WINNING

INDIAN CONSUMER
 MEET THE TEAM

ARVIND SESHADRI ROHIT DHAGE AMIT PANDEY BIBHU RAUT

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 AGENDA

To learn how MNCs are filling the Provider GAP by

- Knowing what customer expect

- Selecting the right service designs and standards
- Matching performance to promise
HONDA AFTER-SALES
SERVICE
2017 INDIA WABSSM OVERALL EXPERIENCE STAR RATING

Source: Autocar India 24th September, 2017

SERVICE RECOGNITION

Source: Honda > Our Awards

WHAT IS HONDA DOING
DIFFERENT
 SERVICES OFFERRED

TOWING BATTERY KEY FUEL TAXI

JUMPSTART LOCKOUT DELIVERY ASSISTANCE

CLEARLY CALLS OUT WHAT TO EXPECT FROM SERVICE

 EXPRESS SERVICE

45% NORTH INDIANS DO NOT LIKE TO WAIT OR DO NOT BOOK APPOINTMENT

Source : TOI (Oct 28, 2016), Honda and Maruti Suzuki rank highest in after-sales service: Survey
 VALUE ADDED SERVICES

DESIGNING SERVICE SUITED TO INDIAN ENVIRONMENT + TRANSPARENT PRICING

 HONDA CONNECT (INNOVATION)

USING TECHNOLOGY TO DISTINGUISH AFTER SALES USER EXPERIENCE

 SERVICE RECOVERY
I had a break down and they couldnt send a mechanic for 3 hrs. Repeated calls to helpline gave more
frustration and ultimately I had ended up fixing the car on my own. I was also denied escalation to
higher authorities considering it was weekend and I was simply asked to send email escalation.

The very next day, I sent a long email, realistically, I didnt expect a response but I did. I was called by
customer service team manager and all I wanted was; tell me how you will improve your services and
that too in written.

To my surprise, I got a detailed response, would have expected some concrete action plan as well but
nonetheless, sincere acknowledgment was itself a testimony of urge to improve. Ok, I will mention
this, to compensation my lost time, they extended my service by 6 months and I hadnt asked for it.
There you go, the satisfaction, customers love to be acknowledged and feel valued!
COMMUNICATING SERVICES

NO DETAILS. NO TRANSPARENT PRICING. SINGLE PAGE.

 COMMUNICATING SERVICES

COMPLETE DETAILS. TRANSPARENT PRICING. MULTIPLE PAGES.

 WHAT IS HONDA DOING DIFFERENT
DONT GLOBALIZE, LOCALIZE
Honda is not a top-down company, controlled by headquarters. Instead, Honda manufacturing
subsidiaries virtually everywhere around the world operate as autonomous companies, designing
and producing vehicles based on local conditions and consumer behaviour.

EMBRACE PRADADOX
Honda is a questioning, knowledge-rich organization, which demands that its workers at all levels
continually poke holes in the status quo. They do that through daily, often spontaneous meetings
known as "waigaya" during which decisions, large and small, are re-evaluated and turned on their
head in hopes of finding a better strategic or tactical choice.

As one Honda executive put it: "Waigaya to me means perpetual dissatisfaction. At our company,
self-satisfaction is the enemy." The value of this system to a multinational organization
is immeasurable.
 WHAT IS HONDA DOING DIFFERENT
ROBOTS? NOT SO FAST
Even as most major industrial corporations view robots and other forms of automation as the best
way to reduce costs and maintain productivity, Honda prefers a different path. Honda's factories
are purposefully the most labor intensive in the auto industry, employing robots only in areas that
are dangerous or otherwise obviously less fit for humans than machines.

PUT AN ENGINEER IN THE HOT SEAT

Since Honda's founding in 1949 all of the company's CEOs (including the father of the company,
Soichiro Honda) have been engineers, veterans of Honda's prized autonomous research and
development unit. That's an extraordinary record: Conventional wisdom among multinationals
holds that the most effective chief executives are specialists in marketing, sales,or perhaps
accounting - anything but engineering.
 WHAT IS YOUR PREFERRED
E-COMMERCE MARKET PLACE ?
BUILD A HABIT
BUILD A HABIT
 BUILD A HABIT

the positive feedback the reminder that signal

that close the loop.
REWARD TRIGGER us into routine

ROUTINE
the habit itself, both good
or bad
https://deanyeong.com/habit-guide/
WE HAVE BUYING SEASONS
CORE POSITIONING
 BEING INDIAN

TRY TOH KAR

AUR DIKHAO
APNI DUKAAN
ON TIME DELIVERY
RETURN KARNA BAHUT AASAN HAIN !!
100% ORIGINAL
NOTHING WRONG BEING DESI
MARKETING SERVICE
CONCLUSION
 WINNING IN INDIA
CUSTOMIZE OFFERS AND SERVICES TO SUIT INDIAN NEEDS

DO NOT COME WITH WRONG ATTITUDE

GLOCALIZATION DO NOT OVERLOCALIZE

DEMONSTRATE A STRONG VISIBLE COMMITMENT TO INDIA

CHALLENGE THE STANDARDS BUT BE INDIAN BY HEART

 EXAMPLES OF
UNDERSTANDING CUSTOMER NEEDS
BY MNCs
(FOOD INDUSTRY)
 HOW KELLOGGS FAILED
AND THEN STARTED WINNING ?
HOW DOMINOS
WOOED INDIA ?
LIVE UP TO SERVICE PROMISE
BEING INDIAN
 FAILED ATTEMPT
BLAND, SWEET, COLD BOWL OF CEREAL FLAKES

CRISPY FLAKES BECAME SOGGY WHEN CONSUMED WITH HOT

MILK

TRADITIONAL INDIAN BREAKFAST WAS NOT NUTRITIOUS

ADAPTING LOCAL
ADAPTING FLAVOURS
 HOW MCDONALDS
MADE INDIANS LOVE IT ?
BALANCE TASTE