Beruflich Dokumente
Kultur Dokumente
Submitted By:
Rahul Jain
Swati K Shukla
Saptarshi Ghosh
TABLE OF CONTENT
1. INTRODUCTION 1
3. MANAGEMENT-MARKET ORIENTED 3
4. CUSTOMER SERVICES 5
5. CUSTOMERS DEFECTION 6
7. WARRANTY PROGRAM 10
8. COMPETITIVE STRATEGY 11
11. CONCLUSION 16
(1)
Maruti’s customer centricity is very much exemplified by the five times consecutive wins
at J D Power CSI Awards. Focus on customer satisfaction is what Maruti lives with.
Maruti has successfully shed off the public sector laid back attitude image and has
inculcated the customer-friendly approach in its organization culture.
The customer centric attitude is imbibed in its employees. Maruti dealers and
employees are answerable to even a single customer complain. There are instances of
cancellation of dealerships based on customer feedback.
Maruti has taken a number of initiatives to serve customer well. They have even
changed their showroom layout so that customer has to walk minimum in the showroom
and there are norms for service times and delivery of vehicles. The Dealer Sales
Executive, who is the first interaction medium with the Maruti customer when the
customer walks in Maruti showroom, is trained on greeting etiquettes. Maruti has proper
customer complain handling cell under the CRM department. The Maruti call center is
another effort which brings Maruti closer to its customer. Their Market Research
department remains on its toes to study the changing consumer behavior and market
needs. Maruti enjoys seventy percent repeat buyers which further bolsters their claim of
being customer friendly. Maruti is investing a lot of money and effort in building
customer loyalty programmes.
(3)
Streams: Maruti has successfully developed different revenue streams without making
huge investments in the form of MDS, N2N, Maruti Insurance and Maruti Finance.
These help them in making the customer experience hassle free and helps building
customer satisfaction.
Maruti Finance: In a market where more than 80% of cars are financed, Maruti has
strategically entered into this and has successfully created a revenue stream for Maruti.
This has been found to be a major driver in converting a Maruti car sale in certain
cases. Finance is one of the major decision drivers in car purchase.
Maruti has tied up with 8 finance companies to form a consortium. This consortium
comprises Citicorp Maruti, Maruti Countrywide, ICICI Bank, HDFC Bank, Kotak
Mahindra, Sundaram Finance, Bank of Punjab and Indus Ind Bank Ltd.( erstwhile-
Ashok Leyland Finance).
Maruti Insurance: Insurance being a major concern of car owners. Maruti has brought
all car insurance needs under one roof. Maruti has tied up with National Insurance
Company, Bajaj Allianz, New India Assurance and Royal Sundaram to bring this service
for its customers. From identifying the most suitable car coverage to virtually hassle-free
claim assistance it's your dealer who takes care of everything. Maruti Insurance is a
hassle free way for customers to have their cars repaired and claims processed at any
Maruti dealer workshop in India.
entrust in a highly unorganized market and where cheating is rampant and the biggest
concern in biggest driver of sale is trust. Maruti knows its strength in Indian market and
has filled this gap of providing trust in Indian used car market. Maruti has created a
system where dealers pick up used cars, recondition them, give them a fresh warranty,
and sell them again. All investments for True Value are made by dealers. Maruti has
build up a strong network of 172 showrooms across the nation. The used car market
has a huge potential in India. The used car market in developed markets was 2-3 times
as large as the new car market.
Maruti Driving School (MDS): Maruti has established this with the goal to capture the
market where there is inhibition in buying cars due to inability to drive the car. This
brings that customer to Maruti showroom and Maruti ends up creating a customer.
Interest Rate:
Despite increasing interest rates, the offer rates have been competitive because
Maruti Udyog Limited was able to bring together country's leading auto finance
companies under a single umbrella.
(5)
Wider reach:
In addition, we have been able to offer convenient finance options even in upcountry
areas where there is limited availability of organized finance. Besides, it has helped to
reach wider range of customer profiles.
Additional services:
Customers availing of loans from Maruti Finance will have the option of securing
additional finance for purchase of extended warranty on their cars for up to four years. It
will also provide loan "top ups" to new car customers for car insurance and purchase of
Maruti Genuine Accessories.
The Maruti Dealerships are the most visible parts of customer focus. Right from the way
a prospective customer is welcomed to the dealership to the entire buying experience
and the service experience, customers feel very 'invited'. Its what makes customers
loyal to Maruti cars too. Almost 50% of our new car customers are existing customers.
Almost 90% people, who trade in their used cars through 'Maruti True Value', finally buy
a new Maruti.
Customer focus:
Customer focus is very important, amply evident from the fact that 'Customer
Obsession' is our first core value. We have been chosen by customers as the best car
manufacturer in terms of customer satisfaction seven years in a row in the prestigious J
D Power survey.
Automotive brands and their dealerships lose revenue-earning opportunities when new-
vehicle owners defect to non-authorized service centers. Defection may be minimized
by enhancing customer contact and engaging in relationship-building activities at
dealerships, such as keeping track of customer service histories and proactively
informing customers when to schedule their next service visit .
(7)
Investing in service customer satisfaction yields benefits for both dealerships and their
brands, it is found that more than 9 in 10 highly satisfied customers (with service
satisfaction scores averaging above 870) say they “definitely will” return to the same
dealership for post-warranty service. In contrast, only one-third of highly dissatisfied
customers (with satisfaction scores averaging below 719) say the same. Furthermore,
customers who are highly satisfied are twice as likely as highly dissatisfied customers to
repurchase the same brand of vehicle.
Dealer service is one of the key customer interfaces for automakers once a vehicle is
sold. It’s imperative for brands and dealers to maintain high levels of satisfaction, as
highly satisfying customer interactions help build favorable impressions and build long-
term brand loyalty.
Facilities, MUL has launched service stations under the brand “Maruti Service Masters
or MSMs. MUL also has service stations on highways in India under the brand “Express
Service Stations”. To promote sales of spare parts and the availability of high quality,
reliable spare parts for its products, spares are sold under the brand name “Maruti
Genuine Parts”, or MGP. These are distributed through the dealer network and through
the authorized sellers of the spare parts. Many of the MASSs are at remote locations
where MUL do not have dealers. In order to increase the penetration, in terms of sales
volumes, of its products in these remote areas, some of the MASSs are integrate into
the sales process in order to increase sales of the cars and related products and
services such as spares and accessories, insurance and financing.
The study measures satisfaction among vehicle owners who visited their authorized
dealership service center for maintenance or repair work during the first 12 to 24
months of ownership. Redesigned in 2009, the study measures overall satisfaction by
examining five factors (listed in the order of importance):-
Service quality
Vehicle pickup
Service advisor
Service facility
Service initiation.
Overall customer satisfaction is measured on a 1,000 point scale, with a higher score
indicating higher satisfaction.
This information are collected and distributed among the employees of all the levels in
the organization. This is done in order to make employees of different levels aware of
the strengths and weaknesses of their department and also help them identify where
they need to improve and which part or style of service is appreciated by the customers.
(10)
MUL offer a two-year warranty on all the vehicles at the time of sale. The dealers are
required to address any claim made by a customer, in accordance with practices and
procedures prescribed by MUL, under the provisions of the warranty in force at that
time. The dealers subsequently claim the warranty cost from MUL.MUL analyze
warranty claims from dealers and either claim the cost from the vendors, in the case of
defective components, or bear the cost ourselves, in the case of manufacturing defects.
MUL also offers an extended paid-warranty program marketed under the brand,
“Forever Yours” for the third and fourth year after purchase. The extended warranty
program is intended to maintain the dealer’s contact with the customer and increase the
revenue generated from sale of spares, accessories and automobile-related services.
An effort is made during the period of the extended warranty to encourage the customer
to exchange his existing Maruti car for a new Maruti car, or upgrade to a new Maruti car.
Competitive Strategy
Maruti Suzuki India Limited employee base consists of highly dedicated and innovative
human resource with common goals and objectives. The company is open for people
who are dedicated, innovative and dynamic.
Company is always on the lookout for ambitious, hard working and innovation driven
professionals. Company provides good career opportunities that are second to none .
Maruti Suzuki adheres to certain norms for any vacancy. Given below is a list of norms that we
follow:
Fresher’s, just out of college applicants are recruited only through campus recruitments
from select empanelled campuses.
Laterals, applicants having more than three years of experience are only considered.
Good academic track record with minimum 60% throughout in all full time qualifications
is mandatory.
Applicants working in any of our business associates as employee (dealers, vendors,
JVs etc) are not considered.
Applicant should not have been interviewed in Maruti Suzuki in the last one year.
Company hires people from all across the country for our all verticals. The process
starts with a campus visit where interviews are conducted after a brief short listing
method. Various tools of selection are used to search the best talent. The interviews are
conducted by the panel of senior management and they are assessed through a
rigorous selection process. Offers are made to suitable candidates.
(14)
Training:
At MSIL Company value the people and understand their needs for personal growth and
career. Providing people with appropriate environment and resources for growth,
learning and confidence is our priority. We conduct various development programs to
train our people with the latest technologies and developments of the industry in line
with our business requirement. The programs are conducted on the basis of the training
needs identified. There are different programs for different people.
Technical training
Maruti Suzuki India Limited offers immense opportunities for developing the
management perspective of its employees and realizes that a comprehensive and
exhaustive management development program is essential in enhancing individual and
organization’s effectiveness.
Work Culture:
At Maruti, empowerment is being practiced. The employees are free to make
suggestions. Teamwork and quality are important ingredients in Maruti. Also, problem-
solving approach is practiced at Maruti. For this purpose, a team of 5-8 members is
formed to identify the problems and then finding solutions to the prioritized problems.
These groups are known as Quality Circles.
(15)
Heroic Example
Maruti Suzuki offers complete solutions in car care and services. The responsibility is
not ending with the sale. Committed after sales services, covering all aspects ensure
truly delightful experience for the customers.
Think about any aspect of car care, Maruti Suzuki has got an answer. Whatever be the
service needs, Maruti Suzuki has got an answer. It is indeed an accepted fact that
Maruti Suzuki India Limited scores well in all departments of car care. Maruti Suzuki
service coverage is awesome and incomparable. For example, take the case of Kerala.
In Kerala, Maruti Suzuki has a wide-spread network of 75 dealer workshops and 120
authorized service stations (MASS) covering all districts. In a small state like Kerala,
Maruti Suzuki has established 4 Service Zones (MSZ). Such is the breadth of services.
No wonder Maruti Suzuki had emerged as the winner of the J.D Power Asia pacific
Indian Customer Satisfaction survey 9 times in a row.
MSIL provides express highway service, Maruti Versa service support and express
service facility to ensure support and assistance in minimum time. If the car is held up
for more than 24 hours, Maruti provides a free loaner car. Maruti shuttle service and
pick and drop facility ensures hassle free travel even when the car is given for service.
CONCLUSION
It can clearly be said on the basis of all the study conducted so far that
Customer Satisfaction plays a major role in developing and promoting the company.
Customer satisfaction is an important factor, which affects the Financial position and
Goodwill of the company. Customer demands are dynamic, but its consideration is
necessary for every company to make existence into the market.