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Service Marketing Winning Customers

Service Marketing Winning Customers

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Service Marketing Winning Customers

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  1. Service Marketing Winning Customers Patel Service Centre: Indore

  2. 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 POLICY Committed to meet customers satisfaction through quality services in all aspects and continuous improvement in our services and systems.

  3. Our Team

  4. Organisation Chart

  5. Journey Till Date : 1.GPM in 10-11 : 2.. Regional Award M.P. 1. Best Infrastructure 2.Best Load Growth 3.Best Service Marketing 1.GPM in 09-10 : 2. “A” Cat. MASS 3. Regional Award M.P. 1. Best Training % 2.Best Load Growth Silver Master : 1st Silver Master of M.P. in MASS Category Bronze Master : 1st Bronze Master of M.P. in MASS Category ISO Certification: MASS certified as ISO 9001-2000 National Skill Comp: Winner in MASS Category National Skill Comp: 2nd Runner up in MASS Category Regional Award: M.P. Best Infrastrure in MASS Category Established In 2002-03 as “B” Category MASS 2002-03 03-04 04-05 05-06 06-07 07-08 08-09 09-10 10-11

  6. Service Load CAGR of 39% over past 5 years

  7. Steps Taken ….

  8. Steps to Target 1- Territory Potential Mapping 2- Service Marketing Plan 3- Tie up with local facilities 4- Collection of database 5- Conversion to service visit. New Customers Existing Customers New Customers

  9. Indore City Scenario D M M D M M M D Patel Service Center D

  10. Potential Mapping : City M High Potential Avg. Potential Low Potential

  11. Potential Mapping : Up Country High Potential Avg. Potential Low Potential M

  12. Process : Locality Camps Locality Selection and Monthly Plan Tie up with Petrol Pumps or Door to Door Visit Evaluation of Camp results Service Reminder for Service Due. Pre Information through Pamphlets/ Insertion Checking Vehicles & collecting Data Base

  13. Field Service Marketing Team • Total Members : 5 • 1 Executive: Field Promotion • 1 Service Advisor • 2 Technicians • Washing Boy • Tools & Equipments: • Vehicle : Maruti Omni • Tool Box • Battery Tester • Washing & Cleaning kit • Canopy & Banners • Leaflets, Visiting cards

  14. Leaflets

  15. Locality Camps: Door to Door Campaign :

  16. Locality Camps: Camps at Petrol Pumps :

  17. Discount Coupon to New Customers

  18. Locality Camps Result: Period : Apr- Oct-2010 Total :2867 Customers Attended No. of Camps : 105 Avg Customers Per Camp : 27

  19. Steps to Target Existing Customers New Customers Existing Customers • Separate SMR & Tele calling Team • Service Reminders : • SMS/ Letters / Stickers • AMC Scheme • Privilege Member Card • Customer Meet • Mega Free Check up Camps

  20. SMR & Tele calling Team

  21. Service Reminders Service Reminder Letter Service Due Stickers SMS Reminder

  22. Privilege Member Card Benefit to Privilege members • Initial investment is only- 699 • Valid for one year • First paid service free with WA/WB/ Injector cleaning • Four free wash in one year • 25% discount on any additional repairs during one year. • 5% discount on spare part and lubricants

  23. AMC Scheme Benefit to AMC customer Initial investment based on model and average running per year. Valid for one year Three paid service free with injector cleaning. Two WA/WB free. Six washing and cleaning free Six General check free. Pickup drop free. 24 Hrs breakdown assistance with no additional cost 50% discount on all major aggregate repairs. 10. Special discount on accessories and value added services.

  24. Pick Up & Drop Pick & Drop Associates Cust education board Monthly approx.150 vehicles are picked up and dropped

  25. Customer Meets

  26. Mega Free Check Up camp

  27. Other Activities Service Facility Branding Advertisements Facility Upgradation Customer Information Best Practice Implementation

  28. Service Facility Branding

  29. Paper Advertising:

  30. Advertisement in Local Magazines

  31. Facility Upgradation Front Fascia After Before

  32. Facility Upgradation Front Office

  33. Facility Upgradation Job Card Desk Customer Lounge

  34. Facility Upgradation Shop Floor

  35. Customer Information boards Service Facility Display Feedback Card Lucky Draw Service & Labour Display

  36. Best Practice Implementation Interactive tool Trolley Ramp for Underbody Checking Trolley for moving accidental vehicle Bumper Stand

  37. Best Practice Implementation Staff Movement board Electronic Attendance machine CC TV for monitoring of activities

  38. Tools and Equipments Tyre trolley Battery tester Spark plug cleaner Foam gun

  39. New equipments- Bodyshop Plastic repair kit Spot welder Dry Sanding Pneumatic cutter

  40. RESULTS

  41. Service Load2010-11 63% Growth

  42. Body Shop Load CAGR of 78 % over past 4 years

  43. Free Service CAGR of 54 % over past 5 years

  44. Paid Service CAGR of 33 % over past 5 years

  45. Way ahead… MSIL DEALER MSZ MASS

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