Crm in Maruti

Powerful Essays
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

Great Lakes Institute of Management, Chennai

(FT12416)
(FT12417)
(FT12455)
(FT12462)
(FT12467)

1

Index
Page
1.0

Introduction

3

2.0

Various Technologies at Maruti Suzuki

4

Level of CRM
3.0

5

3.1

Data base

5

3.2.

Direct marketing-Data analysis

6

3.3

Cross-selling of various value added services

6

3.4
4.0

Analytical CRM

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

Operational CRM

8

4.1

Campaign management for promoting the special offers

10

4.2

SX4 Pre-launch Campaign management on MSD CRM 4.0

10

4.3

Insights for Dealer Development Division (DDD) & used car division (TRUE
VALUE)

10

4.4

Loyalty card implementation (Auto card)

11

5.0

Strategic CRM

11

6.0

Philosophical CRM

12

7.0

Challenges addressed by MS Dynamics CRM 4.0

14

8.0

Future challenges of Maruti’s CRM

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



References: http://www.marutisuzuki.com/ http://www.marutisuzuki.com/showroom.aspx http://en.wikipedia.org/wiki/Maruti_Suzuki www.hcltech.com www.microsoft.com Customer relationship management, a database approach, V Kumar, Werner J. Reinartz -----------------------------END------------------------------------- Great Lakes Institute of Management, Chennai 15

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