Company Profile of Maruti Suzuki

Maruti Suzuki India Limited (MSIL, formerly known as Maruti Udyog Limited) is a subsidiary of Suzuki Motor Corporation, Japan. MSIL has been the leader of the Indian car market for over two and a half decades. The company has two manufacturing facilities located at Gurgaon and Manesar, south of New Delhi, India. Both the facilities have a combined capability to produce over a 1.2 million vehicles annually. The company plans to expand its manufacturing capacity to 1.75 million by 2013.

The company offers a wide range of cars across different segments. It offers 15 brands and over 150 variants - Maruti 800, people movers, Omni and Eeco, international brands Alto, Alto-K10, A-star, Wagon R, Swift, Ritz and Estilo, off-roader Gypsy, SUV Grand Vitara, sedans SX4, Swift DZire and Kizashi. In an environment friendly initiative, in August 2010 Maruti Suzuki introduced factory fitted CNG option on 5 models across vehicle segments. These include Eeco, Alto, Estilo, Wagon R and Sx4. In fiscal 2009-10 Maruti Suzuki is only the company in Indian company to manufacture and sell above One Million cars in a year. Maruti Suzuki has employee strength over 8,500 till the end of year 2011. In 2010-11, the company sold over 1.27 Million vehicles including 1, 38,266 units of exports. With this, at the end of March 2011, Maruti Suzuki had a market share of 44.9 per cent of the Indian passenger car market. Maruti Suzuki's revenue has grown consistently over the years.

Service Blueprint A service blueprint is a schematic diagram that represents all the details of a service from the customer and organizations perspective. It shows how the different service components link into each other showing the different touch points and options customers have to choose from and how the internal workings support those choices. Because it maps out chronologically and in sequence all the various interactions and actions that occur in parallel when customer and company meet, it shows all the interactions by and with the customer. So it also illustrates the stages and complexity of the encounter and distinguishes between the customer experiences (and decisions) and the systems, invisible to the customer, that operate backstage to ensure that these are delivered. Advantages of Service Blueprint Blueprints are flexible and powerful in that they depict a service at multiple levels of analysis they can facilitate the refinement of a single step as well as the creation of an entire service process. It is a way of seeing the service from the customer focus; the key part of the compliance outcome. In creating the current and future state blueprints it allows the Team to articulate and act upon customer insights, and focus on whats working, whats not working and what needs to be changed.
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For designing:

The development of new services, assessment and improvement of existing services

Capturing how long processes within the service take, and how that equates to cost because they are presented with a base of time Comparison of differences in basic services, standards and processes Capturing of processes, architecture and systems in the context of service, not in isolation or solely from the internal business perspective Testing of assumptions on paper to identify fail points and thoroughly work out the bugs Cuts down time and inefficiency of random service development For implementing:

Becomes a reference for planning and change Represents the new or changed service for a staff member to see during integration activity

Forms a common point of reference for all parties (project team, affected staff and management) concerned with achieving a successful launch also serves as focal point for later refinements or last-minute changes

Can be stored electronically for later reference, available for everyone involved

Facilitates comparison of the desired and actual service As a communication tool:

Provides a focus for conversations Is more precise than verbal descriptions, and less subject to misinterpretation

Can be a formalized way to inspire corporate-wide change directed at integrating customer focus across the organization Can help convince the organization that changes are in order and what specifically can be done Components of Blueprint Blueprint sets out how the customer and organization (back-office supporting people, processes and systems) interact through five components and three lines:

Physical evidence Customer actions Line of interaction Visible contact, employee actions (onstage) Line of visibility

Invisible contact, employee actions (backstage) Line of internal interaction Support processes

Physical EvidenceEnvironment in which service is delivered and where the firm and customer interact, and any tangible components that facilitate performance or communication of the service. The physical evidence of a service then includes any tangible representations of the organization, including the physical facility or building where the service is offered, signs and equipment, brochures, letterhead, business cards and even billing statements. Physical evidence provides the opportunity for the organization to send the message they want regarding the organizations purpose and nature of the service. In a service sector like automobile technology should be updated. Seating arrangements should be neat and clean even the ambiance like temperature and interior design should be adaptable to the customer. Customer Action (line of interaction) Line of interaction is one of the important elements in service industry of Maruti Suzuki. How the receptionist speaks with the customer. It also reflects the way how the receptionist dress and sit. And even when the customer gives his car for servicing if some major parts have to be changed it should be informed to customer. And after car servicing gets over customer should be informed about the work done by the service center. Line of internal interaction After all one of the major elements is internal interaction with the company people and the customer. Job should be clearly assigned and job should be clearly mentioned. Because some time there might be communication gap and the work might not get done in a proper way.

Pictorial view Service Blueprint of Maruti Suzuki Service Centre

Phys ical evid ence Line of inter actio n On Stag e cont act Detail requirement of customer Emp loye e Acti on Line of Visi bilit y Floor Supervisor Desk Telephone Sitting Arrangement Interior design

Advisor Greets Customer

List Ok

Car Check up

Bill Estimation

Time Declared for Servicing

Printed Copy of Job card

Advisor

Customer

Cust omer

Technical Issue discussed

Assigned Mechanic

Support Process

Em plo yee Acti on Bac k Sta ge Line of Inte ract ion

Work Done

If major problem inform to customer

Inform Floor Advisor

Work completed by Mechanic

Final Inspection by Technician

Inform Customer

Road Test with customer

Billing

Feed Back

Three potential fail points (bottle necks) The three major fail point of Maruti Suzuki are as follows:
As the time declared for servicing is given to the customers the employee may not

complete the assigned work in time it may be due to some technical issue like some time there might not be electricity or the generator might not work properly. Bill estimation may be high or low. When the assigned mechanic checks the vehicles he might over estimate or under estimate the maintenance charge that has to be paid by the customer. There might not be availability of parts which the customer wants to change inside car. Problem Solutions Solutions for the bottle neck of Maruti Suzuki There should be alternate power back up so that the assigned task can be done on time. If by chance if the employee fails to deliver service customer should be informed in time and even they should inform how much time more it is going to take to complete the assigned job.
Separate ware should be kept for the availability of parts and enough parts should be kept

in the warehouse when the customer comes for servicing.

Uses of service Blueprint on different aspects Marketing Human Resource and Operations

Marketing Creating realistic customer expectations Service design Promotion

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Creating realistic customer expectationsDissatisfaction is often derived from failed customer expectations, whether those customers are clients, employees, partners, or suppliers. It's not surprising. Much of our individual behavior is based on how well managed our personal expectations are. The results and responses vary, but in all cases response to performance is based on what you expected in the first place. In the CRM world, for example, the failure of CRM initiatives can sometimes be not poor results, but not what was expected. However, because people are generally forward-thinking they can stand a lot if they can justify their expectations to themselves. Service DesignBusinesses that provide after-sale support for their products--and after-sale maintenance of their customer base to encourage repeat sales--need a method of tracking customer service contacts. This helps the customer service staff stays on top of requests so no one falls through the cracks when the schedule is busy, and allows management to keep abreast of customer satisfaction. Step 1 Brainstorm the major issue areas for your customer service. Step 2 Determine the methods you expect your customers to use to initiate a customer support request. At minimum, this should include phone calls and e-mail messages, but may also involve online web forms or telephone voice-response and touch-tone systems to route incoming calls. Your goal is to lower the friction between your customer and customer service, implement systems that will increase customer satisfaction and avoid systems that discourage customers by routing calls through many steps before reaching a human operator. Step 3 Develop work flows for your customer support staff, which will provide a checklist for commonly repeated issues. These are best developed by the staff themselves or their immediate managers, based on their actual support calls; over time, they create the basis for internal customer service manuals that share acquired knowledge and cut down on support time. Step 5 Contact a random sampling of your customers after they have passed through your customer service system to determine their satisfaction, both with the issue they had and with their overall experience with your product and your company. Promotion Communication plays an important role in marketing. Communication perform the function of informing the target customer about the nature and type of the firm's product and services, their unique benefits, uses and features as well as the price and place at which these products can be
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purchased. The nature of marketing communication is persuasive since it aims at influencing the consumer behavior in favor of the firm's offering. These persuasive communications are commonly called "Promotion. The service or the benefit we are getting after purchasing a product if the service of the company is good it helps in promotion of the product.

Human Resource Job description Selection criteria

Job descriptionWith the help of blueprint of a company its standard is said to be set so it helps in job description like who is going to work and how is he going to accomplish the task and why is he going to accomplish the job give to him. Selection CriteriaIn addition to the key expressions used in selection criteria, qualifiers are commonly added to distinguish the level to which level of employee they companies needed. Operation management Rendering the service as promised Managing fail point Quality control

Managing fail point Use of blue print we can manage the fail point or the bottle neck of the service industry. Service gaps of the company can be recovered. Quality controlWith the help of blue print it helps the company to maintain its own standards in operation management.

Bibliography http://www.slideshare.net/gopal_capricorn/service-marketing-management-group-projectcustomer-satisfaction http://www.scribd.com/doc/46413275/Maruti-Suzuki-Service-Marketing http://www.scribd.com/doc/89018082/Servie-Blueprint-Assi http://www.slideshare.net/gopal_capricorn/service-marketing-management-group-projectcustomer-satisfaction http://www.acaire.org/alveart/Readings/ServiceBlueprinting.pdf http://www.servicedesigntools.org/tools/35 http://www.enotes.com/business/q-and-a/what-service-blueprint-provide-service-blueprint-126961 http://desonance.wordpress.com/2010/06/16/service-blueprinting/ http://www.slideshare.net/vicku1111/service-blueprint http://www.destinationcrm.com/Articles/Columns-Departments/Reality-Check/Creating-RealisticCustomer-Expectations-44663.aspx http://sellingmorehomesmedia.com/marketing/setting-realistic-customer-expectations http://smallbusiness.chron.com/design-customer-service-system-2035.html

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