cbrm _hero honda

8/8/2019 Cbrm _hero Honda

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Customer Behaviour Relationship ManagementFaculty : Mr. Raghav Sandhane

By:

Deepthi Suresh (9030241107)

PrajaktaDubal (9030241124)

Rakhi Kumari (9030241126)



AGENDA

Company Portfolio

What is CRM?

Hero Honda CRM Strategies

Hero Honda Passport Programme

SBI-Hero Honda Credit Card

mySAP CRM



Company portfolio ³Hero´ is the brand name used by the Munjal brothers in the year

1956 with the flagship company Hero Cycles. The joint venture

between India's Hero Group and Honda Motor Company, Japan.

A legendary 'Fill it - Shut it - Forget it' campaign captured the

imagination of commuters across India, and Hero Honda sold

millions of bikes purely on the commitment of increased mileage.

The industry is divided into 3 segments : sccoters. Motorcycles andmopeds

Hero honda is the market leader in motorcycles and mopeds



What is CRM? It is the process required by the companies to build and

maintain relationships with their customers.

CRM software is used to support these processes, storinginformation on current and prospective customers.

Information in the system can be accessed and entered by

employees in different departments, such as sales,marketing, customer service, training , performancemanagement, human resource development, andcompensation.



Hero Hondas CRM strategies Hero Honda Passport Programme

SBI-Hero Honda credit card

mySAP CRM



Passport Programme First of its kind in India

Offers members a small card/ booklet to collect points.

Called as a ³Passport ³ because of its resemblance to an Indianpassport.

Points are collected in terms of ³VIS A´ stamps.

Members need not always spend money to get points. Each time a Hero Honda customer visits a service centre, he gets points and

depending on the profile submitted by the customer, he gets benefits like freepasses to a cricket match sponsored by the company.

On the basis of passport programme, to improve the customer interaction they initiated the project ³Goodlife´



Project Goodlife The project was brainchild of Vijay Sethi, CIO Hero Honda

It was a customer loyalty programme

The project ³Goodlife´ led to SBI Hero Honda Credit Card and

myS AP CRM

Advantage :

Replaced the paper membership card into magnetic cards

Customer no ore have to carry booklets

Customer data available online

Better responsiveness to customer changes



SBI Credit Card It is a customer service initiative launched jointly by Hero Honda

and State Bank of India.

SBI Cards & Payment Services (SBI Card) has teamed up withHero Honda Motors to offer the Hero Honda SBI Card.

The first card for the two-wheeler industry in India.

The co-branded card is designed to strengthen Hero Honda'sPassport Programme.

This co-branding allowed SBI¶s customer to reach Hero Honda



mySAP CRM To improve information exchange with its many partners, Hero Honda

decided to introduce leading-edge supplier and customer relationshipmanagement capabilities.

According to S.R. Balasubramanian (Bala), vice president of information systems at Hero Honda, the legacy system could not helpsupport e-commerce capabilities.

This led to implementation of myS AP CRM

Implemented a customer portal which helped to an end- to ± endintegration.

Benefits: Increase in company response time.



Achievements

The company secured over 1 million members in the last three years.

Recorded a 25-per cent increase in its net profits to Rs 581 crore and a14-per cent higher turnover at Rs 5,195 crore within a year of launch of the passport programme.

More satisfied customers (58%) than any other motorcycle brand in asurvey conducted by Mckinsey in 2004.

A clear and personalized record of customers which helped in planningmore CRM activities in future for the customers.

30 % Reduction in overall advertising and promotion budget as a

company target which was successfully achieved in 2005.



References http://www.sap.com/usa/solutions/business-

suite/srm/pdf/CS_HeroHonda.pdf

http://www.herohonda.com/

http://www.domain-

b.com/companies/companies_h/hero_honda/20030423_focuses

.htm

cbrm _hero honda

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