CRM Implementation at Maruti Suzuki

The three Customer Relationship Management practices at Maruti are:

 Operational CRM
 Analytical CRM
 Collaborative CRM

Operational CRM

Operational CRM involves Customer contact (sales, advertising and service) at Maruti. Tasks
arising from these procedures are transmitted to the staff responsible for them, as well as the
data needed to carry out the tasks and interfaces to back-end apps are given, and customer
operations are recorded for further reference. The following advantages are provided by
operational CRM:

 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

Salespeople and service engineers can access complete history of all customer interaction 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 Maruti's critical sales and sales force management features, i.e. lead /
account management, contact management, quote management, forecasting, sales
management, client preferences tracking, purchasing practices and demographics, and
performance management. SFA instruments are intended to enhance productivity in the
field of sales. Mobile synchronization and embedded product configuration are key
infrastructure requirements of SFA.

 Customer service and support (CSS)

Maruti's CSS automates requests for service, complaints, product returns, and requests
for data. The internal help desk and inbound call-centre support for customer inquiries has
evolved into the "customer interaction centre" (CIC) using multiple channels (web, phone
 / fax, face-to-face, kiosk, etc.). CSS ' key infrastructure demands include integration of
computer telephony (CTI) that delivers high volume processing capacity and reliability.

 Enterprise marketing automation (EMA)

The company's EMA offers business environment data, including Maruti's rivals, sector trends,
and macro environment variables. It is the campaign execution side and the leadership side.
The aim of EMA apps is to enhance the efficiencies of marketing campaigns. On the analytical
(Business Intelligence) hand, functions include demographic analysis, variable segmentation,
and predictive modelling.

Often also known as "front office solutions" is integrated CRM software. Of Maruti, this is
because they deal directly with the company's client.

Maruti utilizes CRM software to store all the information about their customer. The system is
used when a client calls at Maruti to collect and store customer-relevant data. By serving the
client rapidly and effectively and also maintaining all client data in one location, Maruti's
leadership seeks at saving costs and encouraging fresh clients as well.

Analytical CRM

Data collected within operational CRM and/or other sources are evaluated to segment clients
or identify potential for enhancing customer relationships in analytical CRM. Typically,
customer assessment leads to targeted campaigns to improve customer wallet share. Examples
of customer-led campaigns 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.

Data collection and analysis is viewed as a continuing and iterative process. Ideally, business
decisions are refined over time, based on feedback from earlier analysis and decisions.
Therefore, a successful analytical CRM projects take advantage of a data warehouse to provide
suitable data.

Collaborative CRM

Collaborative CRM promotes customer interaction across all channels (private, letter, fax,
telephone, internet, e-mail) and promotes co-ordination of teams and channels of employees.
It is a solution that brings together individuals, procedures and information so that companies
can serve their clients better and maintain them. Collaborative CRM provides the following
benefits:

 Enables efficient productive customer interactions across all communications channels

 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

Purposes of Customer Relationship Management

CRM implies to manage all interactions and company with clients in its broadest sense. This
involves improving customer service, but not restricted to it. The CRM program enables Maruti
to obtain clients, serve the client, boost the clients value to the business, maintain excellent
clients, and determine which customers can be maintained or provided a greater service rate.
By enabling communication in several respects, a successful CRM program can enhance
customer service:

 Provide product data, product usage data, and website technical support available 24/7.
 Identify how each client defines quality and then design a service policy based on these
individual demands and expectations for each client.
 Provide a rapid mechanism for handling and scheduling follow-up sales calls for
evaluating post-purchase cognitive dissonance, probabilities of repurchase, repurchase
times, and frequency repurchase.
 Provide a mechanism for tracking and integrating all points of touch between the client
and the business so that all sources and kinds of contact are included, and all system
consumers see the same perspective of the client (reduces confusion).
 Aid to rapidly recognize prospective issues before they happen.
 Provide a user-friendly system for registering client complaints (complaints that are not
registered with the company cannot be resolved and are a significant cause of client
 discontent) Provide a quick mechanism for managing issues and complaints
(complaints that are resolved rapidly can boost customer satisfaction).
 Provide a quick mechanism to correct service deficiencies (correct the issue before
experiencing the same discontent with other clients).
 Use Internet cookies to monitor client interests and appropriately customize product
offers.
 Use the Internet to customize collaboratively or in real time.
 Provide a rapid mechanism for maintenance, repair and continuing support
management and scheduling (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.

Improving Customer Relationships

CRM programs can also enhance interactions with customers. Proponents claim this is because:
CRM technology can monitor the interests, needs and purchasing practices of customers as
they advance through their life cycles and tailor the marketing effort accordingly. This way, as
customers change, they get precisely what they want.

As the product advances through its life cycle, the technology can monitor client product usage
and tailor the service approach accordingly. As the product ages, clients get what they need.

The technology can be used in industrial markets to micro-segment the buying center and help
coordinate its members ' conflicting and evolving purchasing requirements.

If any of the technology-driven customer service changes (described above) contribute to long-
term customer satisfaction, they can guarantee repeated purchases, enhance client interactions,
boost customer loyalty, reduce client turnover, reduce marketing expenses (related to client
acquisition and client training), boost sales income and thus boost profit margin.

However, repeat buying emerges from client satisfaction–which in turn arises from a deeper
knowledge of each client, their individual company challenges and solutions to those problems
rather than a "one-size-fits-all" strategy.

CRM software allows sales individuals to accomplish this one on one selling strategy and can
automate some aspects of it via-adjustable marketing communications. All these components,
however, are supported by or for human achievement–hence, CRM is as much a company-
wide attitude as a software solution.
  Setting up “Express Service Bays” & “2 – Technician Bays”

As the name indicates, by implementing fresh ideas such as Express Service Bays & 2-
Technicians Bays, the firm intends to delight its clients by providing them quicker vehicle
service. These are performed for time-consuming clients. Both the projects conducted in
this direction helped to enhance the client interface as well as to boost the efficiency and
ability of current workshops.

 Mega Camps

The firm performs' Mega Camps' aggressively throughout the nation throughout the
year. Activities conducted during a mega camp include complimentary car wash, inspection
of AC & Pollution, petroleum and fuel top ups, wheel alignments, etc. As part of client
connection projects, workshop camps such as A / C check-up camps, PUC and general
check-up camps, local camps, pre-monsoon camps etc. are also frequently performed.

 Service at Doorstep through Maruti Mobile Support

The doorstep service center through Maruti Mobile Support is another distinctive
initiative. Maruti Mobile Support is a first of its kind initiative and is anticipated not only
to assist the business reach clients in metro towns but also to reach semi-urban / rural
regions where it may not be possible to set up a fresh workshop.

 Car Safety device: Immobilizer

The business used technology to satisfy and even delight client needs. Following
feedback that the company's vehicles were more susceptible to theft due to their resale
value, the firm worked for all its fresh vehicles on an anti-theft immobilizer or "I-Cats ;"
scheme.

 Complete car needs

The effort of the company to provide all car-related requirements — from learning how
to drive a vehicle at Maruti Driving Schools to vehicle insurance, prolonged warranty, and
ultimately exchanging the current vehicle for a fresh one — also enhances client
satisfaction under one roof at dealerships.

The challenge is to maintain inventing new methods of doing stuff to maintain clients in your
fold in these competitive times. The firm has been strengthening current procedures over the
past few years and experimenting with many fresh projects through kaizens (ongoing
improvements) to delight its clients. These projects ranged from product design and quality to
development of the network, and included fresh service programs to satisfy unknown customer
requirements. By providing high-quality products, the firm has maintained its competitive
edge. Rapidly expanding networks support the products in the sector. The business has a variety
of networks for fresh vehicles, spares, service, pre-owned vehicles and so on, all of which were
in last year's extension mode to allow the business to get closer to the client.

Key Initiatives

 Servicing customers 24X7 ….. 365 days….

The business is very proud to share that clients have once again rated Maruti Suzuki in
an independent body, [Link] Asia Pacific, Customer Satisfaction Survey. It's in a row
for the 9th time. The firm was India's first vehicle manufacturer to launch a call center in
2000. The prize reflects the dedication of the company to "Customer Obsession."

 Car pickup & delivery facility for women car owners

Quote Unquote: "The research found that before and after service car pick-up and
delivery had a powerful effect on customer satisfaction. In specific, clients who say their
car was picked up from their doorstep before service and shipped to the same point after
service are noticeably more pleased with their after-sales service experience compared to
clients who do not receive this service.... "Maruti also initiated a mission to work with the
Institute of Driving Training and Research to support safe driving practices.

It also launched ‘Dil Se’– a special program for Indians living abroad or NRIs, to facilitate
them to gift Maruti cars online to friends and relatives at home. Online club ‘Swift Life’ is
made for all Swift owners.

 Maruti Suzuki launches customer loyalty program

Maruti Suzuki has introduced an all-new loyalty-cum-rewards program for clients that
will benefit both new and existing Maruti clients across India. The program will operate
with a distinctive three-in - one Autocard issued by Maruti that will be a petro card, a loyalty
card, and an global credit card. Both new clients and current owners of Maruti can opt for
the card as long as they have valid evidence of ownership.

There are some incredible benefits:

The points can be collected in a number of ways–by having your Maruti vehicle serviced at a
service station authorized by Maruti, purchasing spare parts and accessories from such an
outlet, purchasing petrol from any Indian Oil outlet, or merely using it as a loan card.

The use will offer the client six percent off on the service bill, plus 500 exchange loyalty
bonuses for each regular service at any workshop authorized by Maruti; a three percent reward
on the purchase of auto insurance and real Maruti accessories; a 1.5 percent reward on the
purchase of fuel from IOC petrol stations; and a 1 percent discount on all card acceptance
expenditures. Maruti is hopeful of roping in more partners in the programme over time.

 True Value – Initiative to capture used car market

Another important innovation is the entry of MUL into the used car market in 2001,
which allows clients to take their vehicle to a' Maruti True Value' outlet and exchange it
for a fresh vehicle by paying the difference. In return, they are provided loyalty discounts.
This enables them to maintain the client. Customer with Maruti True Value has a trusted
name to trust in a extremely unorganized industry where cheating is widespread and trust
is the greatest problem in the largest sales driver. Maruti is aware of its strength in the
Indian market and has filled this gap in confidence in the Indian used car market. Maruti
has developed a scheme where retailers are picking up used vehicles, rebuilding them,
giving them a new guarantee, and selling them again. All investments are produced by
retailers for True Value. Maruti has constructed up a powerful nationwide network of 172
showrooms. In India, the used car market has enormous potential. In developed markets,
the used car market was 2-3 times the size of the fresh car market.

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