Annexure-I

Summer Training Report

On
CUSTOMER EXPERIENCE ANALYSIS

Submitted in partial fulfillment of the requirements

For the award of the degree of

Bachelor in Technology (MECHANICAL)

To

Guide Name: Parchita Student Name: Sarvesh

Sharma
Roll No: 150BTCMCH027/15003102
Batch: 2015-
2019
 Certificate

I, Mr./Ms. Sarvesh Sharma, Roll No. 150BTCMCH027/15003102 certify that the Summer

Training Report (Paper Code B.TECH-ME entitled CUSTOMER EXPERIENCE

ANALYSIS is done by me and it is an authentic work carried out by me at Tata Motors Sales

and Services, Patparganj. The matter embodied in this has not been submitted earlier for the

award of any degree or diploma to the best of my knowledge and belief.

Signature of the Student

Date:

Certified that the Summer Training Report (Paper Code B.TECH-ME) entitled CUSTOMER

EXPERIENCE ANALYSIS done by Mr./Ms. Sarvesh Sharma, Roll No.

150BTCMCH027/15003102, is completed under my guidance.

Signature of the

Guide

Date:

Name of the Guide: Parchita

Designation:

Countersigned

Director/Project Coordinator
Acknowledgement

I take this opportunity to express my profound gratitude and deep regards to all

those who contributed in bringing my internship project to a successful closing .I

am obliged to acknowledge the admirable guidance, monitoring and constant

motivation throughout the course of this project of the following people.

Head of the company : Mr. KANCHAN KALRA, (T.S.S HEAD)

Faculty Guide: Ms. PARCHITA

Others: -Mr. AJAY MISHRA

-Mr. JOGINDER SINGH

I would like to thank my company for giving me this opportunity to have

customer experience in automobile industry as well as in other sectors.

Throughout the time I had a wonderful experience about this project.

S No Topic Page No
1 Certificate (s)

2 Acknowledgements

5 Executive Summary

6 Chapter-1: Profile of the Company

7 Chapter-2: SWOT Analysis of the Company

8 Chapter-3: Functional Analysis of the Company

9 Chapter-4: Blue Print of the customer experience

improvement to make
Customer Delight

10 References/Bibliography

Executive Summary
This project has been completed in TSS (Tata Motors Sales and Services), Patparganj. The
project is on CUSTOMER EXPERIENCE ANALYSIS.

The objective of the project is To take customer's experience interacting in different

companies, starting with the initial contact and continuing through all subsequent
interactions, via all touch-points.

This project starts with the introduction of Customer experience or customer interaction that can
be defined as that stage or point wherein customers are being introduced and engaged into the
business.

It includes various topics:

PROFILE OF TATA MOTORS: It covers the introduction of company, joint ventures,

companys developments and values.

ANALYSIS OF CUSTOMERS NEED: Analysis of the primary, secondary needs and

the peripheral needs of the customers to create Customer Delight.

SWOT ANALYSIS: SWOT analysis explains the strength, weakness, threats and
opportunity available to the company.

RECOMMENDATIONS: In the end a comprehensive list of recommendations and

suggestions is included. Such recommendations are drafted with the purpose of bringing
to light the issues which push the sales of and act as a tool in the hand of salesman.

TATA MOTORS
TATA Motors is the flagship company of the TATA group & is India's largest automobile player,

with revenues of $7.2 billion in 2006-07. With over 4 million TATA vehicles plying in India, it is

the leader in commercial vehicles and the second largest in passenger vehicles. Previously TATA

Engineering and Locomotive Company (Telco), TATA Motors is listed on the New York Stock

Exchange in 2004.

The Tata Motors Sales and Services (T.S.S) is located in GAZIR PUR PLOT NO -1

PATPAR GANJ, NEW DELHI110096

- The Tata Motors Sales and Services, Patparganj has a full range of commercial

vehicles.
- This operation was started in 1982.
- The territory district covers State of Delhi.
- It includes the following business activities.

Vehicle Sales
Vehicle Service
Vehicle AMC
TMI and loyalty cards

SWOT Analysis
STRENGTH
S
W
O
T

WEAKNESS

OPPURTUNITIES

THREATS

Functional Analysis of the Company

 The following elements comprise the customer
encounter with the business:

Expectations setting
Expectations set by marketing or advertising
Brand image
Public relations (PR)
Word of Mouth

All these are essential in the pre-sale customer

experience. These elements that promote customer
awareness of the business and its products or services
and these serve as influential factors in making
customers approach towards the business and make
the transaction.

Marketers Job

A marketer's job is to understand the various points at

which customers engage with a brand, its
products/services and its marketing messages, and to
ensure the most successful usage of such
opportunities.

Marketers can plan typical customer journeys and

prepare the best ways to interact with customers at
each stage.
Managing customers journey

The goals of defining and managing customer

journeys include:
Company Formation Pyramid

H e a d / M D

T . S . M

D . S . M

S a l e s M a n
Factors Comprising Customer Overall Satisfaction

43% Service Quality

17% Vehicle Pick-up
14% Service Facility
14% Service Advisor
11% Service Initiation
 OBSERVATIONS AT COMPANY

Work= to sale the given product within given time.

Minimum Sale of vehicle per month= Six
The basic work is to finance the product for the
customers buying the product. In otherwords, to
complete all the paper work required after
registration of the product by the customer. These
documents include the following things which are as
follows.
B o o k i n g o f v e h i c l e

D o c s r e c e i v e d f o r F i n a n c e

F i n a n c e

B i l l i n g

I n s u r a n c e

R e g i s t r a ti o n

E M I

Different customers are being handled according

to their requirements in terms of their uses and
earning.
Customer Enquiry

- For what purpose vehicle is required by the

customer. These include the following things.
Customer experience journey at TSS

PL er ea d i n g t h e c u s t o m e r t o c u s t o m e r l o u n g e
SA ad l ve e r ti s i n g b a n n e r s o f e x c l u s i v e c P u r r e r e S n a t l e o ff e r s
SUM a n el d e e t r &s t aG n r de ie n t-g Wc u e s lt c o m e i nr gn ea en d ag nr ed e r ti e n c go mc u m s t e o n m d ei n r g h i m s u i t a b l e v e h i c l e
eaC te tl eh b e r ga ati tn e g t h e d e Sl i av le e r y c e r e m o n y b y d e l i v e r y d e c o r a t e d v e h i c l e w i t h b o u q u e t , s w e e t
PbUF ro n e sx det ae w nr s da t sa hn isdn m i gn a gfal hc g ii sl fti t r y.e qfo u r i r c e u m s t e o n m t ea rn d l e a d i n g h i m t o
SCtQ hao u el eal ecl ioct tiyn ncs ege rr dnv oei c cd e u -F m RS Eee /nm T t iLs n frd oe rm fo t hr es e c r u v si ct oe Pm i no e ts ert , r San a r a rl ela tn o g i n g e a s y fi n a n c e
CORc ueaff sl et i onr i mgn gte h r e ifrm c o u mb s et otiv mem r eae rg t eto o s ti ia nm fode r w m a ht e i mr t h e d e l i v e r y d a t e a n d ti m e
EF an cg i al i gt ai n ti g n Tg a v t ea h O i c K l e fo p r u g j ae n c ee rr ae tim n o g n ay nw e h w e r v e e v h e i rc lRr e e ql eP u au i dr ec dh a s e
PCt h uh r ra o c s uhs gia hs B o i rl dt h v d e a h y i c C l ee l se a b l re a ti o n
UeO nff de er i rn s gt a c n u d s it n o g m c e u r s tr oe mfe re r r a nl ce oe ud p foo nr sfi on na n v c e e h , i cc al e s h d ep l ui v r ec hr y a s e , i n s u r a n c e , r e g i s t r a ti o n a n d
gS eu ri dv ii nc eg - h P i mi c k t &h r oD ur og ph fat h c e i l pi t ry o foc e r s ss e r v i c e
C u s t o m e r fa m i l y d a y c e l e b r a ti o n
Customer experience journey at CARGO MOTORS DELHI
PVT.LTD

Commercial Vehicle Dealer TATA MOTORS

Praveen Kumar
TL SCV Cargo
- Cargo Motors is one of the biggest Commercial Vehicle
Showroom across the nation to improve customer
reach.
- Located at major highways.
Method of working
- to promote a partnership with dealer
- to ensure dealer profitability
- customer feedback is continuously fed back into the
process
- highlighting areas of excellence and addressing areas of
concern in dealer customer engagement process
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Customer experience journey at
COMPETENT AUTOMOBILES
CO.LTD
MARUTI SUZUKI INDIA LIMITED
NEW DELHI

An automobile is a quite unique product. Unlike pure services it has a

component of the product quality which affects the overall experience of the
customers and unlike pure products it has a service component which also
significantly affects the overall experience of the customers. so, it becomes
critical to focus on the service experience of the customer as it has a major
contribution to the bottom line of an automobile dealership. Hence, there are
three important behaviours of a customer which every automobile business
desires to ensure that the earnings are virtually achieved in terms of quality
that can be expressed as follows.

R e vco- pi sumi tr cm h ea nsed

 - Thus indirectly the service satisfaction has an effect on the entire spectrum
of earning during the life time of a customer.

OBSERVED FACTORS THAT CAN AFFECT CUSTOMER SATISFACTION

Cu
sto S e rv i c e Q u a l i t y
me
r
Sa
ti sf
ac
ti o
n
P ro d u c t Q u a l i t y

- Thus, we also see that in automobile ownership the service quality has a
higher impact on the overall customer satisfaction than the product
quality.

- Moreover, an automobile service provider has little control on the

product quality which is mainly controlled by the manufacturer.

- Hence, it is important and rather more relevant for a dealership to focus

more on service quality rather than product quality.

Blue Print of the customer experience improvement to make

Customer Delight- Designed Based
On
CUSTOMER EXPERIENCE ANALYSIS

PRE SALE
Meet & Greet- Welcoming and greeting customer at the gate

Smile when you greet your customers at the gate -You want your customers to feel
welcome, and that starts with your body language.
Smile, and approach them smartly.
Everything about your manner should say Sir Im glad youre here!

Leading the customer to customer lounge

Approaching the customer at company work station/desk
Making him feel comfortable and providing him a space for sitting warmly.

Offering him beverages and water

Provide drinking water to the customer as he enters the customer lounge.

 Ask the customer if he would like to take hot or cold liquid refreshment.

Advertisement banners of exclusive current offers

Banners of the product on which discount and other offers are there should be there in the view of
customer in the customer lounge as well as on the gates while entering inside.

Understanding his requirement and leading him to the concerned FSE/TL

It includes opening up with something like Thanks for coming in! as the customer
meets the concerned FSE/TL

After your warm, inviting and professional greeting, engage the customer in conversation
related to his requirement.

SALE
Understanding customer need and recommending him suitable vehicle

 Asking specific details you can get on what a customer is looking for so that you can
satisfy his needs.

Show customers to products

Walk the customer to the product

Show the product precisely where it is to have a full faith of the
customer on the product.

Show vehicles from back to

front to the customer at your
company

Providing a free Test Drive

A free test drive for the customer will help to achieve sale of vehicle as well as decision of the customer at

a faster rate.
 Understanding customer need for finance, cash purchase, insurance, registration and guiding

him through the process

Finance

- The finance of a customer is decided on the basis

of his profile.

- The profile of a customer is observed in terms of

FTU
Existing User
Enterprise

Cash Purchase

- The customers first question that comes in mind

while buying a vehicle is the cost of that particular
vehicle that he is willing to buy.

- These prices include Ex-showroom price, variant

color price and the road price
Insurance

- The insurance of the vehicle is a must required

document while buying a vehicle in todays
modern generation.

Registration

- It is basically the registration as well as passing of

vehicle from the company after completion of the
required documents.

Collecting documents from the customer,

arranging easy finance

- The documents are collected on the basis of type

of customer that can be expressed as follows.
 Customer Feedback Form
A customer feedback form should be there so that the
experience of the customer can be taken on large scale
for further improving actions.

Customer Feedback Form

How did we do? We'd love to hear from you about your experience at
TATA Motors!
Thank you for taking a moment of time to complete the following
survey.
Name (First Last):

City, State:

Phone Number:

Email Address:

What was the purpose of your visit?

Automobile Feedback

Purpose for vehicle required?

o What type of load would you apply on your automobile?
Light
Moderate
Heavy
Extreme Heavy

o What type of vehicle are you looking for?

LCV
ICV
SCV
HCV

o About how many miles or kilometres are you willing to travel your
automobile on daily basis?

Miles

Kilometres

o How important is it to you to test drive an automobile before

buying it?
Extremely important
Very important
Moderate important
Slight important
Not at all important
o When buying an automobile, which of the following factors do you
consider?
Availability of preferred make and model
Driving performance
Appearance of automobile
Dealer reputation
Brand reputation
Financing options
Friend or family recommendations
Other

o When buying an automobile, which of the following factor is most

important to you?
Financing options
Brand reputation
Dealer reputation
Appearance of automobile
Driving performance
Availability of preferred make and model
Friend or family recommendations
Other

o How do you plan to pay for your next automobile purchase?

Cash
Gift
Loan from bank
Loan from automobile dealership
 Loan from friend or family member
Other

Would you recommend TATA Motors to your friends and family?

Yes
No

How would you rate your vehicle buying experience?

Excellent
Very Good
Good
Fair
Poor
N/A

Do you have any suggestions on how we can serve you better in the future?

Other comments about your experience:

Calling the customer to inform him the

delivery date and time
 Making an alert call to the customer for his
vehicle delivery to maintain a regular interest of
the customer on vehicle till and after delivery.
The customer should be informed for delivery on
regular basis via mails, calls, messages etc.

Celebrating the delivery ceremony

This can be done by decorating vehicle with

attractive company banners and decorating
materials such as flowers.
 The customer can be provided Key Chains,
Sweets, Flower Bouquets, Referral vouchers,
Greetings etc.

Facilitating vehicle puja ceremony wherever

required

Asking the customer for having a puja ceremony

for his vehicle whenever he is comfortable as a
complementary to make customer delight in
return.
POST SALE

Chassis Birthday Celebration

Chassis birthday can be celebrated by decorating customers vehicle full of flowers and company
banners to make it attractive and beautiful which will have a good impression on the customer as well.

Surprise and Delight your Customer by sending them an unexpected Treat

- This can be done as follows

An email for their Chassis Birthday Celebration
Calling them out of scheduled time shows you care for them
Visiting them in person to show your commitment
Reminder email a few days later
Final reminder when the offer is about to expire
The invitation email for Chassis Birthday Celebration could be written as follows.
My dear .
It is great pleasure to inform you to know that your Chassis will be completing one year on 18th
September, 2017 i.e. next Saturday. We are having a get together on this day. So I would like to
invite you and your family on this auspicious day. The birthday party is on 18th September, 2017
and venue of the party is TAJ Hotel. The party will start at 7 pm. I hope youll be able to make it.
Please do come.
With best wishes,
Yours sincerely,
Your name

Customer family day celebration

 A day can be decided for celebrating the customers vehicle day

celebration.

The whole family can be invited on this special occasion to

make customer experience better.

Offering customer referral coupons on vehicle delivery

Customer can be given free referral coupons along with the

vehicle so that if another customer comes with his reference than he

will get a good discount.

The referral coupon will make the customer to provide the

reference to the other customer if he likes the product.

 Quality service- Reminder for service internal to customer from
time to time

After buying the product the customer should be informed for

service of his vehicle on regular basis.

Service- Pick & Drop facility for service

There should be a Pick & Drop facility for the vehicle service of
the customer with no charges applied.

Free washing facility for customer

There should be free vehicle wash facility for the customer to

improve his experience and make customer delight.

Re Purchase

Engaging Tata OK for generating a new vehicle lead

through old vehicle sale
 A scheme like Tata OK to attract customers for buying

vehicle should be there.

This offer includes buying a new vehicle by giving your

old vehicle to the company within limited period of time.

References/Bibliography

www.tata.com

www.tatamotors.com

http://en.wikipedia.org/wiki/Tata_motors

http://en.wikipedia.org/wiki/Tata_group

http://en.wikipedia.org/wiki/Indian_automobile_industry

http://en.wikipedia.org/wiki/Tata_Xenon

www.rediff.com
 www.ndtv.com