CRM training Presentation developed by Bhupinder Kumar for the purpose of training call center Excutives

1. Welcome to Retail
Business
Training Programe for the
Call Centre Executives
CRM Initiative

2. Customer Evolution
Vehicle
People in the Vehicle
Various Segments'

3. Product Based
Infra structure Based
Service Based
Industry Evolution

4. Types of Markets &
Customers
Urban
Profile –Luna to
Lamborghini
Illiterate to Highly
Educated
Age – 18-80 Yrs.
Income –Middle to
High
Type of Travel-
Work, Socializing
,Evants

6. Highway
Goods Heavy Vehicle
SUV / Passenger Cars/ CABS
Families
Truck & Car Drivers
Age- Kids to 80 Yrs.
Income –Low to Very High
Business and Tourism Related Travels

8. Rural
Farming Community
Middle level Business Men/Traders
Small Time Travelers
Short Distance Commercial Drivers
Cum Owners
Type of Business Agriculture
Highly Egoistic and opinion shapers in
the Area
Language – Preferably Local

10. Brand Promise
• Caring
• Reliable
• Innovative

11. Mapping of customer’s
mindset
Retail Outlet
Value Explosion
Social
Dimension
Mental Dimension
SERVICES
Fuels
VALUE
l CCTV Coverage
l Auto Ticketing
l Digital Density DS
l SMS to Customer (RFID)
l 2T Dispensing
l Automation
l Fool proof traffic
management
l Dedicated tank lorry
decantation area
l Emergency helplines
l No leakage/oil spillage
SAFETY HI-TECHl 24 hours operation
l ATM
l Doctor on call
l Insurance
l Utility payment drop box
l Refreshment corner
l Railway reservation
l Consistency
l Breakdown
l Flat Tyre
l Free Air
l Free Water
l Toilet
l Seamless practices
l Petro Card Community
l Premium Fuel Community
l Customer Panel
l ARB Users
l Office Bearers of Adjoining
Societies
PRODUCTS
QUALITY
BRANDS
l Speed
l Mak
l Petrocard
l Hi-speed
l V-care
l Fleetcard
l NPND
l NANO
l Correct Delivery
l Correct Quality
l MS
l LUBES
l HSD
Value Explosion of our BPCL Outlet

12. Responsibility of the Dealers
 Quality ,Quantity and Correct Price
Air Facility during RO operations
Prompt Service and Customer Behavior
Suggestion and Complaint Book must be made available and
Message to be displayed
The working Hour should be prominently Displayed
Availability of clean Toilet
Telephone facility
 Must display the name of the Co. officer , Address of the
customer Service Cell
First Aid Box to be made available
RO to be kept adequately illuminated and meet the house
keeping standards laid down by the company

13. Types of Complaints
Critical
Major
Regular

14. Critical Complaints
Quality & Quantity
Suspected adulteration
Short Delivery on account of Cheating by
manipulation of the Fuel Dispenser
Suspected Tempering of the Dispensers

15. Major Complaints
Selling of Normal MS /HSD as branded
Fuel
Overcharging
Manual Bill at the Automated RO

16. Minor Complaints
•Non provision of facilities like air,
clean Toilet, Telephone and first aid
box
•Non display of authorized Retail
Selling prices of MS / HSD / CNG /
AUTO LPG
•Non maintenance of complaint book
or not providing the same when
demanded by the customer.
•Poor housekeeping.
•Driveway Salesmen at the ROs not in
uniform/wearing badges

17. How to Build the conversation
Diffusion of
image
Value Proposition
Demonstration
Resonate with
the customer
Differentiate with the
competition
Re-enforcement of
image
Points of Leverage
Image
Augmentation
Communication
Explosion