Maruti Udyog Limited (MUL) was established inFeb 1981 through an Act of ParliamentMaruti Udyog Ltd is one of Indias leadingautomobile manufacturers and the marketleader in the car segment, both in terms ofvolume of vehicles sold and revenue earned.
Contd………• The Joint Venture agreement was signed between Government of India and Suzuki Motor Company (now Suzuki Motor Corporation of Japan) in Oct 1982.• The company went into production in a record time of 13 months and the first car was rolled out from Maruti Suzuki India Limited Gurgaon in December, 1983.
Board of Directors Mr. KENICHI Mr. SHUJI OISHI Ms. Pallavi Shroff AYUKAWAMr. Shinzo Nakanishi Director & Managing Executive Director Officer (Marketing & Sales)Managing Director andthe CEO Mr. Amal Ganguli Mr. MANVINDER SINGH BANGA Director Director Mr. OSAMU SUZUKI DirectorMr. R.C. BhargavaChairman, Board of Director Mr. TSUNEO OHASHI Mr. DAVINDER SINGH BRAR Director & Managing Executive Director
What is CRM? Customer is the king“The approach of identifying, establishing, maintaining, and enhancing lasting relationships with customers.” “The formation of bonds between a company and its customers.” 6
Five Views of CRM• Marketing Automation• Sales Automation• Service and Service Fulfillment• Customer Self-Service• E-Commerce
Customer Relationship Management (CRM) Traditional Marketing CRMGoal: Expand customer base, Goal: Establish a profitable,increase market share by long-term, one-to-onemass marketing relationship with customers; understanding their needs, preferences, expectationsProduct oriented view Customer oriented viewMass marketing / mass Mass customization, one-to-oneproduction marketingStandardization of customer Customer-supplier relationshipneedsTransactional relationship Relational approach 8
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 programmesMaruti Auto Card
MARUTI AND CRM True Value Outlet On Road ServiceAvailability of easy finance
MARUTI AND CRMMarket Research DepartmentTheir Market Research department remains on its toes tostudy the changing consumer behaviour and market needs.Maruti enjoys 70%repeat buyers which further bolsters theirclaim of being customer friendlyMaruti Call CenterMaruti has proper customer complain handling cell underthe CRM dept. The CIC will help MSL rapidly build aninformation pool of over 3 million Maruti owners as well asthat of its prospective customers
MARUTI AND CRM Analytical CRM(1) Designing and executing targeted marketing campaigns(2) Designing and executing campaigns, e.g. customer acquisition, cross- selling,up-selling, Addon-selling.(3)Analyzing customer behavior in order to make decision relating to products and services(e.g. pricing,product development)(4)Management information system(e.g.financial forecasting and customer profitabilityAnalysis)
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 rightthe first time during service. The J.D. Power CSI study alsoreveals that 97% of Maruti Suzuki owners would probablyrecommend the same make of vehicle, while 90% ownerswould probably repurchase the same make of vehicle.
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 EXPERIENCEStation 1 Station 2 Station 3 Station AFTER SALESENQUIRY BOOKING DELIVERY SERVICEPositive/Negative Positive/Negative Positive/Negative Positive/Negative Water Full technical tests Water Juice Pre Advance - Water/ Cold Drink Tea & Biscuit Booking Snacks Launch Professional Tea & Biscuit Friendly Friendly Flowers Chocolates Ganesh Ji Reminder Call