CHAPTER 2

Framework of analysis:
In this chapter an attempt has been made to analyse and interpret all information collected from the
respondents of Spectrum Honda to examine the customer relationship management of the dealer. The
interpretation in this chapter are based on the objectives of the study.

ANALYSIS AND DATA INTERPRETATION

Issue1: value of the opinions put forward by the customers

Agree Highly agree disagree Highly Neutral

disagree

Top level 
management

Middle level 
management

Lower level 
management

ANALYSIS

From the above table we can observe that the opinions of the customers are highly valued by the
middle level management and the lower level management i.e. the sales manager, customer
relationship manager, customer relationship executive and the staffs respectively. But it was seen that
the top level management are comparatively less concerned with the customer’s opinion, they are
more concerned with the end sales.

INTERPRETATION

After interacting with all management levels we found that there exist difference in the significance
given to the customers’ opinions at different level. This is because the top level management even
though consider the customer as their king but the main concern is to conduct more sales. In
comparison to that, the middle level and lower level employees give more value to their customers
opinion as they are in regular contact with them.
Issue2: Importance of the comments put forward by the consumer

Highly
Agree Highly agree disagree Neutral
disagree

Top level

management

Middle level

management

Lower level

management

ANALYSIS

From the above table we can observe that, the dealer do not give much importance of the comments
put forward by the consumer no matter in which level of management it is.

INTERPRETATION

The main priority of the Honda dealer is to conduct sale to its customer. Hence, customer enjoys more
attention rather than the consumer. As per the data collected, we found that due importance is given to
the comments put forward by their respective customers only.

Issue 3: Give much importance the customer than that of consumer

Highly
Agree Highly agree Disagree neutral
disagree

Top level

management

Middle level

management

Lower level

management
ANALYSIS

From the above table we can observe that the main target of the dealer is their customer. All the top
level, middle level and lower level employees give much importance to the customer than that of the
consumer.

Interpretation

As depicted in issue 4, the management gives more priority to the opinion to their customer rather
than the consumer.

Issue 4: Believe in establishing relationship with customers

Highly
Agree Highly agree Disagree neutral
disagree

Top level

management

Middle level

management

Lower level

management

ANALYSIS

The above table shown that all the levels of management are highly believe in establishing and
maintaining relationship with customer.

INTERPRETATION

From our observation we found that it is very important for the dealer to maintain a good
relationship with their customers for their survival and growth of the dealer.
Issue 5: Consider only those opinions which are practical and physical

Highly
Agree Highly agree Disagree neutral
disagree

Top level

management

Middle level

management

Lower level

management

ANALYSIS

From the above table we observed that, all the levels of management of the dealer consider practical
and physical opinions put forwarded by their customers.

INTERPRETATION

Issue 6: Customer relationship is not the ultimate for an organisation

Highly
Agree Highly agree Disagree neutral
disagree

Top level

management

Middle level

management

Lower level

management

ANALYSIS

The above table depicts the dealers’ ultimate goal in the organisation. We can observe that all the
levels of management disagree with the statement that Customer relationship is not the ultimate for an
organisation.
Issue 7: Giving priorities to the opinions to customers may lead to wastage of time.

Highly
Agree Highly agree Disagree neutral
disagree

Top level

management

Middle level

management

Lower level

management

ANALYSIS

The above table shows the dealers’ priority to the opinions of the customers. We can observe that all
the levels of management disagree with the statement that customers’ opinions might lead to wastage
of time.

Issue 8: Many customers have different opinions towards the same objects.

Highly
Agree Highly agree Disagree neutral
disagree

Top level

management

Middle level

management

Lower level

management

ANALYSIS
The above table shows the dealers’ opinion on the statement. We can observe that all the levels of
management highly agree with the statement that Many customers have different opinions towards the
same objects.
Issue 9: Selecting the best suggestions out of many opinions requires special skills.

Highly
Agree Highly agree Disagree neutral
disagree

Top level

management

Middle level

management

Lower level

management

ANALYSIS

From the above table we observed that, top level and middle level management of the dealer highly
agree that selecting the best suggestions out of many opinions requires special skills while lower level
management remained neutral on the issue.

Issue 10: Customer decision is associated with human psychology.

Highly
Agree Highly agree Disagree neutral
disagree

Top level

management

Middle level

management

Lower level

management

ANALYSIS

From the above table we found that, all the levels of management of the dealer highly agree on this
issue. they strongly believe that customer decision is associated with human psychology.

Issue 11: Organisation need special training for understanding business psychology.
 Highly
Agree Highly agree Disagree neutral
disagree

Top level

management

Middle level

management

Lower level

management

ANALYSIS:

Here we can seen, the top and middle level management strongly agree that the dealer need special
training for understanding business psychology. But the lower level of management do not have such
high opinion on the issue.

Issue 12: Organisation is providing counselling programmes for improvement of consumer

relationship.

Highly
Agree Highly agree Disagree neutral
disagree

Top level

management

Middle level

management

Lower level

management

ANALYSIS

From the above table we can see that all the level of management of the dealer strongly agree with the
issue. They are providing counselling programmes for their employees and staff on a timely basis for
improvement of consumer relationship.

Issue 13: Organisation developed a good automated response service for addressing quarries of the
customers.
 Highly
Agree Highly agree Disagree neutral
disagree

Top level

management

Middle level

management

Lower level

management

ANALYSIS
Here, it can be seen that organisation doesn’t have any automated response service for addressing
quarries of their customer.

Issue 14: Organisation doesn’t have any feedback mechanism for automated service system.

Highly
Agree Highly agree Disagree neutral
disagree

Top level

management

Middle level

management

Lower level

management

ANALYSIS:

The above table depicts the existence of automated service system regarding getting feedback from its
customers. We can see that the employees at every level of management agrees with the fact that they
do not have such mechanism at present from getting feedback from the customers.

Issue 15: Encouragement of the personnels who handles the customer’s critical situations.

Agree Highly agree Disagree Highly neutral

 disagree

Top level

management

Middle level

management

Lower level

management

ANALYSIS

Here we have observed that both top and middle level management agree with the encouragement of
the personnel who handles the customer’s critical situations. At the same time lower level
management was found to be neutral on this issue.

Issue 16: Incentives are link with the performance towards customer relationship.

Highly
Agree Highly agree Disagree neutral
disagree

Top level

management

Middle level

management

Lower level

management

ANALYSIS:

From the above table, we can observe that all the levels of management strongly agree with the
statement that Incentives are link with the performance towards customer relationship.

Issue 17 : Believe in data sharing of the customers.

Highly
Agree Highly agree Disagree neutral
disagree

Top level

management

Middle level

management
 Lower level

management

ANALYSIS:

The above table shows that all the three levels of management are agree that they believe in data
sharing of their customers to certain extent.

Issue 18: Organisation does have a proper campaign management for developing a relationship with
customers.

Agree Highly agree Disagree Highly neutral

disagree

Top level

management

Middle level

management

Lower level

management

ANALYSIS:

From the above table, we can see that all the levels of management agree with the statement that they
have a proper campaign management for developing a relationship with customers through various
promotional camps, field trips etc.

Issue 19: Collaboration with other dealers in developing a good customer database.

Highly
Agree Highly agree Disagree neutral
disagree

Top level

management

Middle level

management

Lower level

management
ANALYSIS:

The above table shows that every level of management of the dealer strongly disagree to collaborate
with other dealers in order to develop a good customer database.

Issue 20: Spoken of different language with customers for proper communication.

Highly
Agree Highly agree Disagree Neutral
disagree

Top level

management

Middle level

management

Lower level

management

ANALYSIS

The above table shows that all the three level of management believes in establishing proper
communication with their customers for which they speak in different language as per the comfort
zone of the latter.

Issue 21: Do not believe in geographical barriers

Highly
Agree Highly agree Disagree neutral
disagree

Top level

management

Middle level

management
 Lower level

management

ANALYSIS:

From the above table it can be seen that all the levels of management are agree with the statement.
They try to get connected with their customer irrespective of the geographical location of the latter.

Issue 22: Managing customer is a big challenging job.

Highly
Agree Highly agree Disagree Neutral
disagree

Top level
management 

Middle level

management

Lower level

management

ANALYSIS:

From the above table, we can see that the top and lower level of management are agree on the issue
that managing customer is a big challenging job but it is a greater challenge for the middle level
management .

Issue 23: Developed a good cooperative team to maintaining healthy customer relationship
management in the organisation.

Highly
Agree Highly agree Disagree neutral
disagree

Top level

management

Middle level 
 management

Lower level

management

ANALYSIS:

The above table depicts to what extent the dealer believes that a good cooperative team is required to
maintain a healthy customer relationship management. We have observed from our data that the
management agrees to the issue to some extent where there is existence of a Customer Relationship
manager and a workforce manager designation in the middle level.

Issue 24: Team mates are cooperative emotionally.

Highly
Agree Highly agree Disagree neutral
disagree

Top level

management

Middle level

management

Lower level

management

ANALYSIS

From the table we found that all the level of management of the dealer agree with the fact that their
team mates are cooperative both emotionally and professionally.

Issue 25: Customer privacy is prime goal for the organisation.

Highly
Agree Highly agree Disagree neutral
disagree
 Top level

management

Middle level

management

Lower level

management

ANALYSIS:

From the above table it can be observed that all the level of management have a similar opinion on
maintaining the privacy of their customers

Issue 26: Need of separate customer relationship management department in the organization.

Highly
Agree Highly agree Disagree neutral
disagree

Top level

management

Middle level

management

Lower level

management

ANALYSIS:

We have observed from our data that the management agrees to the issue to some extent where there
is existence of a Customer Relationship manager and a workforce manager designation in the middle
level. But it is to be noted that there is no separate department for the same
INTERPRETATION:

After analysing all the issues stated above, we put forward the following interpretation:

Operational CRM:

The operational CRM is generally concerned with how the organisation uses its customer relationship
management to carry out the day to day operation. Every member starting from the chairman to the
gatekeeper actively participates in operational CRM. The main purpose of this type of CRM is to
generate leads, convert them into contacts, capture all required details and provide service throughout
customer lifecycle. It includes the issues related to:

1. Maintaing healthy relationship with the customers.

2. Conducting special training and counselling programmes for improvement of consumer
relationships.
3. Providing financial and non financial incentives to the employees to improve their
performance towards customer relationship.
4. Existence of a separate customer relationship management department in the organisation.
5. Emotional and professional cooperation among the teammates.

The Spectrum Honda showroom maintains a classified list of its perspective customer leads as hot
leads, warm leads and cold leads. The hot leads consist of those buyers who are very much likely to
make the purchase decision within two months. The warm leads consist of list of those buyers who
may make the purchase decision in future if persuaded personally a few times. The cold leads consist
of those buyers who have very less chance for making any purchase due to various reasons.

The dealer gather their customer information from various online and offline sources which can be
listed as under:
 ONLINE OFFLINE

Demonstration
Carwaale.com
camp

Cardekho.com Field work

Showroom
walking

Walk-in

Reference

Advertisemnet

The dealer treats its customers as the king since they are the major source of their survival and
existence. So all their activities are targeted towards maintaining a healthy relationship with their
customers. The CRM activities includes both presale and post sale services starting from their
gatekeeper welcoming their customers, followed by their reception by the receptionist, formal
greeting from the assistants and guidance from the sales personnel and the list continues.

As depicted in the first issue stated above, we have found that the dealer give much importance to
their customers than that of the consumers. This is because they don’t classify their buyers as
customer and consumer. So according to them their main motive is to conduct sales for which they
only target the one who pays for the product or service. For this they also carry out quarterly and
monthly special training and counselling programmes in which the employees of all the levels are
trained according to their designation.
14
12
highly agree
10
8 agree
6 disagree
4 highly disagree
2 neutral
0
top level middle level lower level
REFERENCE: Issue1- Maintaining healthy relationship with the customers

The dealer highly encourage those personnel who handles the customers in critical situations and also
provide regular incentives (bonus during festivals, incentives on fulfilling parameters on quarterly and
monthly basis) in order to improve their performance towards customer relationship.

The management strongly believes that managing customer is a big challenging job and for this they
have developed a separate cooperative team led by a customer relationship manager along with
workforce manager to maintain healthy CRM in the organisation. But it is to be noted that even
though the dealer recognise the need and importance of CRM in its showroom but there is no separate
department maintain for the same.

ANALYTICAL CRM:

It is a subset of CRM in which data is collected by a company about their customer interactions, with
the goal of increasing customer satisfaction and their customer retention rate. The data is usually
collected by the dealer in the form of feedbacks. The issues related to this aspect are listed below:

6. Importance of the opinions of customer and consumer.

7. Feedback mechanism developed for addressing the quarries of the customers

From the study we have found that the dealer takes feedback from their customers regarding their
opinion on the services provided to them starting from their entry to the showroom. The dealer do not
give much importance to the comments put forward by the consumers as their main focus is their
customers rather than the consumers. We have also found that the customers opinions are highly
valued by the middle level and the lower level management while the top level management do not
give because

As depicted in issue 6, the dealer considers the opinions of its customers, for that purpose the dealer
has to maintain a proper feedback mechanism.we have found that the dealers do not agree with the
automated service system for addressing the queries of the customers. The dealers believes in trhe
saying that “DO IT IN PERSON BECAUSE SOME THINGS JUST ARE NOT AS GOOD ON
THE WEB”. At present the dealer has not adopted this technique and mostly depends upon the
telephonic method of taking feedbacks. Within 10 days from the date of purchase , a telephonic
feedback is taken by the Honda company situated in Guwahati asking about how pleasant was their
purchase experience and how much rating they would give the showroom out of 10. The customers
are also required to fill up a feedback form given from the dealer regarding the same purpose. Any
grievances from the customers are solved by the Customer Relationship Manager of the showroom
where they try their best to convince their customers to agree to their propositions.
 12

10
HIGHLY AGREE
8
AGREE
6 DISAGREE
HIGHLY DISAGREE
4
NEUTRAL
2

0
TOP LEVEL MIDDLE LEVEL LOWER LEVEL

REFERENCE: ISSUE6. Opinions of customers and consumers valued by the management

COLLABORATIVE CRM:

Collaborative CRM aims to organise external collaborators like vendors, suppliers, as well as
interactions with other dealers. Mainly this type of CRM may involve in improving communication
between organisation and customers. The data bank of one dealer is shared with the data bank of
another dealer. In this way both the dealers each have two databanks at the end of the day. The issues
related to this aspect are listed as under:

8. Data sharing of the customers.

9. Collaboration with other dealers in developing a good customer database.

While interviewing the General manager of Honda Spectrum, we were informed that they give
much importance in maintaining the privacy of their customer’s information. But as depicted in
that the From the survey we have found that, the Spectrum Honda have not yet collaborated with
other dealer and also they do not give much acceptance to the idea of collaboration in near future
either. But when the dealer face any kind of shortage they usually try to manage from other
Honda dealer. They are also link with online site i.e. Carwaale.com , Cardekho.com etc from
where they get the information about their perspective buyers.

GEOGRAPHIC CRM:
Geographic CRM combines geographic information system and traditional CRM .
Geographic data can be analyse to provide a snapshot of potential customers in region or
to plan routes for customer visits. The issues related with this aspects are :

10. Encourage to speak different language with customers for proper communication.
11. Don’t believe in geographical barriers.

the dealer depends upon its customers for its survival and existence, so they try their best to make
their customers comfortable during their interaction by speaking in the customer’s language. Not only
this,they try their best to reduce the geographical barriers and reach their customers within one hour
and assist them to solve any issue related to their car.