A REPORT

ON

CUSTOMER EXPERIENCE ANALYSIS

BY
SARVESH SHARMA
Acknowledgement
I take this opportunity to express my profound gratitude
and deep regards to all those who contributed in bringing
my internship project to a successful closing .I am obliged
to acknowledge the admirable guidance, monitoring and
constant motivation throughout the course of this project
of the following people.
Head of the company : KANCHAN KALRA
Faculty Guide: PARCHITA
Others: AJAY MISHRA

I would like to thank my company for giving me this

opportunity to have customer experience in
automobile industry as well as in other sectors.

Throughout the time I had a wonderful experience

about this project.
 Customer Experience

A customer journey tells the story of a customer's

experience interacting with a company, starting with
the initial contact and continuing through all
subsequent interactions, via all touch-points.

Customer experience or customer interaction is

defined as that stage or point wherein customers are
being introduced and engaged into the business. The
following elements comprise the customer encounter
with the business:

Expectations setting
Expectations set by marketing or advertising
Brand image
Public relations (PR)
Word of Mouth

All these are essential in the pre-sale customer

experience. These elements that promote customer
awareness of the business and its products or services
and these serve as influential factors in making
customers approach towards the business and make
the transaction.

Marketers Job

A marketer's job is to understand the various points at

which customers engage with a brand, its
products/services and its marketing messages, and to
ensure the most successful usage of such
opportunities.

Marketers can plan typical customer journeys and

prepare the best ways to interact with customers at
each stage.

Managing customers journey

The goals of defining and managing customer

journeys include:
Company Formation Pyramid

H e a d / M D

T . S . M

D . S . M

S a l e s M a n
Factors Comprising Customer Overall Satisfaction

43% Service Quality

17% Vehicle Pick-up
14% Service Facility
14% Service Advisor
11% Service Initiation
 OBSERVATIONS AT COMPANY

Work= to sale the given product within given time.

Minimum Sale of vehicle per month= Six
The basic work is to finance the product for the
customers buying the product. In otherwords, to
complete all the paper work required after
registration of the product by the customer. These
documents include the following things which are as
follows.
B o o k i n g o f v e h i c l e

D o c s r e c e i v e d f o r F i n a n c e

F i n a n c e

B i l l i n g

I n s u r a n c e

R e g i s t r a ti o n

E M I

Different customers are being handled according

to their requirements in terms of their uses and
earning.
 CUSTOMER EXPERIENCE AT COMPANY

Customer name= Amir Sidiki

Profession= A firm at Delhi bazaar super store
Purpose for which vehicle was required= Loading and
unloading of vegetables on daily basis
Moving area of vehicle= Ghaziabad
Type of vehicle required by customer= A vehicle
having more space and less load.
Suggested vehicle= TATA ACE
Conclusions Drawn

Customers first question that comes in mind while

buying a vehicle-
C
os
t
D eliv D isc
ery ount

Registra Fina
tion nce

Insur Doc
ance
um e
D ow np nts
aym en
t
Cost

- The customers first question that comes in mind

while buying a vehicle is the cost of that particular
vehicle that he is willing to buy.

- These prices include Ex-showroom price, variant

color price and the road price.

Discount
 - It is one of the major thing for which a customer
had always a keen to know while buying a vehicle.

- The discount on the vehicle always have a time

period in which if a customer is able to buy that
particular product in that period only, than he will
be able to grab that particular discount offer.

Finance

- The finance of a customer is decided on the basis

of his profile.

- The profile of a customer is observed in terms of

FTU
Existing User
Enterprise

Documents

- The documents are collected on the basis of type

of customer that can be expressed as follows.
Down Payment

- Down Payment is basically the difference of the

total cost and the loan provided on the vehicle.

- This remaining cost is the Down Payment which is

to be paid by the customer buying the vehicle.

Insurance

- The insurance of the vehicle is a must required

document while buying a vehicle in todays
modern generation.
Registration

- It is basically the registration as well as passing of

vehicle from the company after completion of the
required documents.

Delivery

- It is the last procedure after which the product of

the customer.

Customer Enquiry

- For what purpose vehicle is required by the

customer. These include the following things.
Customer experience journey at TSS
P re
U n d e r s ta n d i n g h i s r e q u i r e m e n t a n d l e a d i n g h i m to t h e
S a le P r e S a le
co n ce rn e d FS E /T L
SO a ff l e r i n g h i m b e v e r a g e s a n d w a te r
F a c i l i t a ti n g v e h i c l e p u j a c e r e m o n y w h e r e v e r r e q u i r e d
eL e a d i n g t h e c u s to m eS ra lt e o c u s t o m e r l o u n g e
C e l e b r a ti n g t h e d e l i v e r y c e r e m o n y b y d e l i v e r y d e c o r a t e d v e h i c l e w i t h b o u q u e t , s w e e t b o x
AaP nod dsv t e a r tis ms i na gl bg ia ft n . n e r s o f e x c l u s i v e c u r r e n t o ff e r s
CM h e a e s ts i&s B G i rr et h e dt-a Wy Ce el c l eo bm r ai n ti g o an n d g r e e ti n g c u s t o m e r a t t h e
CS ao le e c ti n g d o c u m e n t s fr o m t h e c u s t o m e rP , o a s r t r aS na gl e i n g e a s y fi n a n c e
Cg au t s e to m e r f a m i l y d a y c e l e b r a ti o n
U n d e r s t a n d in g c u s t o m e r n e e d a n d r e c o m m e n d in g h im s u it a b le v e h ic le
QR e u a l i t y s e r v i c e - R e m i n d e r f o r s e r v i c e i n te r n a l t o c u s t o m e r
CE na gl ai n g i n t gh eT a c t u a s Oto K m f oe r tg o e ni n e f r o a r ti m n g h ia m n te h w e v d e h l i vc el r y l e d a a d t et h a r no du gti h m e
frP uo rm c h tia ms e e to ti m e R e P u rc h a se
Uo l nd d v e r hs ti ca ln e d s i an lg e c u s t o m e r n e e d f o r fi n a n c e , c a s h p u r c h a s e , i n s u r a n c e , r e g i s t r a ti o n a n d g u i d i n g
S e r v ic e - P ic k & D r o p fa c ilit y fo r s e r v ic e
h im t h r o u g h t h e p r o c e s s
O ff e r i n g c u s t o m e r r e f e r r a l c o u p o n s o n v e h i c l e d e l i v e r y
F r e e w a s h i n g f a c i l i t y f o r c u s to m e r
Customer experience journey at CARGO MOTORS DELHI
PVT.LTD
Commercial Vehicle Dealer TATA MOTORS
Praveen Kumar
TL SCV Cargo
- Cargo Motors is one of the biggest Commercial Vehicle
Showroom across the nation to improve customer
reach.
- Located at major highways.
Method of working
- to promote a partnership with dealer
- to ensure dealer profitability
- customer feedback is continuously fed back into the
process
- highlighting areas of excellence and addressing areas of
concern in dealer customer engagement process
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Customer experience journey at

COMPETENT AUTOMOBILES CO.LTD
MARUTI SUZUKI INDIA LIMITED
 NEW DELHI

An automobile is a quite unique product. Unlike pure services it has a

component of the product quality which affects the overall experience of
the customers and unlike pure products it has a service component which
also significantly affects the overall experience of the customers. so, it
becomes critical to focus on the service experience of the customer as it has
a major contribution to the bottom line of an automobile dealership.
Hence, there are three important behaviors of a customer which every
automobile business desires to ensure that the earnings are virtually
achieved in terms of quality that can be expressed as follows.

R e vco- pi sumi trchm ea nsed

- Thus indirectly the service satisfaction has an effect on the entire spectrum
of earning during the life time of a customer.

OBSERVED FACTORS THAT CAN AFFECT CUSTOMER SATISFACTION

Cus
to S e rv i c e Q u a l i t y
me
r
S a ti
sf a
c ti o
n

P ro d u ct Q u a l i t y

- Thus, we also see that in automobile ownership the service quality has a
higher impact on the overall customer satisfaction than the product
quality.

- Moreover, an automobile service provider has little control on the

product quality which is mainly controlled by the manufacturer.

- Hence, it is important and rather more relevant for a dealership to focus

more on service quality rather than product quality.
Customer experience journey at
INDRAPRASTHA AUTOMOBILES PVT LTD
Authorized Dealers- Mahindra & Mahindra Ltd