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Automobile

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Submitted By rishalmech86
Words 3095
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Customer Relationship Management at Maruti Suzuki

Submitted on 20-Feb-2012 Group#08 (Section B) Basu Agarwal Bikram Satapathy Saloni Goel Shruti Mishra Srinivas Dhenuvukonda (FT12416) (FT12417) (FT12455) (FT12462) (FT12467)

Great Lakes Institute of Management, Chennai

1

Index
Page 1.0 2.0 Introduction Various Technologies at Maruti Suzuki Level of CRM 3.0 Analytical CRM 3.1 3.2. 3.3 3.4 4.0 Data base Direct marketing-Data analysis Cross-selling of various value added services 5 5 6 6 3 4

Customer Retention for Service at dealers, satisfaction, thereby, sales retention for the future 7 8 10 10 10

Operational CRM 4.1 4.2 4.3 4.4 Campaign management for promoting the special offers SX4 Pre-launch Campaign management on MSD CRM 4.0 Insights for Dealer Development Division (DDD) & used car division (TRUE VALUE) Loyalty card implementation (Auto card) 11

5.0 6.0 7.0 8.0

Strategic CRM Philosophical CRM Challenges addressed by MS Dynamics CRM 4.0 Future challenges of Maruti’s CRM

11 12 14 14

Great Lakes Institute of Management, Chennai

2

1.0 Introduction
Maruti Suzuki is the Indian passenger car market leader for several decades. It has crossed the 10 million cumulative domestic sales mark here today. It is the only automobile company in India to cross this milestone. The Company, which had rolled out its first car in December 1983, attained 5 million domestic sales in February 2006. The next 5 million domestic sales have been achieved in six years. The 10 millionth vehicles, a Red Swift Vxi, was dispatched to Coimbatore on February 9th, 2012 from the Company's Manesar plant. While Maruti 800 and Omni powered sales for almost two decades, the Alto has been India's best-selling car for the last over 7 years. In recent years, the success of WagonR and Swift, among others, has accelerated the Company's progress towards the 10 million...

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