CUSTOMER RELATIONSHIP MANAGEMENT

By:
Bhumika Bunha (9)
Rishabh Mehta (41)
Harshpal Singh ()
Harsh Ganatra ()
Pratik Singh ()
Rishi Chauhan (42)
CR-1
PGDM 2014-16

Customer Relationship
Management

Provides customer-facing employees with a single, complete view of every

customer at every touch point and across all channels
Provides the customer with a single, complete view of the company and its
extended channels
Integrates and automates many of the customer serving processes.
Creates an IT framework of Web-enabled software & databases that
integrates these processes with the rest of the companys business
operations.
Includes software modules that provide tools that enable a business & its
employees to provide fast, convenient, dependable, consistent service.

Ou
r
Cas
e

Overview of the Case:

Mitsubishi Motor Sales

(Implementing CRM Systems)
Until the late 1990s, Mitsubishi Motor Sales of America Inc.
(www.mitsucars.com) was only about cars, and its approach to retail
customer service reflected that.
The parent company is Mitsubishi Motors Corporation (MMC),
which is a Japanese company with German-American alliance partner
and is a multinational manufacturer and distributor of automobiles,
buses, parts and power-trains.
The company is basically now adopting the speculative motive in
business by introducing Customer Relationship Management(CRM).
Company was lacking in customer-oriented approach so company
introduced this approach.

Q. What are the key application components of

Mitsubishis CRM system? What is the business purpose
of each of them?

Mitsubishis CRM system has today one call centre setup & an outsourced
service provider Baltimore-based Sitel Corp. which handle most basic
customer calls.
The cost per call has decreased by about two-thirds, and that savings alone
paid for the system in 18 months, according to Rich Donnelson, director of
customer relations.
The main thing company did that their call centre team included members
from its various fields such as sales, marketing, finance & IT departments.
They all then established some rules for the same.
This helps the customer and value of company from customer viewpoint
slowly started increasing.

Cont.

By introducing these departments, this saved the time of customers.

This helped company, cost of calls driven down by 38%.
Reduction of abandoned call rate to less than two percent, with an even
staffing.
The main purpose of it was to improve the customer support because if the
customer is not satisfied he will tell about this experience to another 8-10
customer this will harm the company image.
The main purpose of including various fields was to decrease the on call
time used by customer on the toll free number.

Q. What are the benefits to a business and its

customers of a CRM system like Mitsubishis?

Benefits to Customer & Company

The cost per call has decreased by about two-thirds.
The system saves agents time and uncertainty and enabled the
call center to handle 38 percent more volume.
Companys customer satisfaction rate rose by 8 percent.
The benefits to call center employees include career growth
and higher pay
Call center turnover decreased from 20 percent, to about 7
percent.

BENEFITS AND CHALLENGES

OF
CRM
CRM allows a business to identify and target their best customers; those who
are the most profitable to the business, so they can be retained as lifelong
customers for greater and more profitable services.
CRM enables real-time customization and personalization of products
and services based on customer wants, needs, buying habits, and life cycles.
CRM can keep track of when a customer contacts the company, regardless of
the contact point.
CRM enables a company to provide a consistent customer experience and
superior service and support across all the contact points a customer chooses.

Q. Do you approve of Mitsubishis approach to

acquiring and installing its CRM system? Why or why
not?
Ans : YES, We do approve Mitsubishis approach to
acquiring and installing its CRM system.

Reasons
Initially when company started they faced a lot of problems due to lack of
customer service number.

They had only 18 toll free customer service number which includes all the
service ranging from financing to sales to repairs .

Thus customers have to face many difficulties while solving their problem
such as long waiting etc. this force company to change this limitation.
With the help of wide range of shifts of employees, company decided to
focus on customer satisfaction and to fulfill their demand and they even
challenged there call centers to work on one voice and one set of cars for
the customers as said by CIO Tony Romero. Thus they came up with the
concept of Consumer Relationship Management.

Main objectives:

Marketing and fulfillment

Customer service and support
Retention and loyalty program
To acquire and retain customers
Customer satisfaction
Improve after sale service
Easy accessibility
Quick solutions