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| 217 Mega camps held with participation of 1,25,000 customers in '06-'07 |
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| Go Back |
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Reaching out
to Customers |
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Our
customers have rated us first in J D Power's Customer Satisfaction
Survey for eight consecutive years.
When we achieved it first time in 2000, people were skeptical. They
could not fathom how could a market leader like us manage to keep
happy such a vast and diverse group of customers.
The answer perhaps lies in our approach towards customer satisfaction. |
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Being
first in a Customer Satisfaction rating was not just simply about
winning an award. Rather, it became our weapon to fight and win
in this competitive market place |
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How we evolved our approach? |
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There
was a time( in late 1990's) when we faced some real competition
with the entry of global players into India.
We went back to the basics: What was it that the Indian customer
desired? Maruti had the right products for India, ones with reliable
quality, low cost, top performance and so on. What else could we
offer our customers?
It was then that we decided to focus on Customer Satisfaction. Caring
for the customer, thinking from his and her point of view, building
transparency in our interactions, orienting ourselves to face the
customer's needs and concerns rather than the other way round. If
we could do all that, our satisfied customers would recommend our
products to their friends and relatives and themselves buy their
next car from us. |
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There
was nothing new about this strategy; all companies swear by customer
satisfaction.
The challenge for us was to go beyond words and make it all work,
convert intention into action, translate an intangible mission to
tangible benefits, evolve from random and one-off customer benefit
gestures to a consistent and systematic effort to satisfy the customer.
We had to strive to internalise Customer Satisfaction and make it
a way of life for ourselves. |
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Winning became a habit |
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The
JD Power CSI in 2000 was the first endorsement from the customer
that we were on track. Before that, we were told that no market
leader in any country had ever been rated first in Customer Satisfaction.
Market leaders have many more customers to satisfy, and are unable
to give them attention like niche players can. In India, where Maruti
had more than half the market, the challenge was even greater.
After we won it once, the next task was to repeat it in 2001. No
manufacturer, we were told again, had ever won it twice. We broke
that record too. Then the hat-trick, four-in-a-row, five-in-a-row
and now, a eight. In all these years, the car market has nearly
doubled, customer expectations have multiplied, number of models
has gone up, technology has evolved, our own dealer network has
grown in size and reach. The only common factor throughout has been
Maruti's rating in J D Power CSI.
"Maruti Suzuki's overall strength lies
in building an organization that is sharply focused on the voice
of the customer," said Mohit Arora, India director at J.D. Power
Asia Pacific. "Maruti's consistent performance in the study over
the past several years has resulted in a steady increase in the
percentage of its customers who say they intend to remain loyal
to the brand." |
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View the JD Power Report |
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About J.D. Power Asia Pacific |
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J.D.
Power Asia Pacific, established in 1990, conducts customer satisfaction
research and provides consulting services in the automotive, information
technology and finance industries. Information regarding J.D. Power
Asia Pacific and its products can be accessed through the Internet
at
www.jdpower.co.jp |
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