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: Amit Gupta

Submitted by: Vipul
Roll no:
Enrollment no:
Programme: B.B.A. (Gen)
Semester:

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. INTRODUCTION

2. PURPOSE OF RESEARCH STUDY

• -RESEARCH STUDY
• SCOPE OF THE STUDY

3. RESEARCH METHODOLOGY
• -TOOLS OF RESEARCH
• -RESOURCE OF DATA

4. RECOMMENDATIONS , FINDINGS AND LIMATATIONS

5. CONCLUSION

6. BIBLIOGRAPHY
 INTRODUCTION

ORGANIZATION OVERVIEW

• Maruti Udyog Limited (MUL) was established in Feb 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 Motor Company was chosen from seven prospective
partners worldwide. This was due not only to their undisputed
leadership in small cars but also to their commitment to actively
bring to MUL contemporary technology and Japanese
management practices (which had catapulted Japan over USA
to the status of the top auto manufacturing country in the world).
 • A licence and a Joint Venture agreement was signed
between Govt of India and Suzuki Motor Company (now Suzuki
Motor Corporation of Japan) in Oct 1982.

The objectives of MUL then were:

• Modernization of the Indian Automobile

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 introduced the superior 16 * 4 Hypertech engines

across the entire Maruti Suzuki range. This new technology
harnesses the power of a brainy 16-bit computer to a fuel-
efficient 4-valve engine to create optimum engine delivery. This
means every Maruti Suzuki owner gets the ideal combination of
power and performance from his car.
• Our other innovation has been the introduction of Electronic
Power Steering (EPS) in select models. This results in better
and greater maneuverability. In other words, our cars have
become even more pleasurable to drive.
 Production /R & D

• Spread over a sprawling 297 acres with 3 fully-integrated

production facilities, the Maruti Udyog Plant has already rolled
out over 4.3 million vehicles. In fact, on an average, two
vehicles roll out of the factory every minute. And it takes on an
average, just 14 hours to make a car. More importantly, with an
incredible range of 11 models available in 50 variants, 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 of 4 millionth vehicle. Listed on BSE and NSE after a
public issue oversubscribed 10 times
2002
• WagonR Pride

• Esteem Diesel. All other variants upgraded

• Maruti Insurance. Two new subsidiaries started: Maruti
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
• Customer information centers launched in Hyderabad,
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(993cc, hatchback Car), which was later
exported in Europe and elsewhere as the Alto

1992
• SMC increases its stake in Maruti to 50 percent

1991
• Reaches cumulative indigenisation of 65 percent for 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.
• Leadership in the JD Power Initial Quality Study - 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
• Maruti bags JD Power CSI - 1st rank; unique achievement 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
• Engineering Exports Promotion Council's award for export
performance

1994
• Best Canteen award among Haryana Industries as part of employee
welfare
1992-93
• Engineering Exports Promotion Council's award for export
performance

1991-92
• Engineering Exports Promotion Council's award for export
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 Esteem in the entry level mid - size car segment across 9
parameters.
• The J.D. Power APEAL Study 2004 proclaimed the Wagon R no. 1
in the premium compact car segment and the Esteem No.1 in the entry
level mid - size car segment. This study measures owner in terms of
design, content, layout and performance of vehicles across 8
parameters.
A Buying Experience Like No Other

• Maruti Suzuki has a sales network of 307 state-of -the-art

showrooms across 189 cities, with a workforce of over 6000 trained
sales personnel to guide our customers in finding the right car. Our
high sales and customer care standards led us to achieve the No.1
nameplate in the J.D. Power SSI Study 2004.

Quality Service Across 1036 Cities

• In the J.D. Power CSI Study 2004, Maruti Suzuki scored the highest
across all 7 parameters: least problems experienced with vehicle
serviced, highest service quality, best in-service experience, best
service delivery, best service advisor experience, most user-friendly
service and best service initiation experience.
• 92% of Maruti Suzuki owners feel that work gets done right the first
time during service. The J.D. Power 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 highest satisfaction ratings with regard to cost of

ownership among all models are all Maruti Suzuki vehicles: Zen,
Wagon R, Esteem, Maruti 800, Alto and Omni. We are proud to have
the lowest cost of operation/km (among petrol vehicles) - the top 5
models are all Maruti Suzuki models: Maruti 800, Alto, Zen, Omni and
Wagon R.
 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 and objectives. Our Employee-Management relationship 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 organizational structure. There are only three levels 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 structure ensures better communication and speedy decision

making processes. It also creates an environment that builds trust,
transparency and a sense of belonging amongst employees.
 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 study extends its emphasis on studying various
economic , social , geographical and political aspects of trade
relations between india and the gulf countries.

 It further extends to suggest possible measures and steps

to further strengthen the trade structure between india and the
gulf countries.
 This study is an effort to highlight various
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 it proceeds, how to measure progress and what constitute
success with respect to the objectives determined for carrying out the
research study.

The appropriate research design formulated is detailed below.

 Exploratory research: this kind of research has the primary

objective of development of insights into the problem. It studies the
main area where the problem lies and also tries to evaluate some
appropriate courses of action.
 The research methodology for the present study has
been adopted to reflect these realties and help reach the logical
conclusion in an objective and scientific manner.

The present study contemplated an exploratory research

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

• Secondary data has been used which is collected through

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 relationships. The general purpose of
CRM is to enable organizations to better manage their customers
through the introduction of reliable systems, processes and
procedures.

IMPLEMENTING CRM

• Customer Relationship Management is a corporate level strategy

which focuses on creating and maintaining lasting relationships with its
customers. Although there are several commercial CRM software
packages on the market which support CRM strategy, it is
not a technology itself. Rather, a holistic change in an organisation's
philosophy which places emphasis on the customer.
• Management at MARUTI believes that a successful 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
service, employee training, marketing, systems and information
management; all aspects of the business must be reshaped to be
customer driven.

To be effective, the CRM process has been integrated with end-to-end

across marketing, sales, and customer service.

The objectives of CRM at MARUTI:-

• To Identify customer success factors

• To Create a customer-based culture
• To Adopt customer-based 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.
Before implementing the CRM segment the management
at MARUTI did a survey to identify what profile aspects it feels 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 segment and what information is not useful. Being 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 CRM - support to analyze customer behavior,
implements business intelligence alike technology
• Collaborative CRM - ensures the contact with customers (phone,
email, fax, web, sms, post, in person)
 OPERATIONAL CRM
Operational CRM at Maruti includes customer contact (sales,
marketing and service). Tasks resulting from these processes are
forwarded to employees responsible for them, as well as the
information necessary for carrying out the tasks and interfaces to back-
end applications are being provided and activities with customers are
being documented for further reference.

Operational CRM provides the following benefits:

• Delivers personalized and efficient marketing, sales, and service

through multi-channel 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 automates the service requests, complaints, product
returns, and information requests. The internal help desk and inbound
call-center support for customer inquiries have been evolved into the
"customer interaction center" (CIC), using multiple channels (Web,
phone/fax, face-to-face, kiosk, etc). Key infrastructure requirements of
CSS include computer telephony integration (CTI) which provides high
volume processing capability, and reliability.
Enterprise marketing automation (EMA)
• EMA of the company provides information about the business
environment, including competitors of Maruti, industry trends, and
macro environmental variables. It is the execution side of campaign
and lead management. The intent of EMA applications is to improve
marketing campaign efficiencies. Functions include demographic
analysis, variable segmentation, and predictive modeling occur on the
analytical (Business Intelligence) side.
• Integrated CRM software is often also known as "front office
solutions." Of Maruti, This is because they deal directly with the
customer of the company.
• Maruti 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 CRM and/or other

sources are analyzed to segment customers or to identify potential to
enhance client relationship. Customer analysis typically 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.
• Information: Providing timely and regular information to
customers about Maruti.
• Modification: Altering details of the transactional nature of the
customers' relationship.

Analysis typically covers but is not limited to:

• Decision support: Dashboards, reporting, metrics, performance

etc.
• Predictive modelling of customer attributes
• Strategy and research.

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 co-
ordination of employee teams and channels. It is a
solution that brings people, processes and data together so company
can better serve and retain their customers.

Collaborative CRM provides the following benefits:

• Enables efficient productive customer interactions across all

communications 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 follow-
up 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. These way customers get what they need as the product
ages.
• In industrial markets, the technology can be used to micro-segment
the buying centre and help coordinate the conflicting and changing
purchase criteria of its members.
• When any of the technology-driven improvements in customer
service (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.

PURPOSE OF RESEARCH STUDY

-RESEARCH STUDY
 To study and understand various aspects of Customer
relationship 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.

 Exploratory research: this kind of research has the primary

objective of development of insights into the problem. It studies the
main area where the problem lies and also tries to evaluate some
appropriate courses of action.
 The research methodology for the present study has been
adopted to reflect these realties and help reach the logical
conclusion in an objective and scientific manner.

The present study contemplated an exploratory research

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

Secondary data has been used which is collected through 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 relationships. The general
purpose of CRM is to enable organizations to better manage their
customers through the introduction of reliable systems, processes
and procedures.

IMPLEMENTING CRM
• Customer Relationship Management is a corporate
level strategy which focuses on creating and maintaining lasting
relationships with its customers. Although there are several
commercial CRM software packages on the market which support
CRM strategy, it is not a technology itself. Rather, a holistic change
in an organisation's philosophy which places emphasis on the
customer.
• Management at MARUTI believes that a successful 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 service, employee training, marketing, systems and
information management; all aspects of the business must be
reshaped to be customer driven.

To be effective, the CRM process has been integrated with end-to-

end across marketing, sales, and customer service.
 THE OBJECTIVES OF CRM AT MARUTI:-

• To Identify customer success factors

• To Create a customer-based culture
• To Adopt customer-based 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.

Before implementing the CRM segment the management at

MARUTI did a survey to identify what profile aspects it feels 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 segment and what information is not useful. Being 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 CRM - support to analyze customer behavior,
implements business intelligence alike technology
• Collaborative CRM - ensures the contact with customers (phone,
email, fax, web, sms, post, in person)

OPERATIONAL CRM

Operational CRM at Maruti includes customer contact (sales,

marketing and service). Tasks resulting from these processes are
forwarded to employees responsible for them, as well as the
information necessary for carrying out the tasks and interfaces to
back-end applications are being provided and activities with
customers are being documented for further reference.
Operational CRM provides the following benefits:

• Delivers personalized and efficient marketing, sales, and service

through multi-channel 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 automates the service requests, complaints,
product returns, and information requests. The internal help
desk and inbound call-center support for customer inquiries
have been evolved into the "customer interaction center" (CIC),
using multiple channels (Web, phone/fax, face-to-face, kiosk,
etc). Key infrastructure requirements of CSS include computer
telephony integration (CTI) which provides high volume
processing capability, and reliability.

ENTERPRISE MARKETING AUTOMATION

(EMA)
• EMA of the company provides information about the business
environment, including competitors of Maruti, industry trends,
and macro environmental variables. It is the execution side of
campaign and lead management. The intent of EMA
applications is to improve marketing campaign efficiencies.
Functions include demographic analysis, variable segmentation,
and predictive modeling occur on the analytical (Business
Intelligence) side.
• Integrated CRM software is often also known as "front office
solutions." Of Maruti, This is because they deal directly with the
customer of the company.
• Maruti 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 CRM and/or other

sources are analyzed to segment customers or to identify potential to
enhance client relationship. Customer analysis typically 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.
• Information: Providing timely and regular information to
customers about Maruti.
• Modification: Altering details of the transactional nature of the
customers' relationship.

Analysis typically covers but is not limited to:

• Decision support: Dashboards, reporting, metrics, performance

etc.
• Predictive modelling of customer attributes
• Strategy and research.

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 co-
ordination of employee teams and channels. It is a solution that brings
people, processes and data together so company can better serve
and retain their customers.

Collaborative CRM provides the following benefits:

• Enables efficient productive customer interactions across all

communications 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 follow-
up 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