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Customer Relationship Management: A tool for achieving customer delight in Indian Auto industry

Last two decades have witnessed unprecedented growth in multiple spheres in India and the country has immensely developed in terms of gross economic parameters like GDP, National income, per capita income etc. The country has by far produced a huge pool of middle class population eventually making it one of the attractive markets of the world. There is change everywhere and dimensions of business economics have changed drastically with the advent of new open economy paving way for foreign companies to enter the Indian market. Business rules have to change from the preexisting protectionism to an open market led economy. The most distinct segment of Indian industry that has seen phenomenal change was auto industry as it became the most preferred hub for the global automakers. The Indian market became flaccid with huge competition from both indigenous and global giants–result is the customer becoming the king. They have more choices with attractive prices and varied features that suit individual preferences. Under these circumstances the businesses have to take a customer centric focus consistently to squeeze a pie from the fiercely competitive market share (Vavra, 2001). Customer relationship management or CRM has become a key tactic that business has adopted as the single most survival strategy under today’s environment. Let us see some aspects of CRM exercises that auto companies follow to accelerate and achieve their long term goal namely customer delight and loyalty. The literature is derived from secondary references and from direct interview schedule, observation of dealers, service points etc. (Woodruff and Gardial, 1996).