Crm in Maruti

8/9/2019 Crm in Maruti

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A PROJECT REPORTON

MARUTI SUZUKI

”Study on Customer RelationshiMana!ement”

"IPU#MA$ARAJA A%RASEN INSTITUTE O&

MANA%EMENT STU'IES

(A&&I#IATE' TO %URU %O)IN' SIN%$

IN'ARAPRAST$A UNI"ERSIT*+

http://www.marutiudyog.com/index.asp


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A PROJECT REPORTON

MARUTI SUZUKI

Pro,e-t !uide. Amit %utaSu/mitted /y. "iulRoll no.

Enrollment no.Pro!ramme. )0)0A0 (%en+

Semester.

MA$ARAJA A%RASEN INSTITUTE O&MANA%EMENT STU'IES

%URU %O)IN' SIN%$ IN'RAPRAST$AUNI"ERSIT*



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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

recognied and acknowledged in the te!t of the report.

Mr. Amit Gupta

"#nternal project guide$



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PRE&ACE

%he world of marketing is moving more rapidly than

ever! %he intelligent and successful people



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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



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INTRODUCTION

ORGANIZATION OVERVIEW

• Maruti Udyog Limited (MUL) wa eta!"i#ed i$ Fe! %&'%t#roug# a$ At o Par"iame$t* to meet t#e growi$g dema$d o a

+ero$a" mode o tra$+ort aued !y t#e "a, o a$ eiie$t

+u!"i tra$+ort ytem

• Su.u,i Motor Com+a$y wa #oe$ rom e/e$ +ro+eti/e

+art$er wor"dwide T#i wa due $ot o$"y to t#eir u$di+uted

"eader#i+ i$ ma"" ar !ut a"o to t#eir ommitme$t to ati/e"y

!ri$g to MUL o$tem+orary te#$o"ogy a$d 0a+a$ee

ma$ageme$t +ratie (w#i# #ad ata+u"ted 0a+a$ o/er USA

to t#e tatu o t#e to+ auto ma$uaturi$g ou$try i$ t#e

wor"d)



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• A "ie$e a$d a 0oi$t 1e$ture agreeme$t wa ig$ed

!etwee$ 2o/t o 3$dia a$d Su.u,i Motor Com+a$y ($ow Su.u,i

Motor Cor+oratio$ o 0a+a$) i$ Ot %&'4

T#e o!5eti/e o MUL t#e$ were6

• Moder$i.atio$ o t#e 3$dia$ Automo!i"e 3$dutry

• Produtio$ o ue"-eiie$t /e#i"e to o$er/e

are reoure

Produtio$ o "arge $um!er o motor /e#i"e w#i# wa

$eeary or eo$omi growt#

O! V"#"$%



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Te#$o"ogia" Ad/a$tage

• 7e #a/e i$trodued t#e u+erior %8 9 : Hy+erte# e$gi$e

aro t#e e$tire Maruti Su.u,i ra$ge T#i $ew te#$o"ogy

#ar$ee t#e +ower o a !rai$y %8-!it om+uter to a ue"-

eiie$t :-/a"/e e$gi$e to reate o+timum e$gi$e de"i/ery T#i

mea$ e/ery Maruti Su.u,i ow$er get t#e idea" om!i$atio$ o

+ower a$d +erorma$e rom #i ar

• Our ot#er i$$o/atio$ #a !ee$ t#e i$trodutio$ o E"etro$i

Power Steeri$g (EPS) i$ e"et mode" T#i reu"t i$ !etter

a$d greater ma$eu/era!i"ity 3$ ot#er word* our ar #a/e

!eome e/e$ more +"eaura!"e to dri/e

P!$&'("$% )R * D

• S+read o/er a +raw"i$g 4&; are wit# < u""y-i$tegrated

+rodutio$ ai"itie* t#e Maruti Udyog P"a$t #a a"ready ro""ed

out o/er :< mi""io$ /e#i"e 3$ at* o$ a$ a/erage* two

/e#i"e ro"" out o t#e atory e/ery mi$ute A$d it ta,e o$ a$

a/erage* 5ut %: #our to ma,e a ar More im+orta$t"y* wit# a$

i$redi!"e ra$ge o %% mode" a/ai"a!"e i$ => /aria$t* t#ere? a

Maruti Su.u,i made #ere to it e/ery ar-!uyer? !udget A$d

dream



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PRODUCTION MILESTONES

i) %t /e#i"e +rodued* Deem!er %&'<

ii) %*>>*>>> /e#i"e +rodued !y Augut* %&'8

iii) =*>>*>>> /e#i"e +rodued !y 0u$e* %&&>

i/) %t /e#i"e +rodued* Deem!er %&'<

/) %*>>*>>> /e#i"e +rodued !y Augut* %&'8

/i) =*>>*>>> /e#i"e +rodued !y 0u$e* %&&>

/ii) %>*>>*>>> /e#i"e +rodued !y Mar#* %&&:

/iii) %=*>>*>>> /e#i"e +rodued !y A+ri"* %&&8

i@) 4>*>>*>>> /e#i"e +rodued !y Oto!er* %&&;

@) 4=*>>*>>> /e#i"e +rodued !y Mar#* %&&&

@i) *>>*>>> /e#i"e +rodued !y 0u$e* 4>>>

@ii) >*>>> /e#i"e +rodued !y Deem!er 4>>%

@iii) :>*>>*>>> /e#i"e +rodued !y A+ri"* 4>><

@i/) :=*>>*>>> /e#i"e +rodued !y A+ri"* 4>>:



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MILESTONES

2++5

• T#e itiet# "a,# ar ro"" out i$ A+ri"* 4>>=

• 2rowt# i$ o/era"" a"e !y %='

2++4

• Bew ($o$ AC) /aria$t o A"to

• A"to !eome 3$dia? $ew !et e""i$g ar

• LP2 /aria$t o ?Om$i Cargo?

• 1era =-eater* a $ew /aria$t

• a"e$o Li* a $ew /aria$t

• Maruti "oed t#e i$a$ia" year 4>>: wit# a$ a$$ua" a"e o

:;4%44 u$it* t#e #ig#et e/er i$e t#e om+a$y !ega$

o+eratio$ 4> year ago

2++3

• Bew Su.u,i 2ra$d 1itara L-;

• Redeig$ed a$d a""-$ew e$• Bew u+graded 7ago$R

• E$ter i$to +art$er#i+ wit# State a$, o 3$dia

• Produtio$ o : mi""io$t# /e#i"e Lited o$ SE a$d BSE ater a

+u!"i iue o/eru!ri!ed %> time



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2++2

• 7ago$R Pride

• Eteem Diee" A"" ot#er /aria$t u+graded

• Maruti 3$ura$e Two $ew u!idiarie tarted6 Maruti

3$ura$e Ditri!utor Ser/ie a$d Maruti 3$ura$e ro,er

Limited

• A"to S+i$ Li* wit# e"etro$i +ower teeri$g

• S+eia" editio$ o Maruti '>>* 3$diaG irt o"our-oordi$ated

ar

• Maruti True /a"ue i$ Mum!ai

• Maruti Fi$a$e i$ Mum!ai wit# %> i$a$e om+a$ie

• Su.u,i Motor Cor+oratio$ (SMC) i$reae it ta,e i$

Maruti to =:4 +ere$t

2++1

• e$ Li

•

• Maruti True 1a"ue "au$#ed i$ a$ga"ore a$d De"#i

•

Maruti 1era* 3$diaG irt "u@ury MP1• A"to S+i$ Li* wit# e"etro$i +ower teeri$g

• A"to 1@i

• Cutomer i$ormatio$ e$ter "au$#ed i$ Hydera!ad*a$ga"ore a$d C#e$$ai

• Lau$# o /era



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2+++

• Firt ar om+a$y i$ 3$dia to "au$# a Ca"" Ce$ter

• Bew A"to

• A"tura* a "u@ury etate ar

• 3DTR (3$titute o Dri/i$g Trai$i$g a$d Reear#) "au$#ed

5oi$t"y wit# t#e De"#i go/er$me$t to +romote ae dri/i$g #a!it

1

• Maruti '>> E ( ;&8* #at#!a, ar)

• e$ L (&&


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1

• %&&' Eteem (%4&&* < !o@ ar) L* 1 a$d A

• Bew Maruti '>> (;&8*#at#!a, Car) Sta$dard a$d De"u@e

• Produed t#e 4 mi""io$t# /e#i"e i$e t#e omme$eme$t o

+rodutio$

16

• 2y+y (E) (&;>* :7D ' eater)

• Om$i (E) (;&8* MU1* ' eater)

• 2y+y Ii$g (%4&'* :7D* o road /e#i"e)

• e$ Automati (&&>*>>> u$it



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1-6

• Maruti '>> ( Bew Mode"-;&8* #at#!a, Car)

• Produed %>>*>>> /e#i"e (umu"ati/e +rodutio$)

1-5

• Lau$# o Maruti 2y+y (&;>* :7D o-road /e#i"e)

1-4

• Om$i* a ;&8 MU1

• 3$ta""ed a+aity rea#ed :>*>>> u$it

1-3

• Maruti '>>* a ;&8 #at#!a,* 3$diaG irt aorda!"e ar

• Produtio$ wa tarted u$der 01A

1-2

• Lie$e a$d 01 agreeme$t ig$ed !etwee$ Maruti Udyog

Ltd a$d SMC o 0a+a$

1-1

• Maruti Udyog Ltd wa i$or+orated u$der t#e +ro/iio$ o

t#e 3$dia$ Com+a$ie At* %&=8



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2++5

• Bum!er o$e i$ 0D Power SS3 or t#e eo$d o$euti/e

year

• Bum!er o$e i$ 0D Power CS3 or t#e i@t# time i$ a row - t#e

o$"y ar to wi$ it o ma$y time M'>>* 7ago$R a$d Swit

to++ed t#eir egme$t i$ t#e TBS Tota" Cutomer

Satiatio$ Study

• Leader#i+ i$ t#e 0D Power 3$itia" Jua"ity Study - A"to

$um!er o$e i$ it egme$t or t#e 4$d time i$ a row* Eteem

$um!er o$e i$ it egme$t or t#e =• Maruti !agged t#e Ma$uaturer o t#e year award rom

Autoar-CBC (4$d time i$ a row)-Fe! >=

• Firt 3$dia$ ar ma$uaturer to rea# = mi""io$ /e#i"e

a"e

• ui$e 7or"d ra$, Maruti amo$g to+ i/e mot re+eted

om+a$ie i$ 3$dia-Ot >:

• Maruti ra$,ed amo$g to+ te$ (Ra$,;) gree$et om+a$ie i$

3$dia !y

• ui$e Today - Se+ ?>:



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WHY MARUTI SUZUKI

T0 "( A&%(7

• Maruti Su.u,i ow$er e@+erie$e ewer +ro!"em wit# t#eir

/e#i"e t#a$ a$y ot#er ar ma$uaturer i$ 3$dia (0D Power 3JS

Study 4>>:) T#e A"to wa #oe$ Bo% i$ t#e +remium om+at

ar egme$t a$d t#e Eteem i$ t#e e$try "e/e" mid - i.e ar

egme$t aro & +arameter

• T#e 0D Power APEAL Study 4>>: +ro"aimed t#e 7ago$ R $o %

i$ t#e +remium om+at ar egme$t a$d t#e Eteem Bo% i$ t#e

e$try "e/e" mid - i.e ar egme$t T#i tudy meaure ow$er i$

term o deig$* o$te$t* "ayout a$d +erorma$e o /e#i"e aro

' +arameter

A B"%7 E89!"%' L": N$ O(0!

• Maruti Su.u,i #a a a"e $etwor, o ; tate-o -t#e-art

#owroom aro %'& itie* wit# a wor,ore o o/er 8>>> trai$ed

a"e +ero$$e" to guide our utomer i$ i$di$g t#e rig#t ar Our

#ig# a"e a$d utomer are ta$dard "ed u to a#ie/e t#e Bo%

$ame+"ate i$ t#e 0D Power SS3 Study 4>>:



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T0 L$; C$#( M"%(%%' A&%(7

• T#e aNuiitio$ ot i u$ortu$ate"y $ot t#e o$"y ot you

ae w#e$ !uyi$g a ar A"t#oug# a ar may !e aorda!"e to

!uy* it may $ot $eeari"y !e aorda!"e to mai$tai$* a

ome o it regu"ar"y ued +are +art may !e +ried Nuite

tee+"y Bot o i$ t#e ae o a Maruit Su.u,i 3t i i$ t#e

eo$omy egme$t t#at t#e aorda!i"ity o +are i mot

om+etiti/e* a$d it i #ere w#ere Maruti Su.u,i #i$e

L$;#( C$#( $< O;%!#0"9

• T#e #ig#et atiatio$ rati$g wit# regard to ot o

ow$er#i+ amo$g a"" mode" are a"" Maruti Su.u,i /e#i"e6

e$* 7ago$ R* Eteem* Maruti '>>* A"to a$d Om$i 7e are

+roud to #a/e t#e "owet ot o o+eratio$,m (amo$g +etro"

/e#i"e) - t#e to+ = mode" are a"" Maruti Su.u,i mode"6

Maruti '>>* A"to* e$* Om$i a$d 7ago$ R



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MARUTI CULTURE

Our em+"oyee are our greatet tre$gt# a$d aet 3t i t#i

u$der"yi$g +#i"oo+#y t#at #a mou"ded our wor,ore i$to a team wit#ommo$ goa" a$d o!5eti/e Our Em+"oyee-Ma$ageme$tre"atio$#i+ i t#ereore #arateri.ed !y6

• Partii+ati/e Ma$ageme$t• Team wor, Iai.e$• Commu$iatio$ a$d i$ormatio$ #ari$g• O+e$ oie u"ture or eay aei!i"ity

To im+"eme$t t#i +#i"oo+#y* we #a/e ta,e$ e/era" meaure "i,e a"at orga$i.atio$a" truture T#ere are o$"y t#ree "e/e" o re+o$i!i"itie ra$gi$g rom t#e oard O Diretor* Di/iio$ Head toDe+artme$t Head Ot#er /ii!"e eature o t#i +#i"oo+#y are a$o+e$ oie* ommo$ u$iorm (at a"" "e/e")* a$d a ommo$ a$tee$or a""

T#i truture e$ure !etter ommu$iatio$ a$d +eedy deiio$

ma,i$g +roee 3t a"o reate a$ e$/iro$me$t t#at !ui"d trut*tra$+are$y a$d a e$e o !e"o$gi$g amo$gt em+"oyee



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PURPOSE OF RESEARCH STUDY

% RESEARCH STUDY4 SCOPE OF THE STUDY

To tudy a$d u$derta$d /ariou a+et o Cutomer re"atio$#i+

ma$ageme$t at MARUT3 SUUI3

SCOPE OF THE STUDY

T0"# #(& 8(% "(# =90#"# $% #(&"%7 !"$#

'$%$="' , #$'" , 7$7!90"' %& 9$"("' #9'(# $


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RESEARCH METHODOLOGY

% TOOLS OF RESEARCH

4 RESOURCE OF DATA

A Reear# Met#odo"ogy dei$e t#e +ur+oe o t#e reear#*

#ow it +roeed* #ow to meaure +rogre a$d w#at o$titute

ue wit# re+et to t#e o!5eti/e determi$ed or arryi$g

out t#e reear# tudy

T#e a++ro+riate reear# deig$ ormu"ated i detai"ed !e"ow

E89$!($! !#!'0@ t#i ,i$d o reear# #a t#e +rimary

o!5eti/e o de/e"o+me$t o i$ig#t i$to t#e +ro!"em 3t tudie

t#e mai$ area w#ere t#e +ro!"em "ie a$d a"o trie to e/a"uate

ome a++ro+riate oure o atio$

T#e reear# met#odo"ogy or t#e +ree$t tudy #a !ee$

ado+ted to re"et t#ee rea"tie a$d #e"+ rea# t#e "ogia"

o$"uio$ i$ a$ o!5eti/e a$d ie$tii ma$$er

T#e +ree$t tudy o$tem+"ated a$ e@+"oratory reear#



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NATURE OF DATA

• S'$%&! &(@ eo$dary data t#at i a"ready a/ai"a!"e a$d

+u!"i#ed it ou"d !e i$ter$a" a$d e@ter$a" oure o data

3$ter$a" oure6 w#i# origi$ate rom t#e +eii ie"d or area

w#ere reear# i arried out eg +u!"i# !roa#er* oiia"

re+ort et

• E8(!% #$!'@ T#i origi$ate outide t#e ie"d o tudy "i,e

!oo,* +eriodia"* 5our$a"* $ew+a+er a$d t#e 3$ter$et

DATA COLLECTION

• Seo$dary data #a !ee$ ued w#i# i o""eted t#roug#

arti"e* re+ort* 5our$a"* maga.i$e* $ew+a+er re+ort

+re+ared !y reear# #o"ar* u$i/eritie a$d i$ter$et

TOOLS AND TECHNIES

• A$a"yi o data #a !ee$ do$e wit# #e"+ o /ariou tatitia"

too" "i,e t#e ta!"e a$d gra+#

FEATURES OF CRM IMPLEMENTED



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t#e !ui$e mut !e re#a+ed to !e utomer

dri/e$

To !e eeti/e* t#e CRM +roe #a !ee$ i$tegrated wit# e$d-to-e$d

aro mar,eti$g* a"e* a$d utomer er/ie

T0 $>'("# $< CRM ( MARUTI@/

• To 3de$tiy utomer ue ator

• To Create a utomer-!aed u"ture

• To Ado+t utomer-!aed meaure

• To De/e"o+ a$ e$d-to-e$d +roe to er/e utomer

• To Reomme$d w#at Nuetio$ to a, to #e"+ a utomer o"/e

a +ro!"em

• To Reomme$d w#at to te"" a utomer wit# a om+"ai$t a!out a

+ur#ae

• To Tra, a"" a+et o e""i$g to utomer a$d +ro+et a

we"" a utomer u++ort

eore im+"eme$ti$g t#e CRM egme$t t#e ma$ageme$t at MARUT3

did a ur/ey to ide$tiy w#at +roi"e a+et it ee" are re"e/a$t to it

!ui$e* u# a w#at i$ormatio$ it $eed to er/e it utomer*

t#e utomer? +at i$a$ia" #itory* t#e eet o t#e CRM egme$t

a$d w#at i$ormatio$ i $ot ueu" ei$g a!"e to e"imi$ate u$wa$ted

i$ormatio$ i a "arge a+et o im+"eme$ti$g CRM ytem

ARCHITECTURE OF CRM AT MARUTI

http://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Saleshttp://en.wikipedia.org/wiki/Customer_servicehttp://en.wikipedia.org/w/index.php?title=End-to-end_process&action=edithttp://www.marutiudyog.com/index.asphttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Saleshttp://en.wikipedia.org/wiki/Customer_servicehttp://en.wikipedia.org/w/index.php?title=End-to-end_process&action=edit


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!a,-e$d a++"iatio$ are !ei$g +ro/ided a$d ati/itie

wit# utomer are !ei$g doume$ted or urt#er reere$e

O+eratio$a" CRM +ro/ide t#e o""owi$g !e$eit6

• De"i/er +ero$a"i.ed a$d eiie$t mar,eti$g* a"e* a$d er/ie

t#roug# mu"ti-#a$$e" o""a!oratio$

• E$a!"e a -degree /iew o t#e utomer w#i"e you are

i$terati$g wit# t#em

• Sa"e +eo+"e a$d er/ie e$gi$eer a$ ae om+"ete #itory o

a"" utomer i$teratio$ wit# t#e om+a$y* regard"e o t#e tou#

+oi$t

T#e o+eratio$a" +art o CRM ty+ia""y i$/o"/e t#ree ge$era" area o

!ui$e at Maruti6

Sales force a!o"a!#o$ %SFA&

• SFA automate t#e ritia" a"e a$d a"e ore ma$ageme$t

u$tio$ o Maruti* ie* "eadaou$t ma$ageme$t* o$tat

ma$ageme$t* Nuote ma$ageme$t* oreati$g* a"eadmi$itratio$* ,ee+i$g tra, o utomer +reere$e* !uyi$g

#a!it* a$d demogra+#i* a we"" a +erorma$e ma$ageme$t

SFA too" are deig$ed to im+ro/e ie"d a"e +roduti/ity Iey

http://en.wikipedia.org/wiki/Saleshttp://en.wikipedia.org/w/index.php?title=Sales_force_management&action=edithttp://en.wikipedia.org/wiki/Demographicshttp://en.wikipedia.org/wiki/Performance_managementhttp://www.marutiudyog.com/index.asphttp://en.wikipedia.org/wiki/Saleshttp://en.wikipedia.org/w/index.php?title=Sales_force_management&action=edithttp://en.wikipedia.org/wiki/Demographicshttp://en.wikipedia.org/wiki/Performance_management


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i$ratruture reNuireme$t o SFA are mo!i"e

y$#ro$i.atio$ a$d i$tegrated +rodut o$iguratio$

C#($=! #!"' %& #99$!( CSS

• CSS at Maruti automate t#e er/ie reNuet* om+"ai$t* +rodut

retur$* a$d i$ormatio$ reNuet T#e i$ter$a" #e"+ de, a$d

i$!ou$d a""-e$ter u++ort or utomer i$Nuirie #a/e !ee$

e/o"/ed i$to t#e utomer i$teratio$ e$ter (C3C)* ui$g mu"ti+"e

#a$$e" (7e!* +#o$ea@* ae-to-ae* ,io,* et) Iey

i$ratruture reNuireme$t o CSS i$"ude om+uter te"e+#o$y

i$tegratio$ (CT3) w#i# +ro/ide #ig# /o"ume +roei$g a+a!i"ity*

a$d re"ia!i"ity

E%(!9!"# =!:("%7 ($=("$% EMA

• EMA o t#e om+a$y +ro/ide i$ormatio$ a!out t#e !ui$e

e$/iro$me$t* i$"udi$g om+etitor o Maruti* i$dutry tre$d* a$d

maro e$/iro$me$ta" /aria!"e 3t i t#e e@eutio$ ide o am+aig$

a$d "ead ma$ageme$t T#e i$te$t o EMA a++"iatio$ i to im+ro/e

mar,eti$g am+aig$ eiie$ie Fu$tio$ i$"ude demogra+#i

http://en.wikipedia.org/wiki/Computer_telephony_integrationhttp://en.wikipedia.org/wiki/Computer_telephony_integrationhttp://en.wikipedia.org/wiki/Environmental_scanninghttp://www.marutiudyog.com/index.asphttp://en.wikipedia.org/wiki/Computer_telephony_integrationhttp://en.wikipedia.org/wiki/Computer_telephony_integrationhttp://en.wikipedia.org/wiki/Environmental_scanning


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a$a"yi* /aria!"e egme$tatio$* a$d +rediti/e

mode"i$g our o$ t#e a$a"ytia" (ui$e 3$te""ige$e) ide

• 3$tegrated CRM otware i ote$ a"o ,$ow$ a ro$t oie

o"utio$ O Maruti* T#i i !eaue t#ey dea" diret"y wit# t#e

utomer o t#e om+a$y

• Maruti ue CRM otware to tore a"" o t#eir utomer? detai"

7#e$ a utomer a"" at maruti* t#e ytem i ued to retrie/e a$d

tore i$ormatio$ re"e/a$t to t#e utomer y er/i$g t#e utomer

Nui,"y a$d eiie$t"y* a$d a"o ,ee+i$g a"" i$ormatio$ o$ a

utomer i$ o$e +"ae* a t#e ma$ageme$t at Maruti aim to ma,e

ot a/i$g* a$d a"o e$ourage $ew utomer

ANALYTICAL CRM

3$ a$a"ytia" CRM* data gat#ered wit#i$ o+eratio$a" CRM a$dor ot#er

oure are a$a"y.ed to egme$t utomer or to ide$tiy +ote$tia" toe$#a$e "ie$t re"atio$#i+ Cutomer a$a"yi ty+ia""y "ead totargeted am+aig$ to i$reae #are o utomer? wa""et E@am+"eo Cam+aig$ direted toward utomer are6

• ANuiitio$6 Cro-e""* u+-e""

http://en.wikipedia.org/wiki/Front_officehttp://www.marutiudyog.com/index.asphttp://en.wikipedia.org/wiki/Front_office


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• Rete$tio$6 Retai$i$g utomer w#o "ea/e due to

maturity or attritio$

• 3$ormatio$6 Pro/idi$g time"y a$d regu"ar i$ormatio$ to

utomer a!out Maruti

• Modiiatio$6 A"teri$g detai" o t#e tra$atio$a" $ature o t#e

utomer? re"atio$#i+

A$a"yi ty+ia""y o/er !ut i $ot "imited to6

• Deiio$ u++ort6 Da#!oard* re+orti$g* metri* +erorma$e

et• Prediti/e mode""i$g o utomer attri!ute

• Strategy a$d reear#

A$a"yi o Cutomer data re"ate to t#e o""owi$g a$a"ye6

• Cam+aig$ ma$ageme$t a$d a$a"yi

• Co$tat #a$$e" o+timi.atio$

• Co$tat O+timi.atio$

• Cutomer ANuiitio$ Reati/atio$ Rete$tio$

• Cutomer Segme$tatio$

• Cutomer Satiatio$ Meaureme$t 3$reae

• Sa"e Co/erage O+timi.atio$

• Fraud Detetio$ a$d a$a"yi



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• Fi$a$ia" Foreat

• Prii$g O+timi.atio$

• Produt De/e"o+me$t

• Program E/a"uatio$

• Ri, Aeme$t a$d Ma$ageme$t

Data o""etio$ a$d a$a"yi i /iewed a a o$ti$ui$g a$d iterati/e

+roe 3dea""y* !ui$e deiio$ are rei$ed o/er time* !aed o$

eed!a, rom ear"ier a$a"yi a$d deiio$ T#ereore* a ueu"

a$a"ytia" CRM +ro5et ta,e ad/a$tage o a data ware#oue to

+ro/ide uita!"e data

COLLABORATI'E CRM

Co""a!orati/e CRM ai"itate i$teratio$ wit# utomer t#roug# a""

#a$$e" (+ero$a"* "etter* a@* +#o$e* we!* e-mai") a$d u++ort o-

ordi$atio$ o em+"oyee team a$d #a$$e" 3t i a o"utio$ t#at !ri$g

+eo+"e* +roee a$d data toget#er o om+a$y a$ !etter er/e

a$d retai$ t#eir utomer

Co""a!orati/e CRM +ro/ide t#e o""owi$g !e$eit6

http://en.wikipedia.org/wiki/Data_warehousehttp://www.marutiudyog.com/index.asphttp://en.wikipedia.org/wiki/Data_warehouse


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CRM +rogram a$ im+ro/e utomer er/ie !y ai"itati$g

ommu$iatio$ i$ e/era" way 6

• Pro/ide +rodut i$ormatio$* +rodut ue i$ormatio$* a$d

te#$ia" aita$e o$ we! ite t#at are aei!"e 4: #our a

day* ; day a wee,

• 3de$tiy #ow ea# i$di/idua" utomer dei$e Nua"ity* a$d t#e$

deig$ a er/ie trategy or ea# utomer !aed o$ t#ee

i$di/idua" reNuireme$t a$d e@+etatio$

• Pro/ide a at me#a$im or ma$agi$g a$d #edu"i$g o""ow-

u+ a"e a"" to ae +ot-+ur#ae og$iti/e dio$a$e*

re+ur#ae +ro!a!i"itie* re+ur#ae time* a$d re+ur#ae

reNue$ie

• Pro/ide a me#a$im to tra, a"" +oi$t o o$tat !etwee$

utomer a$d t#e om+a$y* a$d do it i$ a$ i$tegrated way o

t#at a"" oure a$d ty+e o o$tat are i$"uded* a$d a"" uer

o t#e ytem ee t#e ame /iew o t#e utomer (redue

o$uio$)

• He"+ to ide$tiy +ote$tia" +ro!"em Nui,"y* !eore t#ey our

• Pro/ide a uer-rie$d"y me#a$im or regiteri$g utomer

om+"ai$t (om+"ai$t t#at are $ot regitered wit# t#e om+a$y

a$$ot !e reo"/ed* a$d are a ma5or oure o utomer

diatiatio$)

• Pro/ide a at me#a$im or #a$d"i$g +ro!"em a$d om+"ai$t

(om+"ai$t t#at are reo"/ed Nui,"y a$ i$reae utomer

atiatio$)



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• CRM te#$o"ogy a$ tra, utomer i$teret* $eed*

a$d !uyi$g #a!it a t#ey +rogre t#roug# t#eir "ie y"e* a$d

tai"or t#e mar,eti$g eort aordi$g"y T#i way utomer get

e@at"y w#at t#ey wa$t a t#ey #a$ge

• T#e te#$o"ogy a$ tra, utomer +rodut ue a t#e +rodut

+rogree t#roug# it "ie y"e* a$d tai"or t#e er/ie trategy

aordi$g"y T#ee way utomer get w#at t#ey $eed a t#e

+rodut age

• 3$ i$dutria" mar,et* t#e te#$o"ogy a$ !e ued to miro-egme$t

t#e !uyi$g e$tre a$d #e"+ oordi$ate t#e o$"iti$g a$d #a$gi$g

+ur#ae riteria o it mem!er

• 7#e$ a$y o t#e te#$o"ogy-dri/e$ im+ro/eme$t i$ utomer

er/ie (me$tio$ed a!o/e) o$tri!ute to "o$g-term utomer

atiatio$* t#ey a$ e$ure re+eat +ur#ae* im+ro/e utomer

re"atio$#i+* i$reae utomer "oya"ty* dereae utomer

tur$o/er* dereae mar,eti$g ot (aoiated wit# utomer

aNuiitio$ a$d utomer trai$i$g)* i$reae a"e re/e$ue* a$d

t#ere!y i$reae +roit margi$

• Re+eat +ur#ae* #owe/er* ome rom utomer atiatio$ -

w#i# i$ tur$ ome rom a dee+er u$derta$di$g o ea#

utomer* t#eir i$di/idua" !ui$e #a""e$ge a$d +ro+oi$g

o"utio$ or t#oe #a""e$ge rat#er t#a$ a o$e i.e it a""

a++roa#

• CRM otware e$a!"e a"e +eo+"e to a#ie/e t#i o$e o$ o$e

a++roa# to e""i$g a$d a$ automate ome e"eme$t o it /ia

tai"ora!"e mar,eti$g ommu$iatio$ Howe/er* a"" o t#ee

e"eme$t are ai"itated !y or or #uma$ to a#ie/e - CRM i



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t#ereore a om+a$y-wide attitude a mu# a a

otware o"utio$

PURPOSE OF RESEARCH STUDY

-RESEARCH STUDY



41/61

To tudy a$d u$derta$d /ariou a+et o Cutomer re"atio$#i+

ma$ageme$t at MARUT3 SUUI3

RESEARCH METHODOLOGY

(TOOLS OF RESEARCH (RESOURCE

OF DATA



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A Reear# Met#odo"ogy dei$e t#e +ur+oe o t#e

reear#* #ow it +roeed* #ow to meaure +rogre a$d w#at

o$titute ue wit# re+et to t#e o!5eti/e determi$ed or

arryi$g out t#e reear# tudy

T#e a++ro+riate reear# deig$ ormu"ated i detai"ed !e"ow

E@+"oratory reear#6 t#i ,i$d o reear# #a t#e +rimary

o!5eti/e o de/e"o+me$t o i$ig#t i$to t#e +ro!"em 3t tudie t#e

mai$ area w#ere t#e +ro!"em "ie a$d a"o trie to e/a"uate ome

a++ro+riate oure o atio$

T#e reear# met#odo"ogy or t#e +ree$t tudy #a !ee$ ado+ted

to re"et t#ee rea"tie a$d #e"+ rea# t#e "ogia" o$"uio$ i$ a$

o!5eti/e a$d ie$tii ma$$er

T#e +ree$t tudy o$tem+"ated a$ e@+"oratory reear#

NATURE OF DATA

• S'$%&! &(@ eo$dary data t#at i a"ready a/ai"a!"e a$d

+u!"i#ed it ou"d !e i$ter$a" a$d e@ter$a" oure o data 3$ter$a"

oure6 w#i# origi$ate rom t#e +eii ie"d or area w#ere

reear# i arried out eg +u!"i# !roa#er* oiia" re+ort et



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• E@ter$a" oure6 T#i origi$ate outide t#e ie"d o

tudy "i,e !oo,* +eriodia"* 5our$a"* $ew+a+er a$d t#e

3$ter$et

DATA COLLECTION

Seo$dary data #a !ee$ ued w#i# i o""eted t#roug# arti"e*

re+ort* 5our$a"* maga.i$e* $ew+a+er re+ort +re+ared !y

reear# #o"ar* u$i/eritie a$d i$ter$et

TOOLS AND TECHNI)ES

A$a"yi o data #a !ee$ do$e wit# #e"+ o /ariou tatitia" too"

"i,e t#e ta!"e a$d gra+#

FEATURES OF CRM IMPLEMENTED

AT

MARUTI



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CUSTOMER RELATIONSHIP MANAGEMENT (CRM)

C#($=! R("$%#0"9 M%7=%( (CRM)

• 3$"ude t#e met#odo"ogie* te#$o"ogy a$d a+a!i"itie t#at #e"+

a$ e$ter+rie ma$age utomer re"atio$#i+ T#e ge$era"

+ur+oe o CRM i to e$a!"e orga$i.atio$ to !etter ma$age t#eir

utomer t#roug# t#e i$trodutio$ o re"ia!"e ytem* +roee

a$d +roedure

IMPLEMENTING CRM

• Cutomer Re"atio$#i+ Ma$ageme$t i a or+orate "e/e" trategy

w#i# oue o$ reati$g a$d mai$tai$i$g "ati$g re"atio$#i+

wit# it utomer A"t#oug# t#ere are e/era" ommeria" CRM



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• To Create a utomer-!aed u"ture

• To Ado+t utomer-!aed meaure

• To De/e"o+ a$ e$d-to-e$d +roe to er/e utomer

• To Reomme$d w#at Nuetio$ to a, to #e"+ a utomer o"/e

a +ro!"em

• To Reomme$d w#at to te"" a utomer wit# a om+"ai$t a!out

a +ur#ae

• To Tra, a"" a+et o e""i$g to utomer a$d +ro+et a

we"" a utomer u++ort

eore im+"eme$ti$g t#e CRM egme$t t#e ma$ageme$t at

MARUT3 did a ur/ey to ide$tiy w#at +roi"e a+et it ee" are

re"e/a$t to it !ui$e* u# a w#at i$ormatio$ it $eed to er/e it

utomer* t#e utomer? +at i$a$ia" #itory* t#e eet o t#e

CRM egme$t a$d w#at i$ormatio$ i $ot ueu" ei$g a!"e to

e"imi$ate u$wa$ted i$ormatio$ i a "arge a+et o im+"eme$ti$g

CRM ytem

ARCHITECTURE OF CRM AT MARUTI

T#ere are t#ree +art o a++"iatio$ ar#iteture o CRM at maruti6

http://en.wikipedia.org/w/index.php?title=End-to-end_process&action=edithttp://www.marutiudyog.com/index.asphttp://en.wikipedia.org/w/index.php?title=End-to-end_process&action=edit


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• O+eratio$a" CRM - automatio$ to t#e !ai !ui$e

+roee (mar,eti$g* a"e* er/ie)

• A$a"ytia" CRM - u++ort to a$a"y.e utomer !e#a/ior*

im+"eme$t !ui$e i$te""ige$e a"i,e te#$o"ogy

• Co""a!orati/e CRM - e$ure t#e o$tat wit# utomer (+#o$e*

emai"* a@* we!* m* +ot* i$ +ero$)

OPERATIONAL CRM

O+eratio$a" CRM at Maruti i$"ude utomer o$tat (a"e*

mar,eti$g a$d er/ie) Ta, reu"ti$g rom t#ee +roee are

orwarded to em+"oyee re+o$i!"e or t#em* a we"" a t#e

i$ormatio$ $eeary or arryi$g out t#e ta, a$d i$terae to

!a,-e$d a++"iatio$ are !ei$g +ro/ided a$d ati/itie wit#

utomer are !ei$g doume$ted or urt#er reere$e

O+eratio$a" CRM +ro/ide t#e o""owi$g !e$eit6

• De"i/er +ero$a"i.ed a$d eiie$t mar,eti$g* a"e* a$d er/ie

t#roug# mu"ti-#a$$e" o""a!oratio$

• E$a!"e a -degree /iew o t#e utomer w#i"e you are

i$terati$g wit# t#em

http://en.wikipedia.org/wiki/Business_intelligencehttp://en.wikipedia.org/wiki/Marketinghttp://www.marutiudyog.com/index.asphttp://en.wikipedia.org/wiki/Business_intelligencehttp://en.wikipedia.org/wiki/Marketing


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• Sa"e +eo+"e a$d er/ie e$gi$eer a$ ae

om+"ete #itory o a"" utomer i$teratio$ wit# t#e om+a$y*

regard"e o t#e tou# +oi$t

T#e o+eratio$a" +art o CRM ty+ia""y i$/o"/e t#ree ge$era" area

o !ui$e at Maruti6

SALES FORCE AUTOMATION %SFA&

• SFA automate t#e ritia" a"e a$d a"e ore ma$ageme$t

u$tio$ o Maruti* ie* "eadaou$t ma$ageme$t* o$tat

ma$ageme$t* Nuote ma$ageme$t* oreati$g* a"e

admi$itratio$* ,ee+i$g tra, o utomer +reere$e* !uyi$g

#a!it* a$d demogra+#i* a we"" a +erorma$e

ma$ageme$t SFA too" are deig$ed to im+ro/e ie"d a"e

+roduti/ity Iey i$ratruture reNuireme$t o SFA are mo!i"e

y$#ro$i.atio$ a$d i$tegrated +rodut o$iguratio$

CUSTOMER SERVICE AND SUPPORT (CSS)

• CSS at Maruti automate t#e er/ie reNuet* om+"ai$t*

+rodut retur$* a$d i$ormatio$ reNuet T#e i$ter$a" #e"+

de, a$d i$!ou$d a""-e$ter u++ort or utomer i$Nuirie

http://en.wikipedia.org/wiki/Saleshttp://en.wikipedia.org/w/index.php?title=Sales_force_management&action=edithttp://en.wikipedia.org/wiki/Demographicshttp://en.wikipedia.org/wiki/Performance_managementhttp://en.wikipedia.org/wiki/Performance_managementhttp://www.marutiudyog.com/index.asphttp://en.wikipedia.org/wiki/Saleshttp://en.wikipedia.org/w/index.php?title=Sales_force_management&action=edithttp://en.wikipedia.org/wiki/Demographicshttp://en.wikipedia.org/wiki/Performance_managementhttp://en.wikipedia.org/wiki/Performance_management


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#a/e !ee$ e/o"/ed i$to t#e utomer i$teratio$

e$ter (C3C)* ui$g mu"ti+"e #a$$e" (7e!* +#o$ea@* ae-

to-ae* ,io,* et) Iey i$ratruture reNuireme$t o CSS

i$"ude om+uter te"e+#o$y i$tegratio$ (CT3) w#i# +ro/ide

#ig# /o"ume +roei$g a+a!i"ity* a$d re"ia!i"ity

ENTERPRISE MARKETING AUTOMATION

%EMA&

• EMA o t#e om+a$y +ro/ide i$ormatio$ a!out t#e !ui$e

e$/iro$me$t* i$"udi$g om+etitor o Maruti* i$dutry tre$d*

a$d maro e$/iro$me$ta" /aria!"e 3t i t#e e@eutio$ ide o

am+aig$ a$d "ead ma$ageme$t T#e i$te$t o EMA

a++"iatio$ i to im+ro/e mar,eti$g am+aig$ eiie$ie

Fu$tio$ i$"ude demogra+#i a$a"yi* /aria!"e

egme$tatio$* a$d +rediti/e mode"i$g our o$ t#e a$a"ytia"

(ui$e 3$te""ige$e) ide• 3$tegrated CRM otware i ote$ a"o ,$ow$ a ro$t oie

o"utio$ O Maruti* T#i i !eaue t#ey dea" diret"y wit# t#e

utomer o t#e om+a$y

• Maruti ue CRM otware to tore a"" o t#eir utomer?

detai" 7#e$ a utomer a"" at maruti* t#e ytem i ued to

retrie/e a$d tore i$ormatio$ re"e/a$t to t#e utomer y

er/i$g t#e utomer Nui,"y a$d eiie$t"y* a$d a"o ,ee+i$g

a"" i$ormatio$ o$ a utomer i$ o$e +"ae* a t#e ma$ageme$t

at Maruti aim to ma,e ot a/i$g* a$d a"o e$ourage $ew

utomer

http://en.wikipedia.org/wiki/Computer_telephony_integrationhttp://en.wikipedia.org/wiki/Environmental_scanninghttp://en.wikipedia.org/wiki/Front_officehttp://www.marutiudyog.com/index.asphttp://en.wikipedia.org/wiki/Computer_telephony_integrationhttp://en.wikipedia.org/wiki/Environmental_scanninghttp://en.wikipedia.org/wiki/Front_office


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ANALYTICAL CRM

3$ a$a"ytia" CRM* data gat#ered wit#i$ o+eratio$a" CRM a$dor ot#er

oure are a$a"y.ed to egme$t utomer or to ide$tiy +ote$tia" to



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e$#a$e "ie$t re"atio$#i+ Cutomer a$a"yi ty+ia""y

"ead to targeted am+aig$ to i$reae #are o utomer? wa""et

E@am+"e o Cam+aig$ direted toward utomer are6

• ANuiitio$6 Cro-e""* u+-e""

• Rete$tio$6 Retai$i$g utomer w#o "ea/e due to maturity or

attritio$

• 3$ormatio$6 Pro/idi$g time"y a$d regu"ar i$ormatio$ to

utomer a!out Maruti

• Modiiatio$6 A"teri$g detai" o t#e tra$atio$a" $ature o t#e

utomer? re"atio$#i+

A$a"yi ty+ia""y o/er !ut i $ot "imited to6

• Deiio$ u++ort6 Da#!oard* re+orti$g* metri* +erorma$e

et

• Prediti/e mode""i$g o utomer attri!ute

• Strategy a$d reear#

A$a"yi o Cutomer data re"ate to t#e o""owi$g a$a"ye6

• Cam+aig$ ma$ageme$t a$d a$a"yi

• Co$tat #a$$e" o+timi.atio$

• Co$tat O+timi.atio$

• Cutomer ANuiitio$ Reati/atio$ Rete$tio$

• Cutomer Segme$tatio$



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• Cutomer Satiatio$ Meaureme$t 3$reae

• Sa"e Co/erage O+timi.atio$

• Fraud Detetio$ a$d a$a"yi

• Fi$a$ia" Foreat

• Prii$g O+timi.atio$

• Produt De/e"o+me$t

• Program E/a"uatio$

• Ri, Aeme$t a$d Ma$ageme$t

Data o""etio$ a$d a$a"yi i /iewed a a o$ti$ui$g a$d iterati/e

+roe 3dea""y* !ui$e deiio$ are rei$ed o/er time* !aed o$

eed!a, rom ear"ier a$a"yi a$d deiio$ T#ereore* a

ueu" a$a"ytia" CRM +ro5et ta,e ad/a$tage o a data

ware#oue to +ro/ide uita!"e data

COLLABORATI'E CRM

Co""a!orati/e CRM ai"itate i$teratio$ wit# utomer t#roug# a""

#a$$e" (+ero$a"* "etter* a@* +#o$e* we!* e-mai") a$d u++ort o-

ordi$atio$ o em+"oyee team a$d #a$$e" 3t i a o"utio$ t#at

!ri$g +eo+"e* +roee a$d data toget#er o om+a$y a$ !etter

er/e a$d retai$ t#eir utomer

http://en.wikipedia.org/wiki/Data_warehousehttp://en.wikipedia.org/wiki/Data_warehousehttp://www.marutiudyog.com/index.asphttp://en.wikipedia.org/wiki/Data_warehousehttp://en.wikipedia.org/wiki/Data_warehouse


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Co""a!orati/e CRM +ro/ide t#e o""owi$g !e$eit6

• E$a!"e eiie$t +roduti/e utomer i$teratio$ aro a""

ommu$iatio$ #a$$e"

• E$a!"e we! o""a!oratio$ to redue utomer er/ie ot

• 3$tegrate a"" e$ter e$a!"i$g mu"ti-#a$$e" +ero$a"

utomer i$teratio$

• 3$tegrate /iew o t#e utomer w#i"e i$teratio$ at t#e

tra$atio$ "e/e"

P!9$## $< C#($=! R("$%#0"9 M%7=%(

CRM* i$ it !roadet e$e* mea$ ma$agi$g a"" i$teratio$ a$d

!ui$e wit# utomer T#i i$"ude* !ut i $ot "imited to*

im+ro/i$g utomer er/ie T#e CRM +rogram a""ow Maruti to

aNuire utomer* er/ie t#e utomer* i$reae t#e /a"ue o t#e

utomer to t#e om+a$y* retai$ good utomer* a$d determi$e

w#i# utomer a$ !e retai$ed or gi/e$ a #ig#er "e/e" o er/ie A

good CRM +rogram a$ im+ro/e utomer er/ie !y ai"itati$g

ommu$iatio$ i$ e/era" way 6

• Pro/ide +rodut i$ormatio$* +rodut ue i$ormatio$* a$d

te#$ia" aita$e o$ we! ite t#at are aei!"e 4: #our

a day* ; day a wee,

• 3de$tiy #ow ea# i$di/idua" utomer dei$e Nua"ity* a$d t#e$

deig$ a er/ie trategy or ea# utomer !aed o$ t#ee

i$di/idua" reNuireme$t a$d e@+etatio$



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• Pro/ide a at me#a$im or ma$agi$g a$d

#edu"i$g o""ow-u+ a"e a"" to ae +ot-+ur#ae

og$iti/e dio$a$e* re+ur#ae +ro!a!i"itie* re+ur#ae

time* a$d re+ur#ae reNue$ie

• Pro/ide a me#a$im to tra, a"" +oi$t o o$tat !etwee$

utomer a$d t#e om+a$y* a$d do it i$ a$ i$tegrated way o

t#at a"" oure a$d ty+e o o$tat are i$"uded* a$d a"" uer

o t#e ytem ee t#e ame /iew o t#e utomer (redue

o$uio$)

• He"+ to ide$tiy +ote$tia" +ro!"em Nui,"y* !eore t#ey our


om+"ai$t (om+"ai$t t#at are $ot regitered wit# t#e

om+a$y a$$ot !e reo"/ed* a$d are a ma5or oure o

utomer diatiatio$)

• Pro/ide a at me#a$im or #a$d"i$g +ro!"em a$d

om+"ai$t (om+"ai$t t#at are reo"/ed Nui,"y a$ i$reae

utomer atiatio$)

• Pro/ide a at me#a$im or orreti$g er/ie deiie$ie

(orret t#e +ro!"em !eore ot#er utomer e@+erie$e t#e

ame diatiatio$)

• Ue i$ter$et oo,ie to tra, utomer i$teret a$d

+ero$a"i.e +rodut oeri$g aordi$g"y

• Ue t#e 3$ter$et to e$gage i$ o""a!orati/e utomi.atio$ or

rea"-time utomi.atio$

• Pro/ide a at me#a$im or ma$agi$g a$d #edu"i$g

mai$te$a$e* re+air* a$d o$-goi$g u++ort (im+ro/e eiie$y

a$d eeti/e$e)



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• T#e CRM a$ !e i$tegrated i$to ot#er ro-

u$tio$a" ytem a$d t#ere!y +ro/ide aou$ti$g a$d

+rodutio$ i$ormatio$ to utomer w#e$ t#ey wa$t it

I=9!$"%7 '#($=! !("$%#0"9#

CRM +rogram a"o are a!"e to im+ro/e utomer re"atio$#i+

Pro+o$e$t ay t#i i o !eaue6

• CRM te#$o"ogy a$ tra, utomer i$teret* $eed* a$d !uyi$g

#a!it a t#ey +rogre t#roug# t#eir "ie y"e* a$d tai"or t#e

mar,eti$g eort aordi$g"y T#i way utomer get e@at"y w#at

t#ey wa$t a t#ey #a$ge

• T#e te#$o"ogy a$ tra, utomer +rodut ue a t#e +rodut

+rogree t#roug# it "ie y"e* a$d tai"or t#e er/ie trategy

aordi$g"y T#i way utomer get w#at t#ey $eed a t#e

+rodut age

• 3$ i$dutria" mar,et* t#e te#$o"ogy a$ !e ued to miro-

egme$t t#e !uyi$g e$tre a$d #e"+ oordi$ate t#e o$"iti$g a$d

#a$gi$g +ur#ae riteria o it mem!er

• 7#e$ a$y o t#e te#$o"ogy-dri/e$ im+ro/eme$t i$ utomer

er/ie (me$tio$ed a!o/e) o$tri!ute to "o$g-term utomer

atiatio$* t#ey a$ e$ure re+eat +ur#ae* im+ro/e utomer

re"atio$#i+* i$reae utomer "oya"ty* dereae utomer

tur$o/er* dereae mar,eti$g ot (aoiated wit# utomer



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• te#$ia" w#ite +a+er ue ui$e Ru"e (a et o E$ter+rie

Ru"e t#at dei$e t#e atio$ to !e ta,e$ a$d are termed a

Cutomer reomme$ded atio$ or CRA) T#e Deiio$

e$gi$e ta,e a i$+ut t#e Cutomer Proi"e* Co$tat Hitory a$da++"ie t#e tored ui$e Ru"e t#ere!y reati$g a et o o$e

or more Reomme$ded Atio$ or t#e utomer T#e

ui$e Ru"e Ma$ageme$t om+o$e$t e$a!"e t#e reatio$*

de"etio$* a$a"yi a$d torage o t#e ui$e Ru"e i$ a



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re+oitory T#e Cutomer Proi"e om+o$e$t i

ge$erated !aed o$ t#e i$ormatio$ i$ t#e Cutomer

3$ormatio$ Fi"e (C3F)* Cutomer 3$ormatio$ 7are#oue

(egme$tatio$* ori$g) T#e re"e/a$t utomer

o$/eratio$o$tatdia"ogue i$ormatio$ i a+tured a$d

tored i$ Co$tat Ma$ageme$t om+o$e$t T#e CRA

Eeti/e$e A$a"yi om+o$e$t !y ui$g Data Mi$i$g

te#$o"ogy +ro/ide a ai"ity to e@+"ore ru"e* reomme$ded

atio$ a$d utomer i$teratio$ eeti/e$e i$ ge$era" T#e

Treatme$t +ro/ide u$iNue treatme$t data or utomer*

+rodut a$d er/ie



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FUNCTIONAL COMPONENTS OF CRM

ARCHITECTURE FOR ENTERPRISE MARKETING

AUTOMATION+



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RECOMMENDATIONS AND

CONCLUSION


om+"ai$t (om+"ai$t t#at are $ot regitered wit# t#e

om+a$y a$$ot !e reo"/ed* a$d are a ma5or oure o

utomer diatiatio$)

• Pro/ide a at me#a$im or #a$d"i$g +ro!"em a$d

om+"ai$t (om+"ai$t t#at are reo"/ed Nui,"y a$ i$reae

utomer atiatio$)

• Pro/ide a at me#a$im or orreti$g er/ie deiie$ie

(orret t#e +ro!"em !eore ot#er utomer e@+erie$e t#e

ame diatiatio$)

• Ue i$ter$et oo,ie to tra, utomer i$teret a$d

+ero$a"i.e +rodut oeri$g aordi$g"y

• Ue t#e 3$ter$et to e$gage i$ o""a!orati/e utomi.atio$ or

rea"-time utomi.atio$• Pro/ide a at me#a$im or ma$agi$g a$d #edu"i$g

mai$te$a$e* re+air* a$d o$-goi$g u++ort (im+ro/e eiie$y

a$d eeti/e$e)



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Crm in Maruti

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