CUSTOMER RELATIONSHIP MANAGEMENT

In Maruti Suzuki India Ltd

INTRODUCTION

Maruti Udyog Ltd was estd. in 1981 Joint venture agreement with Suzuki

Motor in 1983 with 26% of equity. In 1987 Suzuki raises equity to 40% In1992 Suzuki again raises equity up to

50% And Maruti become a non-government

organization managed on the lines of Japanese management practices

Maruti is the highest volume car manufacturer in Asia, outside Japan and Korea.

 THE OBJECTIVES    Modernization of the Indian Automobile Industry. Production of fuel-efficient vehicles to conserve scarce

resources. Production of large number of motor vehicles which was

necessary for economic growth 

SEGMENT AND BRAND

Product

Four Wheelers Maruti 800 Maruti Alto Maruti Baleno Maruti Esteem Maruti Grand Vitara XL-7 Maruti Gypsy King Maruti Omni Maruti Suzuki SX4 Maruti Swift Maruti Versa Maruti Vitara Maruti Wagon-R Maruti Zen  

MAJOR COMPETITORS

  The major competitors for Maruti cars are; Hyundai Motor India Limited Tata Motors Hindustan Motors Mahindra & Mahindra PAL Toyota Ford Mitsubishi GM

Post 1998, the market structure changed drastically. As a result of the internal turmoil and the changes in the external environment, Maruti faced a depleting market share, reducing profits, and increase in inventory levels, which it had not faced in the last 18 years

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

1.Maruti Auto Card-- Auto Card brings the customer all the advantages of an international credit card in addition to bringing the customer an opportunity of earning valuable Auto points for his next Maruti car.

MARUTI TRUE VALUE OUTLET

Maruti has aided customers by providing them the facility to bring their vehicle to a 'Maruti True Value' outlet and exchange it for a new car, by paying the difference. They are offered loyalty discounts in return. This helps them retain the customer.

Maruti Call Center Maruti has proper customer complain

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

MARUTI ON ROAD SERVICES

The MOS ensures: Round-the-clock services in most of the

cities A computerized call-monitoring system

dispatches a mobile MOS van to the customer at the earliest

All MOS vans are manged by qualified Maruti Authorised Dealers / MASS technicians who are trained by Maruti in problem diagnosis

The customer are charged only Rs.100 on labour and spares

N2N: Maruti’s N2N Fleet Management Solutions for companies, takes care of the A-Z of automobile problems. Services include end-to-end backups/solutions across the vehicle’s life: Leasing, Maintenance, Convenience services and Remarketing.

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

Availability of easy finance Maruti has also made the customer

experience hassle free and helped building customer satisfaction by developing different revenue streams in the form of Maruti Insurance and Maruti Finance.

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,

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.

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 Advantage 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.

All these CRM strategies have helped MUL maintain its existing customers and generate new ones.