Service Marketing Winning Customers

Patel Service Centre:

Indore

Patel Service Centre Indore

• Established in 2002• A Cat. MASS• ISO 9001-2008 Certified• Area: 30000 Sq ft

• Service Bays : 8• Body Shop Bays:8• Service Load Avg10-11: 730• Body Load Avg 10-11:60

QUALITY POLICYCommitted to meet customers satisfaction through quality services in all aspects

and continuous improvement in our services and systems.

Our Team

Organisation Chart

Journey Till Date :

2002-03 03-04 04-05 05-06 06-07 07-08 08-09 09-10 10-11

Regional Award:M.P. Best Infrastrure in MASS CategoryEstablished

In 2002-03 as “B” Category MASS

National Skill Comp:2nd Runner up in MASSCategory

National Skill Comp:Winner in MASSCategory

ISO Certification:MASS certified asISO 9001-2000

Bronze Master :1st Bronze Master of M.P. in MASS Category

Silver Master :1st Silver Master of M.P. in MASS Category

1.GPM in 09-10 :2. “A” Cat. MASS 3. Regional Award M.P. 1. Best Training % 2.Best Load Growth

1.GPM in 10-11 :2.. Regional Award M.P. 1. Best Infrastructure 2.Best Load Growth 3.Best Service Marketing

Service Load

98

143114

145

221

290

431

702

0

100

200

300

400

500

600

700

800

2003-04 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10 2010-11 (Till Oct)

Service Load Avg Monthly

CAGR of 39% over past 5 years

Steps Taken ….

Steps to Target

1- Territory Potential Mapping2- Service Marketing Plan3- Tie up with local facilities4- Collection of database5- Conversion to service visit.

New Customers Existing CustomersNew Customers

Indore City Scenario

D

D

D

D

M

M

M

M

MPatel Service Center

Potential Mapping : City

KHANDWA ROAD 400 12%BHAWAR KUAN 340 10%NAVLAKHA 360 11%ANNAPURNA ROAD 300 9%SAPNA SANGETA 400 12%PALASIYA 125 4%BOMBAY HOSPITAL 75 2%BANGALI CHOURAHA 300 9%PALSIKAR CHOURAHA 275 8%SUDAMA NAGAR 430 13%COLLECTORATE 400 12%Indore 3405 100%

Customer Data base (till 2009-10)

M

High Potential

Avg. Potential

Low Potential

Potential Mapping : Up Country

M

BADWAH /SANAWD 400 31%

MHOW 150 12%

PITHAMPUR 125 10%

TILLOR 125 10%

NEMAWAR ROAD 150 12%

RAU 145 11%

HARSHOLA 75 6%

KANADIA BICHOLI 125 10%

TOTAL UPCOUNTRY 1295 100%

Customer Data base (till 2009-10)

High Potential

Avg. Potential

Low Potential

Process : Locality CampsLocality Selection and Monthly Plan

Pre Information through Pamphlets/ Insertion

Tie up with Petrol Pumps or Door to Door Visit

Checking Vehicles & collecting Data Base

Service Reminder for Service Due.

Evaluation of Camp results

Field Service Marketing Team

Total Members : 51 Executive: Field Promotion1 Service Advisor2 Technicians1 Washing Boy

Tools & Equipments:

• Vehicle : Maruti Omni• Tool Box• Battery Tester• Washing & Cleaning kit• Canopy & Banners• Leaflets, Visiting cards

Leaflets

Locality Camps:Door to Door Campaign :

Locality Camps:Camps at Petrol Pumps :

Discount Coupon to New Customers

Year 2008-09 2009-102010-11

(Till Oct'10)

No of c us tomers v is ited with dis c ount c oupons

105 587 415

Locality Camps Result:

Sr Area NameIndore/ outside

No of customers attended

No of campsCustomer per

camp

1 SNEH NAGAR Indore 81 3 272 AGRWAL NAGAR Indore 96 4 243 ANAND NAGAR Indore 85 3 284 BHAGWANDEEP NAGAR Indore 86 3 295 VIDHAYA NAGAR Indore 75 3 256 JANKI NAGAR Indore 75 3 257 KHATIWALA TANK Indore 115 4 298 SANWAD NAGAR Indore 85 3 289 RADIO COLONY Indore 62 2 3110 VISHNUPURI Indore 125 5 2511 SHIVAMPURI Indore 110 4 2812 LIMBODI Indore 190 7 2713 AMITESH NAGAR Indore 85 3 2814 NEMAWAR ROAD Indore 175 7 2515 BRIJ VIHAR COLONY Indore 35 1 3516 SHIV MOTI NAGAR Indore 65 2 3317 MANGAL MURTI NAGAR Indore 35 1 3518 PARSHAVNATH NAGAR Indore 45 1 4519 VINAY NAGAR Indore 55 2 2820 MPEB COLONY 420K.V Indore 35 1 3521 MPEB COLONY 220K.V Indore 25 1 2522 INDORE BYPASS COLONY Indore 110 4 2823 PROF. QUARTERS DAVV Indore 25 1 2524 INDRAPURI COLONY Indore 62 2 3125 ADITYA NAGAR Indore 70 3 2326 KHANDWA ROAD Indore 175 7 2527 PITAMPUR Outside 89 3 3028 PALDA Outside 150 6 2529 CHITAWAD Outside 85 3 2830 KANADIYA ROAD Outside 125 5 2531 BICHOLI MARDANA Outside 75 3 2532 SIMROL Outside 44 1 4433 TILLORE Outside 85 3 2834 DEV GURADIYA Outside 32 1 32

Total 2867 105 27

Locality camps area wiseApril to Oct 2010

Total :2867 Customers Attended

No. of Camps : 105

Avg Customers Per Camp : 27

Period : Apr- Oct-2010

• Separate SMR & Tele calling Team• Service Reminders : SMS/ Letters / Stickers

• AMC Scheme

• Privilege Member Card

• Customer Meet

• Mega Free Check up Camps

Steps to Target

New Customers Existing CustomersExisting Customers

SMR & Tele calling Team

SMS Reminder

Service Reminders

To, DATE:---------------- -------------------------------- ----- --------------------------- ------------------------------- SUB:- SERVICE OF YOUR MARUTI VEHICLE. Dear Sir, Your Vehicle, Registration No ------------------- Model ---------- We sincerely hope that your car has been running smoothly to your satisfaction. On the basic of average running of vehicles in Indore, we assume that. By now your vehicle may be nearing next service, if so this is just the right time to have your vehicle serviced for getting better performance/mileage/and avoiding any breakdowns. You may kindly bring/send your vehicle to our workshop before above mentioned date or mileage, whichever is earlier between 9.30a.m. to 6.30 p.m.for customer convenience our workshop is open on all 7 days. We assure you quality service and the usage of Maruti Genuine parts(MGP). For any further information, you may kindly contact :- KIRTI SHRIVASTAVA on 2877505-195-513 Looking forward to your next visit and continued patronage. Thanking you and assuring you of our best attention always. Yours faithfully, FREE PICK UP& DROP FACILITY AVAILABLE CONT NO. -9425312158

(PATEL SERVICE CENTRE) KHANDWA ,ROAD INDORE

Service Reminder LetterService Due Stickers

Privilege Member CardBenefit to Privilege members

Initial investment is only- 699Valid for one yearFirst paid service free with WA/WB/ Injector cleaningFour free wash in one year25% discount on any additional repairs during one year.5% discount on spare part and lubricants

Year 2009~10 2010~11

P riv ileg e Members (New)

90 141

Additional load due to P riv ileg e c ards

450 423

Initial investment based on model and average running per year.Valid for one yearThree paid service free with injector cleaning.Two WA/WB free. Six washing and cleaning freeSix General check free.Pickup drop free.24 Hrs breakdown assistance with no additional cost50% discount on all major aggregate repairs.10. Special discount on accessories and value added services.

AMC SchemeBenefit to AMC customer

Year 2009~10 2010~11

AMC members (New) 20 35

Additional load due to AMC members 103 180

Pick Up & Drop

Monthly approx.150 vehicles are picked up and dropped

Pick & Drop Associates Cust education board

Customer Meets

Mega Free Check Up camp

Other Activities

• Service Facility Branding• Advertisements• Facility Upgradation• Customer Information• Best Practice Implementation

Service Facility Branding

Paper Advertising:

Advertisement in Local Magazines

Facility Upgradation

Front Fascia Before After

Facility Upgradation

Front Office

Facility Upgradation

Job Card Desk Customer Lounge

Facility Upgradation

Shop Floor

Customer Information boards

Service & Labour Display Feedback Card Lucky DrawService Facility Display

Best Practice Implementation

Ramp for Underbody Checking

Trolley for moving accidental vehicle Bumper Stand

Interactive tool Trolley

Best Practice Implementation

Electronic Attendance machine Staff Movement board

CC TV for monitoring of activities

Battery tester

Foam gun

Tyre trolley

Tools and Equipments

Spark plug cleaner

Plastic repair kit

Dry Sanding

New equipments- Bodyshop

Spot welder

Pneumatic cutter

RESULTS

431476

582

666726

770

806

900

200

300

400

500

600

700

800

900

1000

Avg 09~10 April'10 May'10 Jun'10 Jul'10 Aug'10 Sep'10 Oct'10

Service Load2010-11

63% Growth

Body Shop Load

714

27

40

65

0

20

40

60

80

2006-07 2007-08 2008-09 2009-10 2010-11

Bodyshop Load (Avg Monthly)

CAGR of 78 % over past 4 years

Free Service

8 610

16

2734

60

0

10

20

30

40

50

60

2004-05 2005-06 2006-07 2007-08 2008-09 2009-10 2010-11

Free Service( Avg Monthly)

CAGR of 54 % over past 5 years

Paid Service

34 3041

49

7196

175

020406080

100120140160180

2004-05 2005-06 2006-07 2007-08 2008-09 2009-10 2010-11

Paid Service( Avg Monthly)

CAGR of 33 % over past 5 years

Way ahead…

MASS

MSZ

MSIL DEALER

Thank You• Miles to Go……• Obsessed with Service ….