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K & Company
Project report on Customer Services & Customer relationship management S.k & Company (Maruti authorized service zone) Bulandshahr, Uttar Pradesh. This project report is submitted in the Partial Fulfillment for the requirements for Master of Business Administration of Degree Of Sikkim Manipal University, India by Devindra Singh Reg. No. 520859158 Under the guidance of Prof:AmitabhAnand
Sikkim-Manipal university of Health, Medical and technological Sciences Distance Education wing, Syndicate House, Manipal-576104
National school of business |
I hereby declare that I have carried out my Internship Training at S.K & Company (Maruti Service Zone) during 1Oct. to Dec. 2009 and have submitted this report towards the partial fulfillment of the requirement of MBA course of Sikkim Manipal University under guidance of Prof: Amitabh Anand. This report has not been submitted for the award of any other Diploma, Degree or any other title.
_________________________ DATE: PLACE: BANGALORE Signature of the Student Devindra Singh Reg. No. (520859158)
CERTIFICATE OF THE INSTITUTION
This is to certify that Devindra singh has successfully completed his Internship Training at S.K & Company (Maruti service zone) under the guidance of Prof: Amitabh Anand. towards the partial fulfillment of the requirements of MBA course of Sikkim Manipal University during Oct- Dec. 2009.
DATE: PLACE: BANGALORE _______________________ MBA DIRECTOR
cooperation and superb guidance that helped me in completion of my project report. for their cooperation and generosity. Bulandshahr. Sridhar Murty (Principal / Director) National School Of Business.K & Company for his generosity. for their Encouragement and motivation which was a great source of inspiration. and to my Internal Guide. I am also thankful to Prof.Acknowledgement My Special Thanks and gratitude to Mr. . Bangalore.K & Company. Amitabh Anand. Vineet Chaddha (CEO). of S. Their experience helped me a lot in doing my project. I am extremely grateful to Ms Megha Sharma (Customer care Manager) and the entire staff of S. Prof. Devindra Singh MBA II (Marketing) National School of Business.
1 2.2 2. 9 11 13 29 36 43 55 57 59 62 65 4 5 6 7 8 9 10 11 . 1.3 3 TITLE CHAPTER – 1 RATIONAL STUDY CHAPTER – 2 PROJECT TITLE OBJECTIVE OF STUDY SCOPE OF THE STUDY CHAPTER – 3 PROFILE OF THE COMPANY CHAPTER – 4 REVIEW OF LITREATURE CHAPTER – 5 RESEARCH METHODOLOGY CHAPTER – 6 DATA ANALYSIS & INTERPRETATION CHAPTER – 7 FINDINGS CHAPTER – 8 LIMITATIONS CHAPTER – 9 CONCLUSION & RECOMMENDATIONS APPENDIX BIBLIOGRAPHY PAGE No.1 2.TABLE OF CONTENT SERIAL No.
2 TABLE 6.LIST OF TABLES TABLE 6.4 TABLE 6.7 TABLE 6.8 CUSTOMER SATISFECTION FOR S.3 TABLE 6.K & COMPANY WHICH VERSION OF THE MODELS ARE MOSTLY DEMANDED BY THE CUSTOMER’S FEATURES OF MARUTI SUZUKI WHAT IS THE PERFORMANCE OF THE CAR AFTER SERVICING VEHICLE DELIVERED AT THE PROMISED TIME WHAT RANK YOU WILL GIVE TO MARUTI COMPANY AS FOR THE SATISFACTION LEVEL WHAT TYPE OF REPOT SHARED BETWEEN CUSTOMER AND DEALER ABOUT COMPANY AFTER SALES SERVICE 44 45 46 48 49 50 52 53 .6 TABLE 6.1 TABLE 6.5 TABLE 6.
EXECUTIVE SUMMARY .
and “Maruti Suzuki India Ltd. Maruti Suzuki Ind. & Co.It is always desirable for a business to know about the degree of satisfaction of the customers. saying “Caring for Customers”. which is taking care of implementing this policy. and pervades the ‘Sales’ as well ‘After-sales’ services provided by the Company towards customers. all the standards and benchmarks are followed to attain maximum customer satisfaction. The objective of the study is to analyze the actual Customer Services and Customer Relationship Management in S. At S. all of the services to the customers is provided under one roof. but is more or less similar through the whole industry. The customers’ satisfaction is dependent on a number of reasons. is very keen in developing best bond with customers.K. Distributor). and the state of art infrastructure and efficient workforce is there carrying out the motive which MSIL has highlighted in it’s punch line.K & Company (A Maruti Suzuki India Ltd.K. and S. . As per the policy of MSIL. “Customer is the King” and “he only can make you win the leadership in the Market”.” is carrying the same holistic approach towards the Customer’s Satisfaction. Ltd. & Company is one of those customer-satisfaction oriented organization.
CHAPTER -1 RATIONALE FOR THE STUDY .
the approach followed for the project was by . After completing the primary formalities for vocational training. to push boundaries and conquer new horizons.K & company. satisfaction as the confirmation of expectation has started to be conceptualizing almost as a threshold for customers. the need to be market –focused and customer centric is more critical than any other time in past. fewer. The Indian economy grew at an impressive 9 percent in GDP during 2007-08. resulting in higher interest rates and an uncertain outlook for the very near term. helped in understanding the project better so as to make platform for analysis. The objective behind making this project is to have the knowledge of the practices of Maruti Services by the Marketing Department. rapidly changing and highly complex environment characterize by diminishing Customer loyalty. we are inspirited now more than ever. Style and design quotient (formerly Maruti Suzuki India Limited). However. for over two decades. is India's largest passenger car Company. The delivery of satisfaction is the minimum the customer expects. and keeping in mind the total time duration 12 weeks. Gaining ground from strength to strength. the researcher was given some random idea about this project at S.In today’s intensely competitive. the key focus area of much organization is identification of a link between customer satisfaction and performance. safety and cost consciousness have been fused and filliped in order to present the Indian populace with cars high on the .having debatable discussion on various topics with the project guide. lighter and more beautiful. Extreme relevance of our brands in the Indian car arena.K & company Bulandshahr” was decided. Maruti Suzuki has brought to India. Of late. accounting for over of the domestic car market. Today. Primarily. . Maruti Suzuki India limited 50% smaller. It is highly imperative for every organization to retain and use valuable information about their customer to enhance their business strategies and product and service offerings. in beat with the lifestyles and desires of our changing nation has made us the market favorites. a subsidiary of Suzuki Motor Corporation of Japan. After having very basic understanding about it’s objective and it’s importance in the organization. the project title “Study of the Customer Relationship Management for S. From its very inception. inflation has hardened and oil and certain other commodity prices have shot up. a simple yet powerful Japan’s philosophy The benefits of product quality.
the country's economy is still expected to continue to grow robustly. if at a slightly slower pace.However. CHAPTER -2 OBJECTIVE OF THE STUDY .
K & Company. Khurja. Secondary objectives: Analyze the customer buying behavior. To enhance the sale of Maruti Suzuki in the showroom.K & Company showroom. To study the effect of event and promotion. To know the reason for the loss of inventory. To find out the satisfaction level of the customers at S.K & company. Bulandshahr. The scope of the study is restricted to Customer Relationship Management only. & S. Objective of project: Primary objective: To study the customer awareness about Maruti Suzuki.K & company. Scopes: Study is restricted to various parts of Bulandshahr which include: Sikandrabad.Project Title: Study of the Customer Relationship Management for S. To make various suggestion on the improvement of the S. .
CHAPTER -3 PROFILE OF THE COMPANY . Time frame-there is limited time of three months October to December 2009.
Maruti has produced over 5 Million vehicles. launched in February 2007 comprise a vehicle assembly plant with a capacity of 100. SX4. Omni.based on the Suzuki Alto key car which at the time was the only modern car available in India. of India no longer has stake in Maruti Udyog. Swift Dzire. Govt. The Indian government held an initial public offering of 25% of the company in June 2003. has ushered a revolution in the Indian car industry.842 cars. Maruti 800. Maruti Suzuki India Ltd.which is affordable as well as has elegant appeal. Maruti’s Gurgaon facility has an installed capacity of 350. Marutis are sold in India and various several other countries. Its manufacturing facilities are located at two facilities Gurgaon and Manesar south of New Delhi. This car is meant for an average Indian individual. Swift Dzire. Established in December 1983. A star and SX4 are maufactured in Manesar. remaining all models are manufactured in Maruti Suzuki's Gurgaon Plant. As of May 10. the Indian car market had stagnated at a . Maruti Suzuki sold 764. With this. The Manesar facilities. Versa.024 were exported.2% by Suzuki of Japan. though the actual production commenced in 1983 with the Maruti 800. Swift. Through 2004.Company Profile: Maruti Suzuki is one of India's leading automobile manufacturers and the market leader in the car segment. Maruti Suzuki India Ltd. Alto. Wagon R. At this time. Cars similar to Marutis (but not manufactured by Maruti Udyog) are sold by Suzuki and manufactured in Pakistan and other South Asian countries. During 2007-08. its' only competitors. Grand Vitara is imported from Japan as a completely built unit (CBU). 2007.the Hindustan Ambassador and Premier Padmini were both around 25 years out of date at that point. Zen Estilo. Ritz. Gypsy. Swift. of which 53. Manesar and Gurgaon facilities have a combined capability to produce over 700. Govt. and 54. and Grand Vitara. of India sold its complete share to Indian financial institutions. Maruti Suzuki offers 13 models.000 engines and transmissions. Maruti Udyog Limited (MUL) was established in February 1981. is the result of collaboration of Maruti with Suzuki of Japan. Until recently. 18. both in terms of volume of vehicles sold and revenue earned. A Star.28% of the company was owned by the Indian government.000 units per year and a Diesel Engine plant with an annual capacity of 100. depending upon export orders.000 unitsannually.000 units per annum.
Swift. pliable to Indian conditions and Indian car users.000 vehicles. Both in terms of volume of vehicles sold and revenue earned.from entry level Maruti 800 & Alto to stylish hatchback Ritz. It is known for its mass-production and selling of more than a million cars. Estillo and sedans DZire.187 Million. Headquarter in Gurgaon. is Rs. 00. The big car segment includes the Maruti Esteem and the Maruti 1000.000 vehicles per annum. which has raised the total production capacity to over 3. the total production of the company exceed by 4. “Maruti seeks to create a more prosperous society through automotive manufacturing” .753. Maruti Udyog was renamed to Maruti Suzuki India Limited. MISSION: An Organization’s mission is the purpose or reason for the organization’s existence. Sales figure in the year 1993 has reached up to 1. Along with them. on 17 September 2007. By the year 1998-99.96. the company also manufactures Maruti Omni. Its cars operate on Japanese technology. Wagon R. Maruti Suzuki India Ltd. Maruti has completed Rs. is the India's largest automobile company which entered in the market with affirmed aim to render high quality fuel – efficient and low-cost vehicles. what the company is providing to society. Sales recorded in June 2008.volume of 30. 203. the company has modernize the existing facilities and expand its capacity by 1. With the coming of each and every year.58 crores. A star. We offer full range of cars. In the small car segment it produces the Maruti 800 and the Zen. 12. we have produced and sold over 7.20. More than half the number of cars sold in India wears a Maruti Suzuki badge.000 cars for the decade ending 1983.000 units to Europe and other countries.5 million vehicles in India and exported over 500. This was from where Maruti took over. Recently to ward off the growing competition. Since inception. 16 other models includes Wagon R and the Baleno. the company is India's leading automobile manufacturers and the market leader in the car segment. The company has crossed the milestone of becoming the first Indian company in March 1994.000 to 40. means.820 Maruti comes in a variety of models in the 800 segment. Our turnover for the fiscal 2008-09 stood at Rs. SX4 and Sports Utility vehicle Grand Vitara.583 Million & Profit after Tax at Rs. 4. 00. by manufacturing in totality one million vehicles. we are a subsidiary of Suzuki Motor Corporation Japan. 4 billion expansion project at the current site.000 units.
And what has fuelled this over the last 18 months is the Japanese major's 3-G philosophy pushed by Nakanishi. the country's largest automaker seems unfazed. good or bad times notwithstanding.000 crore investment plan drawn by Maruti Suzuki and Suzuki Motor Corporation. stable growth in harmony with the environment.000 engines and was commissioned in 2008. society. While the three plants have a total installed capacity of 350." says Nakanishi. the global economy. More than 50 per cent of our shop floor employees have been trained in Japan. and its stakeholders”. and the economy through automotive manufacturing. out of which 71 have been developed in-house.000 cars per year. . In upholding this mission.000 cars / annum at the Gurgaon facilities. Our Gurgaon facility also houses `K' Engine plant. The `K' family engine plant has an installed annual capacity of 240. VISION: While the global economy is deep in the recession roil and its tremors being felt in India. spread over 600 acres in North India. Facilities: Maruti Suzuki has two state-of-the-art manufacturing facilities in India. Maruti’s fundamental mission is to contribute to people’s lifestyles. If we say this vision in one line then it is “Maruti’s aims to achieve long-term. The Gurgaon facility: Maruti Suzuki's facility in Gurgoan houses three fully integrated plants.The entire facility is equipped with more than 150 robots. So the company’s vision is “We have to ensure that any disruption in the environment doesn't jeopardize our market position. we have always focused on the future of the automobile industry when deciding how best to position our company. Genba (go to actual spot). Spread over an area of 20. what is helping Maruti today is the company's ability to constantly innovate even beyond product. Genjitsu (see what's happening) and Gembutsu (identify actual problem) have laid down the framework for Maruti in its 3-year rolling plan till 2010-11. The first facility is at Gurgaon spread over 300 acres and the other facility is at Manesar. "Arm chair management doesn't help. the local communities it serves. several productivity improvements or shop floor Kaizens over the years have enabled the company to manufacture nearly 700.Mission critical attitude and fiscal prudence has been a way of life within Maruti. which he refers to as 'going back to basics. the `K' family engine facility is part of the Rs 9.300 m2.
The Manesar facility: Our Manesar facility has been made to suit Suzuki Motor Corporation (SMC) and Maruti Suzuki India Limited's (MSIL) global ambitions. A-star & SX4 and Dzire. The facility employs global manufacturing best practices like cold testing. effective material handling and inventory reduction techniques in place. weld shop and paint shop to carry on manufacturing work with acute precision and high quality. aimed for high operational efficiency. 100% on line automated checks to ensure global quality. centralized weld control system and numerical control machines that ensure high quality. At present the plant rolls out World Strategic Models Swift.The next generation `K' engine like all Maruti Suzuki earlier technologies is highly fuel efficient. The forthcoming models will be powered by other `K' family engines The in-line plant layout consisting of Casting. The plant has several in-built systems and mechanisms. Machining and Assembly processes has high level of automation. The plant is designed to be flexible: diverse car models can be made here conveniently owing to automatic tool changers. while offering the best in refinement and performance. It will take the engine technology to the next level in India. The plant was inaugurated in February 2007. The plant at Manesar is the company's fourth car . A-Star is the first car to be powered by `K' family engine. There is a high degree of automation and robotic control in the press shop.
This will be scaled up to 300. The plant is under a joint venture company.000 cars per year.assembly plant and started with an initial capacity of 100.Suzuki Power train India Limited: Suzuki Power train India Limited the diesel engine plant at Manesar is SMC's & Maruti's first and perhaps the only plant designed to produce world class diesel engine and transmissions for cars. Diesel Engine Plant. National Road Safety: .000 cars per year by October 2008.000 persons in safe driving in the last few years. Through the National Road Safety Mission.000 engines/annum by 2010 Road Safety And Maruti Suzuki: Maruti Suzuki has already trained around 450. This will be scaled up to 3. the company plans to touch a total of million persons in the next few years. 00.000 diesel engines a year. called Suzuki Power train India Limited (SPIL) in which SMC holds 70 per cent equity the rest is held by MSIL. This facility has an initial capacity to manufacture 100. Maruti Suzuki contributes towards road safety through its IDTR and MDS initiatives.
who are keen to take driving as a profession. which is being manufactured exclusively in Maruti Suzuki. . MSIL The first export shipment of Maruti Suzuki's World Strategic Model A-star set out for Europe in early January from the newly built Mundra port. Maruti Suzuki sold 53.000 people in safe driving in the next three Years across India. Underprivileged section of society. In addition. the export effort will be led by Suzuki's fourth World Strategic Model.000 will be people. Of the 500. Taking forward its commitment to Road Safety. Maruti Suzuki will continue to support to government and industry in their efforts for road safety. Maruti Suzuki is ready to take on European markets. Some important markets include Latin America. Maruti Suzuki had unveiled the Suzuki World Strategic Model A-star in mid-November 2008. Maruti Suzuki has adopted a National Road safety mission. Maruti Exports: Maruti Suzuki exports entry-level models across the globe to over 100 countries and the focus has been to identify new markets. Branded as Suzuki Alto in Europe. Africa and South East Asia.000 units cumulatively with about 280.The year 2009 holds the big ticket to Europe. S. A-star.000 people to be trained. While utilizing the existing 2 Institutes of Driving Training and Research (IDTR) in Delhi and the 50 Maruti Driving Schools (MDS) across the country the company will enter into partnerships with state governments for more IDTRs and with its dealers for more MDS. Maruti Suzuki has exported over 552. This is the highest ever export volume in a year for the company. this marks Suzuki's reentry into the European small-car market. Under the mission Maruti Suzuki will Train 500. and customers in India draw reassurance from the fact that cars manufactured by Maruti Suzuki have a place in the most demanding markets. Interestingly with a brand new offering A-star. MD & CEO. Nakanishi.024 units during 2007-08. at least 100. Maruti Suzuki has been exporting cars for more than a decade. and marked a growth of 35 per cent over the previous year.000 units to Europe and Israel Big ticket to Europe . Quote Unquote.
across cities. To meet the infrastructure demand Maruti Suzuki has forged partnerships with the Adani group to set up a mega car terminal at Mundra. . However. an amateur or a professional. together. Maruti Suzuki Rally Desert Storm and Maruti Suzuki Monsoon Car Rally of Kerala. Maruti Suzuki has the technology. a car stockyard and a Dedicated “buffer area” for cars to be parked before loading onto the ship. With this initiative and with partners like MPSEZL and NYK. Dedicated car terminal facility: The mega car terminal facility being developed at Mundra is a part of the long term agreement signed between Maruti Suzuki and MPSEZL last year to develop a dedicated car handling facility.The car has been tastefully designed keeping in mind the discerning European and Indian customers. S. MD & CEO. skills and manufacturing capabilities to build global quality cars for international markets. there are events like Women's Fun Drive and Treasure Hunt throughout the year. For families. being built with an initial investment of Rs 100 crore (INR 1 billion) will conform to international standards. Nakanishi. "Maruti Suzuki has ambitious plans for exports. Maruti Suzuki & Motor Sports: Be it a motorsport enthusiast. MSIL at the inaugural shipment." Quote Unquote. Maruti Suzuki offers the thrill and joy of motorsport to all of them. The facility is expected to bring global efficiencies to the auto logistics industry and will help bring India on the global automotive logistics map. But what makes the Maruti Suzuki motorsport calendar an attraction in India (and internationally too) are Maruti-Suzuki Raid-de-Himalaya. The car terminal is expected to be fully operational by March 2009. The compact car with a brand new design is also one of the finest in terms of environment friendliness. we needed infrastructure support like a dedicated car terminal. The Maruti Suzuki motorsport calendar is packed with exciting motoring events. The mega car terminal. to match our export ambitions. we have confidence that our exports volumes would grow manifold. Maruti Suzuki is looking forward to increase its export volumes manifold and enhance its presence in Europe through the A-star. It is indeed a big leap in automotive logistics for India. The Maruti Suzuki Autocross brings action for amateurs and professionals. The facility would also house a state-of-the-art 'Wash Inspection and Waxing Centre'.
Shinzo Nakanish Chairman Mr. Amal Ganguli Director Mr. D. Bhargava Mr. R. Manvinder Singh Managing Director and CEO Mr.Board of Directors Mr. Keiichi Asai . S. Brar Director Mr. C.
Shuji Oishi Director Ms. Osamu Suzuki Director Mr.Director Mr. Tsuneo Ohashi Director (Production) . Kenichi Ayukawa Director Mr. Pallavi Shroff Director Mr.
every act of the Company. Maruti Suzuki India Limited ('Maruti' or "the Company") has always believed in following highest standards of Corporate Governance. This policy should be read in conjunction with applicable regulations & existing policies & procedures of the Company.1984 . Being a listed company. This Code of Business Conduct and Ethics ("Code of Conduct" or "Code") helps ensure compliance with our standards of business conduct & ethics and also with regulatory requirements.Director and Managing Executive Officer (Production) As a responsible corporate citizen. Company Products: Offers 16 models of cars such as Maruti 800 launched – 1983 Maruti Van launched . All Senior Management Personnel are expected to read and understand this Code of Business Conduct and Ethics. You can also contact the Secretarial & Legal Department if you have any questions or clarifications. there is a need to reinforce Maruti's commitment towards maintaining highest standards of Corporate Governance. policies and procedures of the company. its Board Members and its employees is the focus of public attention and accordingly. uphold these standards in day-to-day activities and also comply with all applicable standards.
Maruti Gypsy launched -1985 Maruti Zen launched -1990 Maruti Alto launched – 2000 Maruti Wagon-R launched -2002 Maruti Versa launched -2003 .
Maruti Grand Vitara launched -2004 Maruti Suzuki Swift launched -2005 Maruti Zen Estilo launched -2006 Maruti Suzuki SX4 launched -2007 Maruti Swift Dzire launched -2008 .
. Baleno failed to meet the customer expectations. Maruti A-Star launched -2008 Maruti Suzuki Ritz launched -2009 Maruti Eeco launched – 2010 In spite of all these models.
Key success factor: (1)The Quality Advantage: Maruti Suzuki owners experience fewer problems with their vehicles than any other car manufacturer in India (J. (3) Quality Service across 1036 Cities: . Power IQS Study 2004). (2) A Buying Experience like No Other: Maruti Suzuki has a sales network of 307 state-of -the-art showrooms across 189 cities.size car segment across 9 parameters.1 in the premium compact car segment and the Esteem in the entry level mid . The Alto was chosen No.D. with a workforce of over 6000 trained sales personnel to guide MUL customers in finding the right car.
Maruti Suzuki is set to provide a single-window solution for all car related needs. Power CSI Study 2004. exchange. Whether it is easy finance. It is in the economy segment that the affordability of spares is most competitive.In the J. Maruti Suzuki scored the highest across all 7 parameters. This means every Maruti Suzuki owner gets the ideal combination of power and performance from his car. and it is here where Maruti Suzuki shines. (7) Technological Advantage: It has introduced the superior 16 * 4 hypertech engines across the entire Maruti Suzuki range. Esteem. as some of its regularly used spare parts may be priced quite steeply. (6)Lowest Cost of Ownership: The highest satisfaction ratings with regard to cost of ownership among all models are all Maruti Suzuki vehicles: Zen. best in-service experience. Maruti 800. (4)One Stop Shop: At Maruti Suzuki. fleet management services.92% of Maruti Suzuki owners feel that work gets done right the first time during service. least problems experienced with vehicle serviced. best service advisor experience. Alto and Omni. (5) The Low Cost Maintenance Advantage: The acquisition cost is unfortunately not the only cost customers face when buying a car. insurance. while 90% owners would probably repurchase the same make of vehicle. Not so in the case of a Maruti Suzuki.D. most user-friendly service and best service initiation experience. Power CSI study 2004 also reveals that 97% of Maruti Suzuki owners would probably recommend the same make of vehicle. Wagon R. This new technology harnesses the power of a brainy 16-bit computer to a fuelefficient 4-valve engine to create optimum engine delivery.D. it may not necessarily be affordable to maintain. highest service quality. The J. best service delivery. . Although a car may be affordable to buy. customers will find all car related needs met less than one roof.
CHAPTER -4 .
Typical CRM goals are to improve services provided to customers. but software is often necessary to explore the full benefits of a CRM strategy. and to use customer contact information for targeted marketing. While the term CRM generally refers to a software-based approach to handling customer relationships.REVIEW OF LITREATURE Customer relationship management (CRM): It consists of the processes a company uses to track and organize its contacts with its current and prospective customers. CRM tools should be implemented "only after a well devised strategy and operational plan are put in place". most CRM software vendors stress that a successful CRM effort requires a holistic approach. CRM software is used to support these processes. support and understanding for employees to learn. stored and accessed by employees in different company departments. CRM initiatives often fail because implementation was limited to software installation. information about customers and customer interactions can be entered. CRM can be implemented without major investments in software. without providing the context. and take full advantage of the information systems. .
industry networks (lobbying groups.) Business relationships — Interaction with other companies and partners. maintenance. CRM is a combination of policies. Executives often cite the need for the proper tools as a barrier to delivering the experience their customers expect. but also more customer-centric ways of doing business. despite often interacting with a number of employees in different roles and departments. billing. customers interacting with a company perceive the business as a single entity. online services etc. and profitability). .. e-mail. processes.g. market share. CRM includes many aspects which relate directly to one another: Front office operations — Direct interaction with customers. and strategies implemented by an organization to unify its customer interactions and provide a means to track customer information. Manufacturing. face to face meetings. while forming tighter bonds with existing ones.. Proponents of CRM software claim that it doesn't only allow more effective ways of managing customer relationships. conceive business strategies. advertising. It involves the use of technology in attracting new and profitable customers. number and types of customers.Other problems occur when failing to think of sales as the output of a process that itself needs to be studied and taken into account when planning automation. Back office operations — Operations that ultimately affect the activities of the front office (e.g. Analysis — Key CRM data can be analyzed in order to plan target-marketing campaigns. revenue. such as suppliers/vendors and retail outlets/distributors.g. This external network supports front and back office activities. etc. finance. planning. and judge the success of CRM activities (e. From the outside. marketing. trade associations). phone calls. e.
Operational CRM processes customer data for a variety of purposes: Managing campaigns. Analytical CRM: Analytical CRM analyzes customer data for a variety of purposes: Designing and executing targeted marketing campaigns Designing and executing campaigns. to sales. up- selling.g. Enterprise Marketing Automation. Analyzing customer behavior in order to make decisions relating to products and services (e.g. customer acquisition. Reaching to the customer at right time at right place is preferable. Operational CRM: Operational CRM provides support to "front office" business processes. Customer Service.A 2009 study of over 860 corporate executives revealed only 39% believe that their employees have tools and authority to solve customer problems. pricing. Sales Management System. product development) Management information system (e. cross-selling. The contact history provides staff members with immediate access to important information on the customer (products owned. Interactions with customers are generally stored in customers' contact histories. with different software packages focusing on different aspects. Types/variations of CRM: There are several different approaches to CRM. e. Sales Force Automation.). e.g. Campaign Management and Sales Force Automation (SFA) form the core of the system (with SFA being the most popular). marketing and service staff. financial forecasting and customer profitability analysis) . prior support calls etc. eliminating the need to individually obtain this information directly from the customer.g. In general. add on-selling. and staff can retrieve customer information as necessary.
Campaign management functions include: Target groups formed from the client base according to selected criteria Sending campaign-related material (e. Campaign Management Campaign management combines elements of Operational and Analytical CRM. Sales performance. It is at the analytical stage that the importance of fully integrated CRM software becomes most apparent. . Features include alerts sent to sales staff regarding: Cross-selling/Up-selling/Switch-selling opportunities Customer drift.g. on special offers) to selected recipients using various channels (e. Customer trends. Sales Intelligence CRM: Sales Intelligence CRM is similar to Analytical CRM.g. but is intended as a more direct sales tool. the better its predictions and recommendations will be. and analyzing campaign statistics. e-mail. Logically speaking. SMS. Customer alignment. Customer margins. storing. post) Tracking.Analytical CRM generally makes heavy use of data mining and other techniques to produce useful results for decision-making. including tracking responses and analyzing trends. telephone. the more information that the analytical software has available for analysis.
producers and partners. as mentioned above. such as sales. systems and information management. Hence. If a company's CRM strategy is to track life-cycle revenues. However. employee training. CRM is not just a technology but rather a comprehensive. This includes policies and processes. Early warnings can be issued regarding product issues (e. it is important that any CRM implementation considerations stretch beyond technology toward the broader organizational requirements. technical support and marketing.Collaborative CRM: Collaborative CRM covers aspects of a company's dealings with customers that are handled by various departments within a company. marketing. CRM facilitates communication between customers. CRM also plays a role of data distributor within customers. Producers can use CRM information to develop products or find new market. Data cleaning is a major issue. front-of-house customer service. item recalls) and current consumer sentiment can be tracked (voice of the customer).g. . feedback received by customer support agents can provide other staff Members with information on the services and features requested by customers. Implementation issues: Many CRM project "failures" are also related to data quality and availability. this must be reflected in all business processes. Consumer Relationship CRM: Consumer Relationship System (CRS) covers aspects of a company's dealing with customers handled by the Consumer Affairs and Customer Relations contact centers within a company. Representatives handle in-bound contact from anonymous consumers and customers. Strategy: Several CRM software packages are available. Staff members from different departments can share information collected when interacting with customers. For example. Collaborative CRM's ultimate goal is to use information collected by all departments to improve the quality of services provided by the company. suppliers and partner by using new information system such email. and they vary in their approach to CRM. and interactions between individual customers. costs. margins. customer-centric approach to an organization's philosophy of dealing with its customers. link and data bank.
Some customers prefer assurances that their data will not be shared with third parties without their prior consent and that safeguards are in place to prevent illegal access by third parties. While ranking below the industry average Tata and Mahindra emerge as the most improved brands. Maruti Suzuki CRM Maruti Suzuki achieves an overall C. service etc. Equally critical is the human aspect of the implementation. significant preplanning is essential for smooth roll-out. An effective tool for identifying technical and human factors before beginning a CRM Project is a pre-implementation checklist. quality of services advisors and in services experience. Because of the company-wide size and scope of many CRM implementations. departmental/divisional databases such as sales. supply chain. Data from other systems can be transferred to CRM systems using appropriate interfaces. When gathering data as part of a CRM solution. respectively. such as greeting service customers quickly upon arrival and fully explaining charges and repairs”. Privacy and data security System: One of the primary functions of CRM software is to collect information about customers. particularly in the areas of services initiation.I Score of 820 an a 1000 point Scale. comprehensive system in place with well-defined structures and high data quality. which requires an integrated.with six of the 11 ranked brands demonstrating gains. A successful implementation requires an understanding of the expectations and needs of the stakeholders involved. said Mohit Arora senior director at J.S. A checklist can help ensure any potential problems are identified early in the process. This evaluation is critical to determine the level of effort needed to integrate this data. as well as the legislative and cultural norms. This pre-planning involves a technical evaluation of the data available and the technology employed in existing systems.. An executive sponsor should also be obtained to provide high-level management representation of the CRM project.Data must be extracted from multiple sources (e.effort yet high-impact practices helps to foster trust . logistics.. manufacturing. finance. a company must consider the desire for customer privacy and data security.). “Maruti Suzuki has effectively implemented simple producers that improved satisfaction with the value of work performed and perceptions of the fairness and honesty of the dealer.D Power Asia Pacific. Singapore “Instituting these low.g. overall customer satisfaction with dealer service for the industry improves slightly in 2008-up by 3 points since 2007.
In 2008 India Customer Satisfaction Index (C.” The study finds that the proportion of vehicles brought in and serviced within the same day has increased to 55 percent this year from 49 percent in 2007.Quick completion of service is a key source of customers’ delight. S. In this report we have the data about the Customer purchasing date and the time of car servicing.1-are you aware of the maintained schedule of yours cars? Ques2-as per record you cars service in due on-will you like to make a booking? CHAPTER -5 . which is critical to building loyalty for future service and sales opportunities.M.-(service marketing report): Services marketing report is the detail of the customers who purchased the car from the showroom. The study was fielded from June to August those customers who serviced their vehicles at authorized services facilities.S.594 owners of nearly 41 different vehicle models.I) study is based on responses from more than 5. particularly for customers who visit the dealer for routine maintenance. Means by this report we remind to customer that it is the time of your car servicing.R. So we ask some questions for customer satisfaction these are the following questions: Ques.among customers.
In it we study the various step that are generally adopted by researcher in studying his research problem along with logic behind them. and what would they mean and indicate and why? Meaning of Research: “Research is common parlance refers to a search for knowledge. It may be noted. It is necessary for a researcher to know not only the research method/techniques but also the methodology. but they also need to know which of these methods or techniques. In fact research is an act of scientific investigation. are relevant and which are not. in the context of planning & development that the significance of research lines in its quality and not in quantity. Researcher should know how to apply particular research techniques.” .RESERCH METHODOLOGY Research Methodology: Research methodology is away to systematically solve research problem.
To find out the level of customer satisfaction with the offers. 2.The project was divided in to the following steps. Research problem definition involves specifying the information needed by management. Bulandshahr. To decide research design & application:- . Problem definition is the most critical part of the Research process.K & company. discount and services offered by Maruti Suzuki & S. To decide objective of the study To decide research design & application To decide source of data collection To decide form of data collection To organize & collection of data To process & analyze report To prepare the research report 1. The main objective of the study is: To study the awareness of Maruti Suzuki & S. To decide objective of the study :This step is also research problem.K & Company.
behavioral data. and experiments.Research design involves defining the research problem. Research approaches: Primary data can be collected in five main ways: through Observation. the questionnaire is by far the most common Instrument used to collect primary data. Qualitative measures: Some marketers prefer more qualitative methods for gauging consumer opinion because consumer actions do not always match their answers to survey questions. 3. For this study. . Focus groups. Questions can be open-ended or closed-Ended. Research instruments:Marketing researchers have a choice of three main research Instruments in collecting primary data: Questionnaires: A questionnaire consists of questions presented to respondents for their answers. Because of its flexibility. Reason for selecting primary data:In terms of primary data a questionnaire has been used to interview desire sample units that give accurate and up to data information as well better to research problem. surveys. establishing the way the data will be analyzed estimating costs and the preparation of the research approach. To decide Source of data there are two source of data: Primary Data Secondary Data Primary data:Primary data is the original data collected specifically for the problem. determining how to collect the data and from whom. descriptive research was selected.
Qualitative research techniques are relatively unstructured measurement approaches that permit a range of possible responses. Reason for selecting secondary data:Secondary data can be gathered quickly and inexpensively. it is clear useful to study analyzing the recent development in the telecom industry. Telephone interview: Telephone interviewing is the best method for gathering information quickly. Mail questionnaires require simple and clearly worded questions. compared to primary data. the marketing researcher must decide how the subject should be contact: Mail questionnaire: The mail questionnaire is the best way to reach people who would not give personal interviews or whose responses might be biased or distorted by the interviewers. Mechanical devices: Mechanical devices are occasionally used in marketing research . Contact methods:Once the sampling plan has been determined. The response rate is typically higher than in the case of mailed questionnaires. Personal interview: - . the interviewer is also able to clarify questions if respondents do not understand them. Secondary data:Data potentially useful in solving a current problem but that were collected for a different purpose. and they are a creative means of ascertaining consumer perceptions that may other-Wise be difficult to uncover.Mechanical devices like galvanometers measure the respondent’s interest or emotions aroused by exposure to a specific ad or picture.
Online interviews: There is increased use of online methods. researcher can include a questionnaire on its Web site and offer a people to answer the questionnaire. It is economical. More detail information can be collected. 5. respondents are contacted for an appointment. such as dress and body language. Personal interviewing takes two forms. . Intercept interviews involve stopping people at a shopping mall or busy street corner and requesting an interview. The interviewer can ask more questions and record additional observations about the respondent. There are so many ways to use the Net to do research. and often a small payment or incentive is offered.Personal interviewing is the most versatile method. It requires less time. 4. There can be two types of survey are possible. In this method. Sample Survey Census Survey “For this project sample Survey war chosen” Characteristics of the sample survey are: It is cheaper than census survey. To organize & collect data:Once the researcher has formulated and development a research design including questionnaire second thing he has to decide whether he has to collect the information from all the targeted customers. In arranged interviews. Because information from different customers was required. To decide from of data collection:For this project survey method was selected which was carried through person interview.
Pie Chart:. Techniques Applied: Bar Chart:. the survey was done within the market that means probabilistic convenience Sampling was carried out. Descriptive Research. analyzed and interpreted to the conclusion reach.A chart in which the length of the bar represents the amount of the item associated with the bar. Types of Research: Along with this there may be 3 type of research methodology. To process & analyze data:After the data was collected it was tabulated. Sample: Sample is the true representation of the population by studying of the sample we can predict the behavior of the population. 6.A circle divided in to sections. Sample Size: 250 (in this case) Method of Sampling:In this project.Deciding the sample plan requires following decisions sample unit “Who is to be surveyed”. “Our research is based on the exploratory research. Casual Research. They are: – • • • Exploratory Research. such that each section represent the percentage of the total area of a circle associates with one variable.” .
Now after collection data we have to interpret those data for any suggestion.Exploratory Research: “The objective of this research is to gather preliminary information that will help us to define the problem and to suggest any hypothesis. CHAPTER-6 .” Which means first we have to define the problem and research objective? Then we have to develop the research plan for collecting information.
1 .6.DATA ANALYSIS & INTERPRETATION Customer’s Satisfaction for S.K & Company.1 Levels of satisfaction Satisfied Dissatisfied No comments Highly satisfied Value 135 55 55 5 Percentage responded 54% 22% 22% 2% Figure No. TABLE No. 6.
Which version of the models are mostly demanded by the customer’s: . there is also no.Level of satisfaction Data Analysis: From the analysis we can conclude that to the existing customer of the dealers. there are satisfied customer 54%. dissatisfied are 22% from servicing or after sales servicing. of customer who are dissatisfied from the services but rage of satisfied and highly satisfied customer is more. Data interpretation: In the showroom there is range of the customers. of customers are satisfied from the service of the company and dealer. huge no. There is also 2 % customer who was highly satisfied from the company and also from dealers.22% is the percentage of those customers who not replied.
The customers are also looking for the gas models which will suitable for LPG and CNG.2 Version PETROL DIESEL LPG Figure No.2 Value 90 112.5 47.TABLES No. 6.3 . So the firm should think for the diesel and gas variants. Data Interpretation: The demand for the diesel variant is more for most of the models but the firm has limited number of the models having diesel variants.5 Percentage of demand 36% 45% 19% Data Analysis: From the above table we can conclude that according to the dealers 45 % of the customer asks for the diesel variants while 36 support the petrol variants and 19 % wants the LPG variants of different models. Features of Maruti Suzuki: TABLE No. 6.6.
3 .5 12.5 Percentage loyalty 38% 22% 35% 5% of Figure No. 6.Features Price Quality Service Others Value 95 55 87.
What is the Performance of the Car: . look etc. And 5% people buy them due to other reasons like style. Quality and other features are also a trait for the buyers. While other people give emphasis to the After sale service. Data Interpretation: We can conclude that most of the people think that Maruti Suzuki pricing are economical so they are loyal to his brand. 22 % buy them due to their quality. 35% think that after sale service is provided by Maruti.Data Analysis: The above analysis shows that 38 % of customers are buying the Maruti Suzuki product for its price.
5 Percentage responded 25% 50% 20% 5% of Figure No.6. 6.TABLE No.4 Performance of the Car Data Analysis: .4 Customer Opinion Excellent Very good Good Poor Value 62.5 125 50 12.
The above analysis shows that there is 25% customers are highly satisfied from the performance of car, there is 50% response is very good and 20% is response for good also there is 5% response of poor performance of car.
We can conclude that there is huge no of customer’s are satisfied with the performance of the car, data is concerned with those customers who are the existing customers of Maruti Suzuki and data is also concerned with new customers.
After servicing vehicle delivered at the promised time?
TABLE No.6.5 Customer opinion Yes No Figure No. 6.5 Value 200 50 Percentage of responded 80% 20%
There are 80% customers response is that they get their vehicle at promised time and 20% customers who responded that they never get their vehicle at promised time.
Servicing comes in after sales services; dealer provides this services to customers so there is necessary for dealer to provide the vehicle at the promised time because it makes the relationship better with the customers. What rank you will give to Maruti Company as for the satisfaction level? TABLE No.6.6
Rank of the Satisfaction Value level 1 2 3 4 5 82 67.5 50 33 17.5
Percentage Responded 33% 27% 20% 13% 7%
Figure No. 6.6
The table is shows the rank for the customer satisfaction level 1 is highest and 5 is the lowest, there is 33% response for the rank 1,27% for the rank 2,20%for the rank 3,13% for the rank 4,7% for the rank 5.
By the analysis this is found that there are huge number of customers of Maruti Suzuki those are satisfied from the company.
What type of repot shared between Customer and dealer?
TABLE No.6.7 Customer Opinion Excellent Very Good Good Poor Value 62.5 125 50 12.5 Percentage Respondent 25% 50% 20% 5% of
20% for good and also there is 5% opinion for poor relationship with the dealer.7 Data Analysis: The table shows that there is 25% opinion for the excellent and 50% response for good.Figure No. . 6. Data Interpretation: There should be good relation between customer and dealer because it helps to increase the sales of company and also helpful for making the customer relationship management.
5 125 37.8 Customer Opinion Excellent Very Good Good Poor Value 62.5 25 Percentage Respondent 25% 50% 15% 10% of Figure No. 6.8 .6.About Company after Sales Service: TABLE No.
15% for the good and there is 10% responded for the poor services of the company. Data Interpretation: There is important to know the after sales services of the company it shows the customers satisfaction and also shows the customer relationship management.Data Analysis: The table shows that there is 25% customer responded for the excellent services of company and 50% for the very good. .
CHAPTER-7 FINDINGS .
There should be good relation between customer and dealer because it helps to increase the sales of company and also helpful for making the customer relationship management. There is large no of customer’s are satisfied with the performance of the car. There is important to know the after sales services of the company it shows the customers satisfaction and also shows the customer relationship management. . Quality and other features are also a trait for the buyers. The customers are also looking for the gas models which will be suitable for LPG and CNG. data is concerned with those customers who are the existing customers of Maruti Suzuki and data is also concerned with new customers. Servicing comes in after sales services dealer provides this services to customers so there is necessary for dealer to provide the vehicle at the promised time because it makes the relationship better with the customers. Most of people think Maruti Suzuki pricing are economical so they are loyal to his brand.Findings: There is 54% of satisfied customer’s of Maruti Suzuki. While other people give emphasis to the after sale service. So the firm should think for the diesel and gas variants. The demand for the diesel variant is more for most of the models but the firm has limited number of the models having diesel variants.
CHAPTER-8 LIMITATION .
Dull process and unwilling respondent also affect the result of the study. Some of the views given was completely views by customers as they were in a Hurry and were not considered in the data analysis.Limitation: It was assumed that the information given by the respondents is authentic and best of their knowledge. . Time is also one of the important limitations. The result of the study is applicable to the survey area only.
9 Conclusion & Recommendation .CHAPTER.
Bulandshahr. to increase customer’s interests. Taking the sale trend in to account MSIL sold a record number of vehicle 7. This satisfaction can be concluded by the response of customer in the questionnaires. 14. It is attracting the customers with its good services.K & Company is the Best dealer of Maruti Suzuki. The comparison chart and survey report in this training report can recognize this.K & company . S.842 in 2007-08 including 53. Day by day Maruti Suzuki is improving his reputation to other Automobile Company. Hence Maruti Suzuki Limited has captured over all share of 46% in the Indian car market. The conclusion can be drawn from this study may be: Maruti Suzuki is India’s one of the leading automobile manufactures and also the leader of the market both in terms of volume and revenue generated.024 units of export. There should be more staff having experience of automobile sector. There should be more efficient planning for satisfying customer needs.K & Company has created its image in a very short period in Bulandshahr. it can be said that S. Recommendation: To conclude.Conclusion of the Study: The research work was successfully identifying by the studying the relationship management of Maruti Suzuki in S.K & Company. Attractive offers should be given time to time. . In 2007-08 it record a turnover of INR 145. There should be easy process of car servicing.603 million in 2007-08 showing a growth of 20%. Most of the customer satisfied by buying the Maruti car from S.922 million which rose to 178.
1:.(a) Excellent (b) Very Good (c) Good (d) Poor Q.5:-What is the performance of your Car? Ans : a)Excellent b) Very Good c) Good d) poor Q.(a) Price (b) Quality (c) Services (d) other Q.No.(a) 1 (b) 2 (c) 3 (d) 4 (e) 5 Q.No.No.7:.3:.What rank you will give to your company as for the satisfaction level 1 is the highest 5 is the lowest rank of sati-factionary level? Ans.No.2:-Which Maruti Model do you have? Ans.No.Do you have any Maruti Suzuki four wheelers? Ans.No.After Servicing your vehicles delivered at the promised time? Ans: a) Yes b) No Q.4:-If you have Maruti Suzuki what features do you like most? Ans.(a) Maruti 800 (b) Maruti Swift (c) Maruti Wagon-R (d) Maruti Alto e) Others Q.6:.(a) Yes (b) No Q.Which type of repot shared between you and your dealer? Ans.No.8:.Which Version do you have? Ans.No.Questionnaires: Q.a) Petrol b) diesel c) LPG or GAS Q.9:.No.What you will say about after sales services of company? Ans-(a) Excellent (b) Very Good (c) Good (d) Poor .
If any suggestion for automobile company? Ans……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… Name Occupation Contact No Address : : : : .Q.10.No.
R.com Website of www. 1992 REFRENCES: Website of www.Kothari Philip Kotler D.com .google.N.marutisuzuki.Elhance Edition & year First Edition.BIBLIOGRAPHY Name Of Book Marketing Management Research Methodology Marketing Management Fundamentals of Statistics Name Of Author Paramhans Foundation C. 1992 Second Edition. 1999 Present Edition. 1993 Tenth Edition.