CUSTOMER RELATIONSHIP

MANAGEMENT

AGENDA

Company Introduction
MS Autos Objectives
CRM Practices
Types Of CRM
CRM Station

INTRODUCTION

Maruti Udyog Ltd was estd. in 1981

Joint venture agreement with Suzuki Motor in 1983
18.28% of the company was owned by the Indian
government, and 54.2% by Suzuki of Japan.
The Indian government held an initial public offering of 25%
of the company in June 2003. As of 10 May 2007, Govt. of
India sold its complete share to Indian financial institutions.
Customer satisfaction among all car makers in India for ten
years in a row in annual survey by J D Power Asia Pacific.

INTRODUCTION
OBJECTIVES

Modernization of the Indian Automobile Industry.

Production of fuel-efficient vehicles to conserve scarce

resources.

INTRODUCTION
PRODUCTS

Maruti 800
Maruti Alto
Maruti Grand Vitara XL7
Maruti Gypsy King
Maruti Omni
Maruti Suzuki SX4
Maruti Swift
Maruti Versa
Maruti Vitara
Maruti Wagon-R
Maruti Zen

MAJOR COMPETITORS

MARUTI AND CRM

Maruti created a land-mark in CRM by launching a website

for the customers in the year 1998
Maruti is investing a lot of money and effort in building
customer loyalty programmes

Maruti Auto Card

MARUTI AND CRM

True Value Outlet

On Road Service

Availability of easy finance

MARUTI AND CRM

Market Research Department
Their Market Research department remains on its toes to
study the changing consumer behaviour and market
needs. Maruti enjoys 70%repeat buyers which further
bolsters their claim of being customer friendly

Maruti Call Center

Maruti has proper customer complain handling cell
under the CRM dept. The CIC will help MSL rapidly build
an information pool of over 3 million Maruti owners as
well as that of its prospective customers

MARUTI AND CRM

Mega Camps

Sports Events

MARUTI AND CRM

Analytical CRM

MARUTI AND CRM

Operational CRM

MARUTI AND CRM

Sales Intelligence CRM

Collaborative CRM

OTHER ADVANTAGE: WHICH HELP IN CRM

A Buying Experience Like No Other

Maruti Suzuki has a sales network of 307 state-of -the-art
showrooms across 189 cities, with a workforce of over 6000 trained
sales personnel to guide MUL customers in finding the right car.

Quality Service Across 1036 Cities

In the J.D. Power CSI Study Maruti Suzuki scored the highest
across all 7 parameters:
1.least problems experienced with vehicle serviced,
2.highest service quality,
3. best in-service experience,

OTHER ADVANTAGE: WHICH HELP IN CRM

4.best service delivery,

5.best service advisor experience,

6. most user-friendly service and

7.best service initiation experience.

92% of Maruti Suzuki owners feel that work gets done
right the first time during service. The J.D. Power CSI
study also reveals that 97% of Maruti Suzuki owners
would probably recommend the same make of vehicle,
while 90% owners would probably repurchase the same
make of vehicle.

OTHER ADVANTAGE: WHICH HELP IN CRM

OTHER ADVANTAGE: WHICH HELP IN CRM

One Stop Shop

At Maruti Suzuki, customers will find all car related needs
met under one roof. Whether it is easy finance, insurance,
fleet management services, exchange- Maruti Suzuki is set to
provide a single-window solution for all car related needs.
The Low Cost Maintenance Advant
The acquisition cost is unfortunately not the only cost
customers face when buying a car. Not so in the case of a
Maruti Suzuki. It is in the economy segment that the
affordability of spares is most competitive, and it is here
where Maruti Suzuki shines.
Lowest Cost of Ownership
The highest satisfaction ratings with regard to cost of
ownership among all models are all Maruti Suzuki vehicles:
Zen, Wagon R, Esteem, Maruti 800, Alto and Omni.

CRM THROUGH SOCIAL RELATIONSHIP

In 1999 Launch of Maruti - Suzuki innovative traffic beat in

Delhi and Chennai as social initiatives.

Maruti Driving School-Available in all major cities. Lady

trainer for lady customer.
Institute of Driving Training and Research.

STATIONS OF EXPERIENCE

Station 1

Station 2

Station 3

ENQUIRY

BOOKIN
G

DELIVER
Y

Positive/Negativ
e

Positive/Negativ
e

Positive/Negativ
e

Water/
Professional

Water
Cold Drink
Tea & Biscuit
Friendly

Water
Juice
Tea & Biscuit
Snacks
Friendly
Flowers
Chocolates
Ganesh Ji

Station

AFTER
SALES
SERVICE

Positive/Negative
Full technical tests
Pre Advance Booking

Launch

Reminder Call

Ravi Kalra (83)

Shiva Kumar (98)
Tarun Mishra (110)
Vishal Arora (116)