Formulating a customer feedback system for tractors

Abstract

Mahindra and Mahindra are a dominant brand in the Indian tractor industry for the last IS years. The company is having two manufacturing locations, a network of 450 dealers and an ever-increasing customer base, spread all over the country. The company is facing increasing competition from the domestic brands, namely Swaraj and MF. The competition will increase further with the entry of global brands set to launch brae within the next two years. It is felt that due to the new entrants and expansion of capacities by existing brands. Supply is likely to exceed demand. In the changed scenario, the brand that means, value to the customer will continue to dominate. A Company that is linked to its customer, by a good feedback system is in a position to pre-empt the changing needs of the customer .It can enhance its offerings and thus expand its market share further. The study attempts to formulate a framework, to monitor customer satisfaction on a continual- basis, to cover all identified aspects of customer satisfaction, it involves, critically examining the existing feedback system and identification of weaknesses in it and suggests improvements to overcome them. The report suggests new indicators to be measured to cover more, drivers of customer satisfaction. The method for measurement of which can be fine-tuned as per (he needs, over a period of time. At the end the report concludes by stating the performance measures for a good feedback system and also the limitations in the study, with probable solutions to overcome them.