Customer Relationship

Marketing

The Customer
Revenge - Atida
Motors
Group 5
MS21A014 - Divya Rani
MS21A027 - Jegannath
MS21A040 - Naresh Babu
MS21A066 - Sugapriya T
 KEY ISSUES
Flawed Customer Response Management with the new
Call Centre not serving its intended purpose

Long Call Lack of Proper Absence of robust Lack of Technical Focus on being
Wait Time Reporting Mechanism SOPs for Client Facing Expertise Reactive -
Service Executives Transactional
Even with the set up of Customers sent letters The service executives Considering that ATIDA ATIDA's policy was
new Call Centre, there directly addressing the didn't know how to was dealing with producing good cars and
was a backlog of calls CEO indicating that they respond to specific issues Automobiles which having decent warranties
with a long holding time. were not aware of where evident from the response involve several for them. This leads to
One instance was when a to report issues or due to given to a long time technicalities, the lack of lack of trust and support
customer was made to frustration caused by the customer knowledge about them for the Customers in the
wait for a hour for her Customer among the Service After Purchase phase.
queries to be heard Representative's inability Executives were causing
to provide a resolution. problems like losing sales
on new Models.
 SOLUTIONS
Devise a Customer Centric Complaint Handling Policy with a clear SOP for Service Representatives
ATIDA's After Sales Service Policy has to be updated to ensure that it is focused on listening to and understanding the Customer's
concerns. The aim should be to reduce the call waiting time and streamline the complaint handling.
There should be a clear process in place for handling customer complaints leading to timely and satisactory resolution.
It's also important for ATIDA Motors to communicate effectively with their customers, keeping them continously informed about
actions they are taking to resolve the issue.
Creation of SOP for Client facing Service Representatives which details out the actions to be taken for all possible problems that
could arise. This has to be updated regularly and communicated with the Service representatives.
Along with the successful Red Carpet program, ATIDA can launch a compensation program to handle repairs, etc.

Train Client Facing employess Self-service tools

Customer service representatives should be trained to have Self-service tools such as online customer portals and mobile
relevant knowledge and people skills to listen and understand app platforms could enable customers to get basic information
the customers problems. and resolve possible queries on their own.

Invest in Automation Quality control

Automated chatbots can be used to provide customers with In terms of immediate actions, ATIDA Motors should esnure that
24X7 customer service. They can answer basic customer Andromeda XL is up to its standards by performing the required
queries and provide quick resolutions to their issues. quality checks.
 How would Suggested solutions work
Factors Resolutions
Actively listening to and
understanding the customer's
Addressing the core
concerns
principles of effective
Taking appropriate action to
customer service
resolve the issue, and following up
to ensure satisfaction
Breaking down the problem and
understanding the root cause of
the issue and resolving it.
Root cause analysis &
Documenting these issues & having
Documentation
a central database to access &
prevent it from happening again in
the future.
Valuing customers & Appropriate action to resolve the
willingness to take issue, such as offering a refund,
responsibility replacement, or repair
Customer
Company Prespective
Benefit
Customer Churn rate is
Customer feels his reduced & service cost is
query is listened - reduced
Builds customer trust Could help in increasing the
and loyalty long term relationship with the
customer
Reduce employees efforts &
Faster resolution time on an issue -
Less wait time, Documentation of repetitive &
average resolution mundane problems can reduce
time for an issue is the time needed for a particular
reduced issue, instead it could be
focused on valuable tasks.
Increase Value
Increase Sales and Attract New
perception for the
Customers
product. (Buy factor)
 How would Suggested solutions work (Contd.)
Company
Factors Resolutions Customer Benefit
Prespective

Increase in relationship
Follow up with the customer to ensure
Address the with the customer
satisfaction until the issue has been fully Get an overall better
issue until the Positive reviews & word
resolved. brand experience than
customer is fully of mouth
Communicate & collect responses from post- competitors
satisfied Encourage customer
services.
loyalty -(True loyalty)

Address patterns of dissatisfaction of common

Customer
Analyzing issues with the offerings, which can help in
recommends the
customer improving its products & services over time. Customer feels heard
product
feedback & Incorporate the necessary feedbacks from the and valued
A strong culture and
Quality Control customers into the service process and overall
reputation is built
operations

Reduce operational
Provide platforms to leverage self service for Customers can resolve
costs by decreasing
Automation & queries that can be resolved by customers by their query themself
number of staff
Self-service incorportating technologies like Chatbots, RPA without waiting for a
needed to provide
& Automation service representative
service.
Thank You