A case study of mitsubishi motor sales

Presented to: Prof. Hiren Patel V.M.P.I.M. GANPAT UNI. KHERVA Presented by: Makwana Paras Parmar vishal Andani Riyaz Chaudhary Mukesh Darji Savan (10) (17) (41) (46) (47)

Thought of the day

“Don’t take religious formally informal”

Introduction to case
• Until, the late 1990’s Mitsubishi motor sales America Inc. lacked customer focus. • Has 18 toll free no. to customer. • Approached to retail customer. • One voice and one set of ear to customer, so increase focus on customer. • All the members contribute resources as needed. • Team members also decided to implement changes slowly. • Adding technology when all employees were using the last implemented. • So they can get comfortable with technology

CRM Technology Development
• Journey began in june 1999 when they outsourced most basic level customer call to Baltimore based sitel corp. • 18 tall free customer no., multiple call centers with Siebel system. • Customer centric data base was consolidated to more focus on customer. • Unfortunately system obstacle has occurred. • In 2001 digital phone switch from Avaya Inc. was installed. • Flexible skilled based call routing. • Single tall free no. • Routed based on menu choice.

• Half of customer get information without live contact but with fairly sophisticated queries. • Avaya IP agent software introduced in 2001. • could see agents’ from this software. • Blue pumpkin software to forecast call canter coverage • NiceLog software from NICE system installed to record agents’ voice and screen activity. • Today mitsubishi has 1 call center and outsource service provider that handle most basic calls. • Cost per call has declined by 2/3, saving alone paid for the system in 18 months. • Save agents’ time and activity and unable call center to handle 38% more volume.


Key application component CRM system and its business purpose.

• Give satisfaction to customers.  Retaining old ones.  Direct marketing  Increasing value of firm  Cost reduction  Increase productivity • To solve customer problem  Product innovation  New product launch

2. Benefits to a business & its customers
• There are three type of benefits in CRM system • Sells force automation  Here company is not doing direct sell by call center so there is only one way from where sales can increase that is customer retantion. • Customer service  Here company is using call center only. There is no web self service and wire less service.  Call center of the company can improve.  Handle more call per day.  Achieve more productivity.

• Marketing  Direct marketing is happen in this mis system • To know the customer value and loyality • Customer life time value • Churn rate

3. Do you approve CRM system?
• • • • YES System has fundamental change with technical change Company has changed its business process. Employee accept the change in technology and aware to the technology and feel comfortable with technology.

Thank you

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