S. P. MANDALI’S PRIN L. N.

WELINGKAR INSTITUTE OF MANAGEMENT

DEVELOPMENT & RESEARCH

SUMMER INTERNSHIP PROJECT REPORT

ON

Net Promoter Score and Driving Customer Experience

Company Name: MFCWL

BY

SHRAVANI AMBATKAR

PGDM E-Business (2020 – 2022)

TRIMESTER - IV

SPECIALISATION: MARKETING

ROLL NO:28

I
CERTIFICATE

II
Table of Contents
ACKNOWLEDGEMENT ...................................................................................................................... 6
EXECUTIVE SUMMARY .................................................................................................................... 7
INTRODUCTION .................................................................................................................................. 8
COMPANY BACKGROUND ........................................................................................................... 8
SERVICE OFFERINGS ..................................................................................................................... 9
WORK DESIGN ................................................................................................................................... 10
PROJECT 1....................................................................................................................................... 10
DETAILED DESCRIPTION/PROCEDURE OF THE PROJECT WORK ......................................... 11
METHODOLOGY ............................................................................................................................... 12
DETAILED DESCRIPTION OF WORK............................................................................................. 13
DATA ANALYSIS ............................................................................................................................... 14
RECOMMENDATIONS ...................................................................................................................... 19
CONCLUSION ..................................................................................................................................... 19
RESULTS ................................................................................................................................ 20
REFERENCES ........................................................................................................................ 21

III
LIST OF TABLES
TABLE I ................................................................................................................................................. 13
TABLE II(AGENT'S TRACKER) ............................................................................................................ 13
TABLE III(AGENT'S TRACKER) ........................................................................................................... 14
TABLE IV(MONTHLY RATINGS) .......................................................................................................... 15
TABLE V(MONTHLY RATINGS) ........................................................................................................... 15
TABLE VI(MONTHLY CALLS) .............................................................................................................. 16
TABLE VII(MONTHLY CALLS) ............................................................................................................ 16
TABLE VIII(MONTHLY RATINGS) ........................................................................................................................ 17
TABLE IX(MONTHLY RATINGS) .......................................................................................................................... 17

IV
LIST OF FIGURES
FIGURE 1(OUTBOUND) ........................................................................................................................ 11
FIGURE 2(INBOUND) ............................................................................................................................ 11
FIGURE 3............................................................................................................................................... 12

V
LIST OF GRAPHS

GRAPH I(QUESTIONS WISE RATINGS) ................................................................................................ 15

VI
ACKNOWLEDGEMENT

I would like to thank Prof. Viplav Kambli and everyone who has helped me in this two-month
journey. A journey full of knowledge and fun. I really enjoyed working with Mahindra First
Choice Wheels Limited (MFCWL). I really appreciate the way my mentors have helped me in
completion of this journey.
I would like to thank Jayatika Sinha (HR), Abhishek Agarwal (Head-Marketing) for giving me
this wonderful opportunity to work with MFCWL. To make this internship a successful one
needs a lot of guidance and support. I am really thankful to Manan Pancholi (Deputy Manager),
Tanmay Agarwal (Assistant Manager) for giving me practical knowledge about automobile
industry and helping me throughout my internship period.
As a team member, I was also supported by my teammates who have shared there on the job
experience which has been an addition to my knowledge bank.
I also acknowledge with a deep sense of reverence, my gratitude toward my parents, friends
and all the faculty members who have helped me in this journey.
Lastly, I would like to thank Welingkar Institute of Management, Research and Development
and Mahindra First Choice Wheels Ltd. for providing me with this invaluable opportunity and
I look forward to building on the experience and knowledge I have gained at this esteemed
organization in all of my future roles.

Shravani Ambatkar
PGDM E-Business

6
EXECUTIVE SUMMARY

India’s used-car market is estimated to reach between 6.7 million to 7.2 million units per year
by 2022, with the value of the segment pegged at ₹50,000 crore, according to the
outlook report by Mahindra First Choice Wheels Ltd. With rising growth of the automobile
market, the pre-owned (used) car market has also evolved over the years. A pre-owned car or
a second-hand car, is a car that has previously been used by one or more owners. Used cars are
sold through a variety of outlets, including franchises, independent car dealers, rental car
companies, leasing offices, auctions, and private party sales. The Indian Pre-owned car market
was dominated by unauthorized small-time brokers, and was characterized by lack of
transparency, disorganized and choice. The market for used cars already equals the market for
new ones, and it’s growing rapidly.
Mahindra First Choice Wheels came into existence with the idea that buying of a used car
should be as rewarding as buying a new car. Mahindra First Choice Wheels ltd. sets about to
professionally organize the pre-owned car industry in India so that customers can trust that they
are getting a quality vehicle. Mahindra First Choice Wheels Ltd is India's largest multi-brand
pre-owned car company which believes in selling high quality pre-owned cars to its customers
with hassle free documentation and car transfers.

Mahindra First Choice Wheels Limited is the country’s preferred used car company and is
India’s only organized multi-brand player, with 1700+ outlets in 810+ cities in India. The
company plans to expand this number to 1800 outlets. This implies that the customers will soon
be able to choose from a wide range of certified used cars throughout India.

In the two months duration, I was given a project on Net Promoter Score for Inbound and
Outbound calls of the call center. The main purpose of the project was to know the customer
experience and suggest improvements where it was necessary. The analysis and improvements
were made after going through the inbound and outbound call recordings, making
recommendations and interacting with the call center operators by using call center data. There
was one more project of Automated calls analysis which I was a part of. The objective of this
project was quality auditing of the calls. There were other minimal tasks given to me like
competitor analysis of the automobile industry, social plan for a client.

Throughout the internship, the learnings gained were related to the working of the pre-owned
(used car) business, how the second-hand car industry has evolved over the years, importance
of net promoter score for a company, campaigns, customer insights, process management of a
call center, various software usage, importance of data analysis for performance evaluation.
Moreover, advanced excel functionalities were also introduced which were really helpful.

The internship also helped me in inculcating soft skills like time management, leadership skills
and communication.

7
INTRODUCTION

COMPANY BACKGROUND

Mahindra First Choice Wheels Ltd. is country’s preferred used car company and is India’s only
organized multi-brand player in the market that offers high quality upgrades and warranty
products on used vehicles. The company has a wide reach span across the country, with over
1800+ outlets in 810+ cities. Mahindra entered the automotive manufacturing in 1947 and has
diversified into many new businesses in order to better meet the needs of customers.

Mahindra First Choice Wheels Ltd. offers a gear-shifting experience through their high-quality
and hassle-free used car buying and selling services. Each and every vehicle that passes through
MFCWL’s doors undergoes a rigorous and 118-point inspection and certification process from
its qualified technicians and engineers, to ensure the vehicle is in mint condition and all the
paperwork is in order. They also conduct a subsequent refurbishment process post purchase.

MFCWL gives constant commitment by providing the highest level of quality when it comes
to used car experience. It is the only used car company that offers assurance of quality through
best-in-class warranty products – WarrantyFirst, CertiFirst+, CertiFirst and AssistFirst product
as well. Mahindra pays tremendous attention to ensure that its customers go home with the top-
of-the-line, used vehicle that they have dreamed of.

With Mahindra First Choice Wheels, the customer gets an assurance of the highest quality,
unmatched safety and an over-all hassle-free driving experience.

MFCWL Identity
Pioneered the concept and is now India’s premier multi brand pre-owned car retailer.

We stand for
• Trust
• Transparency
• Expertise in pre-owned segment
• Customer experience

We Differentiate Ourself
• We deal in all makes and offer wider choice
• Completely refurbished cars to the exacting standards
• Cars are CERTIFIED over 118 check points
• Sales is backed up by warranty
• One stop shop on finance, insurance, accessories etc.

Mission
To create an ecosystem for pre-owned cars that is similar to the one prevailing for new cars.

8
SERVICE OFFERINGS
Selling your car

 MFCWL helps in getting your car evaluated with the best possible price for it by doing
the payment within 48 hours.

 It also offers buyer verification and conducts RC transfer.

 MFCWL facilitates high-quality exchanges and upgrades to certified used cars of your
choice.

 Mahindra First Choice Wheels has its reach and presence nation-wide which makes
your selling experience hassle-free.

Buying a car

 MFCWL provides competitive prices that are hard to beat.

 It also offers finance and insurance on used cars, with the convenience of hassle-free
documentation.

 MFCWL offers widest range of best-in class cars to suit just about any budget.

 The cars at MFCWL also undergo stringent quality check processes, covering 118
check points.

 Mahindra First Choice offers assurance of CertiFirst and WarrantyFirst.

 MFCWL provides 24x7 roadside assistant for all kinds of repairs whenever needed with
AssistFirst.

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WORK DESIGN

PROJECT 1

 Net Promoter Score: The Net Promoter Score helps in customer experience and predicts
business growth. Customers are classified into three different types on the basis of the
ratings given: Detractors, Passive, Promoter

 Evaluate Net Promoter Scoring system across various customer touchpoints for
Mahindra First Choice.

 Customer mapping, identifying the gaps and provide solutions.

 Make a strategy for the improvement of customer experience.

 Create a systematic and structured procedure for understanding customer experience.

 Required data gathering from exotel software and broadcasting on servetel software

 Call recording analysis for the month of June and July and address the problem areas.

 Discussion and interaction with the call center operators for betterment of agents.

 Evaluate daily performance of agents to maintain a weekly report for official use at the
call center

 To have an automated system in place to measure customer experience.

 Keep a track on customer feedback and complaint management system.

 Benchmarking and maintaining daily set up tracker.

 Preparation of month wise summary report of Net Promoter Score for feedback and
circulate it every day.

 Monitor NPS and make timely process change or improvements.

10
DETAILED DESCRIPTION/PROCEDURE OF THE PROJECT WORK
Project Name: Net Promoter Score

Customer Touchpoints

OUTBOUND

Figure 1(Outbound)

INBOUND

Figure 2(Inbound)

11
 METHODOLOGY

NPS OUTBOUND/INBOUND – IVR

Figure 3

12
DETAILED DESCRIPTION OF WORK
NPS - Outbound Calls

IVR call questions of Inbound/Outbound calls

Q1 Did you get your required information?

Q2 Were you informed about Mahindra First Choice Warranty?

Q3 How would you rate the overall interaction?

Table i

NPS - OUTBOUND Agent wise report (June)

Total Number of Agents - 24

Agents with low ratings - 11

Table ii(Agent's Tracker)

13
NPS - OUTBOUND Agent wise report (July)

Total Number of Agents - 22

Agents with low ratings - 3

Table iii(Agent's Tracker)

DATA ANALYSIS

 Agent wise tracker report was prepared for the month of June and July.

 It was observed that in the month of June there were 11 agents performing poorly and
the number dropped to 3 in the month of July.

 The data and call recordings were extracted from the call centre on the basis of agent
wise tracker report and accordingly training was given to those performing poorly.

 The agent wise tracker report aided in determining the improvements needed for NPS.

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IMPACT

Net Promoter Score - Outbound Calls

MTD average ratings for the month of June

3.81

Table iv(Monthly Ratings)

MTD average ratings for the month of July

Table v(Monthly Ratings)

Question wise Ratings

4.23

4.03 4.03
3.98
Ratings

3.81
3.76

QUESTION 1 QUESTION 2 QUESTION 3

Questions

Graph I(Questions wise Ratings)

15
Question 1: The ratings for question number 1 increased from 3.76 to 4.03

Question 2: The ratings for question number 2 increased from 3.81 to 3.98

Question 3: The ratings for question number 3 increased from 4.03 to 4.23

Calls information for the month of June

Table vi(Monthly Calls)

Calls information for the month of July

Table vii(Monthly Calls)

The number of customers giving ratings was increased after the training of the agents on the
basis of agent wise tracker report and daily NPS report.

A change in the time of broadcasting the calls to the customers was also done which helped to
increase the number of ratings.

16
Net Promoter Score – Inbound Calls

MTD average ratings for the month of June

Table viii(Monthly Ratings)

MTD average ratings for the month of July

Table ix(Monthly Ratings)

From the above two tables, it is seen that there has been an increase of ratings in the month of
July as compared to that of June.

There was an increase in ratings due continuous contact with the call center team and its
operators.

A timely feedback of agents was given to the call center operator and improvements were made
accordingly.

This resulted in good number of increases in Net Promoter Score ratings.

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WORK DESIGN AND DESCRIPTION OF OTHER PROJECTS

AUTOMATED CALLS ANALYSIS

 Call auditing was done by reviewing.

 A scoring was given to the calls on the basis of interaction done by the agents on the
call.

 Vendor coordination and data collection for agent wise and lead wise report for the
project.

 Setting up timely meetings with the IT team and gathering required data that was to be
sent for auditing.

 Gathering required data and circulating it to the team for quality auditing.

 Data collection for agent wise and lead wise report for VAA project.

SOCIAL PLAN FOR SWARAJ TRACTORS (Mahindra as a Technology Partner)

 Evaluation of pre-owned tractors using scientific model to provide economical

exchange margins to tractors dealerships of Swaraj.

 Research for developing a social plan for the client Swaraj Tractors.

 Mediums that should be used for promoting the product.

 Social media platforms like LinkedIn, Instagram were considered to know more about
the competitors.

 Local publications for the reach of farmers were considered which helped in knowing
the agricultural sector as well.

 A research was done about the major agricultural states, competitors of Swaraj tractors
and the mediums that can help them in reaching out to the target customers.

 To study the different kinds of media that can be considered to increase the target
audience and increase the business – newspaper, website, social media, other
promotional tools.

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RECOMMENDATIONS

 The pre- owned car market should implement a good marketing plan so that the market
share and business can be grown.

 Checking the call recordings of the agents should be done on a frequent basis.

 Agents that consistently perform poorly should be provided training.

 At the completion of the interaction, every agent must mention about the feedback call
(IVR call) to the customer.

 Segments and cohorts should be defined on the basis of type of customers.

 Entirely depending on NPS is not ideal for quantifying customer satisfaction, a few
more methods for reviewing the calls can be added. For example: CSAT

 If Mahindra First Choice Wheels Limited follows the recommendations, it will be

beneficial for them in the long run for them.

CONCLUSION

With the entry of the organized market in the used car segment the customers have started to
incline towards the used cars. The organized market has given the customers a faith in dealing
in this sector.

From the learnings obtained from the projects that I worked on, the importance of Net Promotor
Score for a company was known. The company needs to take a few steps everyday and have a
daily check up on the working for the betterment.

The NPS plays a vital role in knowing the customers experience and predicts the business
growth. This later helps in understanding the changes that are to be considered.

Working on a social plan for a product showed all of the promotional methods and variables
that must be addressed when creating a social strategy. Also gained insights about the tractor
industry.

The significance of automated calls and why auditing is necessary was also understood.

19
RESULTS

 The relevance of Net Promoter Score and how to implement it were identified.

 Data analysis to evaluate performance which aided in learning advanced excel tools.

 Understanding of pre-owned vehicle industry, different business models used by

companies were known. Also got a practical knowledge about the working of pre-
owned cars business and how it has been evolving over the years by increasing the share
of organized sector.

 Insights about customers and how important it is to understand the things that matter to
them. It is imperative for the customer to feel valued.

 Gained knowledge about the working of Servetel software, Salesforce software and
Exotel software.

 Working on NPS aided in learning process management of the inbound and outbound
calls flow that happens at the call center. Also gained insights about the lead capturing
process at call center.

 The necessary research and variables to consider for the implementation of a social plan
was performed.

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REFERENCES
Mahindra First Choice Wheels about us “Mahindra first choice”,
https://www.mahindrafirstchoice.com/about-us

Will-India-used-car-startups-be-able-to-scale-up-their-business “Inc 42”,

https://inc42.com/datalab/will-india-used-car-startups-be-able-to-scale-up-their-businesses/

The second-hand car market is seeing a boom “Liver mint”, https://www.livemint.com/auto-

news/why-the-second-hand-car-market-is-seeing-a-boom-1557940318102.html

Competitors “Craft.co”, https://craft.co/mahindra-first-choice-wheels/competitors

About us “swaraj tractors”, https://www.swarajtractors.com/about-us

Tractor valuation “tractor junction”, https://www.tractorjunction.com/used-tractor-valuation/

Powell, R. A., et al. “States with Major Agriculture Sector.” Physical Review Letters, vol. 27,
no. 2, 2012, pp. 97–100., doi:10.1103/physrevlett.27.97

Tafe corporate “Linked in”, https://www.linkedin.com/company/tafecorporate/

Tractors Companies in India “Tractor buyers guide”, http://tractorbuyersguide.in/tractor-

companies-in-india.html

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