Project on Maruti Suzuki

A PROJECT REPORT ON MARUTI SUZUKI ”Study on Customer Relationship Management” VIPUL MAHARAJA AGRASEN INSTITUTE OF MANAGEMENT STUDIES (AFFILIATED TO GURU GOBIND SINGH

INDARAPRASTHA UNIVERSITY)

A PROJECT REPORT ON MARUTI SUZUKI Project guide: Submitted by: Roll no: Enrollment no: Programme: Semester:

Amit Gupta Vipul

B.B.A. (Gen)

MAHARAJA AGRASEN INSTITUTE OF MANAGEMENT STUDIES GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY

CERTIFICATE 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 fulfillment 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.

Mr. Amit Gupta (Internal project guide)

ACKNOWLEDGEMENT “Many talented people have contributed to the successful completion of this work and I would like to extend a word of thanks and appreciation to all of them.” First, I take this opportunity to acknowledge my institution Maharaja Agrasen Institute Of  Management Studies, Indraprastha University where I am pursuing my degree Bachelor of Business Administration. Second, I empress my thanks to Mr. Amit Gupta, Internal Project Guide, for her guidance, support and encouragement which helped me in completing my project. Above all, I would like to thank the Almighty God without whom this work could never have been completed.

VIPUL

PREFACE The world of marketing is moving more rapidly than ever. The intelligent and successful people

TABLE OF CONTENTS

1. INTR INTROD ODUC UCTI TION ON

2. PURPOS PURPOSE E OF RESEA RESEARCH RCH STUD STUDY Y •

-RESEARCH STUDY

•

SCOPE OF THE STUDY

3. RESEAR RESEARCH CH METHOD METHODOLOG OLOGY Y •

-TOOLS OF RESEARCH

•

-RESOURCE OF DATA

4. RECOMMEND RECOMMENDATIONS ATIONS , FINDINGS FINDINGS AND AND LIMATATION LIMATATIONS S

5. CONC CONCLU LUSI SION ON

6. BIBL BIBLIO IOGR GRAP APHY HY

 INTRODUCTION

ORGANIZATION OVERVIEW •

Maru Maruti ti Udyo Udyog g Limi Limite ted d (MUL (MUL)) was was esta establ blis ishe hed d in Feb Feb 1981 1981 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 Suzuki Motor Motor Company Company was chosen chosen from from seven seven prospec prospectiv tive e partners worldwide. This was due not only to their undisputed leadership in small cars but also to their commitment to actively brin ring

to

MUL MUL

cont ontempora porary ry

technol nology ogy

and

Japane panes se

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 between Govt of India and Suzuki Suzuki Motor Company Company (now Suzuki Motor Corporation of Japan) in Oct 1982.

The objectives of MUL then were: •

Moderni rnization

of

the

Indi ndian

Auto utomobi mobille

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

Technological Advantage •

We have have intro introduc duced ed the the super superio iorr 16 * 4 Hype Hypert rtec ech h engin engines es across across the entire entire Maruti Maruti Suzuki Suzuki range. range. This This new technol technology ogy harnes harnesse ses s the power power of a brain brainy y 16-bi 16-bitt compu compute terr to a fuel fuel-efficient 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 other innovat innovation ion has been the introdu introducti ction on of Electr Electroni onic c Power Steering (EPS) in select models. This results in better  and greate greaterr maneu maneuve verab rabil ilit ity. y. In othe otherr words words,, our our cars cars have have become even more pleasurable to drive.

Production /R & D •

Spre Spread ad over over a spra sprawl wlin ing g 297 297 acre acres s with with 3 full fullyy-in inte tegr grat ated ed production facilities, the Maruti Udyog Plant has already rolled out out over over 4.3 4.3 mill millio ion n vehi vehicl cles es.. In fact fact,, on an aver averag age, e, two two vehicles roll out of the factory every minute. And it takes on an average, just 14 hours to make a car. More importantly, importantly, with an incredible incredible range of 11 models available available in 50 variants, there's a Maruti Suzuki made here to fit every car-buyer's budget. And dream.

PRODUCTION MILESTONES i)

1st vehicle produced, December 1983

ii)

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

5,00,000 vehicles produced by June, 1990

iv)

1st vehicle produced, December 1983

v)

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

5,00,000 vehicles produced by June, 1990

vii)

10,00,000 vehicles produced by March, 1994

viii)

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

20,00,000 vehicles produced by October, 1997

x)

25,00,000 vehicles produced by March, 1999

xi)

30,00,000 vehicles produced by June, 2000

xii)

35,00,000 vehicles produced by December 2001

xiii)

40,00,000 vehicles produced by April, 2003

xiv)

45,00,000 vehicles produced by April, 2004

MILESTONES 2005 •

The fiftieth lakh car rolls out in April, 2005

•

Growth in overall sales by 15.8%

2004 •

New (non A/C) variant of Alto

•

Alto becomes India's new best selling car 

•

LPG variant of 'Omni Cargo'

•

Versa 5-seater, a new variant

•

Baleno LXi, a new variant

•

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

472122 units, the highest ever since the company began operations 20 years ago 2003 •

New Suzuki Grand Vitara XL-7

•

Redesigned and all-new Zen

•

New upgraded WagonR

•

Enters into partnership with State Bank of India

•

Production Production of 4 millionth vehicle. Listed Listed on BSE and NSE after a

public issue oversubscribed 10 times 2002 •

WagonR Pride

•

Esteem Diesel. All other variants upgraded

•

Marut Marutii Insu Insura ranc nce. e. Two Two new subsi subsidia diarie ries s star starte ted: d: Marut Marutii

Insurance Distributor Services and Maruti Insurance Brokers Limited •

Alto Spin LXi, with electronic power steering

•

Special edition of Maruti 800, India’s first colour-

coordinated car  •

Maruti True value in Mumbai

•

Maruti Finance in Mumbai with 10 finance companies

•

Suzuki Motor Corporation (SMC) increases its stake in Maruti

to 54.2 percent 2001 •

Zen LXi

•

•

Maruti True Value launched in Bangalore and Delhi

•

Maruti Versa, India’s first luxury MPV

•

Alto Spin LXi, with electronic power steering

•

Alto Vxi

Cust Custom omer er info inform rmat atio ion n cent center ers s laun launch ched ed in Hyde Hydera raba bad, d, Bangalore and Chennai Launch of versa 2000 •

•

•

First car company in India to launch a Call Center 

•

New Alto

•

Altura, a luxury estate car 

•

IDTR (Institute of Driving Training and Research) launched jointly

with the Delhi government to promote safe driving habits

1999 •

Maruti 800 EX ( 796cc, hatchback car)

•

Zen LX (993cc, hatchback car)

•

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

•

Omni XL ( 796cc, MUV, high roof)

•

Baleno (1600cc, 3 Box Car)

•

Wagon R

•

Launch of Maruti - Suzuki innovative traffic beat in Delhi and

Chennai as social initiatives 1998 •

•

•

•

•

Maruti launches website as part of CRM initiatives Zen D (1527 cc diesel, hatchback car) Zen VX & Zen VX Automatic New (Omni & Omni E) (796cc, MUV) Launch of website as part of CRM initiatives

1997 •

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

•

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

•

Produced the 2 millionth vehicle since the commencement of 

production

1996

•

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

•

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

•

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

•

Zen Automatic (993cc, hatchback car)

•

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

•

Launch of 24-hour emergency on-road vehicle service

1995 •

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

•

With the launch of second plant, installed capacity reached

200,000 units 1994 •

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

•

Produced the 1 millionth vehicle since the commencement of 

production

1993

•

Zen(9 Zen(993c 93cc, c, hatch hatchba back ck Car), Car), whic which h was was late later  r 

exported in Europe and elsewhere as the Alto

1992 •

SMC increases its stake in Maruti to 50 percent

1991 •

Reac Reaches hes cumu cumula lati tive ve indig indigeni enisa sati tion on of 65 perce percent nt for for all all

vehicles produced 1990 •

Maruti 1000(970cc, 3 box), India’s 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, India’s 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 •

Number one in JD Power SSI for the second consecutive

year  •

Number one in JD Power CSI for the sixth time in a row - the

only car to win it so many times M800, WagonR and Swift topped their  segments in the TNS Total Customer Satisfaction Study. •

Lead Leader ersh ship ip in the the JD Powe Powerr Init Initia iall Qual Qualit ity y Stud Study y - Alto 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 segment WagonR and Esteem top their segments in the JD Power 

•

APEAL study TNS ranks Maruti 4th in the Corporate Reputation Strength

•

(CSR) study (#1 in Auto sector)-Feb 05 Maruti bagged the "Manufacturer of the year" award from

•

Autocar-CNBC (2nd time in a row)-Feb 05 •

First Indian car manufacturer to reach 5 million vehicles sales

•

Business World ranks Maruti among top five most respected

companies in India-Oct 04 Maruti ranked among top ten (Rank7) greenest companies in

•

India by Business Today - Sep '04

•

2004 •

Maruti Suzuki was No. 1 in Customer atisfaction, No. 1 in 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 country's five most respected

companies •

Business World ranked us the country's most respected automobile

company •

Voted Manufacturer of the year by CNBC

•

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

Nielson ORG-MARG

2003 Maruti 800, Maruti Zen and Maruti Esteem make it to the top 10

•

automotive brands in "Most Trusted Brand survey 2003" J D Power  ranked 3 models of Maruti on top: Wagonr, Zen and Esteem Maruti 800 and Wagonr top in NFO Total Customer Satisfaction

•

Study 2003. MUL tops in J D Power CSI (2001) for 4th time in a row

•

2001 •

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

international first

2000 •

Marut Marutii bags bags JD Powe Powerr CSI CSI - 1st 1st rank; rank; uniq unique ue achi achiev evem ement ent by

market leader anywhere in the world

1999 •

MSM launched as model workshop in India; achieves highest CSI

rating. •

Central Board of Excise & Customs awards Maruti with "Samman

Patra", for contribution to exchequer and being an ideal tax assessee

1998 •

CII's Business Excellence Award

1996 •

Maruti wins INSSAN award for "Excellence in Suggestion Scheme"

•

Awarded the Star Trading House status by Ministry of Commerce

1994-95 •

Engi Engine neer eriing

Expo Export rts s

Promo romoti tion on

Counc ouncil il's 's

awar award d

for

expo export rt

performance

1994 •

Best Canteen award among Haryana Industries as part of employee

welfare 1992-93 •

Engi Engine neer eriing

Expo Export rts s

Promo romoti tion on

Counc ouncil il's 's

awar award d

for

expo export rt

Expo Export rts s

Promo romoti tion on

Counc ouncil il's 's

awar award d

for

expo export rt

performance

1991-92 •

Engi Engine neer eriing

performance

WHY MARUTI SUZUKI The Quality 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 Estee steem m in the entr entry y leve levell mid mid - size size car segme egment nt acro across ss 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  des design, ign, cont ontent, ent, layou ayoutt and and perf perfor orm mance ance of vehic ehicle les s acro across ss 8 parameters.

A Buying Experience Like No Other  •

Maru Maruti ti Suzu Suzuki ki has has a sales ales net network work of 307 307 stat tate-of e-of -the -the-a -art rt

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 CSI Study 2004, Maruti Suzuki scored the highest

acros across s all all 7 para paramet meter ers: s: leas leastt probl problem ems s exper experien ience ced d with with vehi vehicl cle e servic serviced, ed, highes highestt servic service e quality quality,, best best in-serv in-service ice experie experience, nce, best service delivery, best service advisor experience, most user-friendly service and best service initiation experience. •

92% of Maruti Suzuki owners owners feel that work gets done right the first

time during service. The J.D. Power CSI study 2004 also reveals that 97% of Maruti 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 •

The The high highes estt sati satisf sfac acti tion on rati rating ngs s with with rega regard rd to cost cost of 

owner ownersh ship ip among among all all models models are all all Marut Marutii Suzu Suzuki ki vehi vehicl cles es:: Zen, Zen, Wagon R, Esteem, Maruti 800, Alto and Omni. We are proud to have the lowest cost of operation/km (among petrol vehicles) - the top 5 models are all Maruti Suzuki models: Maruti 800, Alto, Zen, Omni and Wagon R.

MARUTI CULTURE Our employees are our greatest strength and asset. It is this underlying philosophy that has moulded our workforce into a team with common goals goals and and objec objecti tive ves. s. Our Our Empl Employ oyeeee-Ma Manag nageme ement nt relat relatio ions nshi hip p is 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 flat organi ganiz zational struc ructure. re. Ther here are are onl only three leve evels of  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 canteen for all. This This struct structure ure ensures ensures better better communi communicat cation ion and speedy speedy decisio decision n making processes. It also creates an environment that builds trust, transparency and a sense of belonging amongst employees.

PURPOSE OF RESEARCH STUDY 

1.

RESEARCH STUDY

2.

SCOPE OF THE STUDY

To study and understand various aspects of Customer relationship management at MARUTI SUZUKI.

SCOPE OF THE STUDY  

This This stu study exte exten nds its emph emphas asiis on study tudyiing vari variou ous s

economic economic , social , geographical geographical and political political aspects aspects of trade relations between india and the gulf countries.



It further extends to suggest possible measures and steps

to further strengthen the trade structure between india and the gulf countries.



This This stud study y is an effo effort rt to hig highli hlight ght vari vario ous

strategic factors which are crucial for the trade –ties between india and the gulf countries.

RESEARCH METHODOLOGY 

1.

TOOLS OF RESEARCH

2.

RESOURCE OF DATA



A Research Methodology defines the purpose of the research,

how how it proc procee eeds ds,, how how to meas measur ure e prog progre ress ss and and what what const onstit itut ute e success with respect to the objectives determined for carrying out the research study. The appropriate research design formulated is detailed below. 

Exploratory Exploratory research: 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 been adopt adopted ed to reflec reflectt thes these e realt realties ies and and help help reach reach the the logic logical al conclusion in an objective and scientific manner. The present study contemplated an exploratory research

NATURE OF DATA •

Secondary data: secondary data that is already available and

published .it could be internal and external source of data. Internal source: 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 •

Seco Second ndar ary y data data has has been been used used whic which h is coll collec ecte ted d thro throug ugh h

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.

FEATURES OF CRM IMPLEMENTED AT MARUTI CUSTOMER RELATIONSHIP MANAGEMENT (CRM) Customer Relationship Management (CRM) •

Includes the methodologies, technology and capabilities that help

an enterprise manage customer customer relationships. relationships. The general purpose of  CRM CRM is to enable enable organ organiz izat atio ions ns to better better mana manage ge thei theirr cust custom omers ers throu hrough gh

the

intr introd oduc ucti tion on

of

reli reliab able le

sys systems tems,,

proc proces esse ses s

and and

procedures. IMPLEMENTING CRM •

Customer Relationship Management is a corporate level strategy

which focuses on creating and maintaining lasting relationships with its cust custom omers ers.. Alth Althoug ough h ther there e are severa severall comm commerc ercia iall CRM CRM soft softwa ware re

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

Manage Manageme ment nt at

MARU MARUTI TI bel believ ieves es tha thatt a

succ succes essf sful ul CRM CRM

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  serv servic ice, e, empl employ oyee ee trai traini ning, ng, mark market eting ing,, syst system ems s and info informa rmati tion on 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, marketing, sales, sales, and customer service. service. The objectives of CRM at MARUTI:•

To Identify customer success factors

•

To Create a customer-based culture

•

To Adopt customer-based measures

•

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

•

To Recommend what questions to ask to help a customer solve

a problem •

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

purchase •

To Track Track all aspects aspects of sellin selling g to custom customers ers and prospec prospects ts as

well as customer support.

Before implementing the CRM segment the management at MARUTI MARUTI did a survey survey to identify identify what what profile profile aspect aspects s it feels are relevant to its business, such as what information it needs to serve its custom customers, ers, the custom customer's er's past financ financial ial history history,, the effect effects s of the CRM CRM segm segmen entt and and what what info inform rmat atio ion n is not not usef useful ul.. Bein Being g able able to eliminate unwanted information is a large aspect of implementing CRM systems.

ARCHITECTURE OF CRM AT MARUTI There are three parts of application architecture of CRM at maruti: •

Operational CRM - automation to the basic business processes

(marketing, sales, service) •

Analytical Analytical CRM

-

suppo upport rt

to

anal analy yze

cust custom omer er

beha behav vior, ior,

implements business intelligence alike technology •

Collaborative CRM - ensures the contact with customers (phone,

email, fax, web, sms, post, in person)

OPERATIONAL CRM Oper Operat atio iona nall CRM CRM at Marut arutii incl includ udes es custo ustome merr conta ontact ct (sal (sales es,, marketing and serv servic ice). e). Tasks Tasks resul resulti ting ng from from thes these e proce process sses es are forw orwarde arded d to empl employ oyee ees s resp respon onsi sibl ble e for them, hem, as well ell as the the information necessary for carrying out the tasks and interfaces to backend 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 collaboration •

Enab Enable les s a 360-d 60-deg egre ree e view of the custo ustome merr whil while e you are are

interacting with them •

Sales people and service engineers can access complete history of 

all custom customer er interac interactio tion n with with the company company,, regardle regardless ss of the touch touch point . The operational part of CRM typically typically involves three general areas of  business at Maruti:

Sales force automation (SFA) •

SFA SFA autom automate ates s the the crit critic ical al sales and sales sales force force managem management ent

funct unctio ions ns

of

Maru Maruti ti,,

i.e. i.e.,,

lead lead/a /acc cco ount unt

mana manage geme ment nt,,

cont contac actt

management, management, quote management, management, forecasting, forecasting, sales administratio administration, n, keepi eeping ng

track ack

of

customer

prefe eferenc rence es,

buyi uying

habi abits,

and and

demographics, demographics, as well as performance management. management. SFA tools are desi design gned ed to impr improv ove e fiel field d sale sales s prod produc ucti tivi vity ty.. Key Key infr infras astr truc uctu ture re requ requir irem emen ents ts of SFA SFA are are mobi mobile le sync synchr hron oniz izat atio ion n and and inte integr grat ated ed product configuration.

Customer service and support (CSS) •

CSS at Maruti automates the service requests, complaints, product

returns, and information information requests. The internal help desk and inbound call-center support for customer inquiries have been evolved into the "custo "customer mer interac interactio tion n center center"" (CIC), (CIC), using using multipl multiple e channel channels s (Web, (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 EMA of the the comp company any prov provide ides s info informa rmati tion on about about the the busi busines ness s

enviro environmen nment, t, includi including ng competi competitor tors s of Maruti Maruti,, indust industry ry trends, trends, and macro environmental variables. variables. It is the execution side of campaign and lead management. The intent of EMA applications is to improve mark market etin ing g camp campai aign gn effi effici cienc encie ies. s. Func Functi tions ons includ include e demo demogra graph phic ic analysis, analysis, variable segmentation, segmentation, and predictive predictive modeling occur on the analytical (Business Intelligence) side. •

Inte Integr grat ated ed CRM CRM soft softwa ware re is ofte often n also also know known n as "front front office office

solu soluti tion ons. s."" Of Marut Maruti, i, This This is becaus because e they they deal deal dire direct ctly ly with with the customer of the company. •

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

When a customer calls at maruti, the system is used to retrieve and 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.

ANALYTICAL CRM In analytical CRM, data gathered within operational operational CRM and/or other  sources are analyzed to segment customers or to identify potential to enhance enhance client client relations relationship. hip. Custom Customer er analysis analysis typica typically lly leads leads to targeted campaigns to increase share of customer's wallet. Examples of Campaigns directed towards customers are: •

Acquisition: Cross-sell, up-sell

•

Retention: Retaining customers who leave due to maturity or 

attrition. •

Info Inform rmat atio ion: n:

Prov Provid idiing

time timelly

and and

regu regula larr

info nformat rmatiion

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 analy analyti tica call CRM CRM projec projects ts take take advant advantage age of a data data warehou warehouse se to provide suitable data.

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

ordi ordina nati tion on of empl employ oyee ee team teams s and and chan channe nels ls.. 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 Enables effici efficient ent product productive ive custome customerr interac interacti tions ons across across all

communications channels •

Enables web collaboration to reduce customer service costs

•

Integrates call centers enabling multi-channel personal customer 

interaction •

Inte Integr grat ates es view view of the cust custom ome er whil hile inte intera rac ction tion at the the

transaction level

PURPOSES OF CUSTOMER RELATIONSHIP MANAGEMENT CRM, CRM, in its its broade broadest st sens sense, e, means means mana managi ging ng all inte interac racti tions ons and business with customers. This includes, but is not limited to, improving

cust custom omer er serv servic ice. e. The The CRM CRM progra program m allow allows s Marut Marutii 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

prog rogram

can

improv prove e

cust ustomer

servi rvice

by

faci acilitati ating

communication in several ways : •

Prov Provid ide e prod produc uctt info inform rmat atio ion, n, prod produc uctt use use info inform rmat atio ion, n, and 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 service strategy for each customer based on these individual individual requirements and expectations. •

Provide a fast mechanism for managing and scheduling follow-

up sale sales s calls alls to asse assess ss post post-p -pur urch chas ase e cogn cognit itiv ive e diss disson onan ance ce,, repu repurc rcha has se

pro probabi babillitie ities, s,

repu repurc rcha has se

time times s,

and and

repu repurc rcha hase se

frequencies. •

Prov Provid ide e a mech mechan anis ism m to trac track k all point points s of conta contact ct betw between een

customer and the company, and do it in an integrated way so that all sources 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.

•

Prov Provid ide e a useruser-fri friend endly ly mech mechani anism sm for for regi regist steri ering ng cust custom omer  er 

comp compla lain ints ts (comp (compla lain ints ts that that are not not regis registe tered red with with the the comp company any cannot

be

resolved,

dissatisfaction).

and

are

a

major

source

of

customer 

•

Provide a fast mechanism for handling problems and

comp compla lain ints ts (com (compl plai aint nts s that that are are reso resolv lved ed quic quickl kly y can can incr increa ease se customer satisfaction). •

Provide Provide a fast fast mechani mechanism sm for correct correcting ing service service deficie deficienci ncies es

(correc (correctt the problem problem before before other other custom customers ers experie experience nce the same 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. •

Prov rovide ide a fast ast mec mechani hanism sm for manag anagin ing g and and sche schedu duli ling ng

mainte maintenanc nance, e, repair, repair, and on-going on-going support support (improv (improve e effici efficiency ency and effectiveness). •

The CRM can be integrated into other cross-functional systems

and and ther thereb eby y prov provid ide e acco accoun unti ting ng and and prod produc ucti tion on info inform rmat atio ion n to customers when they want it.

IMPROVING CUSTOMER RELATIONSHIPS

CRM prog progra rams ms als also are are abl able to impr improv ove e custo ustome mer  r  relationships. Proponents say this is so because: •

CRM technology can track customer interests, needs, and buying

habi habits ts as they they prog progre ress ss thro throug ugh h thei theirr life life cycl cycles es,, and and tail tailor or the 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

prog progre ress sses es thro throug ugh h its its lif life cycl cycle, e, and and tail tailor or the the serv servic ice e stra strate tegy gy 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 When any of the tech technol nology ogy-dr -driv iven en impr improv ovem ement ents s in cust custom omer  er 

servi ervic ce

(men (menti tion oned ed

abov above) e)

cont contri ribu bute te

to

long long-t -ter erm m

cust ustomer  omer 

satisf satisfact action ion,, they they can ensure ensure repeat repeat purchas purchases, es, improv improve e custom customer  er  relationships, increase customer loyalty, decrease customer turnover, decrease marketing costs (associated with customer acquisition and custom customer er “traini “training”) ng”),, increas increase e sales sales revenue revenue,, and thereby thereby increas increase e profit margins. •

Repeat Repeat purchas purchase, e, howeve however, r, comes comes from from custom customer er satisf satisfact action ion -

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

appr approa oach ch to sell sellin ing g and and can auto automa mate te some some elem elemen ents ts of it via via

tail tailora orable ble mark market etin ing g comm communi unica cati tions ons.. Howe Howeve ver, r, all of  these elements are facilitated by or for humans to achieve - CRM is therefore a company-wide attitude as much as a software solution.

PURPOSE OF RESEARCH STUDY  -RESEARCH STUDY



To study and understand various aspects of Customer 

relationship management management at MARUTI SUZUKI.



RESEARCH METHODOLOGY 

-TOOLS OF RESEARCH -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. 

Expl Explora orato tory ry rese resear arch ch:: this this kind kind of rese researc arch h has the prima primary ry

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 The resear research ch meth methodo odolo logy gy for for the prese present nt study study has has been been

adop adopte ted d to refl reflec ectt thes these e real realti ties es and and help help reac reach h the the logi logica call conclusion in an objective and scientific manner. The present study contemplated an exploratory research

NATURE OF DATA •

Secondary Secondary data: seconda secondary ry data data that that is already already availa available ble and published published .it could be internal internal and external external source of data. Internal

source: which originates from the specific field or area where where resear research ch is carri carried ed out e.g. e.g. publi publish sh broac broacher hers, s, offic officia iall reports etc. •

Exter External nal sourc source: e: This This orig origina inate tes s outs outside ide the the field field of stud study y like like books, periodicals, journals, newspapers and the Internet.

DATA COLLECTION Secondary data has been used which is collected through articles, repo report rts, s, jour journa nals ls,, maga magazi zine nes, s, news newspa pape pers rs repo report rts s prep prepar ared ed 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.

FEATURES OF CRM IMPLEMENTED

AT MARUTI

CUSTOMER RELATIONSHIP MANAGEMENT (CRM) Customer Relationship Management (CRM) •

Includes the methodologies, technology and capabilities that help an ente enterp rpri rise se mana manage ge cust custom omer er rela relati tion onsh ship ips. s. The The gene genera rall purpose of CRM is to enable organizations to better manage their  customers through the introduction of reliable systems, processes and procedures.

IMPLEMENTING CRM

•

Cust Custom omer er Rela Relati tion onsh ship ip Manag Managem ement ent is a corpo corporat rate e level strategy which focuses on creating and maintaining lasting rela relati tion onsh ship ips s with with its its cust custom omer ers. s. Alth Althou ough gh ther there e are are seve severa rall commercial commercial CRM software software packages on the market which support CRM strategy, it is not a technology itself. Rather, a holistic change in an organi organisa sati tion' on's s phil philos osoph ophy y whic which h plac places es emph emphas asis is on the the customer.

•

Management at MARUTI believes that a successful CRM strategy canno cannott be imple impleme ment nted ed by simp simply ly inst instal alli ling ng and and inte integra grati ting ng a software package and will not happen over night. Changes must occur at all levels including policies and processes,front of house cust custom omer er serv servic ice, e, emplo employe yee e trai traini ning, ng, mark marketi eting, ng, syst system ems s and and inform informat ation ion mana managem gemen ent; t; all all aspec aspects ts of the busi busines ness s must must be reshaped to be customer driven.

To be effective, effective, the CRM CRM process has been integrated integrated with with end-toend across marketing, marketing, sales, sales, and customer service. service.

THE OBJECTIVES OF CRM AT MARUTI:•

To Identify customer success factors

•

To Create a customer-based culture

•

To Adopt customer-based measures

•

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

•

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

•

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

•

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

Befo Before re imp imple leme ment ntin ing g the the MARUTI MARUTI did a survey survey

CRM CRM segm segmen entt

the the mana manage geme ment nt at at

to identify identify what what profile profile aspects aspects it feels are are

relevant to its business, such as what information it needs to serve its customers, the customer's past financial history, the effects of the CRM CRM segm segment ent and what what info inform rmat atio ion n is not usef useful ul.. Being Being able able to elimin eliminate ate unwante unwanted d inform informati ation on is a large large aspect aspect of impleme implementi nting ng CRM systems.

ARCHITECTURE OF CRM AT MARUTI There are three parts of application architecture of CRM at maruti: •

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

•

Analytical

CRM CRM

-

supp suppor ortt

to

anal analyz yze e

cust custom omer er

beha behavi vior or,,

implements business intelligence alike technology •

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

OPERATIONAL OPERATION AL CRM Oper Operat atio iona nall CRM at Maru Maruti ti inc includ ludes cus customer omer cont contac actt (sal (sales es,, marketing and service). Tasks resulting from these processes are forw orwarde arded d to empl employ oyee ees s resp respon ons sibl ible for them them,, as well ell as the the information necessary for carrying out the tasks and interfaces to bac back-en k-end d appl appliicati cation ons s are are

being eing prov rovided ided and act activit ivitie ies s with 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 collaboration

•

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

•

Sales people and service engineers can access complete history of all 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 functions of Maruti, i.e., lead/account management, contact management,

quote

management,

forecasting,

sales

administration, keeping track of customer preferences, buying habits,

and

demographics,

as

well

as

performance

management. SFA tools are designed to improve field sales productivity. Key infrastructure requirements of SFA are mobile synchronization and integrated product configuration.

CUSTOMER SERVICE AND SUPPORT (CSS) •

CSS at Maruti Maruti automa automates tes the servic service e request requests, s, compla complaints ints,, product product returns, returns, and informa information tion request requests. s. The desk desk and

interna internall help

inbound inbound call-ce call-center nter support support for custome customerr inquiries inquiries

have been evolved evolved into the "customer "customer interaction interaction center" (CIC), using multiple channels (Web, phone/fax, face-to-face, kiosk, etc). Key infrastructure requirements of CSS include computer  telepho telephony ny integra integratio tion n (CTI (CTI))

whic hich

prov provid ides es high high volum olume e

processing capability, and reliability.

ENTERPRISE

MARKETING

AUTOMATION

(EMA) •

EMA of the company provides information about the business environment, including competitors of Maruti, industry trends, and macro environmental variables. variables. It is the execution side of  campaign

and

lead

management.

The

intent

of

EMA

appli applica cati tion ons s is to impro improve ve mark market etin ing g camp campaig aign n effic efficie ienc ncies ies.. Functions include demographic analysis, variable segmentation, and predi predict ctiv ive e mode modeli ling ng occu occurr on the the anal analyt ytic ical al (Busi (Busines ness s Intelligence) side. •

Integrated CRM software is often also known as "front " front office solutions." Of Maruti, This is because they deal directly with the customer of the company.

•

Marut Marutii uses uses CRM CRM soft softwa ware re to store store all all of their their cust custom omer' er's s 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.

ANALYTICAL CRM In analytical CRM, data gathered within operational CRM and/or other  sources sources are analyzed analyzed to segment customers or to identify identify potential to enhance enhance client client relations relationship. hip. Custom Customer er analysis analysis typicall typically y

leads to

targeted campaigns to increase share of customer's wallet. Examples of Campaigns directed towards customers are: •

Acquisition: Cross-sell, up-sell

•

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

•

Info Inform rmat atio ion: n: Prov Provid idin ing g

time timely ly and and

regu regula larr

info inform rmat atio ion n

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 Collaborative CRM facilitates interactions with customers through all channels (personal, letter, fax, phone, web, e-mail) and supports coordination 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 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, 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 CRM program can improve customer service by facilitating communication in several ways :

•

Provide

product

information,

product

use

information, and technical assistance on web sites that are accessible 24 hours a day, 7 days a week. •

Identify how each individual customer defines quality, and then design a service strategy for each customer based on these individual requirements and expectations.

•

Provide a fast mechanism for managing and scheduling followup sales calls to assess post-purchase cognitive dissonance, repurchase probabilities, repurchase times, and repurchase frequencies.

•

Provide a mechanism to track all points of contact between customer and the company, and do it in an integrated way so that all sources and types of contact are included, and all users of the system see the same view of the customer (reduces confusion).

•

Help to identify potential problems quickly, before they occur.

•

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

•

Provide a fast mechanism for handling problems and complaints (complaints that are resolved quickly can increase customer  satisfaction).

•

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

•

Use internet cookies to track customer interests and personalize product offerings accordingly.

•

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

•

Provide a fast mechanism for managing and scheduling maintenance, repair, 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 CRM programs also are able to improve customer relationships. Proponents say this is so because: •

CRM technology can track customer interests, needs, and buying habits as they progress through their life cycles, and tailor the marketing effort accordingly. This way customers get exactly what they want as they change.

•

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-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 (mentioned above) contribute to long-term customer  satisfaction, they can ensure repeat purchases, improve customer  relationships, increase customer loyalty, decrease customer  turnover, decrease marketing costs (associated with customer  acquisition and customer “training”), increase sales revenue, and thereby increase profit margins.

•

Repeat purchase, however, comes from customer satisfaction which in turn comes from a deeper understanding of each customer, their individual business challenges and proposing solutions for those challenges rather than a "one size fits all" approach.

•

CRM software enables sales people to achieve this one on one approach to selling and can automate some elements of it via tailorable marketing communications. However, all of these elements are facilitated by or for humans to achieve - CRM is therefore a company-wide attitude as much as a software solution.

CRM PROCESSES AND FUNCTIONS:

. •

technical white paper uses Business Rules (a set of Enterprise Rules that define the “actions” to be taken and are termed as “Customer recommended actions or CRA”). The Decision engine takes as input the Customer Profile, Contact History and applies the stored Business Rules thereby creating a set of one or more Recommended Actions for the customers. The Business Rules Management component enables the creation, deletion, analysis and storage of the Business Rules in a repository. The Customer Profile component is generated based on the information in the Customer Information File (CIF),

Customer Information Warehouse (segmentation, scoring) The relevant customer conversation/contact/dialogue information is captured and stored in Contact Management component. The CRA Effectiveness Analysis component 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.

FUNCTIONAL COMPONENTS OF CRM ARCHITECTURE FOR ENTERPRISE MARKETING AUTOMATION:

RECOMMENDATIONS AND CONCLUSION

•

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

•

Provide a fast mechanism for handling problems and complaints (complaints that are resolved quickly can increase customer  satisfaction).

•

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

•

Use internet cookies to track customer interests and personalize product offerings accordingly.

•

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

•

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

BIBLIOGRAPHY 

Books •

Crm- chattopadhya

•

Crm-mishra and joshi

Journals •

Icfai university press

•

Business and economy

Web sites 

Www.marutiudyog.com



Gurgaon.nic.in/maruti.htm



Auto.indiamart.com



Economictimes.indiatimes.com



En.wikipedia.org/wiki



www.citrix.com