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By
ATHIRA S (M 08 B
R. VISHNUPRASAD (M 08 B 37)
By
ATHIRA S (M 08 B
R. VISHNUPRASAD (M 08 B 37)
Name Signature
I. Introduction
1.1 Eureka Forbes Ltd
Eureka Forbes is a joint venture between Forbes Gokak (part of the Shapoorji Pallonji
group) and Electrolux AB of Sweden. It was setup in India in 1982 to market health
and hygiene products to Indian consumers. It has manufacturing facilities at Bhimtal,
Hyderabad and Bangalore together with an advanced Research & Development centre
at Bangalore. The water testing facility of Aquamall (100% subsidiary of Eureka
Forbes) in Bangalore is the first facility in Asia and the seventh in the world to get
accredited by the Water Quality Association of America. The turnover of Eureka
Forbes in the FY 2003-2004 was around 510 Crores. Eureka Forbes has around 4000
successful sales personnel who are referred to as “Eurochamps” and over 500 response
centres to provide prompt and efficient after sales service.
Eureka Forbes pioneered the concept of direct marketing in health and hygiene
products. Direct marketing always faces lots of challenges and its successful operation
needs continuous monitoring and motivation. It is Asia’s largest direct sales
organization. It also has dealer sales division, industrial sales division and an exports
division. While the dealer channel contributes only around 10% of the overall sales
turnover of the company, direct sales route contributes around 75%.
This study has carried out at Bangalore Eureka Forbes Central Sales Office. This study
covered the functions of various department i.e. Sales, Marketing, Human Resources,
Finance, Systems, Research and Development and customer Relations Management.
This study also took time to analyze the strength and weakness of the organization.
Eureka Forbes Ltd having 172 offices in India in which 61 of them is in South India.
About 95% of the market share for vacuum cleaners and about 74% of the market
share for water purifiers. Major competitors are Philips, Whirl Pool, Kent, Pureit
(HLL) etc. Mainly the product promotions of Eureka Forbes are through Exhibitions,
Brochures, Campaigns and field activities.
1.2 INDUSTRY PROFILE
Eureka Forbes Limited started its operations in the health and hygiene line with a
vision of
‘A happy, Healthy, Safe and Pollution Free Environment, Built on Trust and Lasting
Relationships with Customers’
Eureka Forbes product lines are related to health, hygiene and safety. They are mainly
concentrating on water purification systems for different segments. Cleaning
machineries for domestic as well as industrial applications. Their total security
solutions provide complete safety.
Eureka Forbes is the leaders in domestic water purification system and they are the
specialists in 5 water technologies addressing more than 17 diverse water conditions.
Eureka Forbes is the world’s largest UV water purification system manufacturer.
They have products for domestic as well as industrial applications. Below is the
different models, prize and technologies.
Industrial application water purification systems are available with different capacity.
The purified out put water capacity ranges from 60 liter per minute to 600 liter per
minute. These models are positioned in small industries, restaurants, recreation
centers etc.
SI Product Technology Channel Price (RS)
Cleaning systems include vacuum cleaners which can remove dust & dirt from deep
below surfaces, hard-to-reach places and areas where it does not seem to be present.
There are different models of vacuum cleaners are available with Eureka Forbes.
Eureka Forbes also selling high end steam cleaners to the Indian customers. Eureka
Forbes home cleaning systems include vacuum cleaners which include models like
Euroclean Jet, Euroclean bullet, Euroclean WD, Euroclean swift etc sold through
direct marketing channel and Tornado trend, Tornado Zen and Tornado All Around
sold through retail marketing.
Eureka Forbes indoor air purification system purifies the indoor air and thereby
prevents allergies headaches, nausea, physical aches, asthma etc. Some of the products
in this segment for Eureka Forbes are
1.3. A. Direct Sales Division: Established in 1982 - The main selling arm and flagship
of the company. This division has over 5000 sales personnel working in and across the
country. The products under this division include Euroclean range of Home Cleaning
Systems, Aquaguard Water Purification Systems and Euroair Air Purification
Systems. Euroclean Vacuum Cleaners - India's Largest Selling Vacuum cleaners with
over 2.5 million satisfied customers. Already expanded into 450 smaller towns
through franchised direct operations
1.3. B. Retail Sales Division: Established in 1985 - The Dealer Sales Division caters to
the retail segment. The division has developed a distinct place for itself, marketing
Tornado Vacuum Cleaners, Forbes & water purifier. They have 3,800 strong dealer
sales networks and a 58 distributor strong institutional sales network
1.3. C. Corporate Care Division: This division is the youngest division with a
mission to provide safe water to every one. This division deals the economy water
purification systems to the rural market. This does not require any electricity or online
water to operate. This division is closely associate with NGOs and other community
developers to provide purified water to the rural population.
1.3. G. Service Division: A strong service network backs up sales efforts - 4000
company trained technicians make 15,000 kitchen visits daily, supported by call
centers, customer care representatives & mobile service vans. Established 24 hour
helpline for customers called Eurohelpline. A significant part of our revenue comes
from relationship marketing including service contracts, spares & accessories sales,
product up gradations and references of new customers.
Organisational Structure
CORE LEADERSHIP TEAM
CHAIRMAN
VICE MANAGING
CHAIRMAN DIRECTOR
SENIOR SENIOR
SENIOR SENIOR SENIOR
SENIOR VP VP SENIOR
VP VP VP
VP INTERNA HUMAN VP
FINANCE DIRECT TECHNIC
RETAIL TIONAL RESOURC FACTORY
SALES AL
MARKET E
Structure of Main Division
SENIOR VP
VP
General Manager
Branch Manager
Group
Salesof
Head Representative
Leader
Customer Response Centre
Team Leader
STRUCTURE OF SUPPORTING DIVISIONS
GENERAL MANAGER
FINANCE
DIVISIONAL GENERAL
MANAGER FINANCE
ASSISTANT MANAGER
FINANCE
EXECUTIVE FINANCE
OFFICERS FINANCE
SUPERVISORS FINANCE
DIVISIONAL GENERAL
VICE PRESIDENT
MANAGER MARKETING
MARKETING
SENIOR MANAGER
GENERAL MANAGER
MARKETING
DIVISIONAL GENERAL
MANAGER MARKETING
SENIOR MANAGER
MARKETING
MANAGER MARKETING
ASSISTANT MANAGER
MARKETING
SUPERVISORS
EXECUTIVE
OFFICERS MARKETING
MARKETING
MARKETING
SENIOR VICE PRESIDENT
HUMAN RESOURCE
GENERAL MANAGER
HUMAN RESOURCE
DIVISIONAL GENERAL
MANAGER HUMAN
RESOURCE
MANAGER HUMAN
RESOURCE
ASSISTANT MANAGER
SUPERVISORS
EXECUTIVE
HUMAN RESOURCE
HUMAN
HUMAN
OFFICERS HUMAN RESOURCE
RESOURCE
SENIOR VICE PRESIDENT
TECHNICAL
VICE PRESIDENT
TECHNICAL
GENERAL MANAGER
TECHNICAL
DIVISIONAL GENERAL
MANAGER TECHNICAL
DIVISIONAL GENERAL
MANAGER TECHNICAL
SENIOR MANAGER
TECHNICAL
MANAGER TECHNICAL
ASSISTANT MANAGER
SUPERVISORS
EXECUTIVE
OFFICERS TECHNICAL
TECHNICAL
TECHNICAL
TECHNICAL
1.4. A Business Model of Eureka Forbes
As explained earlier Eureka Forbes follows the concept of direct marketing
aggressively. It manages an efficient sales force which is given proper training and is
kept highly motivated. A proper recruitment procedure and incentive scheme helps to
employ and retain good talent in the organization. A typical day of a sales person
starts with a field meeting at around 7.30AM. Generally the meeting is headed by a
DDSM and a product manager. In the field meeting, the previous days performance is
reviewed and the targets to be achieved by each Eurochamp to avail various incentives
is discussed. Each Eurochamp then moves to the allotted location and start to
“Knock”. This early morning time is selected so that the sales person can talk to the
decision maker in the house who generally will leave for work after 9AM. Aquaguard
being a product priced in the range of Rs 6500-7500, the buying decision will largely
depend on the earning member of the family. So even though in most families the
initiator is the wife, husband will be the buyer. So meeting the husband is very
important in making sales. Once the sales person meets the buyer, he introduces
himself and talks about the product. If the person is slightly interested, the sales person
fixes an appointment for a demo in the evening. Once they get a demo, there is a large
possibility of it getting converted to a sale. Once they finish the days “Knocking”, they
return to the office and review the days work and prepare for the demo. In the evening,
they carry a demo kit of the product and necessary manuals. They explain the product
features and the technology being used in purification and they also persuade the
customers who are hesitant to pay money in lump some to go for installments. Once
the sale is completed, the service personnel install the product at the customer’s
location. Direct marketing is one of the most flexible tools in an integrated marketing
program. Here a campaign is carefully planned in accordance with the target market
and the product concerned. The company emphasizes a lot on building long lasting
relationships with the customers which is evident from its slogan
“Eureka Forbes, Your Friend For Life”. The stronger the relationship with the
customer, the more will be the opportunities for the company to influence the future
direction and success of its business.
Human resource (or personnel) management, in the sense of getting things done
through people. It's an essential part of every manager's responsibilities, but many
organizations find it advantageous to establish a specialist division to provide an
expert service dedicated to ensuring that the human resource function is performed
efficiently.
All in all, the HR function is still to a large degree administrative and common to all
organizations. To varying degrees, most organizations have formalized selection,
evaluation, and payroll processes. Efficient and effective management of the "Human
Capital" Pool (HCP) has become an increasingly imperative and complex activity to
all HR professionals. The HR function consists of tracking innumerable data points on
each employee, from personal histories, data, skills, capabilities, experiences to
payroll records. To reduce the manual workload of these administrative activities,
organizations began to electronically automate many of these processes by introducing
innovative HR practices.
In Eureka Forbes HR function is headed by Sr. Vice President, who is reporting to the
president of the organization. The challenges in HR function of Eureka Forbes are the
recruitment and retaining of the people.
Recruitment: Eureka Forbes recruits their manpower through direct interview and
mostly through campus recruitments and employment exchanges.
Training and development: The new recruitment will undergo 1 month class room
induction cum training program in our training centre which is known as CRTC -
Central Recruitment Training Centre. Eureka Forbes provides ample scope for
learning for the employees through its SELF LEARNING PROGRAM (SLP) and
provides a Diploma in Sales Management in association with the Narsee Monjee
Institute of Management Studies (NMIMS), one of India's top 10 management
institutes, improves the knowledge base of the Sales people.
Payroll: SAP automates the pay process by gathering data on employee time and
attendance, calculating various deductions and taxes, and generating periodic
paycheques and employee tax reports. The necessary data required fir this process is
providing by HR. Salary includes the basic pay, sales commissions, performance
incentives, Bonus etc.
Performance Appraisal Systems: All the employees performance has been assessing
with a specified time interval. The middle and top management staff’s performance
have been assessed by their effectiveness of KRA –Key Result Area.
Transfers: All the employees’ job in Eureka Forbes is transferable and the company
provides all the expenses incurred during the transfer. Also takes care of their family’s
travel and settlement in the new place.
Benefits and Welfare: This includes the insurance policy, accident benefits,
provident fund, gratuity and pension plans, loan facilities. All the employees and their
dependents are covered the cash less hospitalization option.
Compensation: Salary and benefit surveys, job evaluation, job descriptions through
Key Result Areas.
Leaves of absence: State and/or Federal Family and Medical Leave rights, availing
approved leaves of absence, rights upon return to work, light duty assignments for
temporary periods.
In the widely used text Marketing Management (2006), Philip Kotler and Kevin Lane
Keller define marketing management as "the art and science of choosing target
markets and getting, keeping and growing customers through creating,
delivering, and communicating superior customer value."
Marketing functions
Market Research:
Marketing Strategy:
Once the company has obtained an adequate understanding of the customer base and
its own competitive position in the industry, marketing managers are able to make key
strategic decisions and develop a marketing strategy designed to maximize the
revenues and profits of the firm. The selected strategy may aim for any of a variety of
specific objectives, including optimizing short-term unit margins, revenue growth,
market share, long-term profitability, or other Goals.
Implementation Planning:
After the firm's strategic objectives have been identified, the target market selected,
and the desired positioning for the company, product or brand has been determined,
marketing manager’s focus on how to best implement the chosen strategy.
Traditionally, this has involved implementation planning across the "4Ps" of
marketing: Product management, Pricing, Place (i.e. sales and distribution
channels), and promotions.
Once the key implementation initiatives have been identified, marketing managers
work to oversee the execution of the marketing plan. Marketing executives may
therefore manage any number of specific projects, such as sales force management
initiatives, product development efforts, channel marketing programs and the
execution of public relations and advertising campaigns. Marketers use a variety of
project management techniques to ensure projects achieve their objectives while
keeping to established schedules and budgets.
More broadly, marketing managers work to design and improve the effectiveness of
core marketing processes, such as new product development, brand management,
marketing communications, and pricing. Marketers may employ the tools of business
process reengineering to ensure these processes are properly designed, and use a
variety of process management techniques to keep them operating smoothly.
Effective execution may require management of both internal resources and a variety
of external vendors and service providers, such as the firm's advertising agency.
In Eureka Forbes the marketing department is headed by Sr. Vice president and the
marketing department plays a vital role in the following to support the operation.
1. Advertisements
Advertisement improves the trust and builds the confidence of purchasing a product.
Different innovative advertisements will play a great role and it will support the sales
man for closing the sale.
2. Introduce innovative and attractive incentive Plan
The incentives like Silver Cycle Club and Club 100, Ace club, Aspire club etc are the
major prestigious qualifying clubs for the performers. Creative promotion of these
clubs brings more success in the CRCs.
3. Participation in all types of sales exhibitions
Sales exhibition is the place where people meet the products. By participating sales
exhibitions company can display their products and this helps to improve the visibility
of their products. Probably the customer may not buy the first time but he will be
aware of the products and think in the next time.
4. Introduce innovative sales promotion activities.
Come up with interesting and innovative sales activities in each CRCs will increase
the sales. This will automatically boost the interests and bring competitive spirit
among Eurochamps. This can be like a group operation, flat entry program or health
survey program, which can be related with a day of importance or related with festival
etc.
5. Do continuous Market Survey and analysis
This will help us to know the pulse of the market, identify new market, market
penetration level, identify potential customers and learn the competitor products and
their activities.
“We are not just about profits we have made, the markets we have conquered or
the distances we have covered. Eureka Forbes is about the lives we have
touched". This is the financial statement of Eureka Forbes.
Financial Results
DIVIDEND:
With growth in turnover and profit in the year under review, the company has paid an
interim dividend of Rs. 20/- per share (200% on face value of Rs. 10/- each)
amounting to Rs. 8.52 crores (previous year Rs. 50/- per share i.e., 500% on face value
of Rs. 10/- per share amounting to Rs. 24.75 crores). In view of the need to conserve
funds for various ongoing projects and new initiatives to be undertaken during the
ensuing year, the Directors consider that the interim dividend of Rs. 20/- per share
declared and paid be considered as final dividend for the year 2005-06 (previous year
NIL).
Operations: EFL has entered its Silver Jubilee year with a landmark turnover of Rs.
633 crores, a growth of 15% over previous year. The Profit before Tax has risen by
5.7% from Rs. 32.14 crores to Rs. 33.96 crores. This modest growth in profit is despite
the fact that the company was very much adversely affected by the introduction of
Value Added Tax (VAT) in various states where it has its operations and had to absorb
the impact of VAT during the year.
During the year, the company won much international and national recognition. It was
inducted as a case study at one of the most prestigious education institutions in the
world, Harvard Business School, USA. It joined an elite band of corporations being
honoured with the MAKE (Most Admired Knowledge Enterprise) award, first in
India and then in Asia. It was selected as the Best Consumer Responsive Company in
the Consumer Durables category by The Economic Times in association with Avaya
Global Connect. "Aquaguard" and "Eureka Forbes" were also recognised as Consumer
and Business Super brands respectively.
The company continued its efforts to develop products, people and processes to
strengthen its leadership position. In the water purification category, it enhanced its
presence at the top end of the market with RO technology-based products as well as
launched an affordable resin technology-based brand called 'AquaSure' for the masses
of India who have either no running water or electricity or both. In the vacuum
cleaning category, it launched an upgraded model called Ace. It has been the
endeavour of the company to proactively seek new opportunities and new market
segments with a focus on future trends and possible competitive threats.
Corporate Social Responsibility has always been high on the agenda of your company.
It continues to support Eureka Forbes Institute of Environment in working towards its
mission of 'Unpolluted water and air is our children's birthright'. This is done through
air pollution monitoring, rainwater harvesting consultancy, running awareness
programmes among school children, and conducting the Euro Enviro Quiz, India's
first and only national environment quiz for school children that now covers 160
schools in 14 cities with 1.2 lakh participants.
Euro Parivaar Enviro Park and Aaji Aajoba Park, for senior citizens and handicapped
children, as well as other social activities continue to be sponsored by the company to
bring cheer to the less privileged and society at large.
Share holding Pattern: As reported last year, the company in accordance with the
decision at the Extraordinary General Meeting held on 4th March, 2005 announced first
Buy-Back of 6,90,000 fully paidup Equity Shares. The offer for buyback of 6,90,000
Equity Shares of Rs. 10/- each at an average price of Rs. 215/- per equity share for an
aggregate consideration of Rs. 14,83,50,000/- was kept open during the period
between 16thMarch, 2005 to 15th April, 2005. During the year, the company bought
back the said shares at said aggregate consideration on 15th April, 2005. Consequently,
the total paid up capital of the company as on 15th April, 2005 stands reduced to Rs.
4,26,00,000/-.
Directorate: Mr. K.C. Mehra (Vice Chairman) and Mr. D.E. Udwadia retire by
rotation and being eligible offer themselves for re – appointment.
Subsidiary Companies: During the year under review, the company's wholly owned
subsidiary, Aquamall Water Solutions Ltd., has shown an excellent growth of 20% in
sales turnover and in line with the increased turnover, the company's Profit before Tax
has also grown by 20% after taking higher depreciation charge for the full year of Rs.
3.7 crores for a valuable intangible asset. During the year, the company has extended
the range of water purification systems by way of 'Reverse Osmosis'. Introduction of
the new purification systems would enable the Company to meet the evolving needs of
the customers.
Apart from the manufacturing plant in the leased premises at Baddi, Himachal Pradesh
which commenced commercial operations on 29th April 2005, the company is also in
the process of setting up its own factory at Baddi. The company expects to commence
commercial operations from its own premises during the first quarter of the financial
year 2006-07. Forbes Aquamall Ltd., a wholly owned subsidiary of Aquamall Water
Solutions Ltd. has reported impressive results with a growth in turnover of 23% and
profit before tax of 30% over previous year.
The company has endeavoured to achieve zero defects and customer satisfaction by
supplying quality products. Constant upgradations are being made in the
manufacturing infrastructure to improve the quality and productivity.
During the year under review, the company has acquired from its parent company,
Forbes Gokak Ltd., its 51% stake in Forbes Abans Cleaning Solutions Pvt. Ltd., a
company in contract cleaning business, and also its 50% stake in Forbes Aquatech
Ltd., a company which manufactures high quality low cost range of water purifiers
under the brand name 'Aquasure'. Both the companies have shown improved
performance in the year under review and are expected to give better results in the
coming year.
The company’s wholly owned subsidiary, Euro Forbes International Pvt. . Ltd.,
incorporated in Singapore has started showing improvement with a turnover of Rs.
7.87 crores and Profit before Tax of Rs. 33 lakhs. The company's operation, at present,
cover markets of Indonesia, Philippines and Dubai but during the ensuing year, the
company will expand its operations to Vietnam, Thailand and Malaysia.
During the year, the company has also entered into a 50:50 joint venture with Lux
International Ltd., Switzerland, to form a company, Eurolux International Ltd., which
has been incorporated in January 2006 as per Swiss law in Zug, Switzerland. This
company will cater to the markets of East Europe, South Africa and Russia. Directors
are confident that the company's operations in the overseas markets will be as
successful as in the domestic market over a period of time.
Insurance: Assets of the company have been adequately insured against usual risks.
• Sales Documentation
• Service complaint lodging
• Material movements
• Product issues
• Spares issues
• Salary preparation
• CRM activities
• Details of each employee, documentation of personal and financial data.
2.5 Research and development
1. Specific areas in which R&D carried out by the company : The company's R&D
Centre continues to be recognized by the Department of Science and Industrial
Research, Ministry of Science and Technology, Government of India. The Water
Laboratory at Bangalore is recognized by Karnataka State Pollution Control Board and
World Water Quality Association - USA and accredited by National Accreditation
Board for Testing and Calibrating Laboratories, India. The R&D Centre has been in
close touch with the customers, manufacturers and field sales force to evaluate the
customer's needs and product performance. The main focus has been on improving
and upgrading the product offering by accelerating product development.
The R&D has helped maintain the market leadership position through absorption of
latest technology in the areas of floor care products, water purifiers and domestic
appliances.
The R&D Centre has contributed significantly towards value engineering and cost
control measures, at the same time maintaining value - benefit equation for the
customers. The R&D team also provides training to the field sales and service staff
besides providing constant updates on technology and new products to the field and
marketing division.
2. Benefits derived as a result of the above efforts: R&D through its efforts has
enabled the manufacturer to introduce on its own water purifiers at the lower end of
the market segment. R&D has also recommended improved electronics, which is more
stable and also automatically communicates to the service call center if there is a
service requirement.
R&D has, moreover, contributed to improve upon products and accessories like
Modern UV water purifiers, 7 Stage RO / UF & UV purifier, Membrane technology
based purifiers, etc. to meet the different requirements due to varying water condition
in the market place.
R&D has also tested and suggested improvements in imported products like Reverse
Osmosis, 3-in-1 Vacuum Cleaners, Five Stage Water Purifiers to suit Indian
conditions.
Company introduced Ecofriendly household cleaning Liquids for sale through service
personnel.
3. Future Plan of Action: There are a number of products, process improvements and
accessories, which are under development in the field of water purifiers, vacuum
cleaners, air purifiers, kitchen appliances and eco-friendly chemical cleaning
solutions. These products would be at various price points to cater to different market
segments. R&D will involve in joint development of products with Foreign Business
associates for International requirements.
R&D would continue to work on value engineering, cost optimization and re-
engineering to improve the overall operating efficiency. R&D works closely with
Business Development to introduce new products from the foreign business associates
and also for import substitution.
4. Expenditure on R & D :
a. Capital - Rs. 1.39 lakhs
b. Recurring - Rs. 186.94 lakhs
c. Total - Rs. 188.33 lakhs
d. Total R&D Expenditure as
percentage of total turnover - 0.31%
In line with the rapidly changing technological environment, the R & D staff are
provided with the requisite means to keep abreast of the changes. They are also
encouraged to attend national and international technical symposiums and trade fairs
to understand the latest technology and adapt them to Indian conditions. Worked with
IIT Chennai to develop nano Silver technology for water purification enhancement.
The technology is implemented in the product seamlessly.
The results derived from the above efforts have contributed to significant
improvement in product quality and performance.
What is the greatest global business secret? Satisfied customers!!! Every company’s
greatest assets are its customers, because without customers there is no company and
there is no business. It is that simple. “The rewarded customer buys, multiplies and
comes back”. Treat the customers well and satisfied customers will be our best source
of advertising and marketing.
Success in today's business world depends more and more on building relationships
and keeping loyalty among customers and employees. Like any strong relationship --
loyal, long-term (and profitable!) business relationships require time, care, attention
and commitment.
Customers want more than a veneer of courtesy when they are in contact with us.
They want a business relationship where they are appreciated, respected and
remembered. When they think of doing business with us they want to be able to say,
“They know me very well”.
Excellent quality service helps to keep customer loyalty and helps to maximize
customer’ lifetime value.
”Unsatisfied customers may not complain to you, but you can be sure that they will
tell at least nine other people about their unhappy experience with your company”.
Learn how to listen to the customers. Learn that giving quality customer service will
increase sales and will help us in customer retention and beyond.
Learn how to communicate with the customer so that they become loyal to our
product/service and us.
"If you think of the customer first … you will always win."
Listening customer complaints are the first and most important step in the quality
service in any service oriented industry. Good customer listening helps organizations
avoid expensive service or quality overkill. Following steps have been implemented in
Eureka Forbes offices for receiving customer calls (Telephone/ walk in
customers/external customers).
Standard greeting style in all Customer Response Centers (CRCs) /Business Partners
(BPs) (Good morning, (after noon), (Evening), Eureka Forbes, Customer Relegations
Representatives (CRRs) name). Walk in customers have been treated well in all the
CRCs.
B) Listen carefully while receiving calls and collect maximum possible
information’s about the complaint of the product/need.
Get the nature of the complaint fully and pass this information’s to the service
personnel with out any deviation.
Ensure the complaint details pass to the service as per the scheduled time through
computer/telephone to the BPs/service department. (Daily three to four times)
Introduced one Telephone line in all CRCs exclusively for incoming customer calls
for easy access.
Special instructions given to the CRRs to keep telephone line free (optimum usage) for
easy access for the customer.
E) Market research: Conducting field surveys through group leaders/ other field
staffs (BPs should visit 10 customers and service group leader has to visit 50 to 60
calls in a month). Customer survey is prime important, companies like Coca-Cola
Co. of Atlanta and Walt Disney Co. of Burbank, Calif. (in its theme parks),
conduct daily customer satisfaction surveys.
Getting feed back and timely action on passing information’s to the respective
departments.
Identify customer needs and supply their requirements.
Identify false commitment and resolve customer grievances.
CRR should assess the quality of the service provided by business partners by
doing Satisfaction Index Survey
Conducted customer awareness program like free service.
Getting suggestions from customer to improve our product quality.
2.Making difficult customers satisfied – challenges faced and the results there off.
These are the main reasons for customer become unsatisfied and arrogant. The person
who handles the difficult customers should have certain qualities (Should listen the
customer, understand, pleasing, issues taken seriously, authentic and responsible,
appreciate customer views or opinions, give respect etc) and he should be always
balanced.
Kept least response time for attending customer complaints at all CRCs.
Since Eureka Forbes is a people driven company, all the employees in this
organization have to focus on customers. Help the customers whenever they require
any advice or doubts and ensure that all the employees in this organization are really
helping them for solving their problem or giving advice as a consultant. This is
important for every one who works and not just those in services. In the eyes of each
dept i.e. in sales, in accounts, in human resources, in a laboratory, in a production line
or in a warehouse, customers are equal.
Without any question, consistent performance is what customers want most. More
than anything else, the customer wants service that he can depend on. A superior
customer service is not possible without the involvement of the internal customers. If
we are keeping a poor internal customer relations that will directly reflects in the
quality customer service.
Strength of the organization: Eureka Forbes is the young, vibrant organization with
employee strength of 7250 spread across 100 cities in India. Eureka Forbes has almost
1000 service centers to resolve the customer issues with a very least response time.
Eureka Forbes products are superbrand category (Water Purifier and Vacuum
Cleaners). All the facilities are certified with specific standards. R & D is well
recognised and service is available across the country.
Opportunity: Health, hygiene and safety are the major concern of the people today.
The environmental conditions are degrading due to the over exploitation and the
growing crime is another concern. Eureka Forbes has all the products to provide
solutions to these problems. The projected opportunities are very high in this line.