2012-02-19 CRM Presentation v0.3

8/3/2019 2012-02-19 CRM Presentation v0.3

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Approach to gain from

CRM Program

WMP6 Ankit Suri

WMP6 Shayan Ahmed

WMP6 Akshay Bansal

WMP6 Abhishek Chopra

WMP6053 Trilocah Joshi

WMP6128 Rajesh Kumar Singh

WMP6131 Surender Dubey



Create a program gives value to customer

Collaboration with Partners to utilized

created Value

Use technology for managing and

analyzing customers for aligning purpose

of program

Develop Structure of program



Hero MotoCorp CRM strategies

Hero MotoCorp Passport ProgramA Program created Value to customer

SBI-Hero MotoCorp credit cardCollaboration with PARTER which is

effective

mySAPCRMUse of technology



Passport Program

First of its kind in India

Offers members a small card / booklet tocollect points.

Called as a Passport because of itsresemblance to an Indian passport.

Points are collected in terms of VISA

stamps.

Members need not always spend moneyto get points.



Passport Program Cont

Each time a Hero MotoCorp customervisits a service centre, he gets points.

Depends on the profile submitted by the

customer, he gets benefits like freepasses to a cricket match sponsored bythe company or movie Ticket

On the basis of passport program, toimprove the customer interaction theyinitiated the project Good-life (an off-shoot of main program)



Passport Program Cont

Good-life Program Lady Rider Program

Free Rider's Personal Insurance Get a free Personal Accidental Insurance worth Rs. 1 lakhon your successful enrolment. Lady will get for 5 year

Winner Of the month All members enrolled in a month get a chance to participate in anexciting lucky draw and 4 lucky winners get a chance to win a Splendor+.

Referral Points Earn additional 3000 points on referring a Hero MotoCorp two-wheelerto your friends-n-family members and 6000 points on upgrading your own two-wheeler.

First Transaction Benefit customer can earn the First Transaction Gift on your firstprogram transaction through the card and also earn 500 points as first transaction

benefit. Discount on Spares & Accessories Start receiving a special discount of 5% on the

purchase of spares and accessories on your successful enrollment and free wash coupon(with limited validity period).

Points Earned on Money Spent Accumulate points on the purchase of service, sparesand accessories at an authorizedHero MotoCorp dealership or service centre. Eachrupee spent gets translated into one point earned.

Go Green Get 50 Green Reward points for every Pollution Under Control check of yourvehicle. Present the Pollution Under Control certificate to the dealer and earn yourpoints.

Service Bonus Get 100 points per service and 500 as continuity bonus on every 6th

regular service Bonus Points On Birthday Earn bonus double points for every transaction done on your

birthday and get special greetings too.

Special Value Offers Exclusive invitees to events and special value offers from ourpartners, selected especially for customer

Get to know about the latest happenings with our special Hero MotoCorp GoodLifeProgram newsletter, "Suhana Safar



SBI Credit Card

Initiative launched jointly by Hero MotoCorpand State Bank of India.

SBI Cards & Payment Services (SBI Card) hasteamed up with Hero MotoCorp Motors to

offer the Hero MotoCorp SBI Card.

The first card for the two-wheeler industry inIndia.

The co-branded card is designed to strengthenHero MotoCorp's Passport Program

This co-branding allowed SBIs customer toreach Hero MotoCorp and vice versa



Passport Program


Offers members a small card/ booklet to collect points.

Called as a Passport because of its resemblance to an Indian passport.

Points are collected in terms of VISA stamps.

Members need not always spend money to get points.

Each time a Hero MotoCorp customer visits a service centre, he gets pointsand depending on the profile submitted by the customer, he gets benefitslike free passes to a cricket match sponsored by the company.

On the basis of passport program, to improve the customer interaction theyinitiated the project Goodlife

mySAPCRM

To improve information exchange with its manypartners, Hero MotoCorp decided to introduceleading-edge supplier and customer relationshipmanagement capabilities.

This led to implementation of mySAPCRM

Implemented a customer portal which helped toan end-to-end integration.

Benefits:

± Increase in company response time, datamanagement and analysis.



What they got out of it

Over 9.7 million enrolled for Program.

A clear and personalized record of customers which helped in planning more

CRM activities in future for the customers.

More satisfied customers (58%) than anyother motorcycle brand in a surveyconducted by Mckinseyin 2004.



How much translated in financial

30 % Reduction in overall advertising andpromotion budget as accompany targetwhich was successfully achieved since2005 and this year increased for brandcreation .

5.4 Million Bike sale in 2010-11, 19 thCrore sale with profit of 1927 Crore.

Recorded a 25-per cent increase in its netprofits to Rs 581 crore and a14-per centhigher turnover at Rs 5,195 crore within ayear of launch of the passport program.



How much because of CRM program

10% revenue from Spare part.

8% customers are repeat customer incomparison to 4% repeat those who

have not joined program



Passport Program








How they got accolade for success

India Times Mindscape and Savile Row ( A Forbes GroupVenture) Loyalty Awards -

Customer and Brand Loyalty Award in Automobile (two-wheeler) sector,2008.

Asian Retail Congress Award for Retail Excellence (Strategiesand Solutions of business innovation and transformation) -

Best Customer Loyalty Program in Automobile category,2008.

Most Trusted Company , by TNS Voice of the CustomerAwards2006.

Best in its class awards for each category by TNS TotalCustomer Satisfaction Awards 2006



Passport Program








References

http://www.sap.com/usa/solutions/businesssuite/srm/pdf/CS_

Heromotocorp.pdf

http://www.heromotocorp.com

http://www.domainb.com/companies/companies_h/hero_hon

da/20030423_focuses.htm

Documents

2012-02-19 CRM Presentation v0.3