Upload
varun-jain
View
226
Download
0
Embed Size (px)
Citation preview
7/27/2019 Gulzar Motor123
1/61
CHAPTER-1
COMPANY PROFILE
ABOUT GULZAR MOTORS
Health and happiness and success depend upon the fighting spirit of
each person. The big thing is not what happens to us in life- but what we
do about what happens to us.
Traditionally the business of distribution was called commerce. Business
was carried out merely as an exchange of commodities. But at present
business is going a complete transformation and covered the concepts ofmarketing, target, costing, customer satisfaction, and channel of distribution,
globalization and the like. No business empire was established overnight.
Here we have taken the case study of Gulzar Motors Ltd. of how they
transformed their traditional business and how, in turn, they achieved their
aims.
Trade and commerce has been recognized since times immemorial.
Caveman was self sufficient and humans did not live in organized groups.
With the introduction of barter system, trade and commerce began. Money
was developed as a medium of exchange and later on a need of uniform
currency transaction was required. Now plastic money has been introduced.
Similarly, trade and methods to carry it out have substantially changed. It is
no longer satisfying that a concern is operating well domestically but global
trade ties are being recognized.
In the present world of cut throat competition success of a business depends
upon not only the price tag, but the strategies to satisfy and maintain a
customer. Here we are looking forward to how Gulzar Motors Ltd. began its
business and is today being recognized as a successful enterprise.
1
7/27/2019 Gulzar Motor123
2/61
DETERMINATION
Behind any venture, whatever it is there has to be a goal or determination
behind it.
Planning and subsequently strategy formation will be fruitful only if there is
a strong goal behind it determination depends upon the intention and thirst to
achieve the goal. Gulzar Motors Ltd. was not formed overnight. It took
several years of determination and hard work to reach its present state.
Initially started with a petrol pump in Ludhiana and moving top Swaraj
Tractors Agency, Gulzar Motors procured Maruti dealership agency in 1997
and then there was no looking back. Had there been no determination the
business and people behind it could be satisfied with the petrol pump
business. To expand any business you have to expand your ideas to lay
down the objectives and aims of the concern. Only on the basis of these can
a business formulate the plans, strategies and policies.
2
7/27/2019 Gulzar Motor123
3/61
DIRECTORS AND THEIR BACKGROUND
For efficient management of a company efficient managers with in-depth
knowledge and leadership qualities are required.
Mr. Gurcharan Singh, Managing Directors is also the proprietor of M/s
Gulzar Trading Co.Mr. Harkirat Singh who is an MBA is the chief executive
officer and an experience of 8 years in the group. The third director is Mr.
Surinder Pal Singh who has great experience in this industry.
Gulzar group consists of Gulzar service station which is actively dealing in
petrol station since 1968. Gulzar Trading Co. which has been an authorized
dealer of Swaraj since 1993. Gulzar Motors Ltd. is dealing in Maruti Agencysince 1997.
People who accept responsibility are the people who are making in the
most of their lives.
Like an efficient organization the management of Gulzar Motors Ltd. is
competent in spirit and progressive in knowledge. That is how the talent of
employees is being made full use of. Control of an organization in able
hands can ensure its progress in a short span of time. Team work has been
possible and proper delegation and decentralization of work has been
possible. The shared goals of the organization have been properly laid down.
In a positive environment a marginal performers output goes up. In a
negative environment a good performers output goes down.
It is the ability and farsightedness of the management that makes the
business a success. Transformation and change in a business is possible only
when the management approach towards it is inviting. It is on the part of
management to make the most of their talents. Gulzar Motors Ltd. is dealing
in Maruti Agency since 1997. All the directors are knowledgeable about the
company and have strong base in management knowledge. The whole
3
7/27/2019 Gulzar Motor123
4/61
planning was confined to the top management o the organization and
appropriate delegation was\made to the lower levels depending upon its
structure.
CUSTOMERS FOR LIFE RELATIONSHIP MARKETING
It is no longer sufficient to sell the product to a consumer but to satisfy and
maintain the consumer forever. A relationship building is required so that
the consumer can conform to the business. Gulzar Motors Ltd. Realized thus
and has taken concrete steps to overcome this. A periodic review is made
and personal contact with the customer is made. Their complaints are
attended and even on the website a feedback is invited. Gulzar Motors Ltd.
is in the practice of maintaining a personal contract with the customers and
ways and means by which better services can be rendered.
With the changing times Gulzar MOTORS Ltd. has kept with the changingstrategies. This is indispensable as the transformation will lead to better
response from customers as they are made felt that they are a part of the
organization. Constant greetings sent to customers tempt them to remain in
touch with the organization and its activities and also become permanent
customers of the organizations. This is in line with the concept that the
replacement period of cars in the city is very low and the customer has to
make its way to purchase car again. Gulzar Motors Ltd. makes sure that each
time a customer thinks of changing a car he comes back to the same agency.
A customer may lead to wider customer base.
4
7/27/2019 Gulzar Motor123
5/61
ACHIEVEMENTS
Gulzar Motors Ltd., an ISO 9002 company was awarded best Maruti
Showroom Award in 1997. With well equipped workshop, sophisticated
denting and painting shop and dealer of the genuine Maruti parts, the
company has maintained a satisfactory clientele. Every year around 2000
cars are sold averaging rupees three lakhs each. Maruti 800 Model I the
highest in demand forming 30% of turnover followed by Zen, Alto and
Wagon R.
Gulzar Motors Ltd. has created its website with valuable information
regarding price lists of each class and model, newsletter epic ting the latest
news and trends, feedback from for remaining in contract with customers.
Trade-in facility is also available under which customers have the option to
exchange new car for old. As Lord Tennyson puts it,
In every sphere of life the old has to make way for the new
The same is true for the methods of trading also. In the absence of
competition, no marketing or advertisement was required but when times
changed; Gulzar Motors Ltd. changed its methods also. It is difficult to reach
at the top but it is even more difficult to stay there. After a certain time
period a business has to review its strategies and according make the
necessary change. This is what the transformation is.
INITIAL MARKETING STRATEGY
When Gulzar Motors Ltd. began its business there was no competitor and
the advance booking of the cars showed that the customer had not to be
5
7/27/2019 Gulzar Motor123
6/61
pushed into buying anything but was automatically pulled towards a
product. Demand was greater than supply. There was a large urban market
and the business was in boom. In Ludhiana the replacement period of the
cars is short. So a continuing customer is better than a one time customer.
Now with other agencies and other competitors in the market more emphasis
is being laid down on the rural market which had remained unexploited over
the years. Nearly 40% market had been confined to rural areas surrounding
Ludhiana which is expected to rise to 50% next year and 60% in around two
years.
INITIAL ADVERTISEMENT
As discussed earlier there was no marketing or advertisement due to plenty
of customers and a large market share. There were no great openings and the
customers base was large. The work was confined to mainly satisfying the
customers and not attracting them to buy anything.
CHANGING SCENE
When the business is good it pays to advertiser, when the business is
bad you have to advertise
We talked about that there was no advertisement or any marketing strategydue to customer queue. But what happens when the queue disappears?
Today business has to find the customer and expand the market. Growing
competition, new entrants and declining market share made Gulzar Motors
Ltd. move towards rural market. Gulzar Motors laid equal stress on urban
6
7/27/2019 Gulzar Motor123
7/61
and rural market. Advertisement was centered around print media, television
and trade fares. Marketing experts were employed and separate marketing
department was established and marketing budgets were laid out and every
year the results were measured and compared effective and efficient control
towards the cost and allocation help any business in their growth.
AREAS OF SPECIALIZATION
In a manufacturing concern can extend its product line and a desirable
product mix ensures variety to customers. If all facilities are available under
one roof it ensures customer attraction. Large super markets are an instance.
Gulzar Motors Ltd. also realized and divided its area of operation into sales,
service and spares so service, repairing, denting and painting besides
increasing revenue also promoted sales of cars because a customer likes such
a peace where he can get all the things done and has not to move here and
there to get all the things done and has not to move here and there to get onething or the other. The show room area comprised of around 5000 square
feet and nearly 20000 square feet of area was allocated for the workshops.
Gulzar Motors is also planning to extend its operations by opening more
workshops with a proper location.
Technology Automation in the workshop has been an important step in the
real transformation as repairing plays an important role in the success of
such a business. In addition to providing services to the customers under one
roof it has succeeded in up gradation of technology which has paved way for
large scale repairing and consequently revenue generation.
7
7/27/2019 Gulzar Motor123
8/61
STRATEGIC ALLIANCE AND TIE UPS
Alliance and amalgamations are not confined to large organizations today
even in smaller companies the same is possible today. Alliance diffuse
competition and united carry out the respective objectives strategic alliances
show that these are planned amalgamations to tap a particular market or
promote sales. The consideration most important is the time and place factor
while making such alliances. Gulzar Motors Ltd has smartly tied up with
banks like HDFC, ICICI, Banks of Punjab in the urban areas and with
Mahindra and Mahindra in rural areas depending upon the nature of demand
and type of customer. Cheaper and rapidly available credit facility of nearly
80 to 90% creates more demand. A business must change its methods and
strategies in the long run as per the demand and custom of trade.
FACTORS OF PRODUCTION
Physical and human traditionally, four factors of production have been
recognized- Land, Labor, Capital and Investment. The human factor is an
added factor. In the words ofAlbert Feinstein
Try not to become a success,but rather try to become a man of Rare.
A manager has not shows his own ability to his associates and subordinates
but to motivate them to work harder. If the employees are satisfied they will
prove to be valuable assets otherwise they will be greatest liability for
organization. People can be your bigger asset or biggest liability.
It has been of late recognized that human beings are assets of an
organization. It is a process of acquisition, development, motivation and
8
7/27/2019 Gulzar Motor123
9/61
maintenance of human resources. Satisfied and satisfactory workforce can
besides increasing productivity boost goodwill of a business. A concern with
a high labor turnover rate has to face many ups and downs even in the short
period. At Gulzar Motors Ltd., the work culture is so designed that the
authority and responsibility of all the executives and managers is clear and a
team of about one hundred and fifty members continuously move towards
their organized goals.
The personnel in sales, customer satisfaction and marketing are dedicated
towards their individual goals and co-ordinate each other to achieve the
organization goals.
9
7/27/2019 Gulzar Motor123
10/61
DECISION REGARDING OUTSOURCING ACTIVITIES
Business process outsourcing is resorted to only when the business cannot
carry out any activity. At Gulzar Motors Ltd., each and every activity is
carried out internally due to the ability of the concern to maintain quality. If
a business has an eye on the goal and nowhere else there is no denying the
fact that success will come its way.
Failures are of two kinds- those who did and never thought and those
who thought and never did. Going through life without using your
ability to thinkis like shooting without aiming.
The foremost step is determination and goal setting. Planning in advance
where you want to go and what is your comfort zone. Quality services and
its maintenance should be the aim of every business.
Customers satisfaction is the success mantra of many a business.
Relationship marketing future incentives and a regular feedback coupled
with after sales services are the various tools. Strategic planning will be
fruitful only if it is backed by effective control. Besides positive attitude and
able leadership styles are indispensable for healthy growth of any business.
Besides physical factors management of human resources and their
motivation and maintenance boosts goodwill and productivity of the
concern. Like Gulzar Motors Ltd., every business can transform its ideas and
work upon the shortcomings and flaws to achieve a substantial increase in
goodwill and revenue.
10
7/27/2019 Gulzar Motor123
11/61
7/27/2019 Gulzar Motor123
12/61
now paying more attention to their relationship with existing customers, to
retain them and to increase their share of customers purchase.
Need for Customer Relationship Management
In the era of competition, a successful organization will be differentiated
from others on the basis of the services quality and the value accretion
accorded to the customer.The service quality does not confine itself to after
sales service. In fact, the service commences even before the sale is
concluded. The concept of Relationship Marketing advocated the creation of
a conducive situation where by a customer is enabled to arrive at a purchase
decision, which is favorable to the organization. A customer who is
convinced that the product purchased adds value to his/her convenience and
peace of mind is likely to continue the relationship with the organization for
along time. Indeed, the relationship flourishes into a life-long partnership.
In order to build a long relationship in dynamic market conditions, the
organization has to add values to the services offered to the customer that
need constant evaluation and up-gradation. The customer value relates to
choice, convenience, information, various enablements and most important
the relationships. Value is considered to be an important constituent of
relationship management. It also, determines the ability of the company to
provide superior value to its customers.
Another important aspect of Relationship Marketing is Customer
Retention. From the point of view of cost, the existing customer contributes
more to the bottom line and acquiring a new customer is costly proposition.
A satisfied, lifelong customer leads to up-selling and referrals which would
pave the way for a strong customer base and its expansion. Up-selling means
motivating the existing customers to trade up for more profitable products.
12
7/27/2019 Gulzar Motor123
13/61
Cross-selling on the other hand means selling a product to a customer as a
result of or along with other purchases. Referrals mean satisfied customer
referring the use of companys product(s) to prospects.
BENEFITS OF CRM
CRM has fundamentally changed the way we market. The highest art of
CRM is to come up with a personalized offer that a customer is likely to
accept. CRM enhances the practical value of marketing through efficient
performance of the following tasks.
1) Managing customer relations in a proper way to track the buying
pattern and overall relationships with the existing customers.
2) Customizing services, promotions, and pricing to customer specific
needs and requirements.
3) Coordinating and integrating the delivery of multiple services to the
same customer.
4) Developing a two-way communicating channel viz. company to the
customer, and customer to the company.
5) Ensuring the minimization of service errors and breakdowns.
6) Providing core services with extra value offerings to the customers.
7) Personalizing the customer service encounters as appropriately as
possible.
13
7/27/2019 Gulzar Motor123
14/61
ELEMENT OF CRM
CRM consists of six vital components, viz, customers, product, service,
database, quality and value.
CUSTOMER: In order to fully appreciate the concepts behind customer
relationship management, a new perspective on the customer is to be
developed. Now the shift of every marketer is from acquiring customers to
Maintaining Clients. CRM is the holistic process of identifying, attracting,
differentiating and retaining customers. It not only involve more than simply
listening to customers or providing better products and services but also
integrates entire supply chain to create customer value at every step, eitherthrough increased benefits or lowered costs. CRM focuses on increasing the
Share of Customer rather than Market Share. In order to increase the
share of customer, the marketer should create new opportunities for business
from the existing pool of customers with new and improved products. The
goal is to enhance the potential worth of individual worth of individual
customers in terms of their life time value to the firm.
PRODUCT: It is important to keep in mind that products mean more than
tangible goods. Products are usually a combination of goods, service, ideas
and even people. The best way to view a product is as a set of features and
advantages that have the capacity to satisfy customer needs and wants, thus
delivering valued benefits. Discovering the core value of the product and
relating with customer ability and expectations give a better product than
competitors.
SERVICE: The most important element of CRM is service. Building
customer relation depends on service offered by the company. Services
14
7/27/2019 Gulzar Motor123
15/61
offered by the company help in building lasting relationships. The satisfied
customers are more likely to be loyal customers and loyal customers are
likely to give the company a larger share of their business.
DATA BASE: Information about the customers must be meaningful which
will help the company to meet its goal. The right data about customer will
lead the company in a right direction to understand the customer. A
structural and step-by-step approach will help in study of the customer and
meet the objectives of the company. The point of gathering data is to
develop deeper relationships with customers and ultimately to provide more
products and services. Database regarding customers can be captured by two
systems:
1) Database of customers likes, dislikes, lifestyle and apparel needs that
were gathered from telephone and face to face conversations.
2) A database containing customer purchase history.
QUALITY: Quality is a double edged sword in developing and maintaining
customer relationships. Any company may be successful in generating first
time transaction with customers but poor quality discourages the customers to
take repeat purchase decision. Quality provides competitive advantage and
retains customer forever. Quality applies to every aspect of companys total
product offering the issues that help in the quality of the product/services are
understanding the customers expectations, needs and wants, translating
customer research into specification for quality. Delivering specification and
promising what can be delivered. Despite its importance, quality is only one
part of the equation in developing long term relation customer.
15
7/27/2019 Gulzar Motor123
16/61
VALUE: Value is one of the important elements of developing and
maintaining solid relationships to create good vale for customers. As a guiding
principal of customers relationship management, value may be defined as
customers subjective evaluation of benefit relative to costs, to determine the
worth of firms product relative to the offering of other firms.
CUSTOMER RELATIONSHIP MANAGEMENT IN SERVICE
SECTOR
It is not difficult to see how services marketing has become a pillar of
relationship marketing. An integral part of services marketing is the fact that
the consumption of a service is a process consumption rather than outcome
consumption, where the customer or users perceives the service production
process as a part of service consumption and no the outcome of that process, as
in traditional consumer packaged good marketing. Thus services consumption
and production have interfaces that a are always critical to the customers
perception of the service and to his long term purchasing behavior. The
management of these interfaces is called interactive marketing in the service
marketing literature, and this concept has been used in the relationship
marketing literature as well. The service provider almost always has direct
contact with its customers. In these contacts relationships may easily start to
develop, and if the simultaneous consumption and production process turn out
well, an enduring relationship may follow.
Using product life-cycle terminology, CRM in both practices and research is
beyond the introduction stage and on a growth curve towards becoming a
mature concept. Four convergent influences have propelled the current focus
on relationship marketing. The maturing of services marketing increased the
16
7/27/2019 Gulzar Motor123
17/61
recognition of potential benefits for the firm and the customer, and technology
advances. The implications of marketing a performance rather than an object
are well understood today. The reality of many services being rendered on an
ongoing periodic basis coupled with the reality of customers forming
relationship with people, paves the way for relationship marketing. The core
subject i.e. service quality also has simulated interest in relationship marketing.
The core subject i.e. service quality also has simulated interest in relationship
marketing. The object of improving service quality is to engender customer
loyalty.
Information technology enhances the practical value of relationship marketing
through the efficient performance of key tasks, like tracking the buying pattern
of the existing customer, minimizing the possibility of service errors and
breakdowns, augmenting core service offerings with valued extras and
personalizing service encounters.
17
7/27/2019 Gulzar Motor123
18/61
NEED FOR THE STUDY
More and more organization are turning to Customer Relationship
Management (CRM) solutions to drive revenue, growth productivity, and
customer satisfaction. A great number of these organizations have achieved
significant results. Some organization, however, have not achieved all the
benefits they had hope for. Instead, they have encountered problems, ranging
from cost overruns and integration challenges to poor user acceptance. The
process of studying the exact state of affairs in a service organization in
terms of its customer relations and their management is a complex one. This
is so because human relations and human expectations are hard to quantify.Moreover, to find out the reason for customer satisfaction and loyalty is a
difficult task due to dynamic nature of customers and many factors prevalent
in the external environment of the organization.
Garment companies have adopted many activities to ensure customer
satisfaction and they have evidently reaped the benefits of these activities.
Although there has been considerable improvement in the service delivery
system of Garment companies, still it is not clear up to what extent they are
practicing CRM and how far they are able to retain customers and provide
customer satisfaction. Thus the present research was conducted with the
following specific objectives.
18
7/27/2019 Gulzar Motor123
19/61
CHAPTER-3
INTRODUCTION OF CUSTOMER CARE
Customer care is a phrase that is used to describe the process of taking care
of our customers in a positive manner. The term is used in place of
complaint handling due to its positive focus, and is a reminder that customer
satisfaction is a priority.
Customer care is a customer service that seeks to acquire new customers,
provide superior customer satisfaction, and build customer loyalty.
Customer service is the set of behaviors that a business undertakes during its
interaction with its customers.
OVERVIEW
With the deregulation of Automobiles services, consumers now have more
choice in selecting a service provider. When ordering a new service ormaintaining an existing service, customers must take into account the
following three key factors: the quality of the service, the price of the
service, and the customer service of the service provider. The first two
factors are relatively objective and usually easy to control.
As shown by figure 1, the graphical representation of a market research
study done a few years ago, customer dissatisfaction is the most important
key factor when a consumer decides to change service providers.
19
7/27/2019 Gulzar Motor123
20/61
68%14%
18%Customer service
satisfaction
Service
Dissatisfaction
Others
Figure 1. Reasons for Switching to another vendor
A customer care system is a customer service system that helps
telecommunications service provides acquire and retain loyal customers. The
customer care system provides many means for service providers to achieve
these goals with the help of technology.
NEEDS OF CONSUMERS
From the service providers point of view, the major business needs of a
customer care system are as follows:
1) Capability to proactively acquire new sales and customers- The
customer care system should be capable of targeting new sales, as
well as matching customers and products, and should offer this
information to CSRs when contacting the customer.
2) Capability to provide prompt service to existing customers- The
customer care system should include automation to provide prompt
service to customers; the system should be designed in such a way
that the interaction with the customer is of a high quality (e.g., there
20
7/27/2019 Gulzar Motor123
21/61
should be minimum waiting time and no holding time); the ultimate
objective is to provide the customer with the required service by the
time the session ends (i.e., Thanks for calling. You should be able to
use your service now.)
3) Reduce costly human errors- The customer care system should be
easy to use, incorporate procedures, reduce information being typed,
and verify entered information.
4) Capability to acquire additional marketing information-Any contact
with a customer is valuable and should be viewed as ana excellent
opportunity to acquire future marketing information; as part of each
contact, marketing information should be captured in an easy and
consistent manner by CSRs.
TECHNOLOGY FOR CUSTOMER CARE
Based on the needs of consumers as well as the needs of service providers,
major functional requirements of a customer care system are as follows:
Capability to access relevant information- A customer care system
provides only relevant information, allowing customer service
representatives to interact rapidly with customers.
Capability to hide non-relevant information- A customer care system
is tailored so that non relevant information for the business task at
hand is hidden.
21
7/27/2019 Gulzar Motor123
22/61
Ease of use- The CSR must be able to focus on the interaction with
the customer as opposed to focusing on the use of the customer care
system.
Decision support- The customer care system must have an expert
system to take advantage of the service providers pool of experience
on sales and repairs.
Self- service capability- A customer care system should support its
access through Internet
Support for changing business processes- Decision support tools in
particular must be easily modifiable in the long term; a customer care system
should provide flexibility in the following ways:
To avoid becoming the bottleneck in evolving a business process.
Ability to evolve toward convergence- The customer care systemshould provide the capability to add new products, packages, and
pricing models.
Support sharing of information with other service providers- The
customer care system should be able to provide selected information
to other service providers.
Support for electric bonding- The customer care system should
provide support for emerging electronic bonding standards.
22
7/27/2019 Gulzar Motor123
23/61
OBJECTIVES OF CUSTOMER CARE
Create a culture of customer focus
Creating rapport and building loyalty
Achieving customer satisfaction
Developing customer care strategies
Conduct an environment develop customer care
analysis strategies
evaluate and review
Examine organizational
Goals and aims
The choice of strategy will be dependent on
Ensuring general health and survival of the organization increasing
growth and prosperity.
23
7/27/2019 Gulzar Motor123
24/61
THE IMPORTANCE OF GOOD CUSTOMER CARE
The last person to buy from you is the most likely to buy again and soon.
This can testify to be true as many repeat sales are from existing customers.
A repeat customer does not happen by accident. A repeat customer is the
result a relationship you have built up through excellent customer service.
Care for the customer and they will return.care for the merchandise and
they wont.
The point is. What dealership doing to bring their customer back?
When the new customer comes on board your service they willautomatically receive a thank you email. The use of auto responders from
this point onwards is critical in getting your message in front of your
customers. Not only to sell to them but to keep in contract with them. This is
very important.
Sending them messages with a contact email address, phone number or your
mailing address if customers wish to get in touch with dealership. One
cannot afford not to do this because the next merchant will if they dont, and
thats the merchant who will gain a loyal customer.
Many times as a result of nothing more than a minor misunderstanding I
have upgraded clients to a better deal at no extra cost. The clients love to see
that dealership is not mainly after their money. And really you are not. Or at
least one should not be. One is after a successful business that will supply
their wealth over a period of time when one has worked at it, not before
hand.
Surveys suggest that service driven companies are able to charge up to 90%
more for the goods and services they offer and grow twice as fast as the
average. These are powerful incentives for becoming the best customer-
24
7/27/2019 Gulzar Motor123
25/61
service company in any industry. Equally, poor service has a cost penalty. It
costs up to five times as much to go out and get a new customer as to retain
those we have.
According to research the average person who has a bad- service experience
tells at least nine others about it and 13% of complaints relate their
experience to more than 20 other people. In comparison, people who receive
silent service only tell three or four others about it
Good customer care matters because keeping existing customers is eaier
than finding new ones and satisfied customers will do a lot of our
advertising for us. Most people consider doing business with a certain
company because of a recommendation by a friend or acquaintance.
Dissatisfied customers spread the bad news and undermine your business,
which ultimately threatens everyones jobs.
So, objective must be to provide the highest standard of customer care
possible and to always aim for excellence. A customer who feels good doing
business with you and through the company is more than likely to stay with
you and recommend you to others.
Giving first is essential to your growth so put the client first every time, even
if it costs you more now. The value of getting the customer in the first place
must never ever be overlooked. Always try to answer any questions from
your customers as soon as possible; this will create a feeling of
professionalism immediately with your clients, so remember first
impressions do count.
25
7/27/2019 Gulzar Motor123
26/61
CUSTOMER IS THE KING IN TODAYS CAR MARKET
IN THE REAL SENSE
Sustained growth and higher profits are not only the product of high quality
cars, but also the convenience of the customers attached to buying of car and
his satisfaction with related services like finance, insurance, accessories and
after sale service.
The selling of cars should not be done in a mechanical way. Dealership
should not forget their customers, once they drive out of the showroom. In
fact, it is cultivating a long term personal band with the customers. And it is
this everlasting relationship that will make customers loyal to them.
Most of the customers are already in the fact lane of careers and have very
little to run around from desk to desk for finance, insurance, accessories,
delivery, registration of documents and other requirements. So Gulzar
Motors offers them a single window interfaceso that all their
requirements are taken care of by them.
WHEN CUSTOMERS WALK IN
Right from the when the guard opens the door of showroom and the
customer walks in, to the time when the customer drives away with the car
after the delivery process; the customer interacts with several people in
showroom.
It is very important that everybody in the showroom performs to the best of
his ability in order to ensure that the customer is completely satisfied with
the showroom experience.
Showroom Ambience is one of the important aspects for the customer care
which is maintained by the dealership. It is located at the convenient place.
26
7/27/2019 Gulzar Motor123
27/61
The showroom timings are also convenient for the customers to come and
visit the dealership at any time. Many customers prefer shopping on
weekends. So showroom also opens on Sundays and holidays.
When the customers walk in to the dealership, the guard is the first
individual with whom a customer interacts. Guard greets the customer with a
warm smile and help out the customer to park his vehicle and guide the
customer to the showroom.
INSIDE THE SHOWROOM
Since the customers are getting superlative shopping experience at retailoutlets, shopping malls etc so there is need to ensure that the experience they
have at the dealership is extremely pleasant. So dealership has highly
effective climate control system and updated and informative bulletin board.
RECEPTION AREA
The area for reception is also clean and attractive one. Reception list first
welcome the customers when they walk in to the showroom and then make
them introduce with the DSE.
CAR DISPLAY AREA
The display area is also spacious so that the customers can go around the
vehicle. Color panel stand have all available color with a small sticker
showing name of the color. Brochure stand have brochures of all latest
models. There is also proper display of promotional schemes.
27
7/27/2019 Gulzar Motor123
28/61
CUSTOMER LOUNGE
Dealership also has a comfortable lounge for the customers. Latest issues of
popular magazines are properly placed in a rack and kept in the lounge. The
kids section is also near to the customer lounge, equipped with a variety of
soft toys and games for the children.
DELIVERY AREA
New vehicle delivery is a special event as customers are excited and anxious
to take possession of their new vehicle. This opportunity to cement customer
goodwill is best conducted in a clean area of the dealership.
ROLE OF SALESPERSON
When customer walks in a showroom, salesperson of the dealership greets
the customer with a friendly smile. He creates a friendly space for the
customer to unwind. Sakes person listen carefully to the customer and find
out what he/she needs.
Dealership offer tea/ coffee in the meanwhile to the customer to make him
feel comfortable. He also explains the product, features and benefits to the
customer patiently and wins the confidence of the customer. Also maintain
honesty and integrity in his dealings so as to gain the trust of the customer.
TEST DRIVEThis is one of the most important activities to convert a prospect into sale.
This step directly helps the customers to focus on the features, their
advantages and benefits. Dealership also offers test drive to the customers
whenever they walk in to the showroom.
28
7/27/2019 Gulzar Motor123
29/61
DURING DELIVERY TIME
Dealership greets the customer and his family. They explain all the
documents to the customer and get the relevant documents signed. Buying a
car is a very proud moment for the customer. So Gulzar makes it special by
organizing puja or other ceremony. Dealership makes the moment
memorable both for themselves and customer by clicking photograph of the
customer with his new car.
Delivery of Vehicle is not the end of a sale, but beginning of a
relationship.
Tools for getting feedback from customer.
After delivery of vehicle there starts the post-sale follow up
process (PSF).
PSF is done in order to get a first-hand feedback from the
customer about the experience that they had during the sales and
delivery process.
BEFORE STARTING THE PROCESS
In order to contact all the customers, the customers mobile numbers are
taken at the time of delivery. Dealership maintains PSF sheet for each
customer. All PSF sheets for a particular month are filed in one file and the
summary is attached on the left side of the file.
Customer care manager (CCM) is the leader of customer care team and
oversees the rest of the team. The CC speaks to the person who had visited
to buy the car. During PSF exact voice of customer (VOC) is captured.
Customers exact words are noted on the PSF sheet in the language spoken.
29
7/27/2019 Gulzar Motor123
30/61
Dealership try to find the experience the customer had during the sales and
delivery of the vehicle. Send birthday & Anniversary Greetings to the
Customers on daily basis by CCE/CCM for long life relationship with
dealership.
Feedback form System
The feedback form system is a very important tool to obtain
customers feedback on the experience that the customer had during
the purchase of the car.
HANDING OVER THE FEEDBACK FORM TO THE
CUSTOMERS DURING DELIVERY
Dealership handover the feedback form to every customer and also explain
the feedback form to the customer the objective of feedback form and what
does a score of 1 out of 10 mean. Every two weeks or once in a month, a
lucky draw is conducted where one form is selected out of the formsreceived in that period. Then winners of the lucky draw are required to come
to the show room and the gift is handed over to the customer.
RECEIVING THE FEEDBACK FORM FROM THE
CUSTOMERS
Feedback forms are received by post only. Forms having a score of less than8 on most of the attributes are flagged with red flag and discussed with
concerned executives. Feedback form analysis is done for all the dissatisfied
cases. In case when the customer has given a very low score, then the best
thing they do is speak to the customer. This helps them in knowing the exact
30
7/27/2019 Gulzar Motor123
31/61
reasons for low score and suitable corrective action can be taken
accordingly.
Every month executive wise SSI scores are calculated using the SSI software
and the executive with the highest SSI is given some kind of reward. File of
all the forms month wise is maintained in a separate file.
CUSTOMER COMPLAINT HANDLING SYSTEM
Complaints are an opportunity for the dealership to strengthen their
relationship with the customers and even enhance their confidence. So
dealership does not run away from complaints. Careful listening is essential
for proper understanding.
A dissatisfied customer is experiencing a number of emotion when he/she
comes to dealership, from anger and mistrust to disappointment and worry
about how their compliant will be dealt with. Therefore dealership receives
the complaining customer willingly in a positive manner and do not reject
the customers complaints or argue.
ANALYSIS
All customers complaints whether received from PSF or feedback form are
resolved by post sales follow up process Also CCM along with the
concerned executive visit to customers and resolve the complaint and get a
satisfaction note from the customer.
The customer complaints coming from Maruti are handled by G.M himself
so as to get first hand feedback from customers. A separate docket is
maintained for every customer complaint received from Maruti, comprising
of original feedback form, copy of apology letter, satisfaction note from the
31
7/27/2019 Gulzar Motor123
32/61
customer, copy of PSF sheet, internal feedback form and card analysis. All
the complaints are to be resolved within 3 days. So it is preferable to offer a
token gift to the customer.
For this dealership provides extra fee service or some discount on
consumables or some discount on labor charges/spares etc.
All the customer complaints are recorded in a proper customer
complaints control register.
32
7/27/2019 Gulzar Motor123
33/61
STEPS FOLLOWED AFTER RECEIVING A CUSTOMER
COMPLAINT
CCM gives a control number to all complaints received and records the
same in the customer complaint register.
CCM gets in touch with the customer over phone and expresses regret on the
inconvenience faced by the customer.
Takes immediate action to ensure that the customer complaint is resolved.
Write a letter with the concerned DSE visit the customer hand over the letter
and take satisfaction note from the customer
Sends a copy of the letter and the satisfaction note and also file a copy of the
same in the customer complaints register/file.
Discuss all customer complaints in the weekly meeting of GM (Sales) on
SSI with the entire show room staff. Necessary counter measures are taken
to ensure that such complaints are not repeated in future.
33
7/27/2019 Gulzar Motor123
34/61
EFFECTIVE LISTENING ENABLES DEALERSHIP TO
FIND OUT WHAT THE PROBLEMS
It is essential to show the customer that dealership is listening properly. So
for this
Dealership tries to think from the customers point of view and focus
on their needs.
Identify the customers main complaint.
Dont make excuses.
CUSTOMERS FOR LIFE
Winning customers confidence is only the first step towards building a life
long relationship.
For this dealership must lose touch with the customer. They get in touch
with the customer at least once in three months and visit him at least twice a
year.
Being out of sight is being out of mind. So dealership makes them feel
that they are always there to help them out.
By being constantly in touch with the customers, dealership tries to
find out their future plans to buy new cars or dispose off old ones.
Dealership also offers the customers a lucrative reference scheme
whenever they tell them about their friends and acquaintances who are
planning to buy a car.
Dealership maintains records and wish customers on their family
occasions and festivals. Make them special offers and send gifts.
34
7/27/2019 Gulzar Motor123
35/61
Also dealership keeps in touch by sending the customers information
about promotional schemes from time to time and launching of new
products and services and maintains public relations.
In order to strengthen the brand equity of Maruti Suzuki also sends
them mailers containing photocopies of positive news and reviews on
Maruti products and results of car ranking by independent rating
agencies.
CUSTOMER MEETS
Organizing customer meet in improving SSI, helps in introducing the
workshop staff to the customers and also helps in getting referrals. For
this dealership organize a customer meet on holiday/Saturday/Sunday.
Basically dealership arranges it at the dealership itself so that it also
attracts other customers.
Customers who have purchased a car from the dealership within the last
1-2 months are invited for the meet.
INVITING CUSTOMERS FOR MEET
An invitation letter is sent to all the customers, 10 days before the
event.
Dealership provides a gift hamper to all the participants in the
customer meet. The gift hamper also contains small gifts for kids. The gift hamper
is attractively gift wrapped and given to the customers during the
customer meet upon surrendering of a coupon, which is sent to
35
7/27/2019 Gulzar Motor123
36/61
customers along with the letter. The idea behind a gift hamper to
all the customers is to motivate them.
Also dealership during the confirmation can try to know the
specific queries which each customer would like to take up during
meet.
DURING THE CUSTOMER MEET
At the scheduled time, GM starts the proceedings of the meet by thanking all
the customers for coming to the customer meet. It is followed by a
presentation of around 40-45 minutes. It covers the areas like-
Tips for improving fuel efficiency.
Tips on maintenance of the car.
Warranty policy.
Service schedule.
Information regarding extended warranty and true value.
Driving tips.
INTERACTIVE SESSION
After presentation, interactive session is of around 30 minutes to 1 hour.
Customers are asked to give feedback about their sales and delivery
experience at the showroom.
36
7/27/2019 Gulzar Motor123
37/61
7/27/2019 Gulzar Motor123
38/61
BENEFITS OF CUSTOMER MEET
Dealership can get first hand feedback about this performance during
the sales and delivery process. Based on this feedback form,
corrective action can be taken.
This provides a chance to the dealership to satisfy the customers who
have a complaint with the sales and delivery process. This also helps
the dealership in improving SSI.
Dealership also provides reference form to customers during party in
which they mention their friends/relatives who are willing to purchase
the car.
Since the workshop is also present at the customer meet, it gives an
opportunity to the workshop staff to start the process of relationship
building with the customers. This also helps in further improving the
chances of the customer coming back to the dealership workshop for
servicing his/her vehicle and hence increasing the service load.
Dealership also gets first hand feedback from the customers about the
product. The customers perception about promotional campaigns,
competition etc.
This meet is also beneficial to the customers in many ways.
Customers can ask for any query related to their product and
documentation.
38
7/27/2019 Gulzar Motor123
39/61
CHAPTER-4
OBJECTIVES OF THE STUDY
To study the history and achievements of Gulzar Motors.
My objective is to deepen my knowledge in studying organization
behavior and how it works.
I also want to study what efforts Gulzar Motors are making to satisfy
their customers.
To study the customer satisfaction with respect to the CRM practices
followed by selected Motors Companies.
How Company existing growing profits and spent good deal of their
treasure, time and talent in searching new customers.
The point in not only getting new customers but also to keep existing
customers i.e. to retain the customers.
39
7/27/2019 Gulzar Motor123
40/61
CHAPTER-5
RESEARCH METHODOLOGY
MEANING OF RESEARCH
Research refers to a search for knowledge. It can also be defined as a
scientific and systematic search for relevant information on a topic. Infact it
is an art of scientific investigation. Research methodology is prepared to
describe not only the research procedure and method adopted for the
achievement of the project but also the logic behind the use of this method
so that the result can be capable of being evaluated by the others. Its main
aim is keep the research on the right track. It includes research design,
sampling procedure, and method of data collection and analysis procedure
pertaining to the act.
SURVEY METHOD:
The survey method was selected to obtain the needed information by asking
the questions to the respondents through the questionnaire developed.
Surveys are generally conducted both in qualitative and quantitative
researches. After decision about the sampling, the questionnaire was
designed and the respondents were conducted to answer the questions. This
process of getting the answers is known as interviewing.
Two significant factors affects the effectiveness of a survey method is:
40
7/27/2019 Gulzar Motor123
41/61
Wording of questionnaire (it must be such that it extract desired
information accurately and unbiased.)
Ability and willingness of the respondent to give accurate and
unbiased information.
SOURCE OF DATA COLLECTION
Data or information is important tool for success of the study; moreover it
reduces uncertainty in decision- making process. In order to make
meaningful research a suitable methodology has been adopted. Bothprimary and secondary sources have been used in order to collect vital
information about the respective study.
PRIMARY SOURCE
Maximum data collected in the study is primary data, which is collected
through survey through questionnaire.
SECONDARY SOURCE
In this study the secondary data is collected through internet sites, book,
journals and newspaper.
SAMPLING TECHNIQUE
A sample of 50 respondents was chosen based on convenient sampling
technique.
41
7/27/2019 Gulzar Motor123
42/61
CONVENIENT SAMPLING TECHNIQUE
It is used in exploratory research where the researcher is interested in getting
an inexpensive approximation of the truth. As the name implies, the sample
is selected because they are convenient. This non- probability method is
often used during preliminary research efforts to get estimate of the results,
without incurring the cost or time required to select a random sample.
42
7/27/2019 Gulzar Motor123
43/61
CHAPTER-6
ANALYSIS AND INTERPRETATION
Q.1. When you go to showroom the person deal with you is
knowledgeable?
Strongly disagree - 0%
Disagree - 30%
Neither or nor agree - 50%
Agree - 20%
Strongly agree - 0%
0%30%
50%
20% 0%
Strongly disagree
Disagree
Neither or noragree
Agree
Strongly Agree
INTERPRETATION
From the above data shows that 50% respondents thinks that the person
he/she dealing with us are neither or nor knowledgeable and 30%
respondents disagree with sales person respectively.
43
7/27/2019 Gulzar Motor123
44/61
Q.2. Display of merchandise is attractive?
Yes 80%
No 20%
INTERPRETATION
From the above data shows that 80% respondents says yes and 20%
respondents says 20%.
44
7/27/2019 Gulzar Motor123
45/61
Q.3. Availability of the product?
Yes 90%
No 10%
INTERPRETATION
From the above data shows that 90% respondents agree with availability of
the products and 10% not agreed.
45
7/27/2019 Gulzar Motor123
46/61
Q.4. Vehicle in good conditions?
Yes 95%
No 5%
INTERPRETATION
From the above data shows that 95% respondents says yes and 5%
respondents says 20%.
46
7/27/2019 Gulzar Motor123
47/61
Q.5. Is the Gulzar Motors give you attractive discounts offers?
Yes 45%
No 55%
INTERPRETATION
From the above data shows that 45% respondents satisfied with Gulzarmotors Discount offers. But 55% respondents are dissatisfied.
47
7/27/2019 Gulzar Motor123
48/61
Q.6. Is the dcor of the waiting area is pleasing?
Strongly disagree - 5%
Disagree - 15%
Neither or nor agree - 50%
Agree - 30%
Strongly agree - 0%
5%15%
50%
30%0%
Strongly disagree
Disagree
Neither or nor
agree
Agree
Strongly Agree
INTERPRETATION
From the above data shows that 50% respondents thinks that the dcor of
waiting is pleasing has neither or nor knowledgeable and 30% respondents
satisfied with place respectively.
48
7/27/2019 Gulzar Motor123
49/61
Q.7. Is the Gulzar Motor offering for a test drive?
YES 100%
NO 0%
INTERPRETATION
From the above data shows that 100% respondents satisfied with Gilzar
Motors.
49
7/27/2019 Gulzar Motor123
50/61
Q.8. Post Sales follow ups are done regularly?
Yes 100%
No 0%
INTERPRETATION
From the above data shows that 100% respondenta satisfied with Gulzar
Motors.
50
7/27/2019 Gulzar Motor123
51/61
Q.9. Is Gulzar Motors gives the Responds to complaints quickly?
Yes 70%
No 30%
INTERPRETATION
From the above data shows that 70% respondents satisfied with Gulzar
response.
51
7/27/2019 Gulzar Motor123
52/61
Q.10. What is your overall opinion about Gulzar Motors?
Very Bad 5%
Bad 20%
Neither Bad nor Good 40%
Good 30%
Very Good 5%
5%20%
40%
30%
5%
Very Bad
Bad
Neither Bad nor
Good
Good
Very Good
INTERPRETATION
From the above data shows that mostly respondents falls in the category as
neither or nor, good, bad, but very bad and very good both are same.
52
7/27/2019 Gulzar Motor123
53/61
CHAPTER-7
FINDINGS
Dealerships responsibility is not limited to sales satisfaction but also
to provide satisfaction to the customers.
Dealership efforts are not only getting new customers but also to keep
existing customers.
I also found that customers complaints is not only the fault of
dealership but sometimes customers are also responsible for it due to
some reasons.
(Incomplete documents specific delivery time).
Provide proper services.
53
7/27/2019 Gulzar Motor123
54/61
CHAPTER-8
LIMITATIONS
Lack of Time: The study was taken in 4-6 weeks.
Limited Working area.
No body bothers about feedback form after delivery.
Not possible to have a face to face interview as customers do not
interact after delivery of the car.
Some time party was not present at the time of services.
54
7/27/2019 Gulzar Motor123
55/61
CHAPTER-9
SUGGESTIONS FOR DEALERSHIP
Lack of cooperation with customers.
Not proper atmosphere for solve the problem properly.
One way communication from the way of staff.
Cars should be pre-inspected by senior supervisor before delivery of
the car.
Service advisor must be present at the time of every car delivery.
There should be a separate department foe each segment (product
wise).
Only top models (fully loaded cars ) should be displayed in the
showroom so that customers can be influenced in a better day.
55
7/27/2019 Gulzar Motor123
56/61
SUGGESTIONS FOR CUSTOMERS
Customers should be punctual for the car delivery.
All the documents related to finance must be available on time so that
dealership can complete the car delivery process as soon as possible.
If customers are signing the delivery commitment checklist, they
should not blame DSEs for it as DSEs do not have the authority for
extra discount.
56
7/27/2019 Gulzar Motor123
57/61
CHAPTER - 10
CONCLUSION
The above graph indicates that 21% customers are satisfied while 79% are
dissatisfied with the dealership which is mainly attributed to the complaints
as enumerated above.
57
7/27/2019 Gulzar Motor123
58/61
Chapter-11
BIBLIOGRAPHY
Books & Magazine
a) OUTLOOK BUSINESS (9TH FEB, 2011)
b) BUSINESS STANDARD ( 18TH FEB, 2011)
4PS OF BUSINESS AND MARKETING ( 28TH MARCH, 2011)
www.gulzarmotors.com
www.muruticare.com
58
http://www.gulzarmotors.com/http://www.muruticare.com/http://www.gulzarmotors.com/http://www.muruticare.com/7/27/2019 Gulzar Motor123
59/61
Chapter-12
QUESTIONNAIRE
Name ______
Age ______
Occupation ______
Sex Male/ Female
Income status ______
Address ______
Q.1. When you go to showroom the person deal with you is
knowledgeable?
Strongly disagree ____________
Disagree ____________
Neither or nor agree ____________
Agree ____________
Strongly agree ____________
Q.2. Display of merchandise is attractive?
Yes ____________
No ____________
Q.3. Availability of the product?
59
7/27/2019 Gulzar Motor123
60/61
Yes ____________
No ____________
Q.4. Vehicle in good conditions?
Yes ____________
No ____________
Q.5. Is the Gulzar Motors give you attractive discounts offers?
Yes ____________
No ____________
Q.6. Is the Dcor of the waiting area is pleasing?
Strongly disagree ____________
Disagree ____________
Neither or nor agree ____________
Agree ____________
Strongly agree ____________
Q.7. Is the Gulzar Motor offering for a test drive?
Yes ____________
No ____________
Q.8. Post Sales follow ups are done regularly?Yes ____________
No ____________
60
7/27/2019 Gulzar Motor123
61/61
Q.9. Is Gulzar Motors gives the Responds to complaints
quickly?
Yes ____________
No ____________
Q.10. What is your overall opinion about Gulzar Motors?
Very Bad ____________
Bad ____________
Neither Bad nor Good ____________
Good ____________
Very Good ____________
THANK YOU