Gulzar Motor123

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CHAPTER-1

COMPANY PROFILE

ABOUT GULZAR MOTORS

Health and happiness and success depend upon the fighting spirit of

each person. The big thing is not what happens to us in life- but what we

do about what happens to us.

Traditionally the business of distribution was called commerce. Business

was carried out merely as an exchange of commodities. But at present

business is going a complete transformation and covered the concepts ofmarketing, target, costing, customer satisfaction, and channel of distribution,

globalization and the like. No business empire was established overnight.

Here we have taken the case study of Gulzar Motors Ltd. of how they

transformed their traditional business and how, in turn, they achieved their

aims.

Trade and commerce has been recognized since times immemorial.

Caveman was self sufficient and humans did not live in organized groups.

With the introduction of barter system, trade and commerce began. Money

was developed as a medium of exchange and later on a need of uniform

currency transaction was required. Now plastic money has been introduced.

Similarly, trade and methods to carry it out have substantially changed. It is

no longer satisfying that a concern is operating well domestically but global

trade ties are being recognized.

In the present world of cut throat competition success of a business depends

upon not only the price tag, but the strategies to satisfy and maintain a

customer. Here we are looking forward to how Gulzar Motors Ltd. began its

business and is today being recognized as a successful enterprise.

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DETERMINATION

Behind any venture, whatever it is there has to be a goal or determination

behind it.

Planning and subsequently strategy formation will be fruitful only if there is

a strong goal behind it determination depends upon the intention and thirst to

achieve the goal. Gulzar Motors Ltd. was not formed overnight. It took

several years of determination and hard work to reach its present state.

Initially started with a petrol pump in Ludhiana and moving top Swaraj

Tractors Agency, Gulzar Motors procured Maruti dealership agency in 1997

and then there was no looking back. Had there been no determination the

business and people behind it could be satisfied with the petrol pump

business. To expand any business you have to expand your ideas to lay

down the objectives and aims of the concern. Only on the basis of these can

a business formulate the plans, strategies and policies.

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DIRECTORS AND THEIR BACKGROUND

For efficient management of a company efficient managers with in-depth

knowledge and leadership qualities are required.

Mr. Gurcharan Singh, Managing Directors is also the proprietor of M/s

Gulzar Trading Co.Mr. Harkirat Singh who is an MBA is the chief executive

officer and an experience of 8 years in the group. The third director is Mr.

Surinder Pal Singh who has great experience in this industry.

Gulzar group consists of Gulzar service station which is actively dealing in

petrol station since 1968. Gulzar Trading Co. which has been an authorized

dealer of Swaraj since 1993. Gulzar Motors Ltd. is dealing in Maruti Agencysince 1997.

People who accept responsibility are the people who are making in the

most of their lives.

Like an efficient organization the management of Gulzar Motors Ltd. is

competent in spirit and progressive in knowledge. That is how the talent of

employees is being made full use of. Control of an organization in able

hands can ensure its progress in a short span of time. Team work has been

possible and proper delegation and decentralization of work has been

possible. The shared goals of the organization have been properly laid down.

In a positive environment a marginal performers output goes up. In a

negative environment a good performers output goes down.

It is the ability and farsightedness of the management that makes the

business a success. Transformation and change in a business is possible only

when the management approach towards it is inviting. It is on the part of

management to make the most of their talents. Gulzar Motors Ltd. is dealing

in Maruti Agency since 1997. All the directors are knowledgeable about the

company and have strong base in management knowledge. The whole

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planning was confined to the top management o the organization and

appropriate delegation was\made to the lower levels depending upon its

structure.

CUSTOMERS FOR LIFE RELATIONSHIP MARKETING

It is no longer sufficient to sell the product to a consumer but to satisfy and

maintain the consumer forever. A relationship building is required so that

the consumer can conform to the business. Gulzar Motors Ltd. Realized thus

and has taken concrete steps to overcome this. A periodic review is made

and personal contact with the customer is made. Their complaints are

attended and even on the website a feedback is invited. Gulzar Motors Ltd.

is in the practice of maintaining a personal contract with the customers and

ways and means by which better services can be rendered.

With the changing times Gulzar MOTORS Ltd. has kept with the changingstrategies. This is indispensable as the transformation will lead to better

response from customers as they are made felt that they are a part of the

organization. Constant greetings sent to customers tempt them to remain in

touch with the organization and its activities and also become permanent

customers of the organizations. This is in line with the concept that the

replacement period of cars in the city is very low and the customer has to

make its way to purchase car again. Gulzar Motors Ltd. makes sure that each

time a customer thinks of changing a car he comes back to the same agency.

A customer may lead to wider customer base.

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ACHIEVEMENTS

Gulzar Motors Ltd., an ISO 9002 company was awarded best Maruti

Showroom Award in 1997. With well equipped workshop, sophisticated

denting and painting shop and dealer of the genuine Maruti parts, the

company has maintained a satisfactory clientele. Every year around 2000

cars are sold averaging rupees three lakhs each. Maruti 800 Model I the

highest in demand forming 30% of turnover followed by Zen, Alto and

Wagon R.

Gulzar Motors Ltd. has created its website with valuable information

regarding price lists of each class and model, newsletter epic ting the latest

news and trends, feedback from for remaining in contract with customers.

Trade-in facility is also available under which customers have the option to

exchange new car for old. As Lord Tennyson puts it,

In every sphere of life the old has to make way for the new

The same is true for the methods of trading also. In the absence of

competition, no marketing or advertisement was required but when times

changed; Gulzar Motors Ltd. changed its methods also. It is difficult to reach

at the top but it is even more difficult to stay there. After a certain time

period a business has to review its strategies and according make the

necessary change. This is what the transformation is.

INITIAL MARKETING STRATEGY

When Gulzar Motors Ltd. began its business there was no competitor and

the advance booking of the cars showed that the customer had not to be

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pushed into buying anything but was automatically pulled towards a

product. Demand was greater than supply. There was a large urban market

and the business was in boom. In Ludhiana the replacement period of the

cars is short. So a continuing customer is better than a one time customer.

Now with other agencies and other competitors in the market more emphasis

is being laid down on the rural market which had remained unexploited over

the years. Nearly 40% market had been confined to rural areas surrounding

Ludhiana which is expected to rise to 50% next year and 60% in around two

years.

INITIAL ADVERTISEMENT

As discussed earlier there was no marketing or advertisement due to plenty

of customers and a large market share. There were no great openings and the

customers base was large. The work was confined to mainly satisfying the

customers and not attracting them to buy anything.

CHANGING SCENE

When the business is good it pays to advertiser, when the business is

bad you have to advertise

We talked about that there was no advertisement or any marketing strategydue to customer queue. But what happens when the queue disappears?

Today business has to find the customer and expand the market. Growing

competition, new entrants and declining market share made Gulzar Motors

Ltd. move towards rural market. Gulzar Motors laid equal stress on urban

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and rural market. Advertisement was centered around print media, television

and trade fares. Marketing experts were employed and separate marketing

department was established and marketing budgets were laid out and every

year the results were measured and compared effective and efficient control

towards the cost and allocation help any business in their growth.

AREAS OF SPECIALIZATION

In a manufacturing concern can extend its product line and a desirable

product mix ensures variety to customers. If all facilities are available under

one roof it ensures customer attraction. Large super markets are an instance.

Gulzar Motors Ltd. also realized and divided its area of operation into sales,

service and spares so service, repairing, denting and painting besides

increasing revenue also promoted sales of cars because a customer likes such

a peace where he can get all the things done and has not to move here and

there to get all the things done and has not to move here and there to get onething or the other. The show room area comprised of around 5000 square

feet and nearly 20000 square feet of area was allocated for the workshops.

Gulzar Motors is also planning to extend its operations by opening more

workshops with a proper location.

Technology Automation in the workshop has been an important step in the

real transformation as repairing plays an important role in the success of

such a business. In addition to providing services to the customers under one

roof it has succeeded in up gradation of technology which has paved way for

large scale repairing and consequently revenue generation.

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STRATEGIC ALLIANCE AND TIE UPS

Alliance and amalgamations are not confined to large organizations today

even in smaller companies the same is possible today. Alliance diffuse

competition and united carry out the respective objectives strategic alliances

show that these are planned amalgamations to tap a particular market or

promote sales. The consideration most important is the time and place factor

while making such alliances. Gulzar Motors Ltd has smartly tied up with

banks like HDFC, ICICI, Banks of Punjab in the urban areas and with

Mahindra and Mahindra in rural areas depending upon the nature of demand

and type of customer. Cheaper and rapidly available credit facility of nearly

80 to 90% creates more demand. A business must change its methods and

strategies in the long run as per the demand and custom of trade.

FACTORS OF PRODUCTION

Physical and human traditionally, four factors of production have been

recognized- Land, Labor, Capital and Investment. The human factor is an

added factor. In the words ofAlbert Feinstein

Try not to become a success,but rather try to become a man of Rare.

A manager has not shows his own ability to his associates and subordinates

but to motivate them to work harder. If the employees are satisfied they will

prove to be valuable assets otherwise they will be greatest liability for

organization. People can be your bigger asset or biggest liability.

It has been of late recognized that human beings are assets of an

organization. It is a process of acquisition, development, motivation and

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maintenance of human resources. Satisfied and satisfactory workforce can

besides increasing productivity boost goodwill of a business. A concern with

a high labor turnover rate has to face many ups and downs even in the short

period. At Gulzar Motors Ltd., the work culture is so designed that the

authority and responsibility of all the executives and managers is clear and a

team of about one hundred and fifty members continuously move towards

their organized goals.

The personnel in sales, customer satisfaction and marketing are dedicated

towards their individual goals and co-ordinate each other to achieve the

organization goals.

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DECISION REGARDING OUTSOURCING ACTIVITIES

Business process outsourcing is resorted to only when the business cannot

carry out any activity. At Gulzar Motors Ltd., each and every activity is

carried out internally due to the ability of the concern to maintain quality. If

a business has an eye on the goal and nowhere else there is no denying the

fact that success will come its way.

Failures are of two kinds- those who did and never thought and those

who thought and never did. Going through life without using your

ability to thinkis like shooting without aiming.

The foremost step is determination and goal setting. Planning in advance

where you want to go and what is your comfort zone. Quality services and

its maintenance should be the aim of every business.

Customers satisfaction is the success mantra of many a business.

Relationship marketing future incentives and a regular feedback coupled

with after sales services are the various tools. Strategic planning will be

fruitful only if it is backed by effective control. Besides positive attitude and

able leadership styles are indispensable for healthy growth of any business.

Besides physical factors management of human resources and their

motivation and maintenance boosts goodwill and productivity of the

concern. Like Gulzar Motors Ltd., every business can transform its ideas and

work upon the shortcomings and flaws to achieve a substantial increase in

goodwill and revenue.

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now paying more attention to their relationship with existing customers, to

retain them and to increase their share of customers purchase.

Need for Customer Relationship Management

In the era of competition, a successful organization will be differentiated

from others on the basis of the services quality and the value accretion

accorded to the customer.The service quality does not confine itself to after

sales service. In fact, the service commences even before the sale is

concluded. The concept of Relationship Marketing advocated the creation of

a conducive situation where by a customer is enabled to arrive at a purchase

decision, which is favorable to the organization. A customer who is

convinced that the product purchased adds value to his/her convenience and

peace of mind is likely to continue the relationship with the organization for

along time. Indeed, the relationship flourishes into a life-long partnership.

In order to build a long relationship in dynamic market conditions, the

organization has to add values to the services offered to the customer that

need constant evaluation and up-gradation. The customer value relates to

choice, convenience, information, various enablements and most important

the relationships. Value is considered to be an important constituent of

relationship management. It also, determines the ability of the company to

provide superior value to its customers.

Another important aspect of Relationship Marketing is Customer

Retention. From the point of view of cost, the existing customer contributes

more to the bottom line and acquiring a new customer is costly proposition.

A satisfied, lifelong customer leads to up-selling and referrals which would

pave the way for a strong customer base and its expansion. Up-selling means

motivating the existing customers to trade up for more profitable products.

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Cross-selling on the other hand means selling a product to a customer as a

result of or along with other purchases. Referrals mean satisfied customer

referring the use of companys product(s) to prospects.

BENEFITS OF CRM

CRM has fundamentally changed the way we market. The highest art of

CRM is to come up with a personalized offer that a customer is likely to

accept. CRM enhances the practical value of marketing through efficient

performance of the following tasks.

1) Managing customer relations in a proper way to track the buying

pattern and overall relationships with the existing customers.

2) Customizing services, promotions, and pricing to customer specific

needs and requirements.

3) Coordinating and integrating the delivery of multiple services to the

same customer.

4) Developing a two-way communicating channel viz. company to the

customer, and customer to the company.

5) Ensuring the minimization of service errors and breakdowns.

6) Providing core services with extra value offerings to the customers.

7) Personalizing the customer service encounters as appropriately as

possible.

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ELEMENT OF CRM

CRM consists of six vital components, viz, customers, product, service,

database, quality and value.

CUSTOMER: In order to fully appreciate the concepts behind customer

relationship management, a new perspective on the customer is to be

developed. Now the shift of every marketer is from acquiring customers to

Maintaining Clients. CRM is the holistic process of identifying, attracting,

differentiating and retaining customers. It not only involve more than simply

listening to customers or providing better products and services but also

integrates entire supply chain to create customer value at every step, eitherthrough increased benefits or lowered costs. CRM focuses on increasing the

Share of Customer rather than Market Share. In order to increase the

share of customer, the marketer should create new opportunities for business

from the existing pool of customers with new and improved products. The

goal is to enhance the potential worth of individual worth of individual

customers in terms of their life time value to the firm.

PRODUCT: It is important to keep in mind that products mean more than

tangible goods. Products are usually a combination of goods, service, ideas

and even people. The best way to view a product is as a set of features and

advantages that have the capacity to satisfy customer needs and wants, thus

delivering valued benefits. Discovering the core value of the product and

relating with customer ability and expectations give a better product than

competitors.

SERVICE: The most important element of CRM is service. Building

customer relation depends on service offered by the company. Services

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offered by the company help in building lasting relationships. The satisfied

customers are more likely to be loyal customers and loyal customers are

likely to give the company a larger share of their business.

DATA BASE: Information about the customers must be meaningful which

will help the company to meet its goal. The right data about customer will

lead the company in a right direction to understand the customer. A

structural and step-by-step approach will help in study of the customer and

meet the objectives of the company. The point of gathering data is to

develop deeper relationships with customers and ultimately to provide more

products and services. Database regarding customers can be captured by two

systems:

1) Database of customers likes, dislikes, lifestyle and apparel needs that

were gathered from telephone and face to face conversations.

2) A database containing customer purchase history.

QUALITY: Quality is a double edged sword in developing and maintaining

customer relationships. Any company may be successful in generating first

time transaction with customers but poor quality discourages the customers to

take repeat purchase decision. Quality provides competitive advantage and

retains customer forever. Quality applies to every aspect of companys total

product offering the issues that help in the quality of the product/services are

understanding the customers expectations, needs and wants, translating

customer research into specification for quality. Delivering specification and

promising what can be delivered. Despite its importance, quality is only one

part of the equation in developing long term relation customer.

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VALUE: Value is one of the important elements of developing and

maintaining solid relationships to create good vale for customers. As a guiding

principal of customers relationship management, value may be defined as

customers subjective evaluation of benefit relative to costs, to determine the

worth of firms product relative to the offering of other firms.

CUSTOMER RELATIONSHIP MANAGEMENT IN SERVICE

SECTOR

It is not difficult to see how services marketing has become a pillar of

relationship marketing. An integral part of services marketing is the fact that

the consumption of a service is a process consumption rather than outcome

consumption, where the customer or users perceives the service production

process as a part of service consumption and no the outcome of that process, as

in traditional consumer packaged good marketing. Thus services consumption

and production have interfaces that a are always critical to the customers

perception of the service and to his long term purchasing behavior. The

management of these interfaces is called interactive marketing in the service

marketing literature, and this concept has been used in the relationship

marketing literature as well. The service provider almost always has direct

contact with its customers. In these contacts relationships may easily start to

develop, and if the simultaneous consumption and production process turn out

well, an enduring relationship may follow.

Using product life-cycle terminology, CRM in both practices and research is

beyond the introduction stage and on a growth curve towards becoming a

mature concept. Four convergent influences have propelled the current focus

on relationship marketing. The maturing of services marketing increased the

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recognition of potential benefits for the firm and the customer, and technology

advances. The implications of marketing a performance rather than an object

are well understood today. The reality of many services being rendered on an

ongoing periodic basis coupled with the reality of customers forming

relationship with people, paves the way for relationship marketing. The core

subject i.e. service quality also has simulated interest in relationship marketing.

The core subject i.e. service quality also has simulated interest in relationship

marketing. The object of improving service quality is to engender customer

loyalty.

Information technology enhances the practical value of relationship marketing

through the efficient performance of key tasks, like tracking the buying pattern

of the existing customer, minimizing the possibility of service errors and

breakdowns, augmenting core service offerings with valued extras and

personalizing service encounters.

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NEED FOR THE STUDY

More and more organization are turning to Customer Relationship

Management (CRM) solutions to drive revenue, growth productivity, and

customer satisfaction. A great number of these organizations have achieved

significant results. Some organization, however, have not achieved all the

benefits they had hope for. Instead, they have encountered problems, ranging

from cost overruns and integration challenges to poor user acceptance. The

process of studying the exact state of affairs in a service organization in

terms of its customer relations and their management is a complex one. This

is so because human relations and human expectations are hard to quantify.Moreover, to find out the reason for customer satisfaction and loyalty is a

difficult task due to dynamic nature of customers and many factors prevalent

in the external environment of the organization.

Garment companies have adopted many activities to ensure customer

satisfaction and they have evidently reaped the benefits of these activities.

Although there has been considerable improvement in the service delivery

system of Garment companies, still it is not clear up to what extent they are

practicing CRM and how far they are able to retain customers and provide

customer satisfaction. Thus the present research was conducted with the

following specific objectives.

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CHAPTER-3

INTRODUCTION OF CUSTOMER CARE

Customer care is a phrase that is used to describe the process of taking care

of our customers in a positive manner. The term is used in place of

complaint handling due to its positive focus, and is a reminder that customer

satisfaction is a priority.

Customer care is a customer service that seeks to acquire new customers,

provide superior customer satisfaction, and build customer loyalty.

Customer service is the set of behaviors that a business undertakes during its

interaction with its customers.

OVERVIEW

With the deregulation of Automobiles services, consumers now have more

choice in selecting a service provider. When ordering a new service ormaintaining an existing service, customers must take into account the

following three key factors: the quality of the service, the price of the

service, and the customer service of the service provider. The first two

factors are relatively objective and usually easy to control.

As shown by figure 1, the graphical representation of a market research

study done a few years ago, customer dissatisfaction is the most important

key factor when a consumer decides to change service providers.

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68%14%

18%Customer service

satisfaction

Service

Dissatisfaction

Others

Figure 1. Reasons for Switching to another vendor

A customer care system is a customer service system that helps

telecommunications service provides acquire and retain loyal customers. The

customer care system provides many means for service providers to achieve

these goals with the help of technology.

NEEDS OF CONSUMERS

From the service providers point of view, the major business needs of a

customer care system are as follows:

1) Capability to proactively acquire new sales and customers- The

customer care system should be capable of targeting new sales, as

well as matching customers and products, and should offer this

information to CSRs when contacting the customer.

2) Capability to provide prompt service to existing customers- The

customer care system should include automation to provide prompt

service to customers; the system should be designed in such a way

that the interaction with the customer is of a high quality (e.g., there

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should be minimum waiting time and no holding time); the ultimate

objective is to provide the customer with the required service by the

time the session ends (i.e., Thanks for calling. You should be able to

use your service now.)

3) Reduce costly human errors- The customer care system should be

easy to use, incorporate procedures, reduce information being typed,

and verify entered information.

4) Capability to acquire additional marketing information-Any contact

with a customer is valuable and should be viewed as ana excellent

opportunity to acquire future marketing information; as part of each

contact, marketing information should be captured in an easy and

consistent manner by CSRs.

TECHNOLOGY FOR CUSTOMER CARE

Based on the needs of consumers as well as the needs of service providers,

major functional requirements of a customer care system are as follows:

Capability to access relevant information- A customer care system

provides only relevant information, allowing customer service

representatives to interact rapidly with customers.

Capability to hide non-relevant information- A customer care system

is tailored so that non relevant information for the business task at

hand is hidden.

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Ease of use- The CSR must be able to focus on the interaction with

the customer as opposed to focusing on the use of the customer care

system.

Decision support- The customer care system must have an expert

system to take advantage of the service providers pool of experience

on sales and repairs.

Self- service capability- A customer care system should support its

access through Internet

Support for changing business processes- Decision support tools in

particular must be easily modifiable in the long term; a customer care system

should provide flexibility in the following ways:

To avoid becoming the bottleneck in evolving a business process.

Ability to evolve toward convergence- The customer care systemshould provide the capability to add new products, packages, and

pricing models.

Support sharing of information with other service providers- The

customer care system should be able to provide selected information

to other service providers.

Support for electric bonding- The customer care system should

provide support for emerging electronic bonding standards.

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OBJECTIVES OF CUSTOMER CARE

Create a culture of customer focus

Creating rapport and building loyalty

Achieving customer satisfaction

Developing customer care strategies

Conduct an environment develop customer care

analysis strategies

evaluate and review

Examine organizational

Goals and aims

The choice of strategy will be dependent on

Ensuring general health and survival of the organization increasing

growth and prosperity.

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THE IMPORTANCE OF GOOD CUSTOMER CARE

The last person to buy from you is the most likely to buy again and soon.

This can testify to be true as many repeat sales are from existing customers.

A repeat customer does not happen by accident. A repeat customer is the

result a relationship you have built up through excellent customer service.

Care for the customer and they will return.care for the merchandise and

they wont.

The point is. What dealership doing to bring their customer back?

When the new customer comes on board your service they willautomatically receive a thank you email. The use of auto responders from

this point onwards is critical in getting your message in front of your

customers. Not only to sell to them but to keep in contract with them. This is

very important.

Sending them messages with a contact email address, phone number or your

mailing address if customers wish to get in touch with dealership. One

cannot afford not to do this because the next merchant will if they dont, and

thats the merchant who will gain a loyal customer.

Many times as a result of nothing more than a minor misunderstanding I

have upgraded clients to a better deal at no extra cost. The clients love to see

that dealership is not mainly after their money. And really you are not. Or at

least one should not be. One is after a successful business that will supply

their wealth over a period of time when one has worked at it, not before

hand.

Surveys suggest that service driven companies are able to charge up to 90%

more for the goods and services they offer and grow twice as fast as the

average. These are powerful incentives for becoming the best customer-

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service company in any industry. Equally, poor service has a cost penalty. It

costs up to five times as much to go out and get a new customer as to retain

those we have.

According to research the average person who has a bad- service experience

tells at least nine others about it and 13% of complaints relate their

experience to more than 20 other people. In comparison, people who receive

silent service only tell three or four others about it

Good customer care matters because keeping existing customers is eaier

than finding new ones and satisfied customers will do a lot of our

advertising for us. Most people consider doing business with a certain

company because of a recommendation by a friend or acquaintance.

Dissatisfied customers spread the bad news and undermine your business,

which ultimately threatens everyones jobs.

So, objective must be to provide the highest standard of customer care

possible and to always aim for excellence. A customer who feels good doing

business with you and through the company is more than likely to stay with

you and recommend you to others.

Giving first is essential to your growth so put the client first every time, even

if it costs you more now. The value of getting the customer in the first place

must never ever be overlooked. Always try to answer any questions from

your customers as soon as possible; this will create a feeling of

professionalism immediately with your clients, so remember first

impressions do count.

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CUSTOMER IS THE KING IN TODAYS CAR MARKET

IN THE REAL SENSE

Sustained growth and higher profits are not only the product of high quality

cars, but also the convenience of the customers attached to buying of car and

his satisfaction with related services like finance, insurance, accessories and

after sale service.

The selling of cars should not be done in a mechanical way. Dealership

should not forget their customers, once they drive out of the showroom. In

fact, it is cultivating a long term personal band with the customers. And it is

this everlasting relationship that will make customers loyal to them.

Most of the customers are already in the fact lane of careers and have very

little to run around from desk to desk for finance, insurance, accessories,

delivery, registration of documents and other requirements. So Gulzar

Motors offers them a single window interfaceso that all their

requirements are taken care of by them.

WHEN CUSTOMERS WALK IN

Right from the when the guard opens the door of showroom and the

customer walks in, to the time when the customer drives away with the car

after the delivery process; the customer interacts with several people in

showroom.

It is very important that everybody in the showroom performs to the best of

his ability in order to ensure that the customer is completely satisfied with

the showroom experience.

Showroom Ambience is one of the important aspects for the customer care

which is maintained by the dealership. It is located at the convenient place.

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The showroom timings are also convenient for the customers to come and

visit the dealership at any time. Many customers prefer shopping on

weekends. So showroom also opens on Sundays and holidays.

When the customers walk in to the dealership, the guard is the first

individual with whom a customer interacts. Guard greets the customer with a

warm smile and help out the customer to park his vehicle and guide the

customer to the showroom.

INSIDE THE SHOWROOM

Since the customers are getting superlative shopping experience at retailoutlets, shopping malls etc so there is need to ensure that the experience they

have at the dealership is extremely pleasant. So dealership has highly

effective climate control system and updated and informative bulletin board.

RECEPTION AREA

The area for reception is also clean and attractive one. Reception list first

welcome the customers when they walk in to the showroom and then make

them introduce with the DSE.

CAR DISPLAY AREA

The display area is also spacious so that the customers can go around the

vehicle. Color panel stand have all available color with a small sticker

showing name of the color. Brochure stand have brochures of all latest

models. There is also proper display of promotional schemes.

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CUSTOMER LOUNGE

Dealership also has a comfortable lounge for the customers. Latest issues of

popular magazines are properly placed in a rack and kept in the lounge. The

kids section is also near to the customer lounge, equipped with a variety of

soft toys and games for the children.

DELIVERY AREA

New vehicle delivery is a special event as customers are excited and anxious

to take possession of their new vehicle. This opportunity to cement customer

goodwill is best conducted in a clean area of the dealership.

ROLE OF SALESPERSON

When customer walks in a showroom, salesperson of the dealership greets

the customer with a friendly smile. He creates a friendly space for the

customer to unwind. Sakes person listen carefully to the customer and find

out what he/she needs.

Dealership offer tea/ coffee in the meanwhile to the customer to make him

feel comfortable. He also explains the product, features and benefits to the

customer patiently and wins the confidence of the customer. Also maintain

honesty and integrity in his dealings so as to gain the trust of the customer.

TEST DRIVEThis is one of the most important activities to convert a prospect into sale.

This step directly helps the customers to focus on the features, their

advantages and benefits. Dealership also offers test drive to the customers

whenever they walk in to the showroom.

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DURING DELIVERY TIME

Dealership greets the customer and his family. They explain all the

documents to the customer and get the relevant documents signed. Buying a

car is a very proud moment for the customer. So Gulzar makes it special by

organizing puja or other ceremony. Dealership makes the moment

memorable both for themselves and customer by clicking photograph of the

customer with his new car.

Delivery of Vehicle is not the end of a sale, but beginning of a

relationship.

Tools for getting feedback from customer.

After delivery of vehicle there starts the post-sale follow up

process (PSF).

PSF is done in order to get a first-hand feedback from the

customer about the experience that they had during the sales and

delivery process.

BEFORE STARTING THE PROCESS

In order to contact all the customers, the customers mobile numbers are

taken at the time of delivery. Dealership maintains PSF sheet for each

customer. All PSF sheets for a particular month are filed in one file and the

summary is attached on the left side of the file.

Customer care manager (CCM) is the leader of customer care team and

oversees the rest of the team. The CC speaks to the person who had visited

to buy the car. During PSF exact voice of customer (VOC) is captured.

Customers exact words are noted on the PSF sheet in the language spoken.

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Dealership try to find the experience the customer had during the sales and

delivery of the vehicle. Send birthday & Anniversary Greetings to the

Customers on daily basis by CCE/CCM for long life relationship with

dealership.

Feedback form System

The feedback form system is a very important tool to obtain

customers feedback on the experience that the customer had during

the purchase of the car.

HANDING OVER THE FEEDBACK FORM TO THE

CUSTOMERS DURING DELIVERY

Dealership handover the feedback form to every customer and also explain

the feedback form to the customer the objective of feedback form and what

does a score of 1 out of 10 mean. Every two weeks or once in a month, a

lucky draw is conducted where one form is selected out of the formsreceived in that period. Then winners of the lucky draw are required to come

to the show room and the gift is handed over to the customer.

RECEIVING THE FEEDBACK FORM FROM THE

CUSTOMERS

Feedback forms are received by post only. Forms having a score of less than8 on most of the attributes are flagged with red flag and discussed with

concerned executives. Feedback form analysis is done for all the dissatisfied

cases. In case when the customer has given a very low score, then the best

thing they do is speak to the customer. This helps them in knowing the exact

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reasons for low score and suitable corrective action can be taken

accordingly.

Every month executive wise SSI scores are calculated using the SSI software

and the executive with the highest SSI is given some kind of reward. File of

all the forms month wise is maintained in a separate file.

CUSTOMER COMPLAINT HANDLING SYSTEM

Complaints are an opportunity for the dealership to strengthen their

relationship with the customers and even enhance their confidence. So

dealership does not run away from complaints. Careful listening is essential

for proper understanding.

A dissatisfied customer is experiencing a number of emotion when he/she

comes to dealership, from anger and mistrust to disappointment and worry

about how their compliant will be dealt with. Therefore dealership receives

the complaining customer willingly in a positive manner and do not reject

the customers complaints or argue.

ANALYSIS

All customers complaints whether received from PSF or feedback form are

resolved by post sales follow up process Also CCM along with the

concerned executive visit to customers and resolve the complaint and get a

satisfaction note from the customer.

The customer complaints coming from Maruti are handled by G.M himself

so as to get first hand feedback from customers. A separate docket is

maintained for every customer complaint received from Maruti, comprising

of original feedback form, copy of apology letter, satisfaction note from the

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customer, copy of PSF sheet, internal feedback form and card analysis. All

the complaints are to be resolved within 3 days. So it is preferable to offer a

token gift to the customer.

For this dealership provides extra fee service or some discount on

consumables or some discount on labor charges/spares etc.

All the customer complaints are recorded in a proper customer

complaints control register.

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STEPS FOLLOWED AFTER RECEIVING A CUSTOMER

COMPLAINT

CCM gives a control number to all complaints received and records the

same in the customer complaint register.

CCM gets in touch with the customer over phone and expresses regret on the

inconvenience faced by the customer.

Takes immediate action to ensure that the customer complaint is resolved.

Write a letter with the concerned DSE visit the customer hand over the letter

and take satisfaction note from the customer

Sends a copy of the letter and the satisfaction note and also file a copy of the

same in the customer complaints register/file.

Discuss all customer complaints in the weekly meeting of GM (Sales) on

SSI with the entire show room staff. Necessary counter measures are taken

to ensure that such complaints are not repeated in future.

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EFFECTIVE LISTENING ENABLES DEALERSHIP TO

FIND OUT WHAT THE PROBLEMS

It is essential to show the customer that dealership is listening properly. So

for this

Dealership tries to think from the customers point of view and focus

on their needs.

Identify the customers main complaint.

Dont make excuses.

CUSTOMERS FOR LIFE

Winning customers confidence is only the first step towards building a life

long relationship.

For this dealership must lose touch with the customer. They get in touch

with the customer at least once in three months and visit him at least twice a

year.

Being out of sight is being out of mind. So dealership makes them feel

that they are always there to help them out.

By being constantly in touch with the customers, dealership tries to

find out their future plans to buy new cars or dispose off old ones.

Dealership also offers the customers a lucrative reference scheme

whenever they tell them about their friends and acquaintances who are

planning to buy a car.

Dealership maintains records and wish customers on their family

occasions and festivals. Make them special offers and send gifts.

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Also dealership keeps in touch by sending the customers information

about promotional schemes from time to time and launching of new

products and services and maintains public relations.

In order to strengthen the brand equity of Maruti Suzuki also sends

them mailers containing photocopies of positive news and reviews on

Maruti products and results of car ranking by independent rating

agencies.

CUSTOMER MEETS

Organizing customer meet in improving SSI, helps in introducing the

workshop staff to the customers and also helps in getting referrals. For

this dealership organize a customer meet on holiday/Saturday/Sunday.

Basically dealership arranges it at the dealership itself so that it also

attracts other customers.

Customers who have purchased a car from the dealership within the last

1-2 months are invited for the meet.

INVITING CUSTOMERS FOR MEET

An invitation letter is sent to all the customers, 10 days before the

event.

Dealership provides a gift hamper to all the participants in the

customer meet. The gift hamper also contains small gifts for kids. The gift hamper

is attractively gift wrapped and given to the customers during the

customer meet upon surrendering of a coupon, which is sent to

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customers along with the letter. The idea behind a gift hamper to

all the customers is to motivate them.

Also dealership during the confirmation can try to know the

specific queries which each customer would like to take up during

meet.

DURING THE CUSTOMER MEET

At the scheduled time, GM starts the proceedings of the meet by thanking all

the customers for coming to the customer meet. It is followed by a

presentation of around 40-45 minutes. It covers the areas like-

Tips for improving fuel efficiency.

Tips on maintenance of the car.

Warranty policy.

Service schedule.

Information regarding extended warranty and true value.

Driving tips.

INTERACTIVE SESSION

After presentation, interactive session is of around 30 minutes to 1 hour.

Customers are asked to give feedback about their sales and delivery

experience at the showroom.

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BENEFITS OF CUSTOMER MEET

Dealership can get first hand feedback about this performance during

the sales and delivery process. Based on this feedback form,

corrective action can be taken.

This provides a chance to the dealership to satisfy the customers who

have a complaint with the sales and delivery process. This also helps

the dealership in improving SSI.

Dealership also provides reference form to customers during party in

which they mention their friends/relatives who are willing to purchase

the car.

Since the workshop is also present at the customer meet, it gives an

opportunity to the workshop staff to start the process of relationship

building with the customers. This also helps in further improving the

chances of the customer coming back to the dealership workshop for

servicing his/her vehicle and hence increasing the service load.

Dealership also gets first hand feedback from the customers about the

product. The customers perception about promotional campaigns,

competition etc.

This meet is also beneficial to the customers in many ways.

Customers can ask for any query related to their product and

documentation.

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CHAPTER-4

OBJECTIVES OF THE STUDY

To study the history and achievements of Gulzar Motors.

My objective is to deepen my knowledge in studying organization

behavior and how it works.

I also want to study what efforts Gulzar Motors are making to satisfy

their customers.

To study the customer satisfaction with respect to the CRM practices

followed by selected Motors Companies.

How Company existing growing profits and spent good deal of their

treasure, time and talent in searching new customers.

The point in not only getting new customers but also to keep existing

customers i.e. to retain the customers.

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CHAPTER-5

RESEARCH METHODOLOGY

MEANING OF RESEARCH

Research refers to a search for knowledge. It can also be defined as a

scientific and systematic search for relevant information on a topic. Infact it

is an art of scientific investigation. Research methodology is prepared to

describe not only the research procedure and method adopted for the

achievement of the project but also the logic behind the use of this method

so that the result can be capable of being evaluated by the others. Its main

aim is keep the research on the right track. It includes research design,

sampling procedure, and method of data collection and analysis procedure

pertaining to the act.

SURVEY METHOD:

The survey method was selected to obtain the needed information by asking

the questions to the respondents through the questionnaire developed.

Surveys are generally conducted both in qualitative and quantitative

researches. After decision about the sampling, the questionnaire was

designed and the respondents were conducted to answer the questions. This

process of getting the answers is known as interviewing.

Two significant factors affects the effectiveness of a survey method is:

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Wording of questionnaire (it must be such that it extract desired

information accurately and unbiased.)

Ability and willingness of the respondent to give accurate and

unbiased information.

SOURCE OF DATA COLLECTION

Data or information is important tool for success of the study; moreover it

reduces uncertainty in decision- making process. In order to make

meaningful research a suitable methodology has been adopted. Bothprimary and secondary sources have been used in order to collect vital

information about the respective study.

PRIMARY SOURCE

Maximum data collected in the study is primary data, which is collected

through survey through questionnaire.

SECONDARY SOURCE

In this study the secondary data is collected through internet sites, book,

journals and newspaper.

SAMPLING TECHNIQUE

A sample of 50 respondents was chosen based on convenient sampling

technique.

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CONVENIENT SAMPLING TECHNIQUE

It is used in exploratory research where the researcher is interested in getting

an inexpensive approximation of the truth. As the name implies, the sample

is selected because they are convenient. This non- probability method is

often used during preliminary research efforts to get estimate of the results,

without incurring the cost or time required to select a random sample.

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CHAPTER-6

ANALYSIS AND INTERPRETATION

Q.1. When you go to showroom the person deal with you is

knowledgeable?

Strongly disagree - 0%

Disagree - 30%

Neither or nor agree - 50%

Agree - 20%

Strongly agree - 0%

0%30%

50%

20% 0%

Strongly disagree

Disagree

Neither or noragree

Agree

Strongly Agree

INTERPRETATION

From the above data shows that 50% respondents thinks that the person

he/she dealing with us are neither or nor knowledgeable and 30%

respondents disagree with sales person respectively.

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Q.2. Display of merchandise is attractive?

Yes 80%

No 20%

INTERPRETATION

From the above data shows that 80% respondents says yes and 20%

respondents says 20%.

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Q.3. Availability of the product?

Yes 90%

No 10%

INTERPRETATION

From the above data shows that 90% respondents agree with availability of

the products and 10% not agreed.

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Q.4. Vehicle in good conditions?

Yes 95%

No 5%

INTERPRETATION

From the above data shows that 95% respondents says yes and 5%

respondents says 20%.

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Q.5. Is the Gulzar Motors give you attractive discounts offers?

Yes 45%

No 55%

INTERPRETATION

From the above data shows that 45% respondents satisfied with Gulzarmotors Discount offers. But 55% respondents are dissatisfied.

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Q.6. Is the dcor of the waiting area is pleasing?

Strongly disagree - 5%

Disagree - 15%

Neither or nor agree - 50%

Agree - 30%

Strongly agree - 0%

5%15%

50%

30%0%

Strongly disagree

Disagree

Neither or nor

agree

Agree

Strongly Agree

INTERPRETATION

From the above data shows that 50% respondents thinks that the dcor of

waiting is pleasing has neither or nor knowledgeable and 30% respondents

satisfied with place respectively.

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Q.7. Is the Gulzar Motor offering for a test drive?

YES 100%

NO 0%

INTERPRETATION

From the above data shows that 100% respondents satisfied with Gilzar

Motors.

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Q.8. Post Sales follow ups are done regularly?

Yes 100%

No 0%

INTERPRETATION

From the above data shows that 100% respondenta satisfied with Gulzar

Motors.

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Q.9. Is Gulzar Motors gives the Responds to complaints quickly?

Yes 70%

No 30%

INTERPRETATION

From the above data shows that 70% respondents satisfied with Gulzar

response.

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Q.10. What is your overall opinion about Gulzar Motors?

Very Bad 5%

Bad 20%

Neither Bad nor Good 40%

Good 30%

Very Good 5%

5%20%

40%

30%

5%

Very Bad

Bad

Neither Bad nor

Good

Good

Very Good

INTERPRETATION

From the above data shows that mostly respondents falls in the category as

neither or nor, good, bad, but very bad and very good both are same.

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CHAPTER-7

FINDINGS

Dealerships responsibility is not limited to sales satisfaction but also

to provide satisfaction to the customers.

Dealership efforts are not only getting new customers but also to keep

existing customers.

I also found that customers complaints is not only the fault of

dealership but sometimes customers are also responsible for it due to

some reasons.

(Incomplete documents specific delivery time).

Provide proper services.

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CHAPTER-8

LIMITATIONS

Lack of Time: The study was taken in 4-6 weeks.

Limited Working area.

No body bothers about feedback form after delivery.

Not possible to have a face to face interview as customers do not

interact after delivery of the car.

Some time party was not present at the time of services.

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CHAPTER-9

SUGGESTIONS FOR DEALERSHIP

Lack of cooperation with customers.

Not proper atmosphere for solve the problem properly.

One way communication from the way of staff.

Cars should be pre-inspected by senior supervisor before delivery of

the car.

Service advisor must be present at the time of every car delivery.

There should be a separate department foe each segment (product

wise).

Only top models (fully loaded cars ) should be displayed in the

showroom so that customers can be influenced in a better day.

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SUGGESTIONS FOR CUSTOMERS

Customers should be punctual for the car delivery.

All the documents related to finance must be available on time so that

dealership can complete the car delivery process as soon as possible.

If customers are signing the delivery commitment checklist, they

should not blame DSEs for it as DSEs do not have the authority for

extra discount.

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CHAPTER - 10

CONCLUSION

The above graph indicates that 21% customers are satisfied while 79% are

dissatisfied with the dealership which is mainly attributed to the complaints

as enumerated above.

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Chapter-11

BIBLIOGRAPHY

Books & Magazine

a) OUTLOOK BUSINESS (9TH FEB, 2011)

b) BUSINESS STANDARD ( 18TH FEB, 2011)

4PS OF BUSINESS AND MARKETING ( 28TH MARCH, 2011)

www.gulzarmotors.com

[email protected]

www.muruticare.com

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Chapter-12

QUESTIONNAIRE

Name ______

Age ______

Occupation ______

Sex Male/ Female

Income status ______

Address ______

Q.1. When you go to showroom the person deal with you is

knowledgeable?

Strongly disagree ____________

Disagree ____________

Neither or nor agree ____________

Agree ____________

Strongly agree ____________

Q.2. Display of merchandise is attractive?

Yes ____________

No ____________

Q.3. Availability of the product?

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Yes ____________

No ____________

Q.4. Vehicle in good conditions?

Yes ____________

No ____________

Q.5. Is the Gulzar Motors give you attractive discounts offers?

Yes ____________

No ____________

Q.6. Is the Dcor of the waiting area is pleasing?

Strongly disagree ____________

Disagree ____________

Neither or nor agree ____________

Agree ____________

Strongly agree ____________

Q.7. Is the Gulzar Motor offering for a test drive?

Yes ____________

No ____________

Q.8. Post Sales follow ups are done regularly?Yes ____________

No ____________

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Q.9. Is Gulzar Motors gives the Responds to complaints

quickly?

Yes ____________

No ____________

Q.10. What is your overall opinion about Gulzar Motors?

Very Bad ____________

Bad ____________

Neither Bad nor Good ____________

Good ____________

Very Good ____________

THANK YOU

Gulzar Motor123

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