Table of Contents

Acknowledgement ..................................................................................................................... 3

Introduction: ............................................................................................................................... 4

Category and Attribute Selection: .............................................................................................. 5

Questionnaires: .......................................................................................................................... 5

Kano Analysis: ........................................................................................................................... 7

Performance: .......................................................................................................................... 7

Exterior: ................................................................................................................................. 7

Comfort and Convenience: .................................................................................................... 8

Safety: .................................................................................................................................. 10

Services: ............................................................................................................................... 10

Summary Table: ....................................................................................................................... 11

Category Description: .......................................................................................................... 12

Satisfaction and Dissatisfaction score:..................................................................................... 13

Conclusion and Interpretation: ................................................................................................. 14

Services: ............................................................................................................................... 14

Safety: .................................................................................................................................. 14

Comfort and Convenience: .................................................................................................. 14

Exteriors: .............................................................................................................................. 14

Performance: ........................................................................................................................ 15

CUSTOMER RELATIONSHIP MANAGEMENT 2

 Acknowledgement
First of all, we would like to express our sincere gratitude to our faculty and guide Prof.
Tripurasundari Joshi for her support and for directing us with her insights and experience
throughout the advancement of the assignment of the subject Customer Relationship
Management. We accept this open door to pass on our profound feeling of appreciation and
thankfulness towards everyone who contributed in making this assignment effective. Last but
not the least, we express our deep gratitude towards our families and friends for their support
and encouragement which helped us in completion of this assignment.

CUSTOMER RELATIONSHIP MANAGEMENT 3

Introduction:
The automobile sector is a highly competitive industry that constantly strives to improve its
products and services to meet the ever-changing needs and expectations of consumers. To stay
ahead of the competition, it is essential for automobile companies to have a clear understanding
of their customers' preferences and expectations, and to align their offerings accordingly. This
is where a Customer Relationship Management (CRM) system comes into play.

In this project, we conducted a survey in which we got 81 responses, on the automobile sector
using the Kano model, a customer satisfaction framework that classifies customer preferences
into different categories, ranging from basic requirements to delighters. The survey will help
us identify the factors that drive customer satisfaction and dissatisfaction in the industry, and
allow us to prioritize our efforts accordingly.

By implementing a CRM system based on the results of the survey, automobile companies can
improve their customer satisfaction, increase customer loyalty, and ultimately gain a
competitive edge in the market. This project aims to provide valuable insights to automobile
companies, enabling them to make data-driven decisions and enhance their customer
experience.

CUSTOMER RELATIONSHIP MANAGEMENT 4

Category and Attribute Selection:
We have identified following 17 attributes of 5 different categories for which we conducted
the survey and did the analysis:

Performance Exteriors Comfort and Safety Services

Convenience
Automatic Ground Ventilated Seats Airbags Pickup and
Transmission Clearance Drop Facility
Mileage Boot Space Push Button ABS Roadside
Start Assistance
Sunroof Rain sensing Annual
Wipers Maintenance
Contract
DRL Auto Park
Sound System
Auto
Headlamps

Questionnaires:
These are the following questions we asked through the Google form for our analysis:

1. How do you feel if your car has automatic transmission?

2. How do you feel if your car DOES NOT have automatic transmission?
3. How do you feel if your car has a good amount of boot space?
4. How do you feel if your car DOES NOT have a good amount of boot space?
5. How do you feel if your car has a good ground clearance (>180mm)?
6. How do you feel if your car DOES NOT have a good ground clearance?
7. How do you feel if your car has a sunroof?
8. How do you feel if your car DOES NOT have a sunroof?
9. How do you feel if your car has DRLs (Daytime Running Lights)?
10. How do you feel if your car DOES NOT have DRLs (Daytime Running Lights)?
11. How do you feel if your car has a good mileage (>18kmph)?
12. How do you feel if your car DOES NOT have a good mileage?

CUSTOMER RELATIONSHIP MANAGEMENT 5

 13. How do you feel if your car have ventilated seats?
14. How do you feel if your car DOES NOT have ventilated seats?
15. How do you feel if your car has Keyless Entry/Push Button Start?
16. How do you feel if your car DOES NOT have Keyless Entry/Push Button Start?
17. How do you feel if your car have Rain Sensing Wipers?
18. How do you feel if your car DOES NOT have Rain Sensing Wipers?
19. How do you feel if your car have Auto Headlamps?
20. How do you feel if your car DOES NOT have Auto Headlamps?
21. How do you feel if your car has Auto Park Feature?
22. How do you feel if your car DOES NOT have Auto Park Feature?
23. How do you feel if your car has a sound system from a reputed brand (JBL, Bose
etc.)?
24. How do you feel if your car DOES NOT have a sound system from a reputed brand
(JBL, Bose etc.)?
25. How do you feel if your car has more than 2 airbags?
26. How do you feel if your car DOES NOT have more than 2 airbags?
27. How do you feel if your car has ABS (Antilock Braking System)?
28. How do you feel if your car DOES NOT have ABS (Antilock Braking System)?
29. How do you feel if your car manufacturer provides Pickup and Drop facilities at
the time of Car Service?
30. How do you feel if your car manufacturer DOES NOT provide Pickup and Drop
facilities at the time of Car Service?
31. How do you feel if your car manufacturer provides Road Side Assistance at the
time of car breakdown?
32. How do you feel if your car manufacturer DOES NOT provide Road Side Assistance
at the time of car breakdown?
33. How do you feel if your car manufacturer provides effective Annual Maintenance
Contracts for Car Service?
34. How do you feel if your car manufacturer DOES NOT provide effective Annual
Maintenance Contracts for Car Service?

CUSTOMER RELATIONSHIP MANAGEMENT 6

Kano Analysis:
Below is the interpretation of the 5 categories that we selected: Performance, Safety, Services,
Exteriors, Comfort and Convenience.

Performance:
Automatic Transmission
Dysfunctional
Functional Like it Must be Neutral Live with it Dislike
Like it 2 3 22 16 14
Must be 0 0 1 1 3
Neutral 1 0 8 5 0
Live with it 1 0 0 0 0
Dislike 3 1 0 0 0

Mileage
Dysfunctional
Functional Like it Must be Neutral Live with it Dislike
Like it 1 5 10 9 32
Must be 0 0 2 2 14
Neutral 1 0 3 2 0
Live with it 0 0 0 0 0
Dislike 0 0 0 0 0

Exterior:
Boot Space
Dysfunctional
Functional Like it Must be Neutral Live with it Dislike
Like it 0 4 10 6 24
Must be 0 2 3 6 21
Neutral 0 0 2 2 0
Live with it 0 0 0 1 0
Dislike 0 0 0 0 0

CUSTOMER RELATIONSHIP MANAGEMENT 7

 Ground Clearance
Dysfunctional
Functional Like it Must be Neutral Live with it Dislike
Like it 0 6 9 10 20
Must be 0 1 7 4 14
Neutral 0 1 6 3 0
Live with it 0 0 0 0 0
Dislike 0 0 0 0 0

Sun Roof
Dysfunctional
Functional Like it Must be Neutral Live with it Dislike
Like it 1 1 17 22 8
Must be 0 1 5 2 4
Neutral 0 0 11 7 0
Live with it 0 0 0 1 0
Dislike 1 0 0 0 0

Daytime Running Lights

Dysfunctional
Functional Like it Must be Neutral Live with it Dislike
Like it 1 2 12 13 10
Must be 0 0 4 0 2
Neutral 1 0 26 5 0
Live with it 0 0 0 0 0
Dislike 2 0 2 1 0

Comfort and Convenience:

Ventilated Seats
Dysfunctional
Functional Like it Must be Neutral Live with it Dislike
Like it 1 5 13 23 18
Must be 0 0 3 4 4
Neutral 0 0 7 2 0
Live with it 0 0 1 0 0
Dislike 0 0 0 0 0

CUSTOMER RELATIONSHIP MANAGEMENT 8

 Keyless Entry/Push Start Button
Dysfunctional
Functional Like it Must be Neutral Live with it Dislike
Like it 0 2 17 17 15
Must be 0 2 3 6 1
Neutral 0 0 13 2 0
Live with it 1 1 0 1 0
Dislike 0 0 0 0 0

Rain Sensing Wipers

Dysfunctional
Functional Like it Must be Neutral Live with it Dislike
Like it 2 5 13 15 13
Must be 0 0 2 7 8
Neutral 0 0 10 3 1
Live with it 0 0 1 0 0
Dislike 1 0 0 0 0

Auto Head Lamp

Dysfunctional
Functional Like it Must be Neutral Live with it Dislike
Like it 1 2 12 25 11
Must be 0 0 2 7 5
Neutral 0 0 12 2 0
Live with it 1 1 0 0 0
Dislike 0 0 0 0 0

Auto Park Features

Dysfunctional
Functional Like it Must be Neutral Live with it Dislike
Like it 0 3 16 33 9
Must be 1 1 3 2 4
Neutral 1 0 4 3 0
Live with it 0 0 1 0 0
Dislike 0 0 0 0 0

CUSTOMER RELATIONSHIP MANAGEMENT 9

 Sound System
Dysfunctional
Functional Like it Must be Neutral Live with it Dislike
Like it 1 3 12 16 24
Must be 0 0 0 4 13
Neutral 0 0 4 1 0
Live with it 1 1 0 1 0
Dislike 0 0 0 0 0

Safety:
More than 2 Airbags
Dysfunctional
Functional Like it Must be Neutral Live with it Dislike
Like it 0 7 4 3 26
Must be 1 2 5 5 24
Neutral 1 0 1 0 1
Live with it 0 0 0 0 1
Dislike 0 0 0 0 0

ABS(Antilock Braking System)

Dysfunctional
Functional Like it Must be Neutral Live with it Dislike
Like it 0 4 6 5 21
Must be 0 2 6 5 20
Neutral 0 1 8 0 0
Live with it 1 0 0 1 0
Dislike 1 0 0 0 0

Services:
Pick up and Drop Service
Dysfunctional
Functional Like it Must be Neutral Live with it Dislike
Like it 1 2 11 13 20
Must be 0 0 4 6 12
Neutral 0 2 7 2 0
Live with it 1 0 0 0 0
Dislike 0 0 0 0 0

CUSTOMER RELATIONSHIP MANAGEMENT 10

 Roadside Assistance at time of Breakdown
Dysfunctional
Functional Like it Must be Neutral Live with it Dislike
Like it 2 0 8 9 27
Must be 0 2 2 9 15
Neutral 0 0 5 0 0
Live with it 1 0 1 0 0
Dislike 0 0 0 0 0

Effective Annual Maintenance Contracts

Dysfunctional
Functional Like it Must be Neutral Live with it Dislike
Like it 1 3 13 1 29
Must be 1 1 5 3 13
Neutral 1 0 8 0 0
Live with it 0 0 0 2 0
Dislike 0 0 0 0 0

Summary Table:
No. Category Attribute A O M R I Q Final Category
Annual Maintenance
1 Contracts 17 29 13 2 19 1 O
Services
2 Roadside Assistance 17 27 15 1 19 2 O
3 Pick up and Drop Service 26 20 12 1 21 1 A
ABS (Antilock Braking
4 Safety System) 15 21 20 2 23 0 I
5 More than 2 Airbags 14 26 26 2 13 0 M
6 Sound System 31 24 13 1 11 1 A
7 Auto Park Feature 52 9 4 2 14 0 A
8 Auto Head Lamp 39 11 5 1 24 1 A
Comfort and
9 Convenience Rain Sensing Wipers 33 13 9 1 23 2 A
Keyless Entry/Push Button
10 Start 36 15 1 1 28 0 A
11 Ventilated Seats 41 18 4 0 17 1 A
12 Boot Space 20 24 21 0 16 0 O
13 Ground Clearance 25 20 14 0 22 0 A
Exteriors
14 Sunroof 40 8 4 1 27 1 A
15 Daytime Running Lights 27 10 2 6 35 1 I
16 Automatic Transmission 41 14 3 6 15 2 A
Performance
17 Mileage 24 32 14 1 9 1 O

CUSTOMER RELATIONSHIP MANAGEMENT 11

Category Description:
The most commonly observed category for each attribute determines the final categorization.
This points to the category that the respondents are most likely to have in mind while describing
each trait.

These groups include:

✓ A (Attractive): Although the customer hasn't expressly stated these needs, their
existence may still result in more than average pleasure on their part.
✓ O (One-Dimensional): The consumer typically expressly demands these
specifications. Greater levels of contentment and fulfilment are correlated with each
other.
✓ M (Must be): They are regarded as being a necessary necessity, or M (Must be). While
having it might not make you happy, not having it can make you quite unhappy.
✓ I (Indifferent): Whether a product or service is functioning or not, clients are neutral
or indifferent about it, according to I (Indifferent).
✓ R (Reversed): The consumer does not want these characteristics. The amount of
satisfaction increases as the existence of this trait decreases.
✓ Q (Questionable): There is a contradiction in the respondent's response, as indicated
by the question mark (Q). This could happen as a result of the respondent
misinterpreting the question or the question being improperly phrased.

All of these classifications are thus useful for guiding design choices for small-scale female
entrepreneurs since they demonstrate when something is adequate and when more is preferable.

CUSTOMER RELATIONSHIP MANAGEMENT 12

Satisfaction and Dissatisfaction score:
• Customer Satisfaction Score: (𝐴+𝑂) /(𝐴+𝑂+𝑀+𝐼)
• Customer Dissatisfaction Score: (𝑂+𝑀) /(𝐴+𝑂+𝑀+𝐼) ∗ (−1)

Through these scores, small-scale women entrepreneurs will be able to measure the impact of
their attributes for their business. Further, it can be used as a basis to measure the success.

Customer Customer
No. Category Attribute Satisfaction Dissatisfaction
score score
Annual Maintenance
1 Contracts 0.59 -0.54
Services
2 Roadside Assistance 0.56 -0.54
3 Pick up and Drop Service 0.58 -0.41
4 ABS (Antilock Braking System) 0.46 -0.52
Safety
5 More than 2 Airbags 0.51 -0.66
6 Sound System 0.70 -0.47
7 Auto Park Feature 0.77 -0.16
8 Auto Head Lamp 0.63 -0.20
Comfort and
9 Convenience Rain Sensing Wipers 0.59 -0.28
Keyless Entry/Push Button
10 Start 0.64 -0.20
11 Ventilated Seats 0.74 -0.28
12 Boot Space 0.54 -0.56
13 Ground Clearance 0.56 -0.42
Exteriors
14 Sunroof 0.61 -0.15
15 Daytime Running Lights 0.50 -0.16
16 Automatic Transmission 0.75 -0.23
Performance
17 Mileage 0.71 -0.58

CUSTOMER RELATIONSHIP MANAGEMENT 13

Conclusion and Interpretation:
Services:
Looking at the Satisfaction and the Dissatisfaction score it is found that for any automobile
company Annual maintenance contract, Roadside assistance and Pickup and Drop facilities is
important to maintain a fruitful and long term relationship with their customers. Customers feel
delighted to have said features from the company and absence of such services results into a
higher dissatisfaction. Although absence of Pickup an Drop service does not result into much
dissatisfaction.

Safety:
Both ABS and Airbags have similar satisfaction scores. Hence, both can be termed as equally
important for the customers as safety is one of the top priorities while making a purchase
decision. Absence of both the features can be a dealbreaker (as seen from the dissatisfaction
scores). Hence, both need to be included and cannot be omitted. Although we can see that
absence of 2 airbags result into more dissatisfaction level so company needs to more focus in
providing it.

Comfort and Convenience:

In this modern age, since most of the cars are pretty similar; comfort and convenience feature
usually become the differentiating factor between any 2 cars. Many car manufacturers offer
huge amount of creature comforts in order to make the whole package more appealing. In this
category, Sound system, Ventilated seats and Auto-park feature have the highest customer
satisfaction score while sound system has the highest dissatisfaction score. This means that
sound system has high priority in purchase, while Auto-park and Ventilated seats can be put
depending on the segment of the car and price. This will result in customer
delight, if implemented.

Exteriors:
We can see that in this category the attribute with highest satisfaction level is Sunroof with the
lowest dissatisfaction score, this means that providing sunroof can be an add on feature if there
are close competitors of the brands car in its segment. Boot space and Ground clearance has
the highest dissatisfaction score in this category this means that absence of both the features
will result into customers swaying away to different competitors.

CUSTOMER RELATIONSHIP MANAGEMENT 14

Performance:
In this category, both Automatic transmission and Mileage have a satisfaction score of more
than 0.7. But mileage has a significant dissatisfaction score of -0.58. Hence mileage has to be
adequate for customer satisfaction. Automatic transmission leads to added convenience, but
customers are indifferent with the absence of same.

CUSTOMER RELATIONSHIP MANAGEMENT 15