Good Morning

Customer Relationship Initiatives

Henry Ford's first
attempt at a car company
under
his own name was the
Henry Ford Company
on November 3, 1901, which
became the Cadillac Motor
Company on August 22,
1902.

You cant manufacture passion,
If we could connect other
constituents suppliers, dealers,
consumers with that passion, then
wed have something worth
spreading.
Auto mobile industry in India
Indian automobile industry has come a long
way since the first car ran on the streets of
Bombay in 1898.
The industry has symbiotic relationship with
several diverse sectors that includes fuel
retiling , road transportation , IT services
and engineering design industries.
India has emerged as a top priority for global
marketers and the industry is fiercely
competitve.
Market share of ford motors in India
Ford motors India ltd has in embarked
on an aggressive market representation
programmed and is working on 115
dealership facilities across the 79 cities
in India.
Ford has adopted a hub and spoke
model of distribution, where a primary
dealer in a metro area services the
growth in the surrounding region.

At the retail level, many presume that customers are on
the look out for the best bargains.
On the contrary, research hash shown that most
customers look for the five Es
1) Empathy
2) Energy
3) Efficiency
4) Expertise
5) Ethics.
An astute marketers needs to repeatedly assure customers
that they have made a wise choice in their purchase
decision.
The marketing research is used as a tool too enhance the
CRM at Ford as well it..The Improved 2 way
communication system has helped Ford to achieve it..

Customer first at Ford
The automotive customer life cycle is
broadly divided into the sales, and
the resale experience to survive and
succeed in the increasingly complex
automotive business, manufacturer
and dealer require to intensify their
focus on full filling customer needs
and expectations
CRM INITIATIVES
Brand @ Retail:
To enhance the purchase
experience, ford has embarked on global corporate
identity program, title brand at retail. Specifically
design to increase customer satisfaction and to
ensure a superior brand and purchase experience.
This program provide consistent representation of
the brands identity at the retail level.
This brand at retail environment facility is
available at all ford dealers across India and is
comparable with any other ford dealership across
the globe.
The greater challenge in todays market
environment , however, is retaining the
customer research shows that crm helps in
retaining the customer.
Ford India launch ford car gains, an
innovative program in the auto mobile
industry, exclusively designed for the ford
vehicle owner.
Car gains is the first of its kind initiative in
India, emphasizing on fords strong focus and
commitment to customer satisfaction.
By rewarding customer for following
scheduled maintenance procedure
through authorized ford dealerships, car
gains seeks to educate the consumer on
the risks the incur with non genuine
spare parts and unauthorized service
centers.
In little over a year over 60000
customer have enrolled in this program
which speaks, well for the value of this
innovative program.
Total Maintenance Plan:
Total Maintenance Plan
Through Total Maintenance Plan the customer gets total peace
of mind and fixed price for the next 3 years. TMP improves
the re-sale value of the car as the vehicle is maintained by
authorised Ford dealerships and the plan is transferable. The
car can also be serviced at any Ford outlet across the country.
All repairs are carried out with only Ford genuine parts.
What is covered
Periodic Maintenance Services as per owners manual
Repairs arising out of electrical or mechanical failures
Wear and Tear Parts
Labour for all of the above jobs
What is not covered
Accident Repairs
Tyres and Tyre tubes

Ford Service Roadside Assistance Ford's Rapid Response Team.
Roadside Assistance at home or on the road
If your vehicle is immobilized whether at home or on the
road, Ford Service Roadside Assistance will attend to
your vehicle. For minor repairs where we can fix the
vehicle at the roadside, our technician will try and
mobilize your vehicle at the roadside.
Vehicle Recovery
If your vehicle is unable to be mobilized following a
mechanical or electrical breakdown, a recovery vehicle
will be sent to recover your vehicle to the nearest
authorized Ford dealer.
Vehicle Recovery following an Accident
If your vehicle is unable to be mobilized following a road
traffic accident, Ford Service Roadside Assistance will
organize to send a recovery vehicle to recover your
vehicle to the nearest authorized Ford dealer.

Ford India has an aggressive localization
program. Over 90% of the ford ikon has been
locally sourced. Ford fiesta also has over
70%localization.
Localization program:
Fords Quality Care:
A quality care certified dealership deliver
consistent service standers that are
measured against set bench marked.
Dealerships are regularly audited for
sustaining quality care standards.
Delivery will be on time fix it
right the first time .
For India has certified service facilities as
quality care facilities carting to 80% of the
ford customer across the country .
For India is among the top three
manufacture in customer satisfaction.
1. How do you rate the competition prevailing
in Indian auto mobile industry to be
responsible for newer customer relationship
practices in the industry?



2) The issues of auto mobile industry are different from
many of the services business which call for differing sets of
relationship management initiatives. Comment with respect
to initiatives undertaken by ford motors.
3) How would you create distinction for your company as compare
to the existing practices of other players of the industry?