A STUDY ON CUSTOMER RELATIONSHIP MANAGEMENT FOR TWO

WHEELER WITH YAMAHA REFERENCE TO NEYVELI

Introduction: -

Customer Relationship Management [CRM] is one of the most important thing and
customer’s problems are solve in this service. It is the powerfully tool of the management.
Here, with the help of CRM, management can know the experience of customers about the
product. The products are more important for the overall development of the nation (at rural
and urban area). The CRM is work on the principles that, the retailers has to chat out
programmers’ which would help them to raise their profitability on a continuous basis through
building long term relationship with there customers. We have also tried to evaluate a mode of
relationship based buying which refers to those motivate of the customers. The CRM is
depends upon the customers loyalty and their lifelong goodwill or equity.
The CRM is a start of new business and process issue. The types of CRM is develop of
market and customer focused, methodology including the understand of need based segment
and development of element based proposition and the management of maximize the customer
value. CRM is the understanding of this segment relationship and the help of customer.
The biggest management challenge in the new millennium of liberalization and
globalization for a business is to serve and maintain good relationship with the king - the
customer. In the past, producers took their customers for granted because at these time
customers were not demanding nor had many alternatives sources of supply or supplies, since
has was a passive customer, the product dictated terms and had little customer. But today, there
is radical transformation; the changing business environment is characterized by economic
liberalization, increasing competition, high consumer choice, enlightened and demanding
customer, more emphasis on quality and value of purchase.

All these changes have made today’s producer sniff from traditional marketing to
modern marketing. The modern marketing cells for more than developing a product, pricing it,
promoting it and making it accessible to fret customers. It demands building trust, a binding
force and value added relationship with the customers to win their hearts. The new age
marketing aims at winning customers for ever, where companies greet the customers, create
products to suit their need, work hard for develop life time customers through the principles of
customers delight, approval and enthusiasm.

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Customer’s relationship management:-
The process of developing a co-operative and collaborative relationship between the
buyers and seller is called customer relationship managements shortly called CRM.
CRM aims at focusing all the organizations activates towards crediting and maintaining
a customer. CRM is a new technique in marketing where the marketer term to development
long term collaborative relationship with customers to develop them as life time customers.
CRM aims to make the customer climb up the ladder of loyalty.

Four aims of CRM-

 Focus on long term profit: - CRM Focuses on long term profits and it ignores the
acquiring customers for single transaction to earn a little profit at present. Company should
spend for the profitable customers and serve them better at the expense of present earn
long term profits in the future.
 Retention of customer: - It is proved that the retention of existing customers is cheaper
than attracting new customers. Attracting new customers involve high cost such as
advertisement but retention cost such as serving the customer is considered to be less. But
many firms fail to recognize this and refrain from retention strategies.
 Customer welfare at profit: - CRM says that the chosen profitable customers should be
served at the expense of present profits which will bring better profits in the future through
a loyal customer base who will not switch to competitors. Company should provide
services to customers and build long relationships with customers and loyalty should be
built from basic level to a partnership level.
 Developing the strategy: - CRM should be incorporated in to business and marketing
strategies to yield better results and entire organization should be dedicated to serve profits
to day to earn better profits tomorrow.

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 CRM process can be visually represented as follow

Customer
Relationship
Management

Orgnisation’s Customer
performanie satisfaction

Customer
loyaty and
customar
Reletion

CRM does not focus on profit from a single transaction rather it focuses on achieving
better profits’ in long term by understanding chosen customers and creating value for them.
Through CRM customer satisfied and will be bound to retain with the originations leading to
better organization process and value creation process is a crucial element in creating loyalty.

The Process of Customer Relationship Management:

1. Basics of customer relationship management: - The customer relationship management
process involves strategic decisions that are based on the needs, input and feedback of
customer. Businesses that incorporate CRM work form an outside-in-model, rather than
forcing their ideas on to the customer to building business. The customer is the mingier in a
CRM model. Everything from technology to pricing, sales techniques and educations
revolve around the customer. Departments that serve the customer, including marketing,
sales and customer service are integrated so that budgets and business involve all parties of
marketing.

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2. Marketing: - Beyond data collections, CRM relies on personal integrations with clients
through mutual interest networks, such as industry associations, community groups and
philanthropic endeavors. CRM encourages sales to communication with customers, based
on mutual interest and concerns; relationship marketing involves gives- and- take. In
additions to the products and

services a sale person may be offering. Marketing professional may provide business leads
to client who doesn’t make an immediate purchase. Laying a foundation of interaction with
a new client is just as important as an imminent deal.
3. Long – term benefits: - By focusing marketing efforts on building efforts is tantamount
touches. Companies can direct their efforts at the types of clients who are open to
continuing relationship. Partnerships are formed with customers who are open to
continuing relationship, partnerships are formed with customers who feel they are part of
company’s success, and who strongly believe they are receiving benefits in return for
continued loyalty. Clients who do not respond to relationship. Building techniques can be
moved to a different form of sales management.
Monitor time and effort spent, and the results gleaned from each relationship time are
the primary resource needed to build a strong relationship clientele. Marketing efficiency is
enhanced when CRM processes and the means to monitor them are incorporated into the
strategic plans of any business.
4. Networking: - Beyond data collection, customer relationship management relies on
personal interaction with clients through mutual interest networks, such as industry
association’s community groups and philanthropic endeavored CRM encourages sales and
marketing professionals to more beyond sales to communication with customers, based on
mutual interests and concerns. Relationship marketing involves give-and –take. in
additions to then products and services a salesperson may be offering , marketing
professionals may provide business leads to clients who don’t make an immediate
purchase. Laying a foundation of integration with a new client is just as important as an
imminent deal.

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What Is Customer Relationship Management (CRM)
The process of developing a cooperative and collaborative relationship between the
buyers and sellers is called customer relationship management shortly called CRM. CRM aims
at focusing all the organizational activities towards creating and maintaining a customer.CRM
is a new technique in marketing where the marketer tries to develop long term collaborative
relationship with customers to develop them as life time customers. CRM aims to make the
customer climb up the ladder of loyalty.
CRM Process:

Customer
Customer
Relationship
Satisfaction
Management

Orgnisations Customer
Performance Loyalty

CRM dose not focus on profit form a single transaction rather it focuses on achieving
better profits in long term by understanding chosen customers and creating value for them.
Through CRM customers gets satisfied and will be bound to retain with the organization
leading to better organization process and value creation process is a crucial element in
creating loyalty.
Stages of Relationship with Customers
Relationship regarding the customers may change time to time. It may be because of
evolvement under distinguished situation. There are some stages where relationship with
consumer may evolve.
 Exploration: It is the process when customer investigates or tests the Supplier’s
capabilities and performance or cross verifies the product’s or brand’s usefulness. If the

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 test results fail to satisfy customer’s demands, the relationship can drastically come to an
end.
 Awareness: It is the process when the customer understands the motivational values of
supplier or the products he sells.
 Expansion: It is the process when the supplier wins customer’s faith and customer falls
under huge interdependence of the supplier. This is time when there are more chances of
business with that particular customer and expand business.
 Commitment: It is a powerful stage when suppliers learn to adapting business rules and
goal to excel.
 Dissolution: It is a stage when customer requirement suddenly changes and he looks for
better perspectives. This sudden change is the end of relationship.
Relationship or interaction with consumer may come to end due various reasons. It may be
because of customer was not satisfied with the organization services or he disagrees for other
better brand and product.

INDUSTRY PROFILE:
The world's automakers face a rate of alteration unlike that the any other time in the
industry's past. Digitalization, connectivity, increasing power train technologies, tougher
regulations, and shifts in the buyer attitudes have shaped a unprecedented challenges as well
as opportunities. In pursuit of the sales development, international automakers have invested
deeply in the emerging markets, but slower demand, especially in the China, has highlighted
the risks of the investments. Exactly assessing economic conditions in specific markets has
become more significant than ever for automakers.
Annual global sales of the light vehicles, which include the passenger cars and lights
trucks, total about 80million, According to the data compiled by Scotia bank. Industry
watchers expect global light vehicle sales to increase slightly more than the 3% in 2018.
Demand in China will lead to global growth but is slowing amid a cooling economy. Strong
economic growth and rising average vehicle age in the North America and in Europe are
expected to help drive moderate sales growth. Leading countries for car manufacturing
include China, Germany, Japan, South Korea, and the US. Unit sales are highest in China,
North America, and Western Europe.

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History of the automobiles:

History of the automobile industry first origin in the year 1769 it was the formation of

steam engine. In the year 1806 the very first case powered by an inside combustion engine

running on gas fuel arrived in 1885 introduction of ubiquitous modern gasoline or petrol

filled internal combustion engine, In the 20th century first introduced the power electric cars.

History of the bikes era begins in the 2nd semi of the 19th centuries. Bikes are the

most sink from the "safety cycles" the bicycle with the rear and front wheels of the same

size and the pedal head of the mechanism to ride the rear wheel. Despite some previous

benchmarks in its Evolution, the motorcycle is the very less rigid birth that can be found back

to a single machine or idea.. Instead of the idea seems to have occurred to high engineers

and inventors in Europe at around the same period.

Most of these new entrance all multinational companies that have joint venture with

Indian companies. Multinational companies own more than 50% stake in their joint

ventures, and sometimes this stake comes near to 100%. For example Italian Auto major,

Fiat Auto Spa has 94.77% stake in Fiat India Limited. A few of these new companies are

fully subsidiary of foreign companies like Yamaha Motor India Ltd which is 100%

subsidiary of Yamaha Motor Company of Japan.

Yamaha Motor, Japan plans to use India as a key global hub for motorcycles and scooters.
Yamaha will also use India as one of its four regional procurement bases to source parts for
its global two-wheeler operations. The company also plans to expand its sales network across
India in order to take its product closer to its customer base particularly in the tier II and tier
III cities.

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PRODUCT AN YAMAHA VEHICLES

YZF R15 V3 155 CC

FZR V3 149 CC

MT 15 155 CC

FZ V3 149 CC

YZF R3 321 CC

RAYZE 125 125 CC

FAZER 25 249 CC

YZF R1 998 CC

MT 09 847 CC

SALUTO RX 110 CC

CYGNUS RAYZR 113 CC

ALPHA 113 CC

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Company profile:-

Yamaha motor Pvt Ltd as made up in India in the year 1985 as the joint venture in the

year 2001, in august Yamaha motor company limited has became a 100(%) percent

subsidiary in 2008 Mitsui and company has made an contract with Yamaha company to turn

out to be a joint investor in India.

Yamaha motor company is extremely customer-driven and has a universal network of

over 2300 customer touch point and it was with the 500 dealers.

Type - public company.

Industry - Automobiles industry.

Predecessor - YAMAHA MOTOR PVT LTD.

Headquarters(HQ) - Iwata and Japan

Key persons - Hiroyuki Yanagi

Product - Automobiles

Returns - 410.4 Billon JPY

MISSION, VISION, AND GOAL

VISION MISION AND VALUES OF THE COMPANY

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VISION: To be a leader in the market.

MISION: To attain better level of service to buyers.

VALUES: To buyer forced behavior carrying for the buyer integrity.

OBJECTIVE OF THE STUDY

Primary Objective:
 To Study the customer relationship management of Yamaha Motors.
Secondary Objective:
 To study the relationship of the customer.

 To discover new customer and increase Customer retention.

 Attracting existing and new customer.
 To provide better services to the customer.

SCOPE OF THE STUDY

The Customer is King! This credo is more powerful, relevant and true today than ever
before. In a truly customer driven economy, success depends on a company’s ability to be with
the customer on a round the clock basis satisfying all their product and service specific needs.
Simply stated, Customer Relationship Management (CRM) is about finding, getting, and
retaining customers.
Customer Relationship Management is one of the hottest and most talked about topics
in the industry today and for good reason. CRM (customer relationship management) is an
information industry term for methodologies, software, and usually Internet capabilities that
help an enterprise manage customer relationships in an organized way. Simply
stated, Customer Relationship Management(CRM) is about finding, getting, and retaining
customers.
CRM is at the core of any customer- focused business strategy and includes the people,
processes, and technology questions associated with marketing, sales, and service. In today’s
hyper-competitive world, organizations looking to implement successful CRM strategies need
to focus on a common view of the customer using integrated information systems
and contact center implementations that allow the customer to communicate via any desired
communication channel.
CRM is all about building long term business relationships with your customers. It is

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best described as the blending of internal business processes: Sales, Marketing and Customer
support with technology. CRM is to meet and exceed customer expectations, create a positive
customer experience and build customer loyalty. Solutions empower businesses to more
efficiently and effectively manage the activities that affect their relationship with their
customers.

NEED OF STUDY:

The ultimate purpose of CRM, like any organizational initiative, is to increase profit. In
the case of CRM this is achieved mainly by providing a better service to your customers than
your competitors. CRM not only improves the service to customers though; a good CRM
capability will also reduce costs, wastage, and complaints (although you may see some
increase initially, simply because you hear about things that without CRM would have stayed
hidden).

LIMITATIONS OF THE STUDY

Since the road to improvement is never ending, so this study also suffers from
certain limitations. Some of them are as follows:
 Because of illiteracy, it was a time consuming method in which
continuous guidance was required.
 Questionnaire method involves some uncertainty of response. Co-
operation on the part of informants, in some cases, was difficult to
presume.
 It is possible that the information supplied by the informants may be
incorrect. So, the study may lack accuracy.
 The study is confined in Delhi area only.