Professional Documents
Culture Documents
One Stop Shop To Meet All Your Needs
One Stop Shop To Meet All Your Needs
CORPORATE SERVICES DIVISION ADMINISTRATION HUMAN RESOURCE DIVISION WORKSHOP AND BODY SHOP ACCOUNTS INFORMATION TECHNOLOGY DIVISION MARKETING AND SALES SECRETARIATE INSURANCE DIVISION AUTO FINANCE DIVISION EDP (Electronic data processing) TRAINNING AND DEVLOPMENT CELL
NEW INITIATIVES IN ROHAN MOTORS LIMITED (one stop shop to meet all your needs)
In an effort to become a complete car company, Maruti has entered the car insurance business as well. It offers the customer all the advantages of settling insurance claims directly with any of the companys authorized dealers.
This business provides complete fleet solutions to corporate and institutions. Branded Maruti N2N, this service includes the following: customized car policies, economical car leasing, maintenance, servicing, registration, insurance, emergency assistance, accident management and eventual re-sale of cars. MARUTI FINANCE Maruti Finance offers the best finance packages to consumers across the entire Maruti range. The service is being extended across the country in a phased manner. MARUTI GENUINE ACCESSORIES
A single point of contact,Hassle-free transactions,Emergency Assistance ,Virtually Cashless Repairs Post accident repairs and insurance support at any dealer workshop MARUTI TRUE VALUE
Maruti has taken its first steps in the pre-owned car business under the brand name of Maruti True Value. Using their technological expertise, network support and the experience they have gained in the last 18 years, the company ensures the customers gets great value and completes the transaction zero hassles.
ANYTIME MARUTI Maruti Suzuki has also set up state-of-the-art call centers (operational in Delhi, Gurgaon, Mumbai, Chennai, Bangalore and Hyderabad) Branded Anytime Maruti, this 24 hour help-line clarifies all doubts and queries regarding Suzuki any time of the day or night.
the breadth of the country. Standing testimony to this claim is the fact that more than 2 millions Maruti 800s have been sold till date. Today, India best selling continues to be the final word on value and economy at the entry-level segment.
A-STAR-STOP @ NOTHING
Powered by state of art 998 cc engine, its the best fuel efficient car in its category with, mileage coming around 20km per liter.
*Integrity. Strong ethics are deeply entwined with TQM principles. Organizations which embrace these concepts tend to make ethically sound decisions and the right choices. As a result, solid business practices result and this adds significantvalue to an organization. *Teamwork. TQM roots and prides itself with utilizing teamwork. Teams which come together and work well with one another typically bring inventive ideas and strong performances to their jobs. Overall an emphasis on teamwork nurtures a happy work environment and benefits both the internal members of the company and the external community members. *Training. Since one of the fundamentals of TQM is continuous improvement and growth, TQM believes training to be an important component. Members of the organization are encouraged to participate in training which focuses on communication and interpersonal skills. Good leadership is important for this aspect of TQM because it is the leaders who will be offering the right tools and teaching employees how to use them. *Leadership. What's interesting about the TQM environment is leadership does not bully employees, but rather provides support and encourages growth. A key part in this approach is to promote an encouraging environment where managers and employees respect one another. It does not believe in engaging in punishment when things don't go right. Instead, leaders who follow TQM philosophies work with their employees to resolve the problem and focus on ways of improvement for the future. They recognize low morale doesn't benefit the employees or the organization, and as a result offer motivation and encouragement. In the TQM workplace, it's highly unlikely you'll find any degrading behavior occurring. Total quality management is a philosophy which is people centric. In order to achieve TQM, an organization must be dedicated and focused on improvement and commitment. There is really never any "finish line" because they believe there is always room to improve and continuously strive to do better. TQM includes everyone in the organization and requires a committed resolve to work towards the best quality products and services. Total commitment to ongoing high quality is what TQM is all about.
4 Outline the Vision Statement, Mission Statement, & Guiding Principles 5 Prepare a Flow Diagram of Company Processes 6 Focus on the Owner/Customer (External) & Surveys 7 Consider the Employee as an Internal Owner/customer 8 9 Provide a Quality Training Program Establish Quality Improvement Teams
10 Implement Process Improvements 11 Use the Tools of TQM 12 Know the Benefits of TQM
b)
c)
d) e)
There is a consistent growth of 8-10% every year . To retain 100% customer satisfaction, we have created a working environment with a dedicated team in sales, service and spares and we also provided infrastructure under one roof. Timely incentive schemes for different models, attractive facilities , satisfactory service, and availability of genuine spares. We take care of CSI and SSI. We have annual plan of advertising which is implemented from the first month of financial year.
We worked as a steering committee. we visited all the DIVISIONS AND DEPARTMENTS of company. We studied following DIVISIONS AND DEPARTMENTS:
CORPORATE SERVICES DIVISION ADMINISTRATION HUMAN RESOURCE DIVISION WORKSHOP AND BODY SHOP ACCOUNTS INFORMATION TECHNOLOGY DIVISION MARKETING AND SALES SECRETARIATE INSURANCE DIVISION AUTO FINANCE DIVISION EDP(Electronic data processing) TRAINNING AND DEVLOPMENT CELL
CUSTOMER APPROCHES
Guard
GM, Sales
As we can see from the above pictorial, there are several touch points for a customer at a dealership. All touch points have their roles and responsibilities defined. Right from the moment when the guard opens the door of the showroom and the customer walks in, to the time when the customer drives away with the car after the delivery process, the customer interacts with several people in the showroom. It is very important that everybody in the showroom performs to the
best of his/her ability in order to make the customer feel completely satisfied with the showroom experience.
PROCESS FLOW
There are three broad processes at a showroom.
Pre-sales Sales Post sales All these are inter-related to each other. The pre-sales process is very important because if a customer has a satisfying experience during this process, it greatly increases the chances of him purchasing the car from your showroom. At this stage, the customer is indecisive as to which car to buy and from where to buy.
Walk in Enquiry
Telephonic Enquiry
. Product Demonstration
Test Drive
Creation of Customer Card Acquire Knowledge about MUL s range of cars, competitor cars Knowledge about other allied services like finance, insurance, pre owned cars, extended warranty etc. Knowledge about accessories, range offered, prices etc. and about preventive maintenance of the car.
In case there are too many Sales cases, a special focus is required to serve these customers since ultimately, the customers are also the showrooms customers and there are suggested ways to handle them.
S .No
Customers Name
Delive ry Time
Salespers on Name
Status
The delivery timing is also important, as there are instances when customers want to take delivery of their car only on a particular auspicious day/time. This causes bunching of deliveries and the chances of not being able to provide adequate customer care are high. This affects the SSI score. The DSE should remember the following points:
Ensure timely delivery of the vehicle. Advise on service and warranty Gives tips on preventive maintenance of the car. Ensure that the entire delivery process is hassle free Make the delivery a memorable experience for the customer. Maintain relationships with the customer
PSF should be done in order to get first hand feedback from the customer about the experience they had during the sales & delivery process. Before staring the PSF process, there is a PSF sheet for each customer.
The first PSF is obtained within 72 hours. All dissatisfied customers PSF sheets should be flagged with red color flags, customers not contacted with yellow.
Parameter A Number of cars sold B Number of customers contacted C PSF percentage (B/A *100) D Number of satisfied customers E Number of Dissatisfied Customers F Satisfaction % (D/B * 100) G Number of dissatisfied customers attended & complaints resolved List down top five reasons for dissatisfaction: 1. 2. 3. 4. 5.
Value
A second PSF call is made 15 days after the delivery with a suggested script.
The feedback form system is a very important tool to obtain customers feedback on the experience that they had during the purchase of their car. It has a defined format. There is a lucky draw to get high percentage response.
E-mail Internal Feedback Forms Direct Maruti Udyog Limited Telephone PSF Letter Consumer Forum / Legal Notices
CCM should give a control number to all complaints received & record the same in the customer complaints control register.
CCM should get in touch with the customer on the phone & express regret on the inconvenience faced by the customer
The concerned DSE should visit the customer, hand over the letter and take satisfaction note from the customer.
Send a copy of the letter & the satisfaction note to MUL and also file a copy of the same in Customer complaints Register/File(for complaints received from MARUTI.)
Discuss all customer complaints in the weekly meeting of GM (Sales) on SSI with the entire showroom staff. Necessary counter measures should be taken to ensure that such complaints are not repeated.
The review of customer care activities is done through morning meetings and weekly meetings on customer care. The documents that are necessary during the weekly review are: PSR related, Internal SSI forms related, MUL related and other information related.
Customer Meets
Organizing customer meets helps in improving SSI, helps in introducing the workshop staff to the customers and in getting referrals and there are guidelines for the same.
Marketing Activities:
Marketing is based on target. Maruti gives the targets, which are equally distributed to the marketing teams. To achieve the targets, different marketing activities are planned and followed. The targets are easily achieved and to encourage the employees different incentive schemes are placed like spot incentive, slab incentives etc. The following activities are done to achieve the targets:
Road Shows: 2-3 times a month. The marketing personals are involved in the road shows as per the nomination (one from each team but not more than four) Tele-calling
Presently as per the targets, efforts are made in different areas of activity to capture the data and to generate the leads. Further efforts are made to convert the leads into prospective customer. This is how effort estimation is done.
Activities
Targ et
L ead s
Actual Sale
Conversion Ratio
Road Shows Tele-calling Direct Sales Personal Reference Advertisement Corporate Sales
The marketing department is divided into 5 Teams. For all the different marketing teams, one Team Leader is assigned. The team leaders take care of their teams activities and report to the marketing manager that is further reported to the vice president. The marketing is totally target based and based on targets given by MUL, the task is distributed to different teams. The customers are handled by the same personnel from the beginning to the end. Spot incentive Schemes etc is placed in the system to motivate the employees. The conversion and Target fulfillment is traced out via the software.
Corporate Sales
The team of four people is actively working for this area. The data is given by Maruti and the rest is generated by self-effort. Finance Process:
The executive completes all the formalities related to the Finance and verifies the documents. The FI form is filled by the Executive.
With the verification checklist the verification is done When the Cheque and other documents are found correct the Disbursal Advice Form is filled which is tallied by the Accounts Department. To track the verification record, a verification status register is maintained. Reception and Lobby Manager The lobby manager takes care of the customers coming to the showroom.
She asks the purpose of their coming and sends them to the concerned executive. Gets the DSAs forms filled up. Takes care of the car polishing & showroom decorating. Updates the magazines regularly. Records the enquires and distributes them to the concerned persons. Displays car delivery schedule on daily basis. Offers test-drive. Delivery
The daily delivery schedule is displayed on the board. At the time of delivery the discount detail sheet and delivery checklist is filled to avoid the problems. The barriers in delivery are bank approval and Clients personal problems.
Customer Care
The customer feedback is taken after 72 hours of the sale. If any problem exists, the marketing personal meets the client directly. The problem is sorted out to make the client satisfied. When the client is satisfied, a letter of satisfaction is got signed by the client.
To trace the satisfactory level of the customers, customer feedback is taken via Customer Feedback Form. If the marks in the customer feedback form are less than 7, an apology letter is sent to the client, the problem is sorted out and the client is treated with a token of gift. When the client is satisfied, a satisfactory note is got signed by the client.
To maintain relationships with clients: gifts, bouquets and greetings are sent occasionally and schemes are introduced. The source of customer complaints are: Complaints from Maruti, Direct complaint, Compliant from the customer feedback form and via calls. To keep track on them, a customer compliant register is maintained. The complaints are logged-in the register.
Accounts
Reconciliation is done once in 7 days. Sales tax on quarterly basis. Sales (Suppliers Maruti & Accessories) Analysis Daily Basis. A retention period of 45 days is given for payment.
Post Sale Process is managed. Sales Analysis is done. Backup is taken time to time.
HR
The HR manager sets the KRAs for the managers. She is responsible for the employee details and their training needs. She also monitors the satisfaction level of the employees.
Training
Maruti arranges the training at several intervals. The training is mandatory for all the employees. The training schedule of all employees is maintained by the HR manager.
DMS can keep a record of all enquiries and can generate timely reports whenever required. At the time of enquiry feeding, it will ask for all required details. After collecting all information, it can generate a Performa Invoice/Offer Letter for the customer. DMS not only generates Performa Invoice or allot the enquiries to sales executives, but it will keep record of the enquiry until and unless the enquiry is not converted or closed.
DMS generates several reports that help the management as well as the sales team. It generates reports like enquiry register, booking register, test drive register, visiting register, pending enquiry register, enquiry lost with reason, per day enquiry list, closed enquiry register, conversion ratio, expenses per enquiry, target v/s achievement report (executive wise/overall) and many more that will definitely help Maruti who believe in customer care and 100% conversion of enquiry.
Model Details
This section is categorized into three options. They are:
Basic Models
As the name itself suggests, the information about all the basic models have to be entered using this form. An important thing is the availability of the color option. That means within each & every basic model, there is an option to allow/disallow the colors availability. Suppose, if you select the non-metallic option for a particular basic model then you can see only non-metallic colors to select/deselect in the model variant detail form.
Model Variant
To make an entry for a variant model, it is necessary to select its basic model. Now, you have automatically got the information of the colors availability. If it is
Metallic then there you have two frames (one is price detail & the second is colors detail for the metallic) to specify the information regarding that option. The other frame (which belongs to non-metallic option) is disabled. If you have allowed both color types in the color availability box of the Basic Model Master, then you are free to make entries into the Metallic and Non-Metallic frames. There are options to enter sale price, booking price, RTO amount, and insurance amount & handling charges.
After this, select (put ticks) the colors from the frames that are available with the model. Only the selected colors will be displayed in the enquiry form with this model.
There is an option - Active - to make you free from the burden to select the models from the bunch, in the enquiry form. If you select No, then the variant model will not be displayed in the enquiry form, but still it will remain in the database.
Accessories Details
In this form, you can specify the details of the accessories and basic models on which these are applicable. You can specify the rates of the accessories along with the associated model. According to your selection, you will have the list of accessories in the booking form with their sale & purchase price. You can change the price of the accessory in the booking form, which is applicable to that sale only. Please note that the accessories specified here are free and hence their prices will not be added in the vehicles cost.
Color Details
In this form, you are having the options to add or modify the model colors. According to your specification of the colors, you will have the list of the colors in the Model Variant Details form (In Metallic frame you will have the list of the metallic colors and in Non-Metallic frame you will have the list of the Non-Metallic colors).
Executive Details
This form is used to create an executive profile. You can make a new entry as well as change an existing entry. A photograph of the executive can also be scanned into the system and can be saved with the profile. A username and password must be provided if you are making a new entry. This is because DMS considers each executive as a user with the operator level rights. He has to feed his entries and alter them on his own. In some companies, the executives may not be directly using the software. For them, we have provided a User Manager with the help of which you can create a new user with manager level rights.
Financer Details
In the financer master form, we are maintaining all the information related with the finance company. Only the company name & the city in which it is situated have to be entered.
Insurance Details
Here you can maintain the information regarding the insurance companies. Only insurance company name & its working city are necessary to make the alteration in to that form.
Status Details
The status details are one of the most important features of AutoSoft. The status that is being entered defines the exact position of an enquiry. Hence, it is very important to select an appropriate name for the status, so that it can be selfdefining. The Close field is used to determine whether an enquiry with the given
status is active or not. We are providing a list of most commonly used status names and we think that these may fulfill all your needs. However, in case if you want to enter or alter a status you can do it with the Status Details form. Some predefined status is related with report generations are locked from changes. The others can be altered as your requirement.
Area Details
This form can be used to manage various work areas in your dealership. The enquiries can be categorized into various areas, so that in future you can pay more attention on a specific region where your market is strong and maybe you can arrange a camp in that area.
Mode Details
There can be various ways through which an enquiry can be made. These are the enquiry modes, which can be specified using this form. Mode is basically used in the Enquiry Details form to maintain the customer communication with our company.
Training Details
The strength of any organization is its manpower. Each organization would like to have executives who are well trained so that they can be more productive. The vehicle manufacturers conduct several trainings so that they can achieve their goals. In the Training master form, you can enter the information about the training, which have been conducted during a particular time period. We are also maintaining the information regarding the attendance of the executives in a specific training. That is, how many executives out of the given list have attended the training? With the help of these training details we are generating various MIS reports. The details provided here can help the management to find out an efficient person for a special task. Searching facility is also available, so you can find out the total information of a particular training with just one click over there.
Offer Details
In today s market, each dealer is facing very tough competition and to overcome this competition, he may have to put on some attractive offers for the customers to enhan ce the overall sales. The Offer Details form is used just to maintain such special offers that are applicable to various basic models .
Transaction Forms
Mainly there are three daily transaction forms available for the users of DMS. They are: Enquiries Form
Apart from these, a target setting option and enquiry allotment option for the executives is also included in the Daily Transaction Section. Let us discuss them in detail: -
Enquiry Form:
This form can be used to enter the details of a new enquiry as well as to update the details of an existing enquiry. As being an enquiry tracking system, this form is the most important input interface. The details furnished here are displayed in the reports related with the customers.
This form consists of some mandatory and non-mandatory fields. As in the other forms, all mandatory fields are marked with a red star. If the executive is not allotted, the enquiry will be treated as DIRECT ENQUIRY. The user can select the basic model from the list and the model variants will be displayed accordingly. Colors can be metallic or non-metallic, depending on the specifications of the basi c model. The colors displayed in the list are filtered according to the model variant and the metallic/non-metallic property. The quotation can be printed from the same form. If the customer is interested in more than one model, he can be given more than one quotation and the details of all these models will be saved in the database. The user can specify the next meeting date on the enquiry form so that he can get a reminder on the particular day. To minimize the duplicate entries, we have made it compulsory to enter at least one address or phone number along with the name of the customer. If any other entry is found which have the same set of Information, an alert is generated.
After selecting the enquiry from the table, the Enquiry Remarks form is displayed. If you want, you can contact the customer at his contact number using the dial facility provided in the software itself. You just have to click on the Call button next to the phone number to be dialed. After contacting the customer you can select a statu s from the list and enter some remarks in the Remarks Detail table. A contact mode can also be specified along with the remarks.
Booking Form:
If customers booked with us, you can enter the booking details into the database using this form. The user can feed the finan ce, insurance and accessories details so that he can facilitate from the data. If the birth and marriage dates are entered, the entries are saved separately to display reminders. A printed output of the booking form can be obtained by clicking the Print button.
This form is very useful for those dealerships in which the enquiries are allotted to different executives in a bulk. All the enquiries are displayed in the table and the user can allot an enquiry to any other executive. He also can change the area of the enquiry. Many details apart from the name of the customer are shown in the table, like model, address etc. so that proper allotment can be made. The existence of this form has eliminated the need of searching each enquiry through the enquiry form and changing the executive/area one by one. Executive Monthly Targets:
The management can set some targets for its working executives, so that they can be more productive. DMS can help you to set some targets for the executives and generate several reports to find whether the targets were achieved or not along with any deviation. There are two different options to set the targets, which are described below: Test Drive and Cold Calls Target: With the help of this form, the user can set a target number of test drives and cold calls (enquiries generated by the executive) for each executive for a specific month. Conversion Target: This option opens the monthly planner for the executives. Using this form the user can set various monthly targets in bookings, accessories, discount, payout percentage etc. These targets can be set separately for each basic model. The targets are set for a single booking. An overall finance target can also be set for each executive. The target achievement reports based on these informations helps the management to make a judgments about an executives performance.
The reports that DMS can generate are: Executive reports such as action plans, reminders etc Reports for registers such as Enquiry, booking, mode wise, Area wise etc Transaction reports such as per day enquiry, model wise enquiry etc MIS reports such as expenses per enquiry, conversion ratios etc Analysis reports such as Target vs. Achievement Training reports and other general reports
Objectives
To ensure multiple knowledge and skill development of DSEs required selling cars and handling competition Consultative Selling Approach. Continuous Feedback and Performance monitoring. To employ training as a tool to achieve customer delight and customer loyalty Make DSEs as Car Advisors and be a single window interface with the customer
Organization structure
2.
Conducting Training
All Dealer Sales Executives need to attend Induction Training before or within a month of joining the dealership (depending on when the program is scheduled in the region) After Induction then the Sales executives needs to attend a segment B program. They also should attend Car Advisor for life Program which trains him to be a one point contact with the customers handling all his car related needs like finance, insurance, extended warranty, MGA etc and how to develop and maintain relationship with customers After gaining experience, he can attend other courses like segment C etc.
3.
4.
Communication:
Sales Training Department sends monthly Newsletter Creating Winners to all DSEs. It is a monthly communication containing articles on various aspects of product knowledge, selling skills, market etc. It is a forum for effective communication of new ideas and strategies. It also provides twoway communication. An Annual Selling Skill Contest is organized to test the selling skills of the sales executives. It is conducted at regional levels and culminates in an all India level contest.
SAT has developed a CD based Test for recruitment as a part of Maruti Recruitment System (MARS). The test checks sales aptitude and reasoning and is a pre- interview shortlist device. It helps dealers recruit the right profile of people for their dealership. The Regional Office will be involved throughout the implementation of the MARS while recruiting Sales Persons. All Sales Executives need to be registered with Maruti after recruitment through extranet. A unique Maruti Suzuki Personal Identification Number (MSPIN) is being issued which the DSEs have to remember and use in all communications like Trainings, reward schemes etc
CD Based E-learning
SAT is now looking at reinforcing classroom training through CD and E- learning modules. This module would help executives refresh and update their knowledge they would have gathered in classroom trainings.
ORGANISATIONAL STRUCTURE:
MIManagerMI (Sales ) , Peons etc. Support GMDSA Manager Sales sManagerCEO Delivery HR CCEories & Manager Team Lobby Sales AccesSupports Billing, Support s taff: ales Manager taff: Drivers ITtaff: s Leader s Field ExecsStaff Sales ServiceTeles ales Corporate or etc. ConsCentre ConssAdvis Manager Sales Acces ultant Managerories Call, ultant s taff: Counter
Problems Faced
High price Employee experience Poor Service Equipment Problem Delivery Time Billing Problems
Frequency
9 6 5 5 3 2
Table 1
Table 2
CONTROL CHART:
Here control charts are used for measuring the CUSTOMER SATISFACTION INDEX (CSI)
798
800 800
835
835 769
845 803
785
795
772
Tgt 2008 May Jun July Aug Sep oct nov dec
CSI Factor wise ScoresCSI factor Q4-08 CSI 786 785 792 789 792 792 792 739
Late s t F2F CSI(Date :28-12-08 )
Avg^ CSI 769 773 770 775 774 774 796 752
Service Delivery (10%) In- Service Experience (9%) User friendly Service (14%) servic e initiation Service Advisor (11%) Service Quality (18%) Vehicle Performance (28%) OVERALL CSI
Observations Measures
Most of the customer are given same delivery time of 5:30 Service advisor not free at the time of delivery as he is occupied with other customer Fairness of charges while Job card opening and delivery Inconvinient operation hrs (Car delivered till 7:00)
Delivery time is staggered so that he can give time to all customer as per job to accompany at the time of delivery Transperency of all charges to be carried at the time of estimation and explaning it to customer on recieving and delivery Car delivery time extended till 8:00Pm and informed to customer at job card opening Separate family lounge and smoking zone made Peon instructed to offer tea every hour Tracking Sheet Made
No family lounge and smoking zone Peon was not offering tea very hour