MOS GROUP PRESENTATION

DELHI METRO RAIL CORP.

DELIVERING CUSTOMER
SATISFACTION

GROUP 4
Anshu Jain
Abhirup Dey
Sagar Midha
Ishant
Souparna Adak
Shobhan Dutta
COMPANY
INTRODUCTION
• A philosophy of DLITE: Project DMRC
started in
“Do lasting improvement in travel experience”.

• DMRC works with:

1990
• a customer first attitude;
• inculcates that into every employee;
• ensures a professional outlook at every customer facing step. First operated in
December

• Highest standards are ensured by:

• The organization structure;
2002
• Use of advanced technology;
• Training programs and employee policy.
GOALS OF DMRC
• Serve customers, including differently abled commuters, with passion.
• Make Delhi Metro self-sustainable.
• Sustain the image of being 1st in the transportation sector in India and
be among the top 3 metro rail systems in Asia with regard to:
• Safety
• Quality
• Reliability
• Punctuality
• Customer Responsiveness
DESIGNING SERVICES FOR ALL
• DMRC services had to be:
• User-friendly,
• Operationally efficient,
• Affordable and convenient.
• DMRC service infrastructure was modified to suit:
• Local requirements,
• Factoring in cultural profiles,
• Modes of dressing, habits, age and other considerations.
• At one end of the spectrum, DMRC had to serve elite commuters working in business hubs of
Gurgaon and Noida, on the other end it had to serve the needs of huge floating population,
including migrant labors.
• It became the first mass transit system in country to conduct accessibility audits to comfortable
travel experience to differently abled commuters.
EMPLOYEE TRAINING & SERVICE
SERVICE PLACE MANAGEMENT :
CHALLENGES & OUTCOMES

 DMRC focused on service and ambience to create a distinguished service experience

• Training of staff members
• Short public awareness films
• Disincentives

 Awareness of safety issues, etiquette, and the need for maintaining cleanliness.
• Verbal and visual reinforcements
• Presence of staff almost around the clock
SERVING CUSTOMERS DIVERSELY
SERVING DIVERSE CUSTOMERS
 Some of the biggest milestones achieved by DMRC are:
• Punctuality rate was higher than 99 per cent
• Broke the 3-million mark

 DMRC scaled and expanded its offerings and service- delivery mechanisms
• Automatic ticket vending machines
• Points-of-sale machines were introduced

 Safety, security, and convenience for women commuters

 CUSTOMER
ENGAGEMENT
• An elaborate system of multichannel feedback was introduced to evaluate progress in
customer care.
• Online customer feedback system.
• 24/7 customer care helpline.
• Complain box provided at every stations.
• Voice and participation forums helped DMRC to “commuter source” suggestions
and correct its services deficiencies.
• DMRC established winter home for senior citizens and children’s home for under
privileged children.
EMPLOYEE
ENGAGEMENT
• Continuous training of employees.
• DMRC adopted considerate approach to employees’ welfare
• Benefits and allowances for employees to keep them motivated.
• Staff welfare schemes like financial support during marriage or marriage of child and
educational awards for employees’ children who score well in exams.
• Outstanding behaviours of employees were rewarded with spot awards.
• Professional work culture and growth opportunities attracted best talents to DMRC.
MANAGING SUPPLIERS AND
CONTRACTORS
 DMRC gives importance to the Suppliers and contractors.
 Generally select it through the bidding process and chose the quality bidder.

DMRC

OUTSOURCING IN-HOUSE CONTROL

(Mainly non critical work) (Critical work & Safety related Matter)
 CUSTOMER DELIGHT

 DMRC service is to delight customer .

 It works with the aim of covering the complete area of Delhi and adjoining area with a metro
network by 2021.
 The company worked with a philosophy of DLITE, “Do lasting improvement in travel experience”
 SERVICES PHILOSOPHY

• Try Produce a “ wow” reaction from the customers

• Make customer feel valued and cared for, try to give them a “feel good” experience on the DELHI
Metro
• Offer a personal touch with services
• Enrich the service quality with Genuineness and Empathy.
SOCIAL INITIATIVES
 Delhi metro wanted to build a image of a high performing and public friendly utility.
 Delhi metro management fulfilled public expectations by completing projects on time and
maintained excellent operational statistics.
 DMRC’s strategy with media was proactive and positive.
 Media partners were involved to cover events regarding the stages of construction and
commissioning.
CAPITAL CRISIS
 DMRC main revenue is from commuter’s fare, which was unchanged for six successive years
 To increase fare, government commission is required which was inevitable as political changes
in 2015, Delhi govt did not accept the proposal
 The 13-year-old metro structure required higher upkeep and regular maintenance
 The millennials demanded for new facilities like Wi-Fi, and more coaches during peak-time.
 With time, footfalls and customer expectations were reaching new heights, with same fare.
 QUESTIONS & ANSWERS

1. DMRC has been rated among the world's best service providers in terms of customer
experience. In today's context, how important is customer experience management to
service-oriented companies like DMRC?

2. What has contributed to DMRC's success in creating a positive service experience for its
customers? What role does service philosophy play?

3. DMRC's service philosophy is focused on producing a "wow" reaction from its customers. The
central dilemma in the case is whether DMRC can sustain that customer service philosophy in
light of resource constraints and operational pressure. Critically examine the concept of
customer delight and its relevance in light of the resource constraints and operational
pressures on DMRC.