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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. - PowerPoint PPT Presentation
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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 ….