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USD 3.8 Billion Conglomerate

Are the corporates delivering what they promise to the customers? Customer Engagement & Customer Care at TI Cycles 16th March, 2012. USD 3.8 Billion Conglomerate. One of the largest family promoted, professionally managed, diversified business Groups…. Our Businesses. Pan India Presence.

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USD 3.8 Billion Conglomerate

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  1. Are the corporates delivering what they promise to the customers?Customer Engagement & Customer Care at TI Cycles16th March, 2012

  2. USD 3.8 BillionConglomerate One of the largest family promoted, professionally managed, diversified business Groups…

  3. Our Businesses Pan India Presence • 29 businesses under its umbrella, of which seven are listed and actively traded in NSE & BSE • Over 40 Manufacturing facilities spread across 13 states in India • Over 32,000 Employees

  4. A USD 735 million company… Engineering products for future… Engineering Metal to Mobility Steel tubes, Chains, Car door frames & Bicycles

  5. TI Cycles overview • Products – Bicycles / Fitness Equipments / Electric Scooters / Infant Products. • Sales – 4 Million + units per Annum. Turn over – USD 240 Million. • Manufacturing Plants : 3. ( South / North / West ). • Distribution Network – Dealers & Distributors : 2000 + covering all corners of the country. • Delivery condition : CKD. Assembled by Dealers & Distributors.

  6. Cycles category stagnating in India 0.42% growth in category in 6 years

  7. Bicycle Penetration in India, especially urban is very low • Out of 23.2 cr households across India, 51% owns a cycle • Urban cycle penetration is 45% and growing • We have been able to to promote bicycling as a way of life (environmental awareness, fitness, traffic control) Source: IRS Q3 2010

  8. Category plagued by issues Bicycle Quality dependent on dealer Dealer margins were at paltry 8-10% Low consumer involvement with category = no consumer pull Green, healthy products in the red in India Limited next generation participation in business Decrease in age before purchase of first motorized 2-wheeler Decrease in open spaces for cycling Perception that cycles are for kids Perception that cycles are a poor-man’s transport

  9. How did we engage & win over customers Customer Engagement Product Buying experience/ CRM Promotion

  10. Getting the Wheels Rolling

  11. Expanded Range, Product Portfolio 0-2 years 3-16 years 16+ years

  12. Created new segments and right products US$ 444 US$ 222 Mobility Leisure & Fitness Performance Market leaders in each segment

  13. Shift in our thinking Selling Cycles Selling Cycling

  14. Putting India back on bicycles77 Bikeathons conducted in small cities Over 4000 events across India in one year With participation of over 500,000 people Hercules Bikeathon - Siliguri Freedom Ride Hercules Bikeathon – 12 cities

  15. Innovative BTL involving trade partners School Rides School Contact programme` Service Camps Gifting cycles to bright students

  16. Strong Online Presence & Campaigns Redesigned website 4 Facebook Pages over 1 lac fans and 2 lac hits a month

  17. Massive Network Realignment Reduced dealer dominance through distribution and retail

  18. Brought Cycles out of the Run-down Markets

  19. Enhanced Retail experience:Track & Trail Cafe India’s first cycling café in Bangalore - with many more to come

  20. Web Experience Redesigned the website to enhance experience Facebook activation for direct interactions • Over 65,000 fans and growing rapidly • More meaningful ineteractions • In 2011 4.1 lac visitors visited 6.25 lac times • Average of 70k visits per month in Nov/Dec • Online sale of Plug In Accessories should be initiated • Google PPC & aggressive online promotions required in 12-13

  21. CUSTOMER CARE TI CYCLES OF INDIA

  22. Service training & tools • TICI is the only Manufacturer : • Trains Dealer Technicians on Assembly & Servicing. • Trains 1400 technicians Per Year for the past 6 years. • Provide advanced service equipment & Tools to care the Products : developed unique service tools that improve turn around • Certification program with practice and theory content

  23. Reaching out to the customer • Usage training at home for all Fitness products, ebikes & geared bicycles • Service Camps for upkeep of Products beyond Warranty period : 12 camps per Month – 3 per Region. • 24 x 7 Customer care Toll Free service lines: voice, sms, web & email • CRM portal – ERP system for systematic Complaint handling. • Visits Dealers , collects Warranty failures and Organizes Replacement swiftly : covers 400 Dealers every Month. • Helps NGOs to train rural youth & groom as Talented Service Technicians.

  24. Advantages to customer • Superior customer experience: properly assembled Products & user Instructions explained by company trained Technicians. • Best after sale service across Country- Trained Technicians with Tools & Equipment. • Faster connect with TICI – Toll Free lines + Customer care Mail ID + website. • Best Shopping Experience in various shop formats.

  25. CRM PORTAL

  26. CRM - AUTHENTICATION PAGE

  27. CRM - CALL LOG IN PAGE

  28. CRM - DAILY DASHBOARD MAIL

  29. CRM - ESCALATION MAIL ( Automated notification)

  30. The Results • Zero consumer disputes in 4 million units sales: category leadership in customer care • Increased dealer viability • Renewed interest in category • Brought higher category visibility • Repositioned cycles as transport to cycles as leisure

  31. Cycles - Volume Growth 8% Consistent growth in volumes surpassing 4m in 2010-11

  32. Thank You!

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