A Project Reportonmaruti Suzuki

8/6/2019 A Project Reportonmaruti Suzuki

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A PROJECT REPORT

ON

MARUTI SUZUKI

Study on Customer Relationship

Management

ANUJ

MAHARAJA AGRASEN INTERNATIONAL COLLEGE

(AFFILIATED TO GURU GOBIND SINGH

INDARAPRASTHA UNIVERSITY)


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A PROJECT REPORT

ON

MARUTI SUZUKI

Project guide:

Submitted by: ANUJ CHUGH

Roll no:

Enrollment no:

Programme: B.B.A. (Gen)

Semester:

MAHARAJA AGRASEN

INTERNATIONAL COLLEGE

PT. RAVI SHANKAR SHUKLA

UNIVERSITY


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CERTIFICATE

This is to certify that the project entitled Study on Customer Relationship Managementsubmitted by Vipul, Enroll no. has been done under my guidance and supervision in

partial fulfillment of Bachelor of Business Administration.The working analysis

mentioned in this report has been undertaken by the candidate herself and necessaryreference has been recognized and acknowledged in the text of the report.Mr. Amit

Gupta(Internal project guide)


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ACKNOWLEDGEMENT

Many talented people have contributed to the successful completion of this work and Iwould like to extend a word of thanks and appreciation to all of them.First, I take this

opportunity to acknowledge my institution Maharaja Agrasen Institute Of Management

Studies, Indraprastha University where I am pursuing my degree Bachelor of BusinessAdministration.Second, I empress my thanks to Mr. Amit Gupta, Internal Project Guide,

for her guidance, support and encouragement which helped me in completing my

project.Above all, I would like to thank the Almighty God without whom this work couldnever have been completed.VIPUL


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PREFACE

The world of marketing is moving more rapidly than ever. The intelligent and successfulpeople


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TABLE OF CONTENTS

1. INTRODUCTION

2. PURPOSE OF RESEARCH STUDY

RESEARCH STUDY

SCOPE OF THE STUDY

3. RESEARCH METHODOLOGY

TOOLS OF RESEARCH RESOURCE OF DATA

4. RECOMMENDATIONS , FINDINGS AND LIMATATIONS

5. CONCLUSION

6. BIBLIOGRAPHY


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INTRODUCTION

ORGANIZATION OVERVIEW

Maruti Udyog Limited (MUL) was established in Feb 1981 through an Act

of Parliament, to meet the growing demand of a personal mode of transportcaused by the lack of an efficient public transport system.

Suzuki Motor Company was chosen from seven prospective partners

worldwide. This was due not only to their undisputed leadership in small

cars but also to their commitment to actively bring to MUL contemporarytechnology and Japanese management practices (which had catapulted Japan

over USA to the status of the top auto manufacturing country in the world).

A licence and a Joint Venture agreement was signed between Govt of India and

Suzuki Motor Company (now Suzuki Motor Corporation of Japan) in Oct 1982.


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The objectives of MUL then were:

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 foreconomic growth.

Our Vision


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Technological Advantage

We have introduced the superior 16 * 4 Hypertech engines across the

entire Maruti Suzuki range. This new technology harnesses the power of a

brainy 16-bit computer to a fuel-efficient 4-valve engine to create optimumengine delivery. This means every Maruti Suzuki owner gets the ideal

combination of power and performance from his car.

Our other innovation has been the introduction of Electronic Power Steering

(EPS) in select models. This results in better and greater maneuverability.In other words, our cars have become even more pleasurable to drive.

Production /R & D

Spread over a sprawling 297 acres with 3 fully-integrated production

facilities, the Maruti Udyog Plant has already rolled out over 4.3 millionvehicles. In fact, on an average, two vehicles roll out of the factory every

minute. And it takes on an average, just 14 hours to make a car. More

importantly, with an incredible range of 11 models available in 50 variants, there'sa Maruti Suzuki made here to fit every car-buyer's budget. And dream.

PRODUCTION MILESTONES

i) 1st vehicle produced, December 1983

ii) 1,00,000 vehicles produced by August, 1986

iii) 5,00,000 vehicles produced by June, 1990

iv) 1st vehicle produced, December 1983

v) 1,00,000 vehicles produced by August, 1986

vi) 5,00,000 vehicles produced by June, 1990

vii) 10,00,000 vehicles produced by March, 1994

viii) 15,00,000 vehicles produced by April, 1996


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ix) 20,00,000 vehicles produced by October, 1997

x) 25,00,000 vehicles produced by March, 1999

xi) 30,00,000 vehicles produced by June, 2000

xii) 35,00,000 vehicles produced by December 2001

xiii) 40,00,000 vehicles produced by April, 2003

xiv) 45,00,000 vehicles produced by April, 2004

MILESTONES

2005

The fiftieth lakh car rolls out in April, 2005

Growth in overall sales by 15.8%


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2004

New (non A/C) variant of Alto

Alto becomes India's new best selling car

LPG variant of 'Omni Cargo'

Versa 5-seater, a new variant

Baleno LXi, a new variant

Maruti closed the financial year 2003-04 with an annual sale of 472122 units, the

highest ever since the company began operations 20 years ago

2003

New Suzuki Grand Vitara XL-7

Redesigned and all-new Zen

New upgraded WagonR

Enters into partnership with State Bank of India

Production of 4 millionth vehicle. Listed on BSE and NSE after a public issueoversubscribed 10 times


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2002

WagonR Pride

Esteem Diesel. All other variants upgraded

Maruti Insurance. Two new subsidiaries started: Maruti Insurance Distributor

Services and Maruti Insurance Brokers Limited

Alto Spin LXi, with electronic power steering

Special edition of Maruti 800, Indias first colour-coordinated car

Maruti True value in Mumbai

Maruti Finance in Mumbai with 10 finance companies

Suzuki Motor Corporation (SMC) increases its stake in Maruti to 54.2 percent

2001

Zen LXi

Maruti True Value launched in Bangalore and Delhi

Maruti Versa, Indias first luxury MPV

Alto Spin LXi, with electronic power steering

Alto Vxi


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Customer information centers launched in Hyderabad, Bangalore and Chennai

Launch of versa

2000

First car company in India to launch a Call Center

New Alto

Altura, a luxury estate car

IDTR (Institute of Driving Training and Research) launched jointly with the Delhi

government to promote safe driving habits

1999

Maruti 800 EX ( 796cc, hatchback car)

Zen LX (993cc, hatchback car)

Zen VXi (993cc, hatchback car with power steering)

Omni XL ( 796cc, MUV, high roof)

Baleno (1600cc, 3 Box Car)

Wagon R


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Launch of Maruti - Suzuki innovative traffic beat in Delhi and Chennai as socialinitiatives

1998

Maruti launches website as part of CRM initiatives

Zen D (1527 cc diesel, hatchback car)

Zen VX & Zen VX Automatic

New (Omni & Omni E) (796cc, MUV)

Launch of website as part of CRM initiatives

1997

1998 Esteem (1299cc, 3 box car) LX, VX and AX

New Maruti 800 (796cc,hatchback Car) Standard and Deluxe

Produced the 2 millionth vehicle since the commencement of production

1996

Gypsy (E) (970cc, 4WD 8 seater)

Omni (E) (796cc, MUV, 8 seater)

Gypsy King (1298cc, 4WD, off road vehicle)

Zen Automatic (993cc, hatchback car)

Esteem 1.3L (1298 cc, 3 box Car)AX


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Launch of 24-hour emergency on-road vehicle service

1995

Esteem 1.3L (1298 cc, 3 box car)VX

With the launch of second plant, installed capacity reached200,000 units

1994

Esteem1.3L (1298cc, 3 box car)LX

Produced the 1 millionth vehicle since the commencement of production

1993

Zen(993cc, hatchback Car), which was later exported in Europe and elsewhereas the Alto

1992

SMC increases its stake in Maruti to 50 percent

1991

Reaches cumulative indigenisation of 65 percent for all vehicles produced1990

Maruti 1000(970cc, 3 box), Indias first contemporary sedan

1988


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Installed capacity increased to 100,000 units

1987

Exported first lot of 500 cars to Hungary

1986

Maruti 800 ( New Model-796cc, hatchback Car)

Produced 100,000 vehicles (cumulative production)

1985

Launch of Maruti Gypsy (970cc, 4WD off-road vehicle)

1984

Omni, a 796cc MUV

Installed capacity reached 40,000 units

1983

Maruti 800, a 796 cc hatchback, Indias first affordable car.

Production was started under JVA

1982

License and JV agreement signed between Maruti Udyog Ltd. and SMC ofJapan

1981

Maruti Udyog Ltd was incorporated under the provisions of the Indian

Companies Act, 1956


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Awards2005

Number one in JD Power SSI for the second consecutive year

Number one in JD Power CSI for the sixth time in a row - the only car to win it so

many times M800, WagonR and Swift topped their segments in the TNS Total

Customer Satisfaction Study.

Leadership in the JD Power Initial Quality Study - Alto number one in its

segment for the 2nd time in a row, Esteem number one in its segment for the 3rdyear in a row, Swift number one in the premium compact segment

WagonR and Esteem top their segments in the JD Power APEAL study

TNS ranks Maruti 4th in the Corporate Reputation Strength (CSR) study (#1

in Auto sector)-Feb 05

Maruti bagged the "Manufacturer of the year" award from Autocar-CNBC

(2nd time in a row)-Feb 05

First Indian car manufacturer to reach 5 million vehicles sales

Business World ranks Maruti among top five most respected companies in India-Oct 04

Maruti ranked among top ten (Rank7) greenest companies in India by

Business Today - Sep '04

2004

Maruti Suzuki was No. 1 in Customer atisfaction, No. 1 in SalesSatisfaction No.1 in Product Quality (Esteem and Alto) and No. 1 in

Product Appeal (Esteem and Wagon R)

No. 1 in Total Customer Satisfaction (Maruti 800, Zen and Alto)

Business World ranked us among the country's five most respected companies

Business World ranked us the country's most respected automobile company


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Voted Manufacturer of the year by CNBC

Voted one of India's Greenest Companies by Business Today-AC Nielson

ORG-MARG

2003

Maruti 800, Maruti Zen and Maruti Esteem make it to the top 10 automotive

brands in "Most Trusted Brand survey 2003" J D Power ranked 3 models of

Maruti on top: Wagonr, Zen and Esteem

Maruti 800 and Wagonr top in NFO Total Customer Satisfaction Study 2003.

MUL tops in J D Power CSI (2001) for 4th time in a row

2001

MUL tops in J D Power CSI (2001) for 2nd time in a row: another international

first

2000

Maruti bags JD Power CSI - 1st rank; unique achievement by market leaderanywhere in the world

1999

MSM launched as model workshop in India; achieves highest CSI rating.

Central Board of Excise & Customs awards Maruti with "Samman Patra",

for contribution to exchequer and being an ideal tax assessee

1998

CII's Business Excellence Award

1996

Maruti wins INSSAN award for "Excellence in Suggestion Scheme"

Awarded the Star Trading House status by Ministry of Commerce


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1994-95

Engineering Exports Promotion Council's award for export performance

1994

Best Canteen award among Haryana Industries as part of employee welfare

1992-93


1991-92


WHY MARUTI SUZUKI

The Quality Advantage

Maruti Suzuki owners experience fewer problems with their vehicles than any other carmanufacturer in India (J.D. Power IQS Study 2004). The Alto was chosen No.1 in the premium compact car segment and the Esteem in the entry level mid - size car

segment across 9 parameters.

The J.D. Power APEAL Study 2004 proclaimed the Wagon R no. 1 in the premium

compact car segment and the Esteem No.1 in the entry level mid - size car segment. This

study measures owner in terms of design, content, layout and performance of vehicles

across 8 parameters.

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 our

customers in finding the right car. Our high sales and customer care standards ledus to achieve the No.1 nameplate in the J.D. Power SSI Study 2004.


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Quality Service Across 1036 Cities

In the J.D. Power CSI Study 2004, Maruti Suzuki scored the highest across all 7

parameters: least problems experienced with vehicle serviced, highest service

quality, best in-service experience, best service delivery, best service advisorexperience, most user-friendly service and 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 2004 also reveals that 97% of Maruti Suzukiowners 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, you will find all your 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 your car related needs.

The Low Cost Maintenance Advantage

The acquisition cost is unfortunately not the only cost you face when buying a

car. Although a car may be affordable to buy, it may not necessarily be affordableto maintain, as some of its regularly used spare parts may be priced quite steeply. Not so

in the case of a Maruit 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. We are proud to have the lowest cost of operation/km (among petrol vehicles)- the top 5 models are all Maruti Suzuki models: Maruti 800, Alto, Zen, Omni and

Wagon R.

MARUTI CULTURE

Our employees are our greatest strength and asset. It is this underlying philosophy thathas moulded our workforce into a team with common goals and objectives. Our

Employee-Management relationship is therefore characterized by:

Participative Management.


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Team work & Kaizen.

Communication and information sharing.

Open office culture for easy accessibility

To implement this philosophy, we have taken several measures

like a flat organizational structure. There are only three levels of responsibilitiesranging from the Board Of Directors, Division Heads to Department Heads. Other

visible features of this philosophy are an open office, common uniforms (at all

levels), and a common canteen for all.

This structure ensures better communication and speedy decision

making processes. It also creates an environment that builds trust, transparency anda sense of belonging amongst employees.

PURPOSE OF RESEARCH STUDY

1. RESEARCH STUDY

2. SCOPE OF THE STUDY

To study and understand various aspects of Customer relationship management at

MARUTI SUZUKI.

SCOPE OF THE STUDY

This study extends its emphasis on studying various economic , social ,

geographical and political aspects of trade relations between india and the gulf

countries.

It further extends to suggest possible measures and steps to further strengthen the

trade structure between india and the gulf countries.

This study is an effort to highlight various strategic factors which are crucial for

the trade ties between india and the gulf countries.

RESEARCH METHODOLOGY


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1. TOOLS OF RESEARCH

2. RESOURCE OF DATA

A Research Methodology defines the purpose of the research, how it proceeds, how to measure progress and what constitute success with respect to the

objectives determined for carrying out the research study.

The appropriate research design formulated is detailed below.

Exploratory research: this kind of research has the primary objective of

development of insights into the problem. It studies the main area where the problem lies and also tries to evaluate some appropriate courses of action.

The research methodology for the present study has been adopted to reflect these

realties and help reach the logical conclusion in an objective and scientific manner.

The present study contemplated an exploratory research

NATURE OF DATA

Secondary data: secondary data that is already available and published .it

could be internal and external source of data. Internal source: whichoriginates from the specific field or area where research is carried out e.g. publish

broachers, official reports etc.

External source: This originates outside the field of study like books,periodicals, journals, newspapers and the Internet.

DATA COLLECTION

Secondary data has been used which is collected through articles, reports, journals, magazines, newspapers reports prepared by research scholars,

universities and internet.

TOOLS AND TECHNIQES

Analysis of data has been done with help of various statistical tools like the

tables and graphs.


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FEATURES OF CRM IMPLEMENTEDAT

MARUTI

Customer Relationship Management (CRM)

Includes the methodologies, technology and capabilities that help an enterprise

manage customer relationships. The general purpose of CRM is to enableorganizations to better manage their customers through the introduction of

reliable systems, processes and procedures.

IMPLEMENTING CRM

Customer Relationship Management is a corporate level strategy which focuseson creating and maintaining lasting relationships with its customers. Although

there are several commercial CRM software packages on the market which

support CRM strategy, it is not a technology itself. Rather, a holistic changein an organisation's philosophy which places emphasis on the customer.

Management at MARUTI believes that a successful CRM strategy cannot beimplemented by simply installing and integrating a software package and will not

happen over night. Changes must occur at all levels including policies and

processes, front of house customer service, employee training, marketing,systems and information management; all aspects of the business must be

reshaped to be customer driven.

To be effective, the CRM process has been integrated with end-to-end across marketing,

sales, and customer service.

The objectives of CRM at MARUTI:-

To Identify customer success factors

To Create a customer-based culture


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To Adopt customer-based measures

To Develop an end-to-end process to serve customers

To Recommend what questions to ask to help a customer solve a problem

To Recommend what to tell a customer with a complaint about a purchase

To Track all aspects of selling to customers and prospects as well as

customer support.

Before implementing the CRM segment the management at MARUTI did a survey

to identify what profile aspects it feels are relevant to its business, such as what

information it needs to serve its customers, the customer's past financial history, theeffects of the CRM segment and what information is not useful. Being able to

eliminate unwanted information is a large aspect of implementing CRM systems.

ARCHITECTURE OF CRM AT MARUTI

There are three parts of application architecture of CRM at maruti:

Operational CRM - automation to the basic business processes (marketing,sales, service)

Analytical CRM - support to analyze customer behavior, implementsbusiness intelligence alike technology

Collaborative CRM - ensures the contact with customers (phone, email, fax,web, sms, post, in person)

OPERATIONAL CRM

Operational CRM at Maruti includes customer contact (sales, marketing andservice). Tasks resulting from these processes are forwarded to employees


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responsible for them, as well as the information necessary for carrying out the tasks

and interfaces to back-end applications are being provided and activities with customersare being documented for further reference.

Operational CRM provides the following benefits:

Delivers personalized and efficient marketing, sales, and service through

multi-channel collaboration

Enables a 360-degree view of the customer while you are interacting with

them

Sales people and service engineers can access complete history of all customerinteraction with the company, regardless of the touch point .

The operational part of CRM typically involves three general areas of business at

Maruti:

SALES FORCE AUTOATION (SFA)

SFA automates the critical sales and sales force management functions of

Maruti, i.e., lead/account management, contact management, quotemanagement, forecasting, sales administration, keeping track of customer preferences, buying habits, and demographics, as well as performance

management. SFA tools are designed to improve field sales productivity.

Key infrastructure requirements of SFA are mobile synchronization andintegrated product configuration.

CUSTOER SERVICE AND SUPPORT (CSS)

CSS at Maruti automates the service requests, complaints, product returns, andinformation requests. The internal help desk and inbound call-center support

for customer inquiries have been evolved into the "customer interaction

center" (CIC), using multiple channels (Web, phone/fax, face-to-face, kiosk,etc). Key infrastructure requirements of CSS include computer telephony


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integration (CTI) which provides high volume processing capability, and

reliability.

ENTERPRISE MARKETING AUTOATION (EMA)

EMA of the company provides information about the business environment,

including competitors of Maruti, industry trends, and macro environmentalvariables. It is the execution side of campaign and lead management. The

intent of EMA applications is to improve marketing campaign efficiencies.

Functions include demographic analysis, variable segmentation, and predictivemodeling occur on the analytical (Business Intelligence) side.

Integrated CRM software is often also known as "front office solutions." Of

Maruti, This is because they deal directly with the customer of the company.

Maruti uses CRM software to store all of their customer's details. When a

customer calls at maruti, the system is used to retrieve and storeinformation relevant to the customer. By serving the customer quickly and

efficiently, and also keeping all information on a customer in one place, a the

management at Maruti aims to make cost savings, and also encourage newcustomers.

ANALYTICAL CRM

In analytical CRM, data gathered within operational CRM and/or other sources areanalyzed to segment customers or to identify potential to enhance client relationship.

Customer analysis typically leads to targeted campaigns to increase share of

customer's wallet. Examples of Campaigns directed towards customers are:

Acquisition: Cross-sell, up-sell

Retention: Retaining customers who leave due to maturity or attrition.

Information: Providing timely and regular information to customers about

Maruti.


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Modification: Altering details of the transactional nature of the customers'relationship.

Analysis typically covers but is not limited to:

Decision support: Dashboards, reporting, metrics, performance etc.

Predictive modelling of customer attributes

Strategy and research.

Analysis of Customer data relates to the following analyses:

Campaign management and analysis

Contact channel optimization

Contact Optimization

Customer Acquisition / Reactivation / Retention

Customer Segmentation

Customer Satisfaction Measurement / Increase

Sales Coverage Optimization

Fraud Detection and analysis

Financial Forecasts

Pricing Optimization

Product Development

Program Evaluation

Risk Assessment and Management


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Provide a fast mechanism for managing and scheduling follow-up sales calls toassess post-purchase cognitive dissonance, repurchase probabilities, repurchase times,

and repurchase frequencies.

Provide a mechanism to track all points of contact between customer and the

company, and do it in an integrated way so that all sources and types of contact are

included, and all users of the system see the same view of the customer (reducesconfusion).

Help to identify potential problems quickly, before they occur.

Provide a user-friendly mechanism for registering customer complaints (complaints

that are not registered with the company cannot be resolved, and are a major

source of customer dissatisfaction)

Provide a fast mechanism for handling problems and complaints (complaints that are

resolved quickly can increase customer satisfaction).

Provide a fast mechanism for correcting service deficiencies (correct the problem

before other customers experience the same dissatisfaction).

Use internet cookies to track customer interests and personalize product offerings

accordingly.

Use the Internet to engage in collaborative customization or real-time customization.

Provide a fast mechanism for managing and scheduling maintenance, repair, andon-going support (improve efficiency and effectiveness).

The CRM can be integrated into other cross-functional systems and thereby provideaccounting and production information to customers when they want it.

IMPROVING CUSTOMER RELATIONSHIPS

CRM programs also are able to improve customer relationships. Proponents say this

is so because:

CRM technology can track customer interests, needs, and buying habits as they

progress through their life cycles, and tailor the marketing effort accordingly. This

way customers get exactly what they want as they change.


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The technology can track customer product use as the product progresses through

its life cycle, and tailor the service strategy accordingly. These way customers getwhat they need as the product ages.

In industrial markets, the technology can be used to micro-segment the buying centreand help coordinate the conflicting and changing purchase criteria of its members.

When any of the technology-driven improvements in customer service (mentionedabove) contribute to long-term customer satisfaction, they can ensure repeat

purchases, improve customer relationships, increase customer loyalty, decrease

customer turnover, decrease marketing costs (associated with customer acquisition

and customer training), increase sales revenue, and thereby increase profit margins.

Repeat purchase, however, comes from customer satisfaction - which in turn

comes from a deeper understanding of each customer, their individual business

challenges and proposing solutions for those challenges rather than a "one size fits all"approach.

CRM software enables sales people to achieve this one on one approach to

selling and can automate some elements of it via tailorable marketing

communications. However, all of these elements are facilitated by or for humansto achieve - CRM is therefore a company-wide attitude as much as a software solution.


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PURPOSE OF RESEARCH STUDY

-RESEARCH STUDY

To study and understand various aspects of Customer relationship management at

MARUTI SUZUKI.

RESEARCH METHODOLOGY

-TOOLS OF RESEARCH RESOURCEOF DATA

A Research Methodology defines the purpose of the research, how it proceeds, how to

measure progress and what constitute success with respect to the objectives determined

for carrying out the research study.

The appropriate research design formulated is detailed below.

Exploratory research: this kind of research has the primary objective of developmentof insights into the problem. It studies the main area where the problem lies and also tries

to evaluate some appropriate courses of action.

The research methodology for the present study has been adopted to reflect these

realties and help reach the logical conclusion in an objective and scientific manner.


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NATURE OF DATA

Secondary data: secondary data that is already available and published .it could be

internal and external source of data. Internal source: which originates from the specificfield or area where research is carried out e.g. publish broachers, official reports etc.

External source: This originates outside the field of study like books, periodicals,journals, newspapers and the Internet.

DATA COLLECTION

Secondary data has been used which is collected through articles, reports, journals,

magazines, newspapers reports prepared by research scholars, universities and internet.

TOOLS AND TECHNIQES

Analysis of data has been done with help of various statistical tools like the tablesand graphs.

FEATURES OF CRM IMPLEMENTED

AT

MARUTI

CUSTOMER RELATIONSHIP MANAGEMENT (CRM)

Customer Relationship Management (CRM)

Includes the methodologies, technology and capabilities that help an enterprise

manage customer relationships. The general purpose of CRM is to enable

organizations to better manage their customers through the introduction of reliable

systems, processes and procedures.

IMPLEMENTING CRM

Customer Relationship Management is a corporate level strategy which focuses on

creating and maintaining lasting relationships with its customers. Although there areseveral commercial CRM software packages on the market which support CRM strategy,


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it is not a technology itself. Rather, a holistic change in an organisation's philosophy

which places emphasis on the customer.

Management at MARUTI believes that a successful CRM strategy cannot be

implemented by simply installing and integrating a software package and will nothappen over night. Changes must occur at all levels including policies and

processes,front of house customer service, employee training, marketing, systems and

information management; all aspects of the business must be reshaped to becustomer driven.

To be effective, the CRM process has been integrated with end-to-end across marketing,

sales, and customer service.

THE OBJECTIVES OF CRM AT MARUTI:-

To Identify customer success factors

To Create a customer-based culture

To Adopt customer-based measures

To Develop an end-to-end process to serve customers

To Recommend what questions to ask to help a customer solve a problem

To Recommend what to tell a customer with a complaint about a purchase

To Track all aspects of selling to customers and prospects as well as customer support.

Before implementing the CRM segment the management at MARUTI

did a survey to identify what profile aspects it feels are relevant to its business,such as what information it needs to serve its customers, the customer's past financial

history, the effects of the CRM segment and what information is not useful. Being

able to eliminate unwanted information is a large aspect of implementing CRMsystems.

ARCHITECTURE OF CRM AT MARUTI

There are three parts of application architecture of CRM at maruti:

Operational CRM - automation to the basic business processes (marketing, sales,

service)


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Analytical CRM - support to analyze customer behavior, implements business

intelligence alike technology

Collaborative CRM - ensures the contact with customers (phone, email, fax, web, sms,

post, in person)

OPERATIONAL CRM

Operational CRM at Maruti includes customer contact (sales, marketing and

service). Tasks resulting from these processes are forwarded to employeesresponsible for them, as well as the information necessary for carrying out the

tasks and interfaces to back-end applications are being provided and activities with

customers are being documented for further reference.


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Operational CRM provides the following benefits:

Delivers personalized and efficient marketing, sales, and service through multi-

channel collaboration

Enables a 360-degree view of the customer while you are interacting with them

Sales people and service engineers can access complete history of all customerinteraction with the company, regardless of the touch point . The operational part of

CRM typically involves three general areas of business at Maruti:

SALES FORCE AUTOMATION (SFA)

SFA automates the critical sales and sales force management functions of Maruti,

i.e., lead/account management, contact management, quote management, forecasting,sales administration, keeping track of customer preferences, buying habits, and

demographics, as well as performance management. SFA tools are designed toimprove field sales productivity. Key infrastructure requirements of SFA are mobile

synchronization and integrated product configuration.


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CUSTOMER SERVICE AND SUPPORT (CSS)

CSS at Maruti automates the service requests, complaints, product returns, andinformation requests. The internal help desk and inbound call-center support for

customer inquiries have been evolved into the "customer interaction center" (CIC), using

multiple channels (Web, phone/fax, face-to-face, kiosk, etc). Key infrastructurerequirements of CSS include computer telephony integration (CTI) which provides

high volume processing capability, and reliability.

ENTERPRISE MARKETING AUTOMATION

(EMA)

EMA of the company provides information about the business environment,

including competitors of Maruti, industry trends, and macro environmentalvariables. It is the execution side of campaign and lead management. The intent of

EMA applications is to improve marketing campaign efficiencies. Functions include

demographic analysis, variable segmentation, and predictive modeling occur on theanalytical (Business Intelligence) side.

Integrated CRM software is often also known as "front office solutions." Of Maruti,

This is because they deal directly with thecustomer of the company.

Maruti uses CRM software to store all of their customer's details. When a customercalls at maruti, the system is used to

retrieve and store information relevant to the customer. By serving the customerquickly and efficiently, and also keeping all information on a customer in one place, a

the management at Maruti aims to make cost savings, and also encourage new

customers.


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ANALYTICAL CRM

In analytical CRM, data gathered within operational CRM and/or other

sources are analyzed to segment customers or to identify potential to enhance clientrelationship. Customer analysis typically leads to targeted campaigns to increase

share of customer's wallet. Examples of Campaigns directed towards customers are:

Acquisition: Cross-sell, up-sell

Retention: Retaining customers who leave due to maturity or attrition.

Information: Providing timely and regular information to customers about Maruti.

Modification: Altering details of the transactional nature of the customers'

relationship.

Analysis typically covers but is not limited to:

Decision support: Dashboards, reporting, metrics, performance etc.

Predictive modelling of customer attributes

Strategy and research.

Analysis of Customer data relates to the following analyses:


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Campaign management and analysis

Contact channel optimization

Contact Optimization

Customer Acquisition / Reactivation / Retention

Customer Segmentation

Customer Satisfaction Measurement / Increase

Sales Coverage Optimization

Fraud Detection and analysis

Financial Forecasts

Pricing Optimization

Product Development

Program Evaluation

Risk Assessment and Management

Data collection and analysis is viewed as a continuing and iterativeprocess. Ideally, business decisions are refined over time, based on feedback from earlieranalysis and decisions. Therefore, a successful analytical CRM projects take

advantage of a data warehouse to provide suitable data.

COLLABORATIVE CRM

Collaborative CRM facilitates interactions with customers through all channels(personal, letter, fax, phone, web, e-mail) and supports co-ordination of employee teams

and channels. It is a solution that brings people, processes and data together so

company can better serve and retain their customers.

Collaborative CRM provides the following benefits:

Enables efficient productive customer interactions across all communicationschannels


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Enables web collaboration to reduce customer service costs

Integrates call centers enabling multi-channel personal customer interaction

Integrates view of the customer while interaction at the transaction level

PURPOSE OF CUSTOMER RELATIONSHIP

MANAGEMENT

CRM, in its broadest sense, means managing all interactions and business withcustomers. This includes, but is not limited to, improving customer service. The

CRM program allows Maruti to acquire customers, service the customer, increase

the value of the customer to the company, retain good customers, and determine

which customers can be retained or given a higher level of service. A good CRM program can improve customer service by facilitating communication in several

ways:


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Provide product information, product use information, and technical assistance on

web sites that are accessible 24 hours a day, 7 days a week.

Identify how each individual customer defines quality, and then design a service

strategy for each customer based on these individual requirements and expectations.

Provide a fast mechanism for managing and scheduling follow-up sales calls to assess

post-purchase cognitive dissonance, repurchase probabilities, repurchase times, andrepurchase frequencies.

Provide a mechanism to track all points of contact between customer and the

company, and do it in an integrated way so that all sources and types of contact areincluded, and all users of the system see the same view of the customer (reduces

confusion).

Help to identify potential problems quickly, before they occur.

Provide a user-friendly mechanism for registering customer complaints (complaintsthat are not registered with the company cannot be resolved, and are a major source

of customer dissatisfaction).


resolved quickly can increase customersatisfaction).

Provide a fast mechanism for correcting service deficiencies (correct the problem before other customers experience the same dissatisfaction).

Use internet cookies to track customer interests and personalize product offeringsaccordingly.

Use the Internet to engage in collaborative customization or real-timecustomization.

Provide a fast mechanism for managing and scheduling maintenance, repair, and

on-going support (improve efficiency and effectiveness).

The CRM can be integrated into other cross-functional systems and thereby provide

accounting and production information to customers when they want it.


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IMPROVING CUSTOMER

RELATIONSHIP

CRM programs also are able to improve customer relationships. Proponents say thisis so because:

CRM technology can track customer interests, needs, and buying habits as they progress through their life cycles, and tailor the marketing effort accordingly. This

way customers get exactly what they want as they change.

The technology can track customer product use as the product progresses throughits life cycle, and tailor the service strategy accordingly. This way customers get

what they need as the product ages.

In industrial markets, the technology can be used to micro-segment the buyingcentre and help coordinate the conflicting and changing purchase criteria of its

members.

When any of the technology-driven improvements in customer service (mentioned

above) contribute to long-term customer satisfaction, they can ensure repeat purchases,improve customer relationships, increase customer loyalty, decrease customer

turnover, decrease marketing costs (associated with customer acquisition and

customer training), increase sales revenue, and thereby increase profit margins.

Repeat purchase, however, comes from customer satisfaction - which in turn

comes from a deeper understanding of each customer, their individual businesschallenges and proposing solutions for those challenges rather than a "one size fitsall" approach.

CRM software enables sales people to achieve this one on one approach toselling and can automate some elements of it via tailorable marketing

communications. However, all of these elements are facilitated by or for humans

to achieve - CRM is therefore a company-wide attitude as much as a software solution.


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FUNCTIONAL COMPONENTS OF CRM

ARCHITECTURE FOR ENTERPRISE MARKETING

AUTOMATION:


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RECOMMENDATIONS AND

CONCLUSION

Provide a user-friendly mechanism for registering customer complaints (complaintsthat are not registered with the company cannot be resolved, and are a major source

of customer dissatisfaction).


resolved quickly can increase customer satisfaction).

Provide a fast mechanism for correcting service deficiencies (correct the problem before other customers experience the same dissatisfaction).

Use internet cookies to track customer interests and personalize product offerings

accordingly.

Use the Internet to engage in collaborative customization or real-time customization.

Provide a fast mechanism for managing and scheduling maintenance, repair, and

on-going support (improve efficiency and effectiveness).


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BIBLIOGRAPHY

Books

Crm- chattopadhya

Crm-mishra and joshi

Journals

Icfai university press

Business and economy

Web sites

Www.marutiudyog.com

Gurgaon.nic.in/maruti.htm

Auto.indiamart.com

Economictimes.indiatimes.com

En.wikipedia.org/wiki

www.citrix.com

A Project Reportonmaruti Suzuki

Documents

Transcript of A Project Reportonmaruti Suzuki