Customer Experience (CX) is very important and crucial for an organization.

1. CX IN AUTOMOTIVE INDUSTRY
By
N Dinesh Varma,
Id-14060009.
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2. AUTOMOTIVE INDUSTRY
 It is the most important, largest and competitive industry
in manufacturing sector in the Global arena.
 It is the key driving sector of the economy.
 It plays a significant part in the country’s Gross
Domestic Product (GDP).
 It is closely tied to other sectors of the economy.
 It requires complex and multidisciplinary technology.
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3. GLOBAL AUTOMOBILE PRODUCTION
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14060009
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10,000,000
20,000,000
30,000,000
40,000,000
50,000,000
60,000,000
70,000,000
2008 2009 2010 2011 2012 2013
Global Automobile Production
cars
commercial

4. CURRENT MARKET SITUATION
 The Indian automotive market is one of the most
competitive markets due to low cost. (Assembly
hub for many foreign manufactures).
 India is the second fastest growing automobile
market in the world after China.
 Cars is the major segment in the Indian automotive
industry with a growth rate of more than 11%
annually.
 The Indian car industry is witnessing a shift in
demand going from two wheelers to cars due to
rising availability of low cost cars.
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5. INDIAN AUTOMOBILE PRODUCTION
0
500000
1000000
1500000
2000000
2500000
3000000
3500000
2008 2009 2010 2011 2012 2013
Numberofunits
Year
Automobiles Production in India
cars
commercial vechicles
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6. MAJOR SEGMENTS
 Passenger vehicles:
 Cars and buses
 Commercial vehicles:
 Light commercial vehicles –
Goods carrier, mini vans.
 Heavy commercial vehicles
– Trucks, Tempo, Tractor
and Tipper/Dumper
 Three wheelers:
 Rickshaws, Trolleys,
Delivery Vans.
 Two wheelers:
 Scooters, Motorcycles.
Aside from these four segments
there is also a growing segment
within the electrical car area in
India. Electrical cars are both
economical, efficient and
environment friendly.
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7. MAIN PLAYERS IN INDIAN MARKET
S.No Company Name Segment
1 Maruti Suzuki India Passenger Vehicles
2 TATA Motors Commercial and Passenger
3 Hyundai Motors Passenger Vehicles
4 Ford Motors India Passenger Vehicles
5 Ashok Leyland Commercial Vehicles
6 Hero Motors Limited Two Wheelers
7 Mahindra & Mahindra All
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8. SURVEY BY CISCO ON CX IN AUTOMOTIVE INDUSTRY
 Important Facts from the survey conducted by
Cisco Systems in 2013.
 It is based on 1514 End-user respondents
belonging to 10 different countries including India.
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9. 1: BUYING EXPERIENCE GOES DIGITAL
 Consumers desire a better virtual buying
experience.
83%
17%
Customer Preference in
Research
Online
In person
83% prefer to research cars
online.
17% Prefer to call or go to
dealership in person.
47
37
0 10 20 30 40 50
THIRD PARTY WEBSITE
MANUFACTURES WEBSITE
Trust of Customers Researching
Online
47% trust third-party websites.
37% trust car manufactures
websites.
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10. BUYING EXPERIENCE GOES DIGITAL
Prefer interactive kiosks for information
when they have an option to reach a live
person
Would be confortable using virtual
technology like video to interact with the
car dealership.
Would be willing to use an automated
dealership to service their cars.
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11. AUTOMOBILE COST TRACKING
 Consumers seek smarter insights into Auto
operating costs.
Want a device on their car
that tracks their budget for
gas mileage and auto
maintenance.
Want their car to be
able to monitor gas
prices.
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12. COST OF A BETTER DRIVING EXPERIENCE
 Consumers trade personal data for savings, safety,
and a personalized experience.
Would allow driving habits to be
monitored to save on
insurance/service maintenance.
Would share height/weight, driving
habits and entertainment
preference for more custom driving
experience.
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13. COST OF A BETTER DRIVING EXPERIENCE
 Consumers trade Biometrics data for more personal
vehicle security.
Would provide biometrics(e.g.’
fingerprints, DNA samples etc.) for
personal vehicle security.
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14. CONSUMERS DESIRE MORE AUTOMATED AUTOMOBILES
 Consumers Trust Driverless Cars
Of consumers, globally, trust driverless cars –
even more in emerging markets.
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15. SUMMARY
Research
83% online
Shop
37% trust
automaker
websites
Buy
55% virtual
interaction with
dealer to close
deal
Own/service
64%automated
sealer for service
62% device on
car to track cost.
Drive
57% trust
driverless cars
Repurchase
74% share driving habits
60% share biometrics
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16. MARUTI SUZUKI - CX
 Maruti created a land-mark in CX by launching a
website for the customers in the year 1998.
 Maruti is investing a lot of money and effort in
building customer loyalty programs.
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17. MARUTI SUZUKI CX PRODUCTS
 Maruti Auto Card:
 Auto Card gives all advantages of an international credit
card in addition an opportunity of earning valuable Auto
points for their next Maruti car.
 This is a product by Maruti Suzuki in collaboration with
Citibank and Indian Oil Corporation, launched on Apr 19,
2006.
 Maruti True Value Outlet:
 Customer can exchange his old car for a new car, by
paying the difference. They are offered loyalty discounts in
return. This helps them retain the customer.
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18. MARUTI SUZUKI CX PRODUCTS
 Maruti Call Center:
 The company was the first car company in India to
launch a call center in year 2000.
 It helped MUL to build an information pool of over 5
million Maruti owners.
 Express Service Bays:
 To offer its customers a faster car service.
 Mega Camps:
 These are organized throughout the year.
 Activities undertaken during a mega camp include
complimentary car wash, AC and Pollution check etc.
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19. MARUTI SUZUKI CX PRODUCTS
 Maruti On-Road Services:
• 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.
 Market Research Department:
 They study the changing consumer behaviour and
market needs.
 They enjoys 70%repeat buyers.
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20. OTHER OFFERS
 Complete Car Needs.
 Availability of easy finance.
 Car Pick up and Delivery facility for Women Owners.
 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.
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21. FORD CX PRODUCTS
 24x7 ‘roadside assistance’
 Web-based customer relationship initiative in 2002.
 SAS integration:
 SAS platform that supports customer relationship
management (CRM) applications helps ensure high
customer satisfaction levels.
 Newsletters as CRM tool:
 This helps in building a long-term relationship with
customers.
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22. FORD SERVICE ROADSIDE ASSISTANCE
FORD'S RAPID RESPONSE TEAM.
 Roadside Assistance at home or on the road.
 Vehicle Recovery
 Taxi
 The passengers will be provided with one free taxi ride,
up to 50km from the breakdown location, in order to
continue your journey.
 Vehicle Recovery following an Accident
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23. FORD
 Total Maintenance Plan
 Through Total Maintenance Plan the customer gets total
peace of mind and fixed price for the next 3 years.
 What is covered
 Periodic Maintenance Services as per owner’s manual
 Repairs arising out of electrical or mechanical failures
 Wear and Tear Parts
 Labour for all of the above jobs
 What is not covered
 Accident Repairs
 Tyres and Tyre tubes
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24. TATA MOTORS
CRM capturing customer data
leveraging data to increase
customer interaction
streamlining product
development
Value adding services
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25. TATA CX PRODUCTS
 Empower Program is India’s first Multi-Brand
Loyalty Program. The Empower Program is a
unique growing alliance of leading brands you use
regularly.
 Advantages:
 Earn Higher Empower Points
 Accumulate Empower Points Faster
 Redeem Empower Points instantly
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26. OTHER PRODUCTS
 Gold club membership:
 You shall be entitled for priority service at the Dealer
workshop, where you have registered for the
membership. No prior appointment shall be required.
 Costumer education meets
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27. “IT”—INVOLVEMENT...INTEGRATION
Oracle Products & Services
 Siebel CRM
 Siebel Automotive
 Oracle Database
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28. KEY BENEFITS
 Improves demand forecasting, planning, and
logistics and inventory management.
 Offers 360-degree view of customer and vehicle
information.
 Enhances product quality and increases revenues
from both vehicle sales and after-sales parts
business
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