A Case Study on Customer Relationship Management Practices at TVS Motor Company Showroom

Abstract

This case study focuses on the Customer Relationship Management (CRM) practices followed by the TVS Motor Company showroom in Gandhinagar. The study was conducted through an interview with the showroom manager to understand customer handling practices, digital communication methods, personalisation strategies, complaint management systems, and customer satisfaction techniques used in the automobile industry. The research also examines how CRM helps in building long-term customer relationships, improving service quality, and increasing brand loyalty.
The findings of the study show that the showroom uses CRM software, WhatsApp communication, SMS reminders, and customer databases to maintain effective communication with customers. The showroom also focuses on staff training, personalised customer support, and fast complaint resolution to improve customer satisfaction and trust. However, challenges such as service delays, spare part availability, and managing customer expectations were also identified during the study.
Overall, the case study highlights the importance of CRM in improving customer experience, customer loyalty, and business performance in the automobile sector. The study concludes that effective CRM practices and digital communication systems play a significant role in maintaining competitive advantage and long-term business success.