Maruti-Suzuki charms corporate clients with free maintenance

Client loyalty is an issue for all brands. The OEMs’ consolidated business cases count on sales and aftersales to be successful. Missing out on the latter seriously undermines the parts/accessory sales and jeopardises the survival of the dealer.

The OEMs have to use creativity to draw the client back to the dealerships and away from the local, low cost, independent shops. Maruti/Suzuki has gone full blown with their offer to taxi companies and corporate fleet and offer a basic check-up, top wash and a complimentary car perfume, a package which they call a “Service Camp”.

Customer Service Index

J.D. Power reports on annual basis the client satisfaction index of Indian car brands. Maruti-Suzuki, who was the all-time favourite and traditionally heading the ranking, has been topped in 2017 by Hyundai in the aftersales satisfaction index. Although, the average satisfaction index decreased from 880/1000 to 877/1000, Hyundai managed to gain 35 points versus its 2016 results, displaying an all-time high result of 932/1000. Maruti/Suzuki’s score was 893/1000.

One of J.D. Power’s findings was that a service including washing and vacuuming delivers 13 additional points in the CSI.

Aftersales is pre-sales

Most of the client’s interactions with a brand happen after the actual purchase and are an important indirect contributor to the client’s brand loyalty. By offering a free service, Maruti-Suzuki creates a new opportunity to see and impress the user. Even more interesting is the choice to offer this free service to corporate fleets and taxi companies. It reveals a strategy that recognises corporate fleets as volume-generating and service oriented.

About Maruti-Suzuki

The Japanese car manufacturer Suzuki owns 56% of the successful joint venture. The brand’s 2017 market share of the brand was an astonishing 51% with not less than 7 models, in the top 10 in a country where daily over 55K vehicles are registered. The Hyundai i10 is the only non-Indian vehicle in the top 5.

Maruti-Suzuki was the first brand to commercialise an affordable car in the early 80’s, boosting the car sales in India and inventing a segment that has become essential in the Indian market.