UNDERSTANDING CUSTOMER ‘ S CONCERN & DEVISING A PLAN FOR CUSTOMER ’ S SATISFACTION
Project guide: Mr. K. Karmakar AGM(marketing) BALCO, KORBA MENTOR:Subah kataria Submitted by: Alok Ghosh Sumit Namdev
•BALCO was incorporated in 1965 as a public sector undertaking. Till 2001, BALCO was a public sector enterprise owned 100% by Government of India (GoI). In the year 2001, GoI divested 51% equity and management control in favour of Sterlite Industries (I) Limited. •BALCO is located in Chhattisgarh region at korba near bilaspur. It majorly contributes in the national GDP by producing aluminum around 350000 tonnes per annum.
000tna.It is also setting up GREENFIELD SMELTER at Korba. It set up a 540 MW electricity generation plant for captive consumption. Its capacity proposed to be increased by 9. • •
. which is a Feedstock for all Aluminium Alloy Conductors.•BALCO is executing a US$ 863 million expansion plan to increase its aluminium production. needed for today’s power transmission lines. The cost of project is presumed to be around $800 m. • •BALCO has been the first in the Indian Aluminium Industry to produce the Alloy Rods.00.
With an empowered talent pool of 30.The Group produces aluminium. zinc. excellence.
. Vedanta has operations in India. Zambia and Australia and a strong organic growth pipeline of projects.iron ore and commercial energy.000 employees globally. trust. sustainability and growth.Vedanta Resources plc (‘Vedanta’) is a London listed FTSE 100 diversified metals and mining major. copper. Vedanta places strong emphasis on partnering with all its stakeholders based on the core values of entrepreneurship. lead.
Objectives of The Project
•To initially make a brief study of the Aluminium industry both in the global scenario and in the Indian scenario • •To make brief study of the company i.e. BALCO • •To find out the importance of solving the customer’s complaints • •To make study on the customer’s complaint resolution method carried out by BALCO • •To study the customer satisfaction strategy as carried in-house by BALCO and to study about the Customer Satisfaction
Hot Rolled Coils Billet Hot Rolled Plates Wire rod
Cold Rolled Coils and Strips
“To achieve global standards of excellence in productivity and customer satisfaction” The Bharat Aluminium Co.Customer satisfaction 4.
•To harness the profitable and growing CCR market from 1 million ton per annum.Team work.Commitment and competence of the people 3.Globally one of the lowest cost produces 5. Ltd. •To achieve and sustain cost leadership in the global market •To become a vibrant.Commitment to excellence 2. (BALCO) culture finds expression in its five core values: 1.
. •To be a responsible and respectable corporate citizen. learning organization by building skills and competencies of employees for growth.
it is an workable proposition. •A successful enterprise knows very well what the key drivers of satisfaction are.CUSTOMER SATISFACTION
•The very success of any enterprise depends largely on its ability to satisfy and retain their customers. In reality. The idea may sound somewhat utopian. Best practice companies also monitor customer feedbacks over time and communicate a strong message about their commitment to serve their customer. •As per the marketing concept. a firm can realize all its business goals by generating customer satisfaction. Without loyal customers eventually a competitor will take away your customers and your customer retention rate will decrease.
. Any business without a focus on customer satisfaction is at the mercy of the market. the areas that will have the greatest impact in improving customer’s overall perception of our service.
.Benefits of Measuring Customer Satisfaction
•Learning strategies for improving services •Learning customer expectations •Identifying common reasons for customer dissatisfaction •Improving customer retention •Making customers feel valued •Uncovering missed opportunities to demonstrate your capacity to solve problems and win back customer’s confidence •Improved competitive position •Helping to decide where best to spend improvement dollars to make sure you spend it where it matters the most.
We want to know what the customer wants. we want to know if our customers are satisfied.Customer Satisfaction Strategy Overview
When we talk about customer service or satisfaction.
. It allows us to handle or diffuse problems at hand or later on in the process of conducting everyday business. Satisfaction of course means that what we delivered to the customer met his / her approval. We talk about how or rather what the organization has to do to gain not only the sale but also the loyalty of the customer. we talk about creativity. He wants to know the pay of the transaction both in the short and long term. We want to know if the customer is delighted and is willing to come back.
Tools For Tracking Customer Satisfaction Strategy
•Customer satisfaction surveys: •Complaint & Suggestion System: •Ghost Shopping:
Major Customers of BALCO
•NATIONAL SMALL INDUSTRIES CORPORATION •HINDUSTAN SEALS LTD •BAJAJ AUTO LTD •GOETZE INDIA LTD •TATA MOTORS LTD •GANGA JAMUNA LTD •HIREN ALUMINIUM LTD •STERLITE INDUSTRIES LTD •METAL POWER COMPANY LTD •SUNDARAM CLAYTON LTD •INDIA PISTONS LTD •ORDNANCE FACTORY AMBAJHARI •HINDUSTAN AERONAUTICS LTD •BHILAI STEEL PLANT •ROURKELA STEEL PLANT •VISAKHAPATNAM STEEL PLANT
REGIONAL MARKETING OFFICE / PRODUCT MANAGER
IS THE MATERIAL FEASIBLE / AVILABL
Request for produce
IS THE MATERIAL AVAILABLE IN STOCK
STOCK / WAREHOUSE PAYMENT ADV / LC / BG
MANUFACTURING ORDER TO PLANT
MATERIAL PRODUCTION SAP DELIVERY ORDER BILLING / INVOIC E
using a and map interaction areas in order to to the
structured questionnaire and Performance scale.
provide context/ perspective performance measurement.CUSTOMER SATISFACTION SURVEY
Phase I Exploratory Phase Phase II Measurement Phase
Depth Interviews were conducted to Quantification of all expectations through capture the expectations of customers a systematic measurement tool.
Analysis of The Survey
On the basis of the survey BALCO found some vital areas where they want to improve themselves. These areas are fallows
1 2 3
Product & Packaging
Billing & Payment
Delivery of goods
price. Bank Guarantee etc.) Completeness of the invoice with respect to the quantity purchased. Condition of product delivered Timeliness of loading of product at plant Condition of packaging on delivery
. queries. etc.) Ability to solve your problems.) Ability to build rapport Packaging of products as specified in the invoice Sturdiness of packaging Timeliness of delivery of product as per commitment Dimensional Tolerances .Improvement Areas
Surface finish of the product Adequacy of channels available for enquiry (email. truck driver`s contact etc. complaints. discounts and packaging details etc.length Condition of product delivered Transparency in pricing Ability to understand your needs as a customer Quality of price structure provided Adequacy of information to track delivery (details of transporter. regional office etc. Ability to keep quality related rejection low Timely receipt of Credit Note Timeliness of Account Reconciliation Ability to maintain the appropriate physical properties of the product Ability to commit a time for delivery Adequacy of options available for payment (Letter of credit.BALCO .
metal bulletin and company website. •The objectives of the study were formulated. They have been outlined in the previous page. •Secondary data was collected from official manuals. They were processed and analysed and the results were interpreted. line graphs and other graphs.RESEARCH METHODOLOGY
•The general methodology adopted for the project was a survey based approach where an attempt was made to gather relevant information and feedback from the customers. pie chart. •
. journals. •The data collected were presented in the form of bar graph.
FUNCTIONS OF LOGISTICS: •Purchasing /Procurement • • •Transportation •Material handling • • •Packaging
Dispatch plan by marketing to logistics
Check the available stock
Loading of placed transport Gross wt.
: • •Other product loading:
•Shift timing • •Driver’s mistake • •Weight bridge • •Problem at loading site: • •Problem. which is related to finished product.
Coordination and cooperation among each department
. • •Follow-up for each truck. • •Another gate at plant 1 & 2 helps to minimize the truck turnaround time. • •Another gate at plant 1& 2. • •Increase the size of warehouse. • •Weight Bridge in front of logistics at plant.SUGGESTION: •One concern person from the logistic department associate with the security office at get with well-defined program which help to minimize the truck turnaround time • •Increase the size of working space is warehouse.
• •Marketing policy has been redefined to make the document simple.FINANCE
MARKET SHARE •Marketing functions have been centralized at Korba for better customer service.factory sales. • •Central sales tax has been reduced from 4% to 2% thus increasing the Ex. better debtor management and bringing more clarity on discount structure.
. • •Sales through Consignment agents have been stopped to maximise direct sale to actual customers.
•BALCO’s market share is growing rapidly. •Availability of bauxite ores. •Sufficient water resource available. •Old customer are dealing with BALCO mainly because of good brand image. coal mines in abundance. •Brownfield project double its productivity. •Wire rods segment is most preferrable in BALCO.FINDINGS
•Production capacity is increasing year by year.
. •Domestic supply and export will be doubled in future.
This could help in taking care of customer needs and expectations at all functional levels. •BALCO should respond to customer complaints quickly which will improve customer loyalty. A speedy response can add 25% to customer loyalty. there is scope for improvement in the relationship part. An online customer complaint section can be included in the official website of BALCO and a dedicated operator for quick resolution of complaints. •BALCO can have better evaluation of the customer satisfactions by using the database of complaints so that organization could better align its products and services to meet customer expectations. •The knowledge base mentioned above could be integrated with all other functions and process of the company with the help of a strong IT framework.SUGGESTIONS
•BALCO needs to develop its customer relationship management (CRM).
. •Customers are not highly satisfied when it comes to contacting BALCO to register a complaint. Though the customers are satisfied.