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Study on Customer Relationship Management”
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A
A PROJECTREPORT ON
VIPULMAHARAJA AGRASENINSTITUTE OF MANAGEMENT STUDIES
(AFFILIATED TO GURU GOBIND SINGH INDARAPRASTHA UNIVERSITY)
SUZUKI
A PROJECT REPORT ON
Proect uide: Submittedby: Roll no: Enrollment no: Proramme: Semester:
MAHARAJA AGRASEN INSTITUTEOF MANAGEMENT STUDIES
GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY
flLJTISUZUKICOLIFTttJf
This is to certify that the project entitled Study on Customer Relationship Management submitted by Vipul, Enroll no. has been done under my guidance and supervision in partial fhlfillment of Bachelor of Business Administration.
The working analysis mentioned in this report has been undertaken by the candidate herself and necessary reference has been recognized and acknowledged in the text of the report.
(Internal project guide)
Many talentedpeople have contributed to the successful completion of this work and I would like to extend a word of thanks andappreciation 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 Business Administration.Second, I empress my thanks to Mr. Amit Gupta, Internal Project Guide, for her guidance, support andencouragement which helped me in completing myproject.Above all, I would like to thank the Almighty God without whom this work could never have been completed.
VIPUL
The world of marketing is moving more rapidly than ever. The intelligent and successful people
1. INTRODUCTION
2. PURPOSE OF RESEARCH STUDY
-RESEARCH STUDY
SCOPEOFTHESTUDY
3. RESEARCH METHODOLOGY
-TOOLS OF RESEARCH
-RESOURCEOFDATA
4. RECOMMENDATIONS, FINDINGS AND LIMATATIONS
5. CONCLUSION
6. BIBLIOGRAPHY
MarutiUdyogLimited(MUL) wasestablished in Feb1981 through an Act of Parliament, to meet the growing demand of a personal mode of transport caused 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 bringtoMULcontemporarytechnologyandJapanese 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. The objectives of MUL then were:ModernizationoftheIndianAutomobile Industry.
Production of fuel-efficient vehicles to conserve scarce resources.
Production of large number of motor vehicles which was necessary for economic 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 optimum engine 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
Spreadovera sprawling297 acreswith 3 fully-integrated production facilities, the Maruti Udyog Plant has already rolled outover 4.3million vehicles.In fact,onanaverage,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, theres a Maruti Suzuki made here to fit every car-buyers budget. And dream.
PRODUCTION MILESTONES
i)
ii)1st vehicle produced, December 1983
1,00,000 vehicles produced by August, 1986
iv)iii)5,00,000 vehicles produced by June, 1990
1st vehicle produced, December 1983
v)
vii)
vi)1,00,000 vehicles produced by August, 1986
5,00,000 vehicles produced by June, 1990
10,00,000 vehicles produced by March, 1994
viii)
ix)15,00,000 vehicles produced by April, 1996
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
I%Iaruti, rita S Md%T- Thn top Players Ir the Carc/innpsCatgDry for 2003!!
Udog LtNot cs LW& Mth,in&., NccrInI.WMobr India Ltdyct Kirliskar Motor LtdIrdia Attc,mobdes LtdoForIniaLirnte
5
C
Sjiwce: IV Acx 3rrDe. 2003
U flt+%
2005
The fiftieth lakh car rolls out in April, 2005
Growth in overall sales by 15.8%
2004
New (non A/C) variant of Alto
Alto becomes Indias new best selling car
LPG variant of Omni Cargo Versa 5-seater, a new variant Baleno LXi, a new variantMaruti closed the financial year 2003-04 with an annual sale of472122 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 issue oversubscribed 1 0 times2002
WagonR Pride
Esteem Diesel. All other variants upgraded
.MarutiInsurance.Twonewsubsidiariesstarted: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 carMaruti True value in Mumbai
Maruti Finance in Mumbai with 10 finance companies
Suzuki Motor Corporation (SM C) increases its stake in Maruti to 54.2 percent2001
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
CustomerinformationcenterslaunchedinHyderabad, Bangalore and ChennaiLaunch 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 (1 600cc, 3 Box Car) Wagon RLaunch of Maruti - Suzuki innovative traffic beat in Delhi and
Chennai as social initiatives
1998
Maruti launches website as part of CRM initiativesZen D (1527 cc diesel, hatchback car) Zen VX & Zen VX AutomaticNew (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 (1 298cc, 4WD, off road vehicle) Zen Automatic (993cc, hatchback car) Esteem 1 .3L (1298 cc, 3 box Car)AXLaunch 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 reached
200,000 units
1994
Esteeml .3L (1298cc, 3 box car)LX
Produced the 1 millionth vehicle since the commencement of production
1993
Zen(993cc,hatchbackCar),whichwaslater
exported in Europe and elsewhere as the Alto
1992
SMC increases its stake in Maruti to 50 percent
1991
Reachescumulativeindigenisationof65percent forall
vehicles produced 1990
Maruti 1000(970cc, 3 box), Indias first contemporary sedan
1988
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 of Japan
1981.Maruti Udyog Ltd was incorporated under the provisions of the Indian Companies Act, 1956
2005
year
Number one in JD Power SSI for the second consecutive
Number one in JD Power CSl 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.LeadershipintheJDPowerInitialQualityStudy-Alto number one in its segment for the 2nd time in a row, Esteem number
one in its segment for the 3rd year in a row, Swift number one in the premium compact segmentWagonR 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 04Maruti 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 Sales Satisfaction 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 countrys five most respectedcompanies
Business World ranked us the countrys most respected automobile companyVoted Manufacturer of the year by CNBC
Voted one of Indias 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 EsteemMaruti 800 and Wagonr top in NED Total Customer Satisfaction
Study 2003.
MUL tops in J D Power CSl (2001) for 4th time in a row
MUL tops in J D Power CSl (2001) for 2nd time in a row: another international first
2000
Marutibags JDPower CSl-1st rank; unique achievement by market leader anywhere in the world
1999
MSM launched as model workshop in India; achieves highest CSl rating.Central Board of Excise & Customs awards Maruti with Samman
Patra, for contribution to exchequer and being an ideal tax assessee
1998
ClIs Business Excellence Award
1996
Maruti wins INSSAN award for Excellence in Suggestion Scheme Awarded the Star Trading House status by Ministry of Commerce1994-95
EngineeringExportsPromotionCouncilsawardforexport performance
1994
Best Canteen award among Haryana Industries as part of employee welfare1992-93
EngineeringExportsPromotionCouncilsawardforexport performance
1991-92
EngineeringExportsPromotionCouncilsawardforexport performance
Theuality Advantage
Maruti Suzuki owners experience fewer problems with their vehicles than any other car manufacturer in India (J.D. Power IQS Study 2004). The Alto was chosen No.1 in the premium compact car segment and the Esteemin the entry levelmid-sizecar 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,layoutandperformanceofvehiclesacross8 parameters.
A Buying Experience Like No Other
MarutiSuzukihasasalesnetworkof307state-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 led us to achieve the No.1 nameplate in the J.D. Power SSI Study 2004.
Quality Service Across 1036 Cities
In the J.D. Power CSl Study 2004, Maruti Suzuki scored the highest acrossall 7parameters:least problemsexperiencedwithvehicle serviced,highest service quality,bestin-serviceexperience,best service delivery, best service advisor experience, 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 CSl study 2004 also reveals that97% of Maruti Suzuki owners 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 affordable to 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
Thehighestsatisfactionratingswithregard tocostof 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.
Our employees are our greatest strength and asset. It is this underlying philosophy that has moulded our workforce into a team with common goalsandobjectives.OurEmployee-Managementrelationshipis therefore characterized by:
Participative Management. Team work & Kaizen.Communication and information sharing.Open office culture for easy accessibility
To implement this philosophy, we have taken several measures like a flatorganizationalstructure.Thereareonlythreelevelsof responsibilities ranging 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 canteenfor all.
This structure ensures better communication and speedy decision making processes. It also creates an environment that builds trust, transparency and a sense of belonging amongst employees.
1.RESEARCH STUDY
2.SCOPE OF THE STUDY
To study and understand various aspects of Customer relationship management at MARUTI SUZUKI.
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.
Thisstudyisanefforttohighlightvarious
strategic factors which are crucial for the trade ties between india and the gulf countries.
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
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 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
Secondarydatahasbeenused whichiscollectedthrough 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.
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 throughtheintroductionofreliablesystems,processesand procedures.
IMPLEMENTING CRM
Customer Relationship Management is a corporate level strategy which focuses on 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 change in an organisations philosophy which places emphasis on the customer.Management atMARUTIbelieves that asuccessfulCRM strategy cannot be implemented 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,employeetraining,marketing,systems andinformation 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 To Adopt customer-based measuresTo Develop an end-to-end process to serve customers
To Recommend what questions to ask to help a customer solve a problemTo Recommend what to tell a customer with a complaint about a purchaseTo 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 surveyto identify what profile aspects it feels are relevant to its business, such as what information it needs to serve its customers, the customers 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 CRM systems.
There are three parts of application architecture of CRM at maruti: Operational CRM - automation to the basic business processes
(marketing, sales, service)
AnalyticalCRM-supporttoanalyzecustomerbehavior, implements business intelligence alike technologyCollaborative CRM - ensures the contact with customers (phone, email, fax, web, sms, post, in person)
OperationalCRMatMarutiincludescustomercontact(sales, marketing and service). Tasks resulting from these processes are forwardedtoemployeesresponsibleforthem,aswellasthe 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.
Operational CRM provides the following benefits:
Delivers personalized and efficient marketing, sales, and service through multi-channel collaborationEnablesa360-degreeviewofthecustomerwhileyouare interacting with themSales people 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 automationSFA
SFA automates the critical sales and sales force management functions ofMaruti, i.e., lead/accountmanagement,contact management, quote management, forecasting, sales administration, keepingtrackofcustomerpreferences,buying habits,and demographics, as well as performance management. SFA tools are designedtoimprove fieldsales productivity.Keyinfrastructure requirementsof SFAaremobilesynchronizationandintegrated product configuration.
Customer service and support (CSS)
CSS at Maruti automates the service requests, complaints, product returns, and information requests. The internal help desk and inbound call-center support for customer inquiries have been evolved into the customer interaction center (dc), using multiple channels (Web, phone/fax, face-to-face, kiosk, etc). Key infrastructure requirements of CSS include computer telephony integration (CTI) which provides high volume processing capability, and reliability.
Enterprise marketing automation (EMA)
EMA of the company providesinformation about the business environment, including competitors of Maruti, industry trends,and macro environmental variables. It is the execution side of campaign and lead management. The intent of EMA applications is to improve marketingcampaignefficiencies. Functionsincludedemographic analysis, variable segmentation, and predictive modeling occur on the analytical (Business Intelligence) side.IntegratedCRMsoftwareis oftenalsoknownas 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 customers details. When a customer calls at maruti, the system is used to retrieve and store information 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 new customers.
In analytical CRM, data gathered within operational CRM and/or other sources are analyzed to segment customers or to identify potential to enhanceclient relationship.Customer analysis typicallyleads to targeted campaigns to increase share of customers wallet. Examples of Campaigns directed towards customers are:
Acquisition: Cross-sell, up-sell
Retention: Retaining customers who leave due to maturity or attrition.Information:Providingtimelyandregularinformationto 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
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 ForecastsPricing Optimization Product Development Program EvaluationRisk Assessment and Management
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 facilitates interactions with customers through all channels (personal, letter, fax, phone, web, e-mail) and supports co
ordinationofemployeeteamsandchannels.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:
Enablesefficientproductivecustomerinteractionsacross all communications channelsEnables web collaboration to reduce customer service costs
Integrates call centers enabling multi-channel personal customer interactionIntegratesviewofthecustomerwhileinteractionatthe transaction level
CRM, in its broadest sense, means managing all interactions and business with customers. 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 CRMprogramcanimprovecustomerservicebyfacilitating communication in several ways
Provideproductinformation,productuseinformation,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- upsalescallstoassesspost-purchasecognitivedissonance, repurchaseprobabilities,repurchasetimes,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 are included, and all users of the system see the same view of the customer (reduces confusion).Help to identify potential problems quickly, before they occur. Provideauser-friendlymechanismforregisteringcustomercomplaints(complaints that are not registered withthecompany cannotberesolved,andareamajorsourceofcustomer dissatisfaction).
Provide a fast mechanism for handling problems and
complaints(complaintsthatareresolvedquicklycanincrease 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.
Provideafastmechanismformanagingandscheduling maintenance, repair, and on-going support (improve efficiency and effectiveness)..The CRM can be integrated into other cross-functional systems andtherebyprovideaccountingandproductioninformationto customers when they want it.
CRMprogramsalsoareabletoimprovecustomer relationships. Proponents say this is so because:
CRM technology can track customer interests, needs, and buying habitsas theyprogressthroughtheirlifecycles,andtailor 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 progressesthroughits lifecycle,andtailor theservicestrategy accordingly. These way customers get what they need as the product ages.In industrial markets, the technology can be used to micro-segment the buying centre and help coordinate the conflicting and changing purchase criteria of its members.When any of the technology-driven improvements in customer service(mentionedabove)contributetolong-termcustomer 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 approachto sellingandcanautomatesomeelementsof it via
tailorablemarketingcommunications.However,allof
these elements are facilitated by or for humans to achieve- CRM is therefore a company-wide attitude as much as a software solution.
To study and understand various aspects of Customer relationship management at MARUTI SUZUKI.
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 researchmethodology for the present study has been adoptedtoreflecttheserealtiesandhelpreachthelogical conclusion in an objective and scientific manner.
The present study contemplated an exploratory research
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 specific field or area
whereresearchis carriedout e.g.publishbroachers,official reports etc.External source: This originates outside the field of study like books, periodicals, journals, newspapers and the Internet.
Secondary data has been used which is collected through articles, reports,journals,magazines,newspapersreportspreparedby research scholars, universities and internet.
Analysis of data has been done with help of various statistical tools like the tables and graphs.
CUSTOMER RELATIONSHIP MANAGEMENT(CRM)
Customer Relationship Management (CRM)
Includes the methodologies, technology and capabilities that help anenterprisemanagecustomerrelationships.Thegeneral purpose of CRM is to enable organizations to better manage their customers through the introduction of reliable systems, processes and procedures.
CustomerRelationship Management is acorporate
level strategy which focuses on creating and maintaining lasting relationshipswithitscustomers.Althoughthereareseveral commercial CRM software packages on the market which support CRM strategy, it is not a technology itself. Rather, a holistic changein an organisationsphilosophy which places emphasis on the customer.Management at MARUTI believes that a successful CRM strategy cannot be implementedby simplyinstallingandintegrating a software package and will not happen over night. Changes must occur at all levels including policies and processes,front of house customerservice,employeetraining,marketing, systemsand information management; all aspects of the business must be reshaped to be customer driven.
To be effective, the CRM processhas been integrated with end-to
end across marketing, sales, and customer service.
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 problemTo Recommend what to tell a customer with a complaint about a purchaseTo Track all aspects of selling to customers and prospects as well as customer support.
BeforeimplementingtheCRMsegmentthemanagementat MARUTI did a surveyto identify what profile aspects it feels are relevant to its business, such as what information it needs to serve its customers, the customers 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 CRM systems.
There are three parts of application architecture of CRM at maruti:
Operational CRM- automation to the basic business processes
(marketing, sales, service)
Analytical CRM -supporttoanalyzecustomerbehavior, implements business intelligence alike technologyCollaborative CRM - ensures the contact with customers (phone, email, fax, web, sms, post, in person)
OperationalCRMatMarutiincludescustomercontact (sales, marketing and service). Tasks resulting from these processes are forwarded toemployeesresponsibleforthem,as wellas the information necessary for carrying out the tasks and interfaces to back-endapplications arebeingprovidedandactivitieswith customers are being documented for further reference.
Operational CRM provides the following benefits:
Delivers personalized and efficient marketing, sales, and service through multi-channel collaborationEnablesa360-degreeviewof thecustomerwhileyouare interacting with themSales people 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 the critical sales and sales force management functionsof Maruti,i.e., lead/account management,contact management,quotemanagement,forecasting,sales administration, keeping track of customer preferences, buying habits,anddemographics,aswell asperformance management. SFA tools are designed to improve field sales productivity. Key infrastructure requirements of SFA are mobile synchronization and integrated product configuration.
CSS at Maruti automates the service requests, complaints, product returns, and information requests. The internal help desk andinbound call-center support for customer inquiries have been evolved into the customer interaction center (dc), using multiple channels (Web, phone/fax, face-to-face, kiosk, etc). Key infrastructure requirements of CSS include computer telephonyintegration(CTI)whichprovideshighvolume processing capability, and reliability.
EMA of the company provides information about the business environment, including competitors of Maruti, industry trends, and macro environmental variables. It is the execution side of campaignandleadmanagement.TheintentofEMA applicationsis to improvemarketing campaignefficiencies. Functions include demographic analysis, variable segmentation, andpredictivemodelingoccuron theanalytical(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 usesCRM software to store all of theircustomers details. When a customer calls at maruti, the system is used to
retrieveandstoreinformationrelevanttothe
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 new customers.
In analytical CRM, data gathered within operational CRM and/or other sources are analyzed to segment customers or to identify potential to enhance client relationship. Customer analysis typicallyleads to targeted campaigns to increase share of customers wallet. Examples of Campaigns directed towards customers are:
Acquisition: Cross-sell, up-sell
Retention: Retaining customers who leave due to maturity or attrition.Information:Providingtimelyandregularinformation 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:
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 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 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 communications channelsEnables web collaboration to reduce customer service costs
Integratescallcentersenablingmulti-channelpersonal customer interactionIntegratesview ofthecustomerwhileinteractionatthe transaction level
Purposes of Customer Relationship Management
CRM, in its broadest sense, means managing all interactions and businesswithcustomers.Thisincludes,butisnotlimitedto, improving customer service. The CRM programallows 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
Provideproductinformation,productuse 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, repurchaseprobabilities,repurchasetimes,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 are included, 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 forregisteringcustomer complaints (complaints that are not registered with the company cannot be resolved,andare a major sourceof 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.Provideafastmechanismformanagingandscheduling 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.
Improving customer relationships
CRMprograms 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.The technology can track customer product use as the product progresses through its 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-segmentthebuyingcentreandhelpcoordinatethe conflicting and changing purchase criteria of its members.When any of the technology-driven improvements in customer service(mentionedabove)contributetolong-term customer satisfaction, they can ensure repeat purchases, improve customer relationships,increasecustomerloyalty,decrease customer turnover,decreasemarketing costs (associated withcustomer acquisition and customer training), increase sales revenue, and thereby increase profit margins.Repeat purchase, however, comes from customer satisfaction- whichinturncomesfromadeeperunderstandingofeach customer,their individualbusinesschallengesandproposing 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 tailorablemarketingcommunications.However,all ofthese elements are facilitated by or for humans to achieve- CRM is therefore a company-wide attitude as much as a software solution.
technical white paper uses Business Rules (a set of Enterprise Rules that define the actions to be taken and are termed as Customer recommended actionsorCRA).TheDecision engine takes as input the Customer Profile, Contact History and applies the stored Business Rules thereby creating a set of one ormoreRecommended Actionsforthecustomers.The Business Rules Management component enables the creation, deletion,analysis and storageof the BusinessRules in a repository. The Customer Profile component is generated based on theinformationin theCustomerInformation File (CIF),
CustomerInformationWarehouse(segmentation,
scoring) The relevant customer conversation/contact/dialogue information is captured and storedin Contact Management component. The CRA Effectiveness Analysiscomponent by using Data Mining technology provides a facility to explore rules, recommended actions and customer interaction effectiveness in general. The Treatment provides unique treatment data for customer, products and services.
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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.Provideafastmechanismformanagingandscheduling maintenance, repair, and on-going support (improve efficiency and effectiveness).
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.corr
:En.wikipedia.org/wiki
: www.citrix.com