Building Emotional Bond with Customer  

Oleh:

Ramaswamy, K H ; Sharma, Vijay

Jenis: Article from Proceeding
Dalam koleksi: ANQ Congress 19-22 October 2010 New Delhi, page 1-6.
Topik: Connect with Customer; Care for Customer; Customize for Customer benefit
Fulltext: KH_Ramaswamy_M&M_Building_Emotional_Bond.pdf (241.32KB)

Isi artikel

Traditional approach of all tractor manufacturers was to repair tractors and bring it back on road. Mahindra Tractors too was no different to this approach. Over a period of time, competition started increasing. This led to very less differences in products and services offered. Also, with increasing tractor population, Local Mechanics mushroomed. They advise customers which may not be necessarily aligned with customer’s requirements. To address this, Mahindra Tractors trained Local mechanics so that they are familiar with the products covering around 30% of the neutral workshops in the last 5 years. The customer also thinks that the authorized Dealer is for selling tractors and for Service, he is costlier. Many of these expenses paid by the customer are for maintenance and not seen by him whereas the Dealer puts all these expenses in Invoice. The Dealer feels that there is no remuneration in Service and hence does not focus. The Customer – Dealer relationship exists not beyond warranty in many cases. Mahindra identified difference in services and went beyond product & focused on creating a relationship with customers. It was necessary to give value added features to the customers and strengthen their relationship with brand Mahindra from short term to long term. Mahindra Tractors started programs that impacted Customers. This was over and above the regular services provided to over 14 lakh customers through a strong network of 600+ Dealers their branches, 10 Distributors with 170+ Franchisees and 95 Authorized service points. Adding value was the services at customer’s doorstep using branded 2 & 4 wheelers. Customers are attended systematically at Dealer workshop with standard processes which are monitored by the company from time to time. Following are the details of the value added activities and its effects on improving the satisfaction levels of customers.

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