Comparison between CRM of Automobile Industry.

Maruti &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.

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 earning valuable Auto points for his next Maruti car. A product my Maruti Suzuki In collaboration with Citibank AND Indian Oil Corporation, launched on Apr 19 2006 in 36 cities acrss India for new as well as existing Customers of Maruti Car. It is called Loyalty-cum Reward Program in order to: Retain old and make new customers Provide special privileges and benefits Sell Mruti accessories, finance, insurance Crate edge over competitors Provides Rewards at Maruti Suzuki dealers and at workshops Purchase of lubricant and fuel at IOC Shopping/entertainment through Autocard Value of 1 Auto Point earned: re.1.00/-

Maruti True Value Outlet

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 The company was the first car company in India to launch a call center in year 2000. The CIC will help MUL rapidly build an information pool of over 3 million Maruti owners as well as that of its prospective customers . Maruti has proper customer complain handling cell under the CRM dept.

Technicians Bays‖  As the name suggests the company set out to delight its customers by offering them faster car service by introducing new concepts such as Express Service Bays & 2-Technicians Bays  These are done for customers who are hard pressed for time.―Express Service Bays‖ & ―2. .  Both the initiatives undertaken in this direction have helped improve customer interface and also helped increase the productivity and capacity of existing workshops.

 PUC and general camps. . Wheel alignments etc. oil and fuel top ups. AC and Pollution check.Mega Camps  The company aggressively conducts Mega Camps throughout the company round the year. pre monsoon camps etc are also regularly conducted as part of customer connect initiatives. locality camps.  Activities undertaken during a mega camp include complimentary car wash.

100 on labor and spares .Maruti On Road Services 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 managed by qualified Maruti Authorized Dealers / MASS technicians who are trained by Maruti in problem diagnosis • The customer are charged only Rs.

takes care of the A-Z of automobile problems. . Maintenance. Services include end-to-end backups/solutions across the vehicle‘s life: Leasing.N2N Maruti‘s N2N Fleet Management Solutions for companies. Convenience services and Remarketing.

Maruti enjoys 70%repeat buyers which further bolsters their claim of being customer friendly .Market Research Department Their Market Research department remains on its toes to study the changing consumer behaviour and market needs.

Following the feedback that the company‘s cars were more prone to theft owing to their resale value. the company worked on an anti-theft immobilizer or ―I-Cats‖ system for all its new cars.Car Safety Device: Immobilizer  The company used technology to meet customer needs and even delight them. .

Extended Warranty and eventually exchanging the existing car for a new one--under one roof at dealerships also enhances customer satisfaction.Complete Car Needs  The company‘s effort of providing all Car related needs– from learning to drive a Maruti Driving School to Car Insurance. .

.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.

compared to others who do not receive it.Car Pick up and Delivery facility for Women Owners • After a survey it was found out that vehicle pick up and delivery before and after service has a strong impact on customer satisfaction . • In particular. . customers who say that their vehicle was picked up from doorstep before service and delivered to same point after service are more delighted with their after sales service experience.

.Service at Doorstep through Maruti Mobile Support  Another unique initiative is door step service facility through Maruti Mobile Support.  Maruti Mobile support is first of its kind initiative and is expected not only to help the company reach out customers in metro cities but also as a mean to reach semi urban / rural areas where setting up a new workshop is not viable.

.  Swift Life. to facilitate them to gift Maruti Cars Online to friends and relatives at home.Dil Se  Dil Se. this is a online club for Swift Owners. a special program for Indians living abroad or NRI‘s.

Other advantages which help in CRM. • Quality Service Across 1036 Cities In the J. with a workforce of over 6000 trained sales personnel to guide MUL customers in finding the right car. best in-service experience. 3. .least problems experienced with vehicle serviced. • A Buying Experience Like No Other Maruti Suzuki has a sales network of 307 state-of -the-art showrooms across 189 cities. 2.highest service quality.D. Power CSI Study Maruti Suzuki scored the highest across all 7 parameters: 1.

while 90% owners would probably repurchase the same make of service advisor experience. The J. 92% of Maruti Suzuki owners feel that work gets done right the first time during service. 5.D. . service initiation experience. Power CSI study also reveals that 97% of Maruti Suzuki owners would probably recommend the same make of vehicle. most user-friendly service and service delivery.

Wagon R. Esteem. and it is here where Maruti Suzuki shines. Not so in the case of a Maruti Suzuki. • The Low Cost Maintenance Advantage The acquisition cost is unfortunately not the only cost customers face when buying a car. fleet management services. Alto and Omni. insurance. It is in the economy segment that the affordability of spares is most competitive. • Lowest Cost of Ownership The highest satisfaction ratings with regard to cost of ownership among all models are all Maruti Suzuki vehicles: Zen.• One Stop Shop At Maruti Suzuki. Maruti 800.Maruti Suzuki is set to provide a single-window solution for all car related needs. Whether it is easy finance. . customers will find all car related needs met under one roof. exchange.

 Maruti Driving School-Available in all major cities.CRM through Social Responsibility  In 1999 Launch of Maruti .  All these CRM strategies have helped MUL maintain its existing customers and generate new ones. Lady trainer for lady customer.Suzuki innovative traffic beat in Delhi and Chennai as social initiatives. .


CRM. Philosophy  ―You can‘t manufacture passion. consumers — with that passion. then we‘d have something worth spreading. .‖  360 degree. dealers.‖  ―If we could connect other constituents — suppliers..

April 8 Ford India today announced the launch what the company claimed was first such initiative by an automotive manufacturer in the country that offers 24-hour Ford Service Roadside Assistance for all new car buyers beginning April 1. This after-sales service program me provides Ford customers a stress-free vehicle ownership and motoring and breakdown service. . All the existing Ford owners too have the option to avail themselves of this facility by paying Rs 1.Ford India  24x7 ‘roadside assistance’ Hyderabad.100 a year.

according to Mr. said at a press conference at the Auto Expo 2002. offering its customers direct connectivity to the company. would be mainly used to interact with the customers.  The `My Ford' customer relationship program me is currently being rolled out in the Asia-Pacific region and India is among the first few countries where this initiative is being launched.india. Randy Shockley.  www. Shockley .ford. VicePresident (Marketing.myford. Sales and Service).Web-based customer relationship initiative  FORD India Ltd on Friday said it has launched a Web- based customer relationship initiative.

global scale in an industry where automotive ingenuity and customer loyalty fuel success. the drive to meet customer needs began nearly 100 years ago with one man's dream to put America on wheels. a new SAS platform that supports customer relationship management (CRM) applications helps ensure high customer satisfaction levels for the more than 30 million drivers of Ford brand automobiles around the world. powerful platform for data mining. The reliable SAS solution augments Ford's existing Teradata database and provides a flexible.  Today. Henry Ford's vision continues on a grand. . predictive modelling and information analysis. While the needs of automotive customers have evolved dramatically since the Model T.SAS  The Customer is Job 1 at Ford  SAS Fuels CRM Programs for Global Auto Maker  At Ford.

which was also implemented at sister dealership Keera Ford.DMS.. but the solution now enables both dealerships to be more proactive in addressing customer concerns. "After the point of delivery. which greatly increased the risk of errors in designing and pricing each vehicle. "There's no more guesswork and no more mistakes. Mimic said. and then our CRM manager will receive a reminder to follow up with an additional call within seven days". Harridan Ford's new system. Mimic said. fulfilment and customer follow-up. "Showroom capabilities are particularly important since Ford allows customers a great deal of choice in the way different models can be configured. each prospect is entered into the system at the first point of contact and the software provides an on-going log of all subsequent interactions. product configuration and deal pricing through to contract and forms processing." Mimic said Revolution provides a direct link to the Ford factory system which ensures that any changes to model options and pricing are automatically downloaded into the system. . The advanced CRM (customer relationship management) capabilities in the system have drastically improved efficiency and provided a more targeted advertising spend and marketing campaigns. the Revolution DMS went live last month.000 in the first year of implementing a Revolution Dealer Management System (DMS). both in the showroom when configuring and pricing cars for customers and in our after-sales follow-up and marketing to prospects". boasts an integrated sales process that drives every aspect of the sales cycle from lead generation. "Our salespeople can sit in the showroom with a prospect and walk them through a process of custom-designing their vehicle. accounting. prompting staff along the way to ensure that nothing falls through the cracks.." The CRM capabilities are geared toward a high degree of loyalty and repeat business. how long it will take to deliver and what it will cost. said acceptance of the new system has been extremely high. "There were often instances in the past where customers had to call the dealership to chase a missing part or accessories that wasn't on the car at delivery.With CRM               Executives with Australia's oldest Ford dealership say they are set to achieve savings of close to $400. with the system guiding them to select only the options that are available on that model". Marko Mimic. "The Revolution system makes life much easier for our salespeople. Developed by incorporating Progress Software's relational database. "Previously salespeople had to rely on their memory as to what features and options were available with each car. For example. the system will prompt the salesperson to contact the customer within 48 hours to ensure they are satisfied with the vehicle. he said. so the customer knows exactly what options are available on their vehicle. That alone has made a huge impact on customer satisfaction. Harridan's dealer principal.

to announce the program's official introduction to the India market. Tamil Nada's Principal Secretary and Transport Commissioner. Hubert Ebner (India) Pvt Ltd.Driving Skills For Life Program. was joined by senior Ford executives and Ford's DSFL partner. .000 employees at its Marginalia Nagar manufacturing facility..  Ford India today launched Ford Motor Company's successful Driving Skills for Life (DSFL) program to more than 1. .an Indo-Austrian venture in driving training systems and road safety consultancy. Mr. Machendranathan.. S.

" says Khanna. apart from giving our customers information about the kind of services that Ford India offers as well as news about Ford internationally. Ford World. Ford World. newsletters are now evolving into crucial customer relationship management tools. Therefore. is our customer relationship management tool. We believe in building a long-term relationship with our customers." remarks Khanna.  Our newsletter. is a quarterly magazine and prints as many as 50.  "The look and contents of Ford World arein sync with the zindadil nature of our customers. We don't believe in selling and forgetting.000 copies. we talk a lot about movies and lifestyle events in our newsletter.Newsletters as CRM tool  From being just in-house company bulletins. . says Khanna.

. .The Improved 2 way communication system has helped Ford to achieve it.Marketing research  The marketing research is used as a tool too enhance the CRM at Ford as well it..

up to 50km from the breakdown location.Ford Service Roadside Assistance Ford's Rapid Response Team. For minor repairs where we can fix the vehicle at the roadside. Ford Service Roadside Assistance will attend to your vehicle. . Vehicle Recovery If your vehicle is unable to be mobilized following a mechanical or electrical breakdown. Ford Service Roadside Assistance will organize to send a recovery vehicle to recover your vehicle to the nearest authorized Ford dealer. a recovery vehicle will be sent to recover your vehicle to the nearest authorized Ford dealer. Taxi If your vehicle is recovered to a dealer by Ford Service Roadside Assistance. Vehicle Recovery following an Accident If your vehicle is unable to be mobilized following a road traffic accident. the driver and passengers will be provided with one free taxi ride. in order to continue your journey.         Roadside Assistance at home or on the road If your vehicle is immobilized whether at home or on the road. our technician will try and mobilize your vehicle at the roadside.

Total maintains plan  Total Maintenance Plan  Through Total Maintenance Plan the customer gets total peace of         mind and fixed price for the next 3 years. All repairs are carried out with only Ford genuine parts. TMP improves the re-sale value of the car as the vehicle is maintained by authorised Ford dealerships and the plan is transferable. What is covered Periodic Maintenance Services as per owner‘s manual Repairs arising out of electrical or mechanical failures Wear and Tear Parts Labour for all of the above jobs What is not covered Accident Repairs Tyres and Tyre tubes . The car can also be serviced at any Ford outlet across the country.

Dealers DMS DMS company .Feedback -CRM mechanism Customer Info system.

Tata motors .

3 phased CRM  Phase 1 capturing customer data  Phase 2 leveraging data to increase customer interaction streamiling product development  Phase 3 Value adding services .

all packed into one card. .  This program is an exclusive benefit of the Tata Credit Card and the Empower Card.spent. The Tata Credit Card combines the convenience of a powerful globally accepted Credit Card with the rewarding membership to the Empower Program. With this. Furthermore cardholder earns all reward points in one currency ―The Empower Points‖ .  The Empower membership brings to the customer another benefit Instant Redemption.Empower Program  Empower Program is India‘s first Multi-Brand Loyalty Program. the cardholder can also redeem Empower Points ‗instantly‘ while shopping with partner brands by simply swiping the card.that means his / her points soar higher and build up faster. The Empower Card brings to the customer all the facilities of the Empower Program without the credit feature.  The Empower Program offers the cardholder advantage of several loyalty programs. 100/. This enables the cardholder to earn Empower Points for every Rs. The Empower Program is a unique growing alliance of leading brands you use regularly.

 Redeem Empower Points instantly and at the time of redemption. . both with the partner brands and even for normal spending. the cardholder accumulates points faster.Additional features  Earn Higher Empower Points .  Accumulate Empower Points Faster .earn upto 5 Empower Points when shopping with the partner brands.1. Each point is to equal earning points in one currency.

Card Privilege member Premier member Empower card 2 Points for Every Rs 100 5 Points for Every Rs 200 Tata credit card 3 Points for Every Rs 100 7 Points for Every Rs 200 .

where you have registered for the membership. No prior appointment shall be required . over a 2 year membership period  You shall be entitled for priority service at the Dealer / Tata Authorised Service Centre workshop.Glod club membership  This privileged membership offers you a bouquet of free services. attractive discounts and special offers.

Tips are given for fault diagnosis & troubleshooting . fuse blowing. Salient features of the vehicle are explained. Tips for safe driving & handling of vehicle are given. Maintenance schedule explained. Tips given for achieving better fuel economy. etc .in order that customer develops necessary confidence to take care of minor troubles which may immobilise the car viz.Costumer education meets  Objective of Customer Education Meets is to familiarise a      customer with his / her vehicle. air lock in fuel system.

. Subros. FM radio & personalised mailers etc  Cars checked thoroughly for proper functioning of various systems by dealership personnel and also by experts from Original Equipment Manufacturers (Castrol.Free service check up camps. about the various maintenance aspects of the car & how to derive optimum performance from your Tata car .  Free Service check up Camp  Regular hosting of Free service check-up camps at dealerships in your city  Event well publicised through local newspaper ads. Delphi TVS …to name a few)  Apart from check up we also educate our privileged customers like you.

..  According to the needs of the customer .Sampoorna Seva Package – AMC  One time payment...program..

.Integration Oracle Products & Services  Siebel CRM  Siebel Automotive  Oracle Database .―IT‖—involvement..

and logistics and inventory management  ƒOffers 360-degree view of customer and vehicle information and streamlines workflow to enhance customer service and improve efficiency  ƒEnhances product quality and increases revenues from both vehicle sales and after-sales parts business . planning.Key Benefits  ƒImproves demand forecasting.

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