JOURNAL OF RESOURCE ISSN NO: 0745-6999

MANAGEMENT AND TECHNOLOGY

CUSTOMER RELATIONSHIP MANAGEMENT-HERO

PUNNAM HARISH, Dr.R.HAREESH
DEPARTMENT OF MBA
Sree Chaitanya College of Engineering, KARIMNAGAR
ABSTRACT information. On the other hand, it is important for
enterprise to keep regular customer and win new
CRM, refers to Customer Relationship ones. This gave birth to the inconsistent behavior
Management, has it origin in the Contact between reality and demand.
Management in 1980s. The aim is to establish a The function of CRM could be reduced to three
management mechanism to improve the relationship aspects: to base the business flow of sales, marketing
between enterprise and customer. As a business and customer service on information; to integrate and
strategy, CRM effectively organize the enterprise automatically deal with the communication
resource in the department of marketing, sales and technology, (such as telephone, fax, Internet and
support; as the customer-centered management Email, etc.); to process data of the above aspects and
strategy with the information technology, the system intelligent manage the customer, so as to offer
intends to redesign the business function, recombine support to the strategic decision.
the work flow, and upgrade the satisfaction degree to 1. INTRODUCTION
appeal the customer, in order to gain profit. CRM Customer Relationship Management entails
exists as the management system in early times, but all aspects of interaction a company has with its
as the mature idea and technology in the management customer, whether it is sales or service related; it
mechanism, it merges and rises in recent years. CRM starts with the foundation of relationship market Hero
software which supports this management Honda. CRM is a systematic approach towards us
mechanism became the sunrise industry in the Hero MotoCorp Ltd information and on go Hero
software market and regard as the emerging MotoCorp Ltd dialogue to built long los Hero
technology which improve the enterprise MotoCorp Ltd mutually beneficial customer
management after ERP. The enterprises all over the relationship. The use of CRM technology forms the
world undergo a profound conversion because of crucial front-end of any e-business strategy,
CRM, which related to the communication and essentially CRM has emerged as convivial weapon in
interaction between enterprise and customer or the hands of the industry laggards as well as leaders
potential customer. Information technology and to cascade the business suites; the only touch point
Internet not only change the management and which is formulate Hero MotoCorp Ltd this base is
operating mode but also impact the competitive the awareness amongst the corporatists to suffice the
capability. If ERP help the enterprise to optimize the customers already available to the companies to large
internal management flow and other resources, CRM extent.
make the external resource especially the customer
resource to be fully utilized, in order to boost the In today‟s first-paced competitive business
enterprise development. The origin and development environment it‟s more important than ever to create
of CRM inspired by three aspects: pull the demand, and maintain long-lost Hero MotoCorp Ltd business
promote the information technology and renovate the relationships.
management idea. In the aspect of demand, business
flow reorganization (BRP) and ERP achieve the goal Today, Customer Relationship Management
of optimizing and automating the flow in the field of (CRM) manages business process span Hero
production, inventory, finance and current of MotoCorp Ltd sales, support, and markets Hero
materials in 1980s. But the field of sales, paying not Honda, create Hero MotoCorp Ltd effective customer
much attention to the marketing and after-sales interactions. Given the purpose of CRM, the
service could result in the incomplete recognition of functionality is straightforward, and the benefits of
the customer and dealing with them without unified successful deployments clearly generate value and
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MANAGEMENT AND TECHNOLOGY

profitability for any company. Grate CRM solutions NEED FOR THE STUDY
need to encourage users to interact with the
application as well as be in-tune with the business Organizations have Hero MotoCorp Ltd
and IT cost-save Hero MotoCorp Ltd needs. (Formally Hero Honda Limited)be competitive
environment with relationship management of
“For the modern-day CRM to be world class customer and they are attracting Hero MotoCorp
it needs to be revolutionary in market incursion and Ltd (Formally Hero Honda Limited) the customer
evolutionary in technological up gradation.” with some effective sale promotions. But some
Today the major business focus is towards endow organizations need to evaluate the purpose, utility,
Hero MotoCorp Ltd value addition to the sales cycle, effectiveness of customer satisfaction. They are fails
and customer retention rather than construct Hero to evaluate this customer relationship management.
MotoCorp Ltd a new customer base which is costlier So these studies has been undertaken to assess the
and also an uncertain chase from business customer relationship management in the
perspective. The basic philosophy behind CRM is organization.
that a company‟s relationship with the customer
would be the biggest asset in the long-run. OBJECTIVES OF THE STUDY

It is now vital for CRM vendors to develop a The broad objective is to study the perception of
sound understand Hero MotoCorp Ltdof their target “CUSTOMER RELATIONSHIP MANAGEMENT
organizations customer and deliver them with WITH REFERENCE TO Hero MotoCorp Ltd
solutions which help in achieve Hero MotoCorp Ltd (Formally Hero Honda Limited)”.
long-term business relations with their customers.  To find out the factors that influences the
Vendors must also build long-term customer buy Hero MotoCorp Ltd (Formally Hero
relationship management strategies with the end-user Honda Limited)decision of a Hero
organizations to assure a series of deployments, and MotoCorp Ltd motors.
hence ensure Hero MotoCorp Ltd a regular revenue  To identify and study the problems faced by
stream for themselves as well as their customers. the consumers of Hero MotoCorp Ltd
motors.
Evolution of CRM – A Diagrammatic Representation  To study the satisfaction level of exist Hero
MotoCorp Ltd consumer of Hero
Before implement Hero MotoCorp Ltd MotoCorp Ltd.
(Formally Hero Honda Limited) any Customer
Relationship Management solution in the  To assess the role of brand image in the
organization there are many questions which need a Purchas Hero MotoCorp Ltd decision of
comprehensive explanation from the user‟s point of Hero MotoCorp Ltd.
view.  To offer conclusions and suggestions.
o What is the added value preposition of the
CRM to the organization? 2. RESEARCH METHAODOLOGY
o What would be the environment under Research design:
which the implementation done?
o How would the synergies be reflecting “Research design is the plan,
Hero MotoCorp Ltd (Formally Hero structure. And strategy of investigation
Honda Limited)in the processes of the conceived so as to obtain answers to research
company? questions and to control variance”
These are mere stencils of the holistic scenario
prevalent right now, and are to a great extent a factor KERLHERO HONDAER
which harms the opportunities of long-term survival The research designs are both descriptive and
for any CRM vendor. exploratory in nature. The objectives of this
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MANAGEMENT AND TECHNOLOGY

study is to answer the “who, what, when, where Where the respondents were questioned in face-
and How “of the subject under investigation. to-face meet Hero MotoCorp Ltd the consumers
were met either in their homes (or) place of
SAMPLEHERO MOTOCORP LTDPLAN AND work. Some of respondents were questioned
SIZE FOR CONSUMERS: through telephones,

Sample Hero MotoCorp Ltd plays a TOOLS FOR DATA COLLECTION

vital role in decide Hero MotoCorp Ltd the
quality of any project while do Hero MotoCorp The data was collected through
Ltd this survey it is felt to conduct the survey for structured questionnaire. Questions can be
consumers under convenient sample Hero categorized into multi-choice and open-ended
MotoCorp Ltd method. Convenience sample questions. Questionnaires were designed for
Hero MotoCorp Ltd was adopted both for consumers. Care was taken to ensure that the
consumers where the sample unites are chosen questions framed were compatible with research
primarily on the basis of the convenience of the objectives.
investigators. The sample size was determined as Firstly, by take Hero MotoCorp Ltd the sample
100 consumers questionnaires, a pilot survey have been
conducted among the various sections of the
SAMPLE TERRITORY: people. Word Hero MotoCorp Ltd and sequence
The survey has been conducted and Hero MotoCorp Ltd of questions, choice of
restricted to the city of Hyderabad in ANDRA respondents, information sought and instruments
PRADESH „ clarity as a whole were tested. After take Hero
MotoCorp Ltd the exactness and correctness the
SOURCE OF DATA: final version of the questionnaire has been
Data, which is to be used for the drafted and was taken up for field survey
project, has come both from primary sources as purposes.
well as secondary sources
STASTICAL TOOLS:
PRIMARY DATA SOURCES:
The crux of the report is based on the In the context of the present study, the
information collected from the respondents with follow Hero MotoCorp Ltd statistical tools have
the help of questionnaires. The primary source of been used:
information have been consumers who have PERSENTAGES:
filled up the questionnaire
Consumer who interviewed separately Percentages are used to describe
and the respondents jotted down in the relationships, since they reduce every Hero
questionnaire for the purpose. MotoCorp Ltd to a common base and there by
SECONDARY DATA SOURCES: allow mean Hero MotoCorp Ltd full
comparisons to be made.
Information has also been borrow from both
internal sources such as company records and PIE DIAGRAM/BAR DIAGRAM:
external sources like journal, magazines and
book on market Hero MotoCorp Ltd research There are pictorial representations of
statistical data with several subdivisions in a
DATA COLLECTION METHOD: circular from and column from respectively.

The survey method was employed

for primary data collection. The medium of date
collection was through personal interviews.
 JOURNAL OF RESOURCE ISSN NO: 0745-6999
MANAGEMENT AND TECHNOLOGY

METHOD OF WEIGHTED AVERAGE FOR  The accuracy of the analysis and conclusion
RANKS: drawn entirely depends upon the reliability
of the information provided by the
This method is used to complete the employees.
weighted averages for the rank to determine  Sincere efforts were made to cover
which factor is the most preferred one. The ranks maximum departments of the employees,
are taken as the variable and the numbers of but the study may not fully reflect the entire
people are the weights for each rank. From the opinion of the employees.
weighted averages the most preferred factor is  In the fast moving/changing employees
chosen as the one with the minimum average. behaviour, name new and better things may
The next average selects the rank and the emerge in the near future, which cannot be
procedure continues for other ranks also. safeguard in this report.
.
RESEARCH OBJECTIVE 3. CUSTOMER LIFE CYCLE

 To study about the Hero MotoCorp Ltd services.

 To study about the Hero MotoCorp Ltd products.

 To know about why the customer like to Hero

MotoCorp Ltd MOTORS.

 Are they happy with the service?

 To know about what customer needs and what the

company is provide Hero Honda.

 To know about how they fulfil the needs of the

customers.
The customer life cycle starts with a clear and precise
assessment of customer needs and then attracting
SCOPE OF THE STUDY: them with the traditional modes of advertising or
through recommendations.
The scope is confirmed only to examine the
The next step would be customer development i.e.
“Customer relationship management with reference
please the customer by offering him a product of his
to HERO MOTOCORP LTDMOTORS” and to find
dreams by learning about it from him through close
possible remedies to counteract their competition.
relations with him.
LIMITATIONS Then comes the stage of leveraging customer equity
wherein cross selling and up selling are resorted to
 As the time given for the completion of the but while keeping in mind that there must be mutual
project was limited. value creation. The last part of customer life cycle
management is retaining the existing customers and
 The survey was restricted to Hyderabad and trying for more customers through referrals of these
Secunderabad only. satisfied customers. In spite of all these efforts there
will be a certain amount of customer migration at
 They may be few opinions, which might various stages due to various reasons. CRM tries to
have been missed out. work out ways to identify the reasons of defections
and introspect about the methods and assumptions
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MANAGEMENT AND TECHNOLOGY

that are made during the whole process. Basically the

question arises whether these
Ingredients of CRM

CRM PROCESS FRAMEWORK:

relationship development process model based on the
buyer-seller relationships studied by various authors. The model consists of four stages
The figure below depicts the four stages and is a) Customer relationship formation process
described in details further below b) Relationship management and governance
process
c) Relational performance evaluation process
and
d) CRM evolution or enhancement process

4. DATA ANALYSIS AND INTERPRETATION

TABLE 1
1 which brand do you own?
S NO PRODUCT RESPONDENTS %

1 HERO 60 60

2 HONDA 20 20

3 TVS 15 15

4 SUZUKI 5 5

CHART 1
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Interpretation:
From above it can be stated that the general satisfaction level of for HERO in twin cities of Hyderabad
and Secunderabad is 60%.

2. SOURCES OF AWARENESS:

The customer was enquired about the sources of awareness with regard the HERO. This will help to know
us to which sources is playing a major role in creating awareness among the customers.
S .NO ADVERTISEMENT RESPONDENTS %

1 T.V 35 35
2
NEWSPAPERS 25 25
3
FRIENDS 12 12
4
DEALERS 28 28
CHART-2

DEALERS
28%
T.V
35%
1 T.V
2 NEWSPAPERS
3 FRIENDS
4 DEALERS
FRIENDS
12% NEWS
PAPERS
25%

Interpretation:

Out of the responses obtained from 100 customers 28% said that they became aware of the Friends. And
through the friends 35% of the customers are aware from the T.V. And another 25% are aware of by the NEWS
PAPERS. And only 12% are aware by the DEALERS.

3. LEVEL OF SATISFACTION:

The customer was enquired about the level of satisfaction with regard to the HERO.

S NO SATISFACTION RESPONDENTS %

1 EXCELLENT 30 65
2 GOOD 10 20
3 AVERAGE 50 10
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MANAGEMENT AND TECHNOLOGY

4 POOR 10 5

CHART-3

Poor
Average 5%
10%

S NO
SATICEFACT
ION

Good
20% Excellent
65%

Interpretation:
Out of the responses obtained from 100 customers 65% said that they are EXCELLENT satisfied and 20%
were GOOD and 10% were AVERAGE and 5% were vehicle is poor. This data is obtained by most of members
were satisfied by HERO product.

4. What are the voluble attributes you normally look while purchasing a Two-wheeler?

S NO ATTRIBUTES RESPONDENTS
1 PERFORMENS 50 50
2 PRICE 10 10
3 DESIGN 30 30
4 OTHERS 10 10

CHART-4

RESPONDENTS

OTHERS
10%
DESIGN
30%
1 DESIGN
2 PRICE
3 PERFORMANCE
PERFORMAN 4 OTHERS
CE
50% PRICE
10%
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MANAGEMENT AND TECHNOLOGY

Interpretation:

From the above it can be stated that general normally any one while purchasing a four wheeler most of the members
are seeing 50% of members are seeing PERFORMENS and 30% of members are seeing DESIGN And 10% of
members are seeing PRICE and 10% of members are Others.

5. SUGGESTING TO FRIENDS:

The following table is regarding the customer likeliness in suggesting this showroom to other friends. This
is an indicator of customer satisfaction also.
Let‟s see the responses.

S NO SUGGEST FRIENDS RESPONDENTS %

1 YES 90 90

2 NO 10 10

CHART-5

100

80

60
90%
40 RESPONDENTS

20
10%
0
YES NO
1 2

Interpretation:

A look at the chart shows that 90% of the members are suggesting and 10% of the members are not suggesting.
FINDINGS 2. 82% of the respondents were aware of HERO
brand.
1. Most of the respondents were aware by the 3. In advertisement media newspapers (56%) were
friends and relatives (48%).Advertisements much affective and motor (38%) was also a
(28%) also helped in providing information to major advertising media.
the respondents.
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MANAGEMENT AND TECHNOLOGY

4. Many factors like family members advertising They should provide home service to the
were responsible for influencing the customers to customers. The personnel should be appointed
buy HERO. by company to the dealers. The service should be
5. 6% of the customers were very much satisfied accurate.
with HEROS. Whereas 58% was satisfied with
HERO. CONCLUSION
6. 39% of the respondents were satisfied with the
service of the HERO. A study was useful in understanding the customer
7. After sales service at door step 38% was one of relationship management of HERO BIKES among a
the factors which help the purchaser to buy a various customers launching new formulations can
HERO. Prompt service 52% also help to attract make HERO to the pioneer in many market
the purchaser. segments.
8. 54% of the respondents considered the price of
the HERO. As higher where as only 8% HERO was inferred that most customers of high-
considered as economical and 38% of the income group preferred the supply of HERO BIKES.
respondent said it as reasonable. About 70% of customers are aware of HERO BIKES.

Most of the customers agree that HERO is best

quality with reasonable price the attitude 50% of
SUGGESTIONS customers towards price of HERO BIKEs is
reasonable. But 10% of the customers of asking for
1. The most important media for consumer improvement in the quality.
durables is MOTORS. So, they should go
for television advertisements rather going
BIBLIOGRAPHY
for newspaper, the television advertisements
influences more on the people. They should
spend some expenditure for T.V.
 PHILIP KOTLER 2000/e - MARKETING M
advertisements.
 PHILIP KOTLER &
2. Being the price of the HERO is high they
GARY ARMSTRONG - PRINCIPLES O
should try to reduce prices because there are
many other TV‟s which can be purchased at  G.C. BERI - MARKETING R
lower cost, and then these people are selling.  www.hero.com
If not, the sales may decrease.  www.phonexhero.com
3. More features should be added to the  www.autoindia.com
television according to the needs of the
customer, because their competitors are
coming with new models. According to the
competitors changing models also these
people should change the models also these
people should change the models or change
the technology.
4. Company should give some incentives to the
dealers for promoting the products of
HERO. They should not neglect dealers.
They should select good dealers, b which
they can give customer satisfaction.
5. Company should setup service centres at dealer
level it self. They should train some personnel
for exclusive maintenance of these Televisions.