India’s largest car manufacturer Maruti Suzuki believes that Big Data has started working in its favour in terms of customers addition.
“In just last three years, the company added more than 1 lakh customers using Big Data analytics, including 50,000 customers alone in last fiscal,” said Sanjeev Handa, vice-president (marketing) Maruti Suzuki India.
“We are targeting 10% of our total projected sale of 2 million by 2020 through big data,” he said.
Big Data analysis has helped spot trends and gain business insights for the auto major. For example, 40% of Maruti’s customers are first-time buyers, 30% are replacement buyer customers while another 30% are looking for additional car. This data helps identify customers when they are ready for changing or upgrading an older car.
The workshop data helps the company spot accidental or damaged cars an opportunity for sales. Another example is spotting customers whose cars are more than 8 year old or when their children are college-goers providing opportunity to acquire another customer/second car.
“As a part of the Maruti Suzuki’s sales strategy, big data analytics gained momentum since 2008. With huge customer base, the complexity of this data is enormous. We have been among the early adopters of data analytics in the industry as we realised that we are sitting on a vast data mine. Big data is being put to maximum use for finding ways and means to predict consumer behavior and demand and to earn consumer loyalty,” he told FE.
The company has deployed tools which help analyse the vast reservoir of data. “Our data analytics programme rests on three pillars namely a Dealer Management System, CRM Analytics Solution and a Customer Response Centre (CRM). It collects manufacturing data, website data, customer preference data, telephone enquiry data, insurance data, inventory data and dealer management data and runs it through its private cloud analytics architecture for designing the sales strategy,” he emphasised.
Today Maruti Suzuki has over 1,300 dealer sales outlets and 3,000 workshops connected on real time basis through the Dealer Management System, which is hosted on a private cloud by them.
DMS gives real-time display of critical operational parameters of the business including sales, service and parts management. Information like enquiries, bookings, retails, inventories and even trends on variants, colors in each model are all within easy access for the management team.