bringing the customer an opportunity of
Marut i T rue V alue O ut let
Maruti has aided customers by providing
them the facility to bring their vehicle to
a 'Maruti True Value' outlet and
exchange it for a new car, by paying the
difference. They are offered loyalty
discounts in return. This helps them
retain the customer.
Maruti Call Center
Maruti has proper customer complain
handling cell under the CRM dept. The
CIC will help MUL rapidly build an
information pool of over 3 million Maruti
owners as well as that of its prospective
Marut i on R oad S er vi ces
The MOS ensures:

Round-the-clock services in most of


the cities
A computerized call-monitoring
system dispatches a mobile MOS van
to the customer at the earliest
All MOS vans are manged by qualified
Maruti Authorised Dealers / MASS
technicians who are trained by Maruti
in problem diagnosis
The customer are charged only
N2N: Maruti’s N2N Fleet Management
Solutions for companies, takes care of
the A-Z of automobile problems.
Services include end-to-end
backups/solutions across the vehicle’s
life: Leasing, Maintenance,
Convenience services and
Remarketing.
Market Research Department
Their Market Research department
remains on its toes to study the
changing consumer behaviour and
market needs. Maruti enjoys 70%repeat
buyers which further bolsters their claim
of being customer friendly
Availability of easy finance
Maruti has also made the customer
experience hassle free and helped
building customer satisfaction by
developing different revenue streams in
the form of Maruti Insurance and Maruti
Finance.
Other advantage:which help in CRM
A Buying Experience Like No Other
Maruti Suzuki has a sales network of 307 state-of -the-
art showrooms across 189 cities, with a workforce of
over 6000 trained sales personnel to guide MUL
customers in finding the right car.
Quality Service Across 1036 Cities
In the J.D. Power CSI Study Maruti Suzuki scored the
highest across all 7 parameters:

1.least problems experienced with vehicle serviced,

2.highest service quality,

3. best in-service experience,


4.best service delivery,

5.best service advisor experience,

6. most user-friendly service and

7.best service initiation experience.

92% of Maruti Suzuki owners feel that work


gets done right the first time during service. The
J.D. Power CSI study also reveals that 97% of
Maruti Suzuki owners would probably
recommend the same make of vehicle, while
90% owners would probably repurchase the
same make of vehicle.
One Stop Shop
At Maruti Suzuki, customers will find all car related
needs met under one roof. Whether it is easy finance,
insurance, fleet management services, exchange-
Maruti Suzuki is set to provide a single-window solution
for all car related needs.
The Low Cost Maintenance Advantage
The acquisition cost is unfortunately not the only cost
customers face when buying a car. Not so in the case of
a Maruti Suzuki. It is in the economy segment that the
affordability of spares is most competitive, and it is here
where Maruti Suzuki shines.
Lowest Cost of Ownership
The highest satisfaction ratings with regard to cost of
ownership among all models are all Maruti Suzuki
vehicles: Zen, Wagon R, Esteem, Maruti 800, Alto and
Omni.
CRM Through Social Relationship
In 1999 Launch of Maruti - Suzuki
innovative traffic beat in Delhi and
Chennai as social initiatives.
Maruti Driving School-Available in all
major cities.Lady trainer for lady
customer.
All these CRM strategies have helped
MUL maintain its existing customers and
generate new ones.