Kolkata: Maruti Suzuki India Ltd (MSIL) will leverage its wealth of customer data more aggressively to generate sales of at least two lakh cars per annum by 2020 through database marketing. In 2015-16, the company sold 65,000 cars via analytics-led customer relationship management (ACRM). MSIL has a database of 15 million customers of which 12 million have been mapped ‘unique’.
Speaking to TOI, MSIL vice-president (marketing) Sanjeev Handa said ACRM currently accounted for 5% of annual sales for the company would contribute 10% sales in four years. “The data journey for MSIL began in 2010 and has gained tremendous traction over the years. In the years ahead, we will further leverage the rich data to maintain our leadership in India.”
MSIL is one of the early adopters of data analytics in the industry and captures data of all customers from the first point of contact. This data is utilized for customer retention, customer profiling and even product innovation. “It helps in planning and designing various customer loyalty programs, retention programs, cross sell and up sell campaigns,” explained Handa.
It is ACRM that encouraged MSIL extend the auto gear shift (ASG) technology beyond Celerio to Alto, WagonR and Dzire. ACRM also helps the company spot trends and gain business insights. Analysis of the data shows that 46% of Maruti customers are first-time buyers, 27% are replacement buyer’s customers while another 27% are looking for additional car. This data helps identify customers when they are ready for changing or upgrading a car.
“MSIL has deployed tools to analyze the vast reservoir of our generated from the dealer management system, CRM analytics solution and customer response centre (CRM). It collects retail data, website data, customer preference data, telephone inquiry data, insurance data, and dealer management data. The historical transaction data of a customer helps us understand his/her readiness for the next purchase which in turn helps retaining the customer. Workshop data helps spot accidental or damaged cars as an opportunity for sales. By keeping track of hypothecation flag against car loan helps us understand when customer is ready for the next purchase,” the official explained.