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    CRM Report Pranav

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    Sanga Thamizhan
    The document discusses a business problem where Maruti Suzuki's customer loyalty program is not generating expected returns given costs. It then outlines MRM/McCann's proposed solution which includes segmenting and clustering customers based on transaction history and other parameters. A SWOT analysis is presented for program members, identifying strengths, weaknesses, opportunities and threats. Suggestions are made to target different customer segments with strategies around new members, existing members, and dealers. These include digitization of processes, member activation techniques, and program awareness campaigns.

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    CRM Report Pranav

    Uploaded by

    Sanga Thamizhan
    25 views5 pages
    The document discusses a business problem where Maruti Suzuki's customer loyalty program is not generating expected returns given costs. It then outlines MRM/McCann's proposed solution which includes segmenting and clustering customers based on transaction history and other parameters. A SWOT analysis is presented for program members, identifying strengths, weaknesses, opportunities and threats. Suggestions are made to target different customer segments with strategies around new members, existing members, and dealers. These include digitization of processes, member activation techniques, and program awareness campaigns.

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    CRM Report

    Original Title

    Crm Report Pranav

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    The document discusses a business problem where Maruti Suzuki's customer loyalty program is not generating expected returns given costs. It then outlines MRM/McCann's proposed solution which includes segmenting and clustering customers based on transaction history and other parameters. A SWOT analysis is presented for program members, identifying strengths, weaknesses, opportunities and threats. Suggestions are made to target different customer segments with strategies around new members, existing members, and dealers. These include digitization of processes, member activation techniques, and program awareness campaigns.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    25 views5 pages

    CRM Report Pranav

    Uploaded by

    Sanga Thamizhan
    The document discusses a business problem where Maruti Suzuki's customer loyalty program is not generating expected returns given costs. It then outlines MRM/McCann's proposed solution which includes segmenting and clustering customers based on transaction history and other parameters. A SWOT analysis is presented for program members, identifying strengths, weaknesses, opportunities and threats. Suggestions are made to target different customer segments with strategies around new members, existing members, and dealers. These include digitization of processes, member activation techniques, and program awareness campaigns.

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    Business Problem:

    Transactions from Maruti Suzuki Auto drops, results in fetching


    disproportionate return with respect to cost incurred to run the
    Customer Loyalty program by Maruti Suzuki.

    Research & Solution proposed by MRM//McCann:

    Segmentation of consumer based on Number & Type of


    transaction in last six years

    Sub-Classification of Consumers consumer into various


    clusters, considering different parameters

    Correlation analyses to find if there any pattern exists


    between transactions & considered parameters

    Acquired qualitative data from primary research for root-


    cause analysis of the problem.

    SWOT analyses with respect to Member and Dealer and


    proposed solution to Maruti Suzuki.

    SWOT ANALYSIS For Members:


    Members are the registered owners of vehicles and
    represent the primary stakeholders for the loyalty
    programs

    Strengths:
    Core Value Relevant for members if communicated
    and supported well

    Accepted well by those with the capabilities to


    manage barriers

    Weakness:

    Low Program Awareness

    Communication Complexity

    Low Perceived Value

    Process Complexity

    Dealer Unacceptance

    Depleting traction beyond Y1&2

    Opportunity:

    Awareness Campaign for Lookalikes ( Active &


    Dormant )

    Website Activation

    Program Digitization

    Dealer Acceptance

    Simplified Communication
    Scaled Awareness Campaigns

    Beyond Monetary Benefits

    Referral: Mutual Benefits

    Post Warranty: Beyond S&S

    Threats:

    Another points program in the growing clutter

    Basic MSIL SWOT analysis


    Suggestions and Strategies:
    The company can target different segment of customers with different
    strategies to retain them. We have divided the customers into 3 categories:

    1. New Members
    2. Existing Members
    3. Channel Network Dealers

    New Members
    Digitization:-Under this, there are 3 categories website activation, New
    Platform activation and Processes. The new members can be retained
    through techniques such as Autocard Mobile App and Program Online
    activation kit.

    Member Activation:-It can be achieved through driver first transaction

    Program Awareness:-Pops are to be installed at strategic locations so that


    there is optimum interaction with new customers and through innovative
    utilities.

    Existing Members
    Digitization:-The methods through which we can use to retain and build
    strong relationship with clients on digital platforms are Super Fridays Flash
    Sales, Save & bid, Clicks & Rewards, Plus Points. Flash sales are an effective
    way to engage with clients and can give good returns.

    Member Activation:-Beyond Monetary Exchange Programs, Gifting based


    Referral Programs, Post Warranty Benefits: Beyond S&S

    Program Awareness:-Lookalikes awareness campaigns, Scaled Awareness


    Campaigns. Lookalike campaigns are those which are already in place and
    are used to reach out to similar section of audiences. Scaled awareness
    campaigns are used where there is requirement to scaling up the audiences
    numbers in the same segment.

    Channel Network Dealers


    Digitization:-Online registration Getting the dealers to register online
    and engage with the brand. Providing card less transactions make it easier
    for the dealers to interact with the brand.

    Member Activation:-DMS integration- A dealership management system (DMS)


    or auto dealership management system is a bundled management information
    system created specifically for automotive industry car dealerships or large
    equipment manufacturers, such as Caterpillar Inc dealerships, and also
    adapted for cars, boats, bikes, RV, and power sports dealers. These systems
    often contain software that cater to the needs of the finance, sales,
    parts, inventory and administration components of running the dealership.

    Program Awareness:-

    Dealer Engagement
    Dealer Recognition
    Performance Track

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