CRM

Henry Ford offered his Model T in "any color you want, as long as it's black." Today, the
automotive industry is under pressure to take a far different approach to customer satisfaction.

CRM OF TATA Motars

Tata Motors has deployed Siebel Automotive, a customer relationship management (CRM)
solution, to enhance customer service, strengthen dealer relationships, and improve operational
efficiency and effectiveness. Currently in use by 500 sales and service personnel, the Siebel
CRM solution is expected to be deployed to Tata Motors' entire network of 250 dealer
organisations in India by the end of 2005, with more than 1,600 locations and 10,000 sales and
service executives expected to use Siebel Automotive.

According to K. R. Sreenivasan, head, CRM and dealer management system, Tata Motors,
within the first year of implementing the Siebel's solutions, they have seen improvements in
customer satisfaction, revenue and operating cost reductions through productivity improvements,
and these benefits are expected to increase further over time. This helped them become truly
customer-centric, since they could draw upon real-time, centralised customer and vehicle data
and respond better to customer and dealer needs.

The Siebel CRM solution will enable Tata Motors to gather feedback on products to improve
design or manufacturing quality as well as measure the effectiveness of marketing campaigns
and programmes.

Tata Motors is currently in the first part of a three-phase deployment. Once the current phase is
completed, the company plans to deploy marketing, call centre, business analytics, and captive
finance modules. This will allow Tata Motors to better understand customer needs and
requirements, improve its responsiveness to service requests and problem resolution, initiate
more proactive contacts with customers, add support for new products and services, and
streamline dealer financing processes.
The ease of integration between CRM solution and Tata Motors' dealer management and ERP
systems was also a critical factor in the company's decision process. The company says that Tata
Motors has already seen improvements in a number of areas, including:

 Improved demand forecasting, planning, logistics management, and inventory

management
 Overall reduction in quality-related costs due to faster product performance feedback
 Improved workflow and escalation of customer grievances for faster resolution
 Increased revenue growth from both higher vehicle sales and a rise in the company's
after-sales parts business

Ultimately, Tata Motors intends to create an open portal for customer self-service, enabling car
buyers to manage product configuration and place orders online.

The cyclical nature of automotive demand, together with competition from new entrants in the
market, has made it difficult for automotive companies to achieve their growth and globalisation
goals.

Results of CRM implementation

TATA Motors has already seen improvements in a number of areas including:

 Improved demand forecasting, planning, logistics management, and inventory

management
 Overall reduction in quality-related costs due to faster product performance feedback
 Improved workflow and escalation of customer grievances for faster resolution
 Increased revenue growth from both higher vehicle sales and a rise in the company's
after-sales parts business

Ultimately, TATA Motors intends to create an open portal for customer self-service, enabling car
buyers to manage product configuration and place orders online. Thus the company does have a
long term relationship marketing strategy in place which it has only recently started
implementing
JET AIRWAYS
Introduction
'We don't fly aircraft, we fly people' is the motto of this private owned airline. They have chosen
the yellow rose as their motif as it symbolizes friendship, warmth and caring

Jet Airways was set up with the objective of providing high quality and reliable air travel in
India. Since a very high percentage of the Indian domestic air traffic comprised of business
travelers, their focus from the very beginning was to emerge as the "Businessman's Preferred
Airline". This led to a product and service design that aimed at world class norms in professional
service and efficiency, beginning with the choice of aircraft itself.

CRM in Jet Airways

The Jet Privilege Programme is a frequent flier programme which seeks to build closer
relations with their customers and is constantly value-adding to their flying experience.

Five membership tiers

Jet Privilege offers 5 tiered membership levels. New members begin their membership at the JP
Blue level, move up to the JP Blue Plus tier and then on to the elite tiers based on their travel
pattern on Jet Airways. The programme now offers 3 elite tiers: JP Silver, JP Gold and JP
Platinum which are now not only more achievable but also each tier offers even greater
membership benefits.
Jet has categorized its Jet Privileges customers into five categories. The division is based on the
no of flights and miles traveled within a stipulated time period.
Jet Privileges Tiers
Category Miles to be travelled Time period
Blue 15,000 miles 6 months
Blue + 15,000 miles /10 flights 6 months
Silver 30,000 miles 12 months
Golden 60,000 miles 12 months
Platinum 90,000 miles 12 months
JP Blue continues to be the entry level into the JP Programme.
JP Blue Plus is a new tier, introduced for JP Blue members who are on the fast track to an
upgrade; they can start enjoying the facility of Tele Check-in as soon as they complete 10 flights
or 15,000 Status JPMiles in a six-month period.
JP Silver & JP Gold continue to remain the elite tier levels of the JP Programme.
JP Platinum is an exclusive elite tier level, specially created for their most frequent flyers.

Better opportunities for tier qualification

Members continue to have two opportunities for membership qualification. They can upgrade /
retain their tiers based on:
• The JPMiles earned on Jet Airways flights
or
• The number of flights taken on Jet Airways

Furthermore their newly introduced six accrual levels now allow members to earn JPMiles
across various fare types in proportion to their class of booking.

The Dynamic Tier Review system

To make the tier upgrade and retention easier for JP Members, Jet Privilege has developed a
multi-criteria based tier assessment system. This innovative system, which is referred to as the
DTR System, is totally unique to Jet Airways and has no precedent anywhere in the world.

With this system, Jet Airways will be able to provide members with quicker tier upgrades as well
as more opportunities to retain their tier status.
Quarter validity of JPMiles
13-
The Jet Privilege programme offers yet another benefit. Flier JPMiles are now valid for 13
quarters including the quarter they were earned in. Moreover, JPMiles will only lapse on a
quarterly basis (at the end of the 13th quarter) and not on an annual basis, as it was in the earlier
system.
How the 13-Quarter validity system works.
E.g: JPMiles earned in the 1st quarter of 2005 (Jan-Mar 2005 will expire on the last day of the
1st quarter of 2008 (i.e., 31st March 2008). Hence only the JPMiles earned in that quarter will
expire, and not the entire JPMiles earned in that year (January–December 2005). The validity
cannot be extended beyond 13 quarters, and JPMiles that are not redeemed before expiry, will
lapse.

Greater Online access

With the new website, members can now login using their JP Number and Password to access
their personal Jet Privilege programme information, and manage their Jet Privilege account,
anytime anywhere through this website.

With online access to JP Account a customer can:

 Update his personal information
 Purchase Jet Airways tickets
 Access customised offers based on his preferences
 Verify the JPMiles & Activities in his account
 View his qualification requirements
 Check his mileage expiry details
 Online redemption of his JPMiles for Jet Airways flights
 Request Online redemption of his JPMiles on Jet Airways Airline Partners
 Claim JPMiles for his missing Jet Airways flights
 Request for information from Jet Privilege Service Centre
Membership Tier Bonus
JP members earn Bonus JPMiles on all eligible flights, based on their elite membership tier.
Tier JP Silver JP Gold JP Platinum
Tier Bonus 10% 20% 30%

Tele Check-in facility

All JP members (except JP Blue) who hold confirmed reservations on Jet Airways flights can
call their local reservation office to Tele Check-in. However, the cut-off time differs for
Domestic and International flights on Jet Airways.
For travel within India:
JP members can call between 24 hours and 60 minutes prior to their flight departure (48 hours
for JP Gold and JP Platinum members) and Tele Check-in. JP Platinum, JP Gold and JP Silver
members must report at the airport check-in counter no later than 30 minutes before flight
departure. JP Blue Plus members are requested to report at the airport counter a minimum of 45
minutes prior to flight departure.
For international travel:
JP members can call between 24 hours and 4 hours prior to their flight departure (48 hours for JP
Gold and JP Platinum members) and Tele Check-in. All tele checked-in members must however
report at the airport check-in counter no later than 60 minutes before flight departure.

Complimentary Upgrade Vouchers

When traveling on an economy class booking, JP members can enjoy a complimentary upgrade
to Club Première by using an upgrade voucher. These vouchers are sent by Jet Privilege to its
members from time to time, depending on their tier status, use of the Jet Airways Citibank Gold
Card or as a special offer.
The number of vouchers required for an upgrade per flight, is now based on the "Travelled
Distance" concept, which is determined at the rate of 1 voucher for every 2000 flown miles, with
a minimum of 1 voucher per boarding pass. The travelled distance is equal to the number of base
JPMiles earned for that flight on a full fare economy class ticket.
Therefore, the number of vouchers needed for an upgrade is now directly proportional to the
distance of the flight.
Flight Distance (In Number of Vouchers needed for Upgrade
JPMiles)
1-2000 1
2001-4000 2
4001-6000 3
6000+ 4
Elite Tier Upgrade Vouchers:
In recognition of their tier status, Jet Airways JP Platinum, JP Gold and JP Silver members
receive 5, 3 and 1 confirmed upgrade vouchers respectively each time their tier status changes.
The Upgrade offered in Club Première is on a confirmed basis. The passenger must request for
the same, anytime prior to but no less than 48 hours before flight departure, by contacting any Jet
Airways reservation office and quoting the voucher number(s).

Co-branded Jet Airways Citibank Credit Card Upgrade Vouchers:

JP members Citibank holding the Jet Airways Gold Credit Card receive this voucher each time
they earn 4,500 JPMiles through the spends on their credit card. These vouchers can be
redeemed for a complimentary upgrade subject to space being available in Club Première at the
time of departure.
To avail of an upgrade, the passenger needs to contact any Jet Airways reservation office and list
for the same by quoting the voucher number anytime prior to but no less than 24 hours prior to
the departure of the flight. This however, is a listing only and the upgrade will be offered subject
to a seat being available in Club Première at the time of departure.

No Blackout periods for Jet Awards

There are no Blackout periods applicable for JP Awards on Jet Airways flights. All award
bookings will however be subject to capacity and class control.

For Award bookings on Jet Airways Programme Partner airlines, blackouts may apply from time
to time and if applicable at the time of his request the same will be communicated to customer by
the JP Service Centre.

Lounge Access
Lounge access at select airports in India:
Members of the elite JP Silver, JP Gold and JP Platinum tiers have access to Lounges at
Bangalore, Kolkata, Chennai, Delhi, Jaipur, Mumbai and Hyderabad airports, irrespective of
their class of travel.
Lounge access on International Sectors:
JP Gold and JP Platinum members will have access to International Lounges at the time of
departure only. Jet Airways regret that they are unable to extend this invitation to any guests who
may be travelling together with the member on the same flight. Lounge access will be offered
only at the departure airport where available. For JP members transiting via Jet Airways
international destinations, the lounge access at the international airports will be offered if the
onward travel is on a Jet Airways flight only.

Additional Baggage Allowance on Jet Airways

On Jet Airways flights, as a JP Platinum, JP Gold or JP Silver member, customer can enjoy an
additional baggage allowance, over and above the normal baggage allowance.
Tier Additional Baggage Allowance
JP Platinum 35 kg
JP Gold 20 kg
JP Silver 10 kg
Priority tagging of baggage
Jet Airways understand that with a busy travel schedule, customer may not always have the time
to wait until his baggage arrives. That's why they offer their JP Platinum and JP Gold members
Priority Baggage Tags for their baggage on Jet Airways domestic as well as international flights.
A Priority Baggage Tag ensures that his baggage is among the first to arrive on the conveyer
belt.

Guaranteed reservation up to 24 hours before departure

Jet Airways understand that as a frequent traveller, customer may have to fly at short notice.
Therefore, Jet Airways now offer JP Gold and JP Platinum members a guaranteed reservation
(subject to exceptional demand during certain periods on specific routes) in Economy class. To
use this privilege, customer need to hold a full-fare Economy class ticket. Request for
confirmation must be made at least 24 hours before flight departure.

Check-in at Club Première & PREMIERE counters

As JP Silver, JP Gold, JP Platinum or Jet Airways Citibank Gold Credit Card member, flier can
now check-in at the Club Première & PREMIERE desk, irrespective of his class of travel.

Cancellation fees waived on published fares

This benefit is exclusively for Jet Airways JP Platinum members. All cancellation fees on
revenue published fare tickets are waived off (Night Fares and non-refundable tickets not
included). However, No Show and Gate No Show charges are not included in this waiver.

Priority Standby
When you’re travelling on a waitlisted ticket, as a JP Member flier can rest easy because, when
accepting waitlisted passengers for a flight at the time of counter closure for a flight, JP
Platinum, JP Gold and JP Silver members will be given the highest priority status in the order of
their tier status, as per the applicable check-in procedures

Dedicated customer service centre

The Jet Privilege Service Centre is open from Monday to Saturday between 9:00 a.m. and 5:30
p.m. (except on public holidays). Jet Airways specially trained Customer Service Executives will
be pleased to assist flier with any programme related information or any other assistance that
flier may require

The JP Guided Tour

The JP Guided Tour is a self-running tour, which takes flier through the Jet Privilege
programme on the Jet Airways portal.
This Guided Tour systematically explains the various online services Jet Airways have to offer
JP Members, from the enrolment procedure to earning and redeeming JPMiles, from the
numerous programme partners to a variety of special offers and promotions.
Jet Airways trust the JP Guided Tour will ease his understanding of Jet Airways online services
and help fliers to use them more effectively.

Jet Privilege Partners

Jet Airways ties up with best of class partners to bring flier the benefits of being a Jet Privilege
member.
Jet Privilege provides flier with an exclusive opportunity to earn Partner JPMiles, everytime flier
take a scheduled flight with JetAirways Airline Partners, KLM Royal Dutch Airlines, Northwest
Airlines, Gulf Air and Qantas on a qualifying ticket / sector. Flier can also redeem JPMiles for
Award Tickets on flights operated by JetAirways Airline Partners - KLM, Northwest, Gulf Air,
Qantas and British Airways. Currently, JetAirways programme profile is such that whilst
JetAirways JP members can redeem their JPMiles for an Award Ticket on British Airways, they
do not earn JPMiles for revenue flights taken on British Airways.

A stay at JetAirways Hotel Partners not only earns flier more JPMiles, but also entitles flier to
special benefits and privileges. JetAirways Hotel Partners are some of the world's most
renowned hotels and resorts with properties at almost all the places where his business or leisure
may take flier . Some of JetAirways domestic hotel partners include the Leela Palaces and
Resorts, Oberoi Hotels and Resorts, The Park Hotels, Radisson Hotels and Resorts and ITC-
WELCOMGROUP. International Hotel Partners like Hyatt Hotels and Resorts and Hilton
Hotels provide members with mileage earning opportunities at their properties spread across the
globe.

Jet Privilege members can also earn JPMiles when they pay for their daily transactions. The Jet
Airways Citibank Credit Card allows Jet Privilege members to earn JPMiles for almost any
transaction, be it shopping, dining or entertainment. Jet Privilege members have a choice of a Jet
Airways Citibank Silver Card or Jet Airways Citibank Gold Card.

Similarly, flier can earn JPMiles and enjoy special privileges when they avail of the services of
JetAirways Telecommunication Partner - Matrix, Car Rental Partner - AVIS or HERTZ, or
subscribe to JetAirways Publishing Partner - The Economist.

Airline Partners
KLM Royal Dutch Airlines
Northwest Airlines
Gulf Air
Qantas
British Airways

Domestic Hotel Partners

Oberoi Hotels & Resorts
The Park Hotels
Radisson Hotels & Resorts
Leela Palaces and Resorts
ITC-WELCOMGROUP

International Hotel Partners

Hyatt Hotels and Resorts®
Hilton Hotels
Meritus Hotels & Resorts
Raffles Hotels and Resorts
Swissôtel Hotels and Resorts
Shangri-La Hotels and Resorts

Banking Partner
Citibank

Car Rental Partner

AVIS Rent a Car
HERTZ Car Rentals

Publishing Partner
The Economist

Telecommunication
Matrix Cellular Services
Online Services
 Online booking
 e-ticketing
Now book, pay and print his e-Ticket (itinerary receipt) on www.jetairways.com. On a
successful purchase the system will generate an Electronic Ticket and a printable itinerary
receipt will be displayed. The itinerary receipt is his confirmation of travel. Customer will also
receive an email with the status of his booking. Customer can print the confirmation shown on
his screen or print the email. Then all customer have to do is, walk in to the airport and check-in
with valid photo identification and printed itinerary receipt. His boarding pass will be issued
against the itinerary receipt.

To enter the airport and for check-in, customer must present the itinerary receipt along with valid
photo identification, viz:
e-ticketing will subsequently be offered to customers holding valid photo identification and
booking through Jet Airways’ Airport and City offices in India.
 Schedules avaialbe in a variety of formats online
 Flight Status - JetAirways Flight Status Information is now available at fingertips. This
means customer can spend less time thinking about his flight, so there's more time for
business. Just key in the flight number customers are booked on and we will update customer
on the latest status of his flight. We will let customer know whether his flight is delayed. Just
one more way in which Jet Airways tries to make flying a complete joy.
 Flight Update
 Reservation and Ticketing information
 Route Map
 Web Check-in - Jet Airways now with the help of new technology offers its customers an
interactive web check-in facility on its Domestic Flights that will improve the airport
experience, promote customer convenience and enable a hassle free check-in experience.
Web Check-in is available on flights departing from Jet Airways Automated Stations only.
Web Check-in allows customers to select their preferred seat and print their boarding pass on
www.jetairways.com
Jet Mobile
Jet Airways realize that disruptions / delays and cancellations of flights can cause inconvenience
to JetAirways passengers and are therefore equipped to resolve these issues via a dual approach
of systemized tracking of flight updates and a formal hotel accommodation policy for
passengers.
Passengers must give their mobile numbers while making bookings for instant SMS alerts in case
of flight delays. They can also SMS their flight numbers to Jet to get updates on their flight
status. There is also Hotel Accommodation policy in case of delays

Jet Kids

Jet Kids is Jet Airways special program for the younger patrons, children between the ages 2 to
12 years, of Jet Airways.
Jet Kids was launched in the year 1999 keeping in mind that “how long would the kid be amused
by clouds”; it became an instant success with kids. 1st July, 2003 marked the launch of the new
Jet Kids program with more exciting gifts and offers.

The new Jet Kids kit contains a kids magazine and a bag. The magazine has great content to
interest children and also lots of promotions and interactions.
Jet Airways endeavor has always been to add value through various promotions, interactions, tie-
ups and sponsorships.
They also have an exciting Jig Saw puzzle game and a flight simulator online.

Jet Mail – Newsletter

Be the first to know about Jet Airways' latest flight and fare news update. Get the best offers
from Jet Airways and its partners. JetMail is JetAirways peroidic newsletter which keeps
customer upadted with all the latest at Jet Airways and its partner promotion.
Subcribing to JetAirways newsletter will automatically enroll flier to Jet Privilege, JetAirways
frequent flyer program.
Jet Escapes
The exciting Jet Escapes holiday packages ha’ve designed make for a memorable holiday. Flier
can choose from the host of fascinating destinations around India: Goa, Kochi, Trivandrum,
Jaipur, Udaipur, Jodhpur.
Every Jet Escapes holiday gives flier a taste of true luxury. Flier will fly in world-class comfort
and stay at some of the India’s finest hotels. All the prices that will help flier unwind and enjoy a
relaxed holiday.
Jet Airways also offer packages to our international destinations London, Singapore, Kuala
Lumpur, Colombo and Kathmandu.
Rest assured flier can look forward to the holiday of a lifetime

Night Saver Flights

Jet Airways Night Saver flights offer flier the dual advantages of convenience and value. Flier
get a full working day - no curtailed meetings, no unfinished work - and customer can fly a
world class airline at a fare that's great value for money

Jet Airways Citibank Credit Cards

Jet Airways now offer Jet Privilege members an opportunity to earn free flights even faster with
the Jet Airways Citibank Credit Cards. In association with Citibank N.A. and MasterCard
International, this is the country's most innovative and rewarding airline co-branded credit card
proposition.
Jet Airways Citibank Gold Credit card
Jet Airways Citibank Silver Credit card
Red Bull

Delivering superior customer service and unique value proposition effectively means building key
relationships with customers, collaborators, co-workers and at times your competitors and
contingents. (See figure 5 – Red Bull builds deep personal relationships)

In building relationships with its customers, Red Bull has adopted a „participation marketing‟ 1
approach without using gimmicks and freebies. “It is one of the very few brands that understands
how much more valuable a deep personal experience and peer endorsement is than an advertising
campaign, even though a truly orchestrated guerrilla campaign can be much more expensive than
any broadcast media.”2
Figure 5 – Red Bull builds deep and personal relationships

Collaborating with distributors, pubs and bar tenders and treating them as their business partners,
provided Red Bull with access to their market. The collaboration with bar tenders, in fact provided
Red Bull with a basis for their competitive advantage within the energy drink sector. The bar
tenders created new uses and rituals for Red Bull. The legendary cocktail, Stoli Bully, which
comprises of Red Bull and Vodka, was introduced across Europe and today its rumoured power
ecstasy is experienced all over the world. Alex Wipperfűrth (2003) said: “Red Bull „s sales force
could have never dictated a signature drink to bar tenders. But by targeting on-premise distribution
at trendy night spots, they were able to facilitate the product usage evolution of its brand by its
early market.”

For any company‟s business strategy to succeed, is dependent on its internal relationship, getting
the buy-in from its co-workers to deliver on its plan. Red Bull ensures that every employee knows
the company‟s mission which is carried through the organisational structure with a dedicated
education and coaching approach. Red Bull staff are employed on the basis of personal passion,

1 Speed-In-A-Can – the Red Bull Story, Alex Wipperfűrth, 2003

2
Speed-In-A-Can – the Red Bull Story, Alex Wipperfűrth, 2003
entrepreneurial spirit and non-conformism. This has been demonstrated by the founder, Mateschitz
who only works three days a week in order to participate in extreme sports which his brand
endorses. Furthermore the street brand managers and the sampling team have a habit of pitching
up at youth parties in the early hours of the morning to offer the partygoers a much needed energy
boost.

Having competitors such as Pepsi and Coca Cola and keeping in mind the potential for new entrants
to the energy drink market, Red Bull has come to realise that in order to retain their market
leadership, there is a need for constant reinvention. Red Bull has done this by breaking all the rules
and devising new rules thus making it hard for its competitors to gain market share. Furthermore the
company has kept competitors in the dark in terms of its recipe by never entering industry awards
such as the prestigious IPA Effectiveness Awards which require a thorough description of the
ingredients and marketing effort.