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INDIAN INSTITUTE OF PLANNING AND

MANAGEMENT
NEW DELHI

PROJECT
ON
CUSTOMER RELATIONSHP MANAGEMENT IN
MERCEDES

SUBMITTED BY:

UTKARSH TRIPATHI
ID NO: D1012SSISBE-A10201(CT-1068)
SECTION SD-2
ROLL NO: 61

SESSION: 2010-2012
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ACKNOWLEDGEMENT

It is a great pleasure for me to thanks “THE GOD” for he blessed upon

for everything I wished, and then I would like to express my gratitude to
my loving parents, families for providing all facilities and resources.
Their immense and silent contribution will always be there with us.
The project is entitled “A SURVEY OF CUSTOMER RELATIONSHIP
MANAGEMENT IN MERCEDES”,
Which provides me a golden opportunity to convey my gratitude to all
those in Reliance Communication who helped me to complete the
project on time.
With great pleasure, I expressed my sincere gratitude and thanks to Mr.
Nikhil Sharma (Manager-Marketing in T&T Motors ltd) for their help
and support and I have been in constant touch with him during the
project for the opportunity to learn with their support in congenial
environment.
Finally I involve my involve my friends who were involved directly or
indirectly for their co-operation and help that inspired and encouraged
me to work.

Utkarsh Tripathi
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INDEX

Title Page no.

Executive summary 5

Introduction of project 6

CRM 6

Benefits of CRM 7

Area of CRM activity 7

Project Objective 8

Actual Project Report 9

Introduction of Mercedes 9

CRM 10

Purpose of CRM 11

Program Offered by Mercedes 12

How to Start CRM 13

Objective of CRM 14

Benefits of CRM 14

Motivation and Satisfaction by CRM 16

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Training & Development 16

Response of Customer 17

Questionnaire 33

Findings of Report 36

Suggestions 37

Conclusion 39

Bibliography 41
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EXECUTIVE SUMMARY
Today leading organizations are using every available tool with greater
vigor to create a more efficient and profitable business. One of these
tools, Customer Relationship Management, historically has been viewed,
as an effective highly political and time-consuming task yet there is
hardly a single organization in the world that does not want a
performance management system focused on results and backed by
commitment.

Performance oriented organizations are focusing on positively impacting

and motivating their customer with their relationship system to build the
necessary commitment for them.

The customer relationship management is the key element in the

performance management process. When used effectively the customer
relationship management can provide accurate feedback on past
performance, significantly enhance employees’ productivity and
satisfaction and offer feedback to employees on how to improve. For
that reason customer relationship management is one of the most
important responsibilities of supervisor or manager or organization.

Mercedes is one of the best automobile company of world. It’s core

business is producing cars in various class, busses .

Customer Relationship Management plays an important role in

developing employees motivation and increasing the customer
satisfaction level. Especially feedback and counseling session plays an
important role in the organization.

I have undertaken this project with clearly defined objective, i.e. how far
Customer Relationship Management is effective in Mercedes.
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INTRODUCSTION OF PROJECT

Customer Relationship Management:-

Customer relationship management (CRM) is a widely-implemented
strategy for managing a company’s interactions with customers, clients
and sales prospects. It involves using technology to organize, automate,
and synchronize business processes—principally sales activities, but
also those for marketing, customer service, and technical support. The
overall goals are to find, attract, and win new clients, nurture and retain
those the company already has, entice former clients back into the fold,
and reduce the costs of marketing and client service. Customer
relationship management describes a company-wide business strategy
including customer-interface departments as well as other departments
Business reputation has become a growing challenge. The outcome
of internal fragmentation that is observed and commented upon by
customers is now visible to the rest of the world in the era of the social
customer, where in the past, only employees or partners were aware of
it. Addressing the fragmentation requires a shift in philosophy and
mindset within an organization so that everyone considers the impact to
the customer of policy, decisions and actions. Human response at all
levels of the organization can affect the customer experience for good or
ill. Even one unhappy customer can deliver a body blow to a business.

Some developments and shifts have made companies more conscious of

the life-cycle of a customer relationship management system.
Companies now consider the possibility of brand loyalty and persistence
of its users to purchase updates, upgrades and future editions of
software. Additionally, CRM systems face the challenge of producing
viable financial profits,
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Benefits of CRM

The use of a CRM system will confer several advantages to a company:

1. Quality and efficiency

2. Decrease in overall costs
3. Decision support
4. Enterprise agility
5. Customer Attention

Area of Customer Relationship Management activity-

1. Sales force automation

2. Customer service and support
3. Help desk
4. Field service Customer relationship management
5. Marketing automation
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PROJECT OBJECTIVE

The objective of the project is to improve the customer relationship

b/w the customer and the company. In this project I analyze that the
company’s response over customer’s problem. If the company
satisfies them with their feedback and their response over the
consumer problem in minimum possible time then their consumer
relationship management is good .if the lower level management of
the company does not solve the problem than the lover level transfer
the problem to the upper level and if any complication over there
then the information transfer to the upper management and they will
short it out at their best level in the project I also analyze the CRM
of other competitive company and how to make the CRM effective
and what are the strategy they are following and can over company
will do better in this sector
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PROJECT REPORT
Introduction to Mercedes-Benz:-

Mercedes-Benz is a German manufacturer of automobile coaches and

trucks. Mercedes-Benz is a division of its parent Daimler AG.
Mercedes-Benz traces its origin to Karl Benz’s creation of first power
petrol car. The Benz patent motorwagen patented in January 1886. And
Gottlieb Daimler and engineer Wilhelm Maybach's conversion of a
stagecoach by the addition of a petrol engine later that year. The
Mercedes automobile was first marketed in 1901 by Daimler Motoren
Gesellschaft. The first Mercedes-Benz brand name vehicles were
produced in 1926, following the merger of Karl Benz's and Gottlieb
Daimler's companies into the Daimler-Benz company. Mercedes-Benz
has introduced many technological and safety innovations that later
became common in other vehicles. Mercedes-Benz is one of the most
well-known and established automotive brands in the world, and is also
the world's oldest automotive brand still in existence today.
The founder of this company was Karl Benz and Gottlieb Daimler. Now
Dieter Zetsche is the chairman of the board of management Daimler and
Head of Mercedes-Benz cars division Headquarter of Mercedes-Benz is
in Stuttgart.
Mercedes shows his quality according to his tag-line that is THE BEST
OR NOTHING. Mercedes – Benz launches many model all over the
world few of them are given below –

1. S-Class The icon of motion

2. E-Class Engineered around you
3. E-Class Coupe The pure attraction
4. E-Class Cabriolet It’s about airstream. Not mainstream
5. C-Class Agility at your command
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6. A-Class Hatchback
7. B-Class multipurpose
8. M-Class Grand Edition For the road less travelled
9. GL-Class The royal class of family ca
10. Viano Class multipurpose vehicle
11. Many models like AMG Class, SLK Class, CLS Class and many
more.
12. Trucks

Now SLS AMG is the latest model of the company.

Mercedes Benz is also producing the racing cars. And also participate in
the F-1 race and many more. The first racing car is SSK which was
launch in year 1928.

Customer Relationship Management:-

CRM is a widely implemented for managing a company interaction with

consumer, clients and sales prospectus. It involve using technology to
organize, automate and synchronize business process principally sales
activity , but also those for making customer service and technical
support. The overall goals are to find, attract and win new clients. Nature
and retain those the company already has entire farmer clients back into
the folds and reduce the cost of client service and marketing. CRM
describe the company wise business strategy including customer
interface department and the other departments.

Image of the organization is also important for consumers. An image is a

total perception that of something that individuals form by processing all
the information they are exposed to overtime. Research indicate that the
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consumer develop the image about brand price response to the problems
etc. customer may associate a Mercedes car with quality because of their
word-of-mouth communication by the other customer of Mercedes,
friends, print and electronic media advertisement.

Communication is a process by which a company exchanges his thought

quality service differentiability from others.

What is the purpose of Customer Relationship

Management:-
The primary reason for having a CRM program is to monitor
employees’ performance, motivate staff and improve company moral
according to the need of customer. Monitoring employee performance
requires routine documentation, which is accomplished through
completing a performance appraisal form. When employees are aware
that the company is mindful of their performance and that they could be
rewarded with merit increases and promotions, they are motivated to
work harder and try to give best according to the need. Morale is
improved when employees receive recognition or reward for their work.

An effective CRM program will assist the company in achieving its

goals and objectives which is customer satisfaction. Not only will
training needs be identified and addressed during a CRM review, but
hidden talent can be discovered as well. Through identifying these
training needs, staff can perform their jobs at the highest level and be in
a better position to address clients’, members’ and customers’ concerns
and questions. A well-developed staff is more likely to be proactive,
productive and resourceful, all of which helps give the company a
competitive edge, from improved customer relations to increased profits.
An effective CRM system contains two basic systems operating in
conjunction: an evaluation system and a feedback system.
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The main aim of the evaluation system is to identify the performance

gap (if any). This gap is the shortfall that occurs when performance does
not meet the standard set by the organization is acceptable.

The main aim of the feedback system is to inform the employee about
the quality of his or her performance.

The customer can enjoy our star presence, Enjoy the that comes from
having the largest service network at your back and call. More
dealerships, upgraded showrooms, state of art workshops and highly
skilled personnel. The Mercedes-Benz experience has moved up a gear
with 26cities and 56 touch points and more being added, world class our
service is always around the corner.

Our few programs which will be maintain a good relationship with

customer.
 Star Care Program
 R-S-A ( road side assistance program)
 Star Ease Service Package

Star Care Program :-

Star Care program takes care of your car in the
third year of operation, after the completion of two year warranty period,
without any extra cost and mileage limitation.

Road Side Assistance Program:-

The R-S-A Program offers a range of
round the clock response to the emergencies & breakdown. Suppose that
if you have any problem in your car then you can call on the no.
provided by company and as the feasibility of the service centre if you
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are in the limit of the nearest service centre of the company then you can
get the service by the company mechanic in less possible time.

Star Ease Service Package:-

The Star Ease Package puts your mind at
ease by taking care of essential service like change of engine oil, filters,
brake fluid, coolant etc. For a period of three year or 30000 km which
occurs earlier.

When a consumer comes in the showrooms for buying a car then we said
to him/her for a test drive of the car. After that we give a form to the
customer in that form the consumer declares that he/she hold a valid
license per the Indian roads rules and regulation. After the test drive we
will give the feedback form for the test drive.

How to start Customer Relationship management:-

Before the CRM program is up and running, a CRM form should
be designed with input from managers. It should be able to
sufficiently measure performance, be simple enough for all
employees to complete, and not take more than limit time to
finish. In implementing the CRM program, top management
should give the plan its blessing; employees should understand
how it works, and the staff at large should be encouraged to view
the program as a valuable human resources tool.

Objectives of CRM policy

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1. Increase motivation to perform effectively

2. Increase staff self-esteem
3. Better clarify and define job functions and responsibilities
4. Develop valuable communication among appraisal participants
5. Distribute rewards on a fair and credible basis.
6. Clarify organizational goals so they can be more readily accepted.
7. Improve institutional/departmental manpower planning, test
validation, and development of training programs

Benefits of Customer relationship Management:-

Perhaps the most significant benefit of CRM is that, in the rush and
bustle of daily working life, it offers a rare chance for a supervisor and
subordinate to have "time out" for a one-on-one discussion of important
work issues that might not otherwise be addressed.
Almost universally, where CRM is conducted properly, both supervisors
and subordinates have reported the experience as beneficial and positive.

CRM offers a valuable opportunity to focus on work activities and goals,

satisfaction of customer, to identify and correct existing problems, and
to encourage better future performance. Thus the performance of the
whole organization is enhanced.
For many employees, an "official" interview may be the only time they
get to have exclusive, uninterrupted access to their supervisor. Said one
employee of a large organization after his first formal performance
appraisal, "In many years of work, that's the first time anyone has ever
bothered to sit down and tell me how I'm doing." By this we can
motivate the employees for the better response towards consumer.
The value of this intense and purposeful interaction between a
supervisors and subordinate and with the customer also should not be
underestimated.
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By the help of the Quality, Responsiveness, Service, Technological

support etc the sales of the company is increasing continuously.

Amazing 46% increased growth in sales posted for the month of June
2011 by German based luxury automaker Mercedes-Benz as it sold 565
units of its premium cars in the country. The flourished figures took the
company’s total sales count to 3,798 units for this year 2011.

With fantastically planned one after the other product launches and
amazing growth prospects, Mercedes-Benz has always captured the
attention of many prospective customers by never diminishing its
presence locally. Also the major point behind Mercedes’ excellent
emergence in the country is its spreading arms all over the nation with
around 60 access points from retail outlets to service stations and sales
showrooms.

This month in June Mercedes-Benz registered fine sales of selling more

than 560 units exactly similar to sales for the month of May 2011. From
the total unit’s sales, 231 units of E-Class were sold and the segment
took over the C-Class models by registering 196 unit sales. Mercedes-
Benz SUV portfolio comprises of the ML-Class and GL CLASS
MODEL and collectively 80 units of SUVs were sold in June 2011.

On such a consistent sales performance, the Director- Marketing & Sales

of Mercedes-Benz India Mr. Debashis Mitra stated, “With a robust
growth of 58% achieved in the first six months of 2011, we are well on
track and are confident of ending the year on a significant high. The next
six months will be even more exciting for the company as we have a mix
of product launches planned for the Indian customers.”
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Motivation and Satisfaction by CRM:-

CRM can have a profound effect on levels of employee and customer
motivation and satisfaction - for better as well as for worse.
CRM provides employees with recognition for their work efforts. The
power of social recognition as an incentive has been long noted. In fact,
there is evidence that human beings will even prefer negative
recognition in preference to no recognition at all.
If nothing else, the existence of a CRM program indicates to an
employee that the organization is genuinely interested in their individual
performance and development. This alone can have a positive influence
on the individual's sense of worth, commitment and belonging.
The strength and prevalence of this natural human desire for individual
recognition should not be overlooked. Absenteeism and turnover rates in
some organizations might be greatly reduced if more attention were paid
to it. Regular CRM, at least, is a good start.
 

Training and Development :-

CRM offers an excellent opportunity - perhaps the best that will ever
occur - for a supervisor and subordinate to recognize and agree upon
individual training and development needs according to the customer.
During the discussion of an employee's work performance, the presence
or absence of work skills can become very obvious - even to those who
habitually reject the idea of training for them.
CRM can make the need for training more pressing and relevant by
linking it clearly to performance outcomes and future career aspirations.
From the point of view of the organization as a whole, consolidated
appraisal data can form a picture of the overall demand for training. This
data may be analyzed by variables such as sex, department, etc. In this
respect, CRM can provide a regular and efficient training needs audit for
the entire organization.
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RESPONSE OF CUSTOMER

ANALYSIS AND INTERPRETATION OF DATA

Tabulated form of questionnaire

The following is an overview of questionnaire collected from the

respondents and views given on different questions.

Question Good Excellent Satisfactory Poor

no.
1 26 11 9 4
2 25 5 17 3
3 23 7 15 5
4 20 9 13 8
5 20 14 10 6
6 23 8 16 3
7 27 4 10 9
8 22 7 16 5
9 21 7 18 4
10 22 13 9 6
11 22 6 14 8
12 19 7 17 7
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13 23 3 18 6
14 31 8 8 3

35

30
QUESTION NO
25
Good
20
Excellent
15
Satisfactory
10
Poor
5

0
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Organizational vision and mission are accomplished by linking

individual performance to company objectives is ….

VIEWS NO. OF PEOPLE PERCENT

GOOD 26 52
EXCELLENT 11 22
SATISFACTORY 9 18
POOR 4 8
TOTAL 50 100

Poor
Good
8%
Good Excellent
Satisfactory
52%
18% Satisfactory
Excellent Poor
22%
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RESPONSIVENESS: How do you rate our responsiveness in

dealing with you?

VIEWS NO. OF PEOPLE PERCENT

GOOD 25 50
EXCELLENT 5 10
SATISFACTORY 17 34
POOR 3 6
TOTAL 50 100

Good Excellent
Poor
Satisfacto 6% Good
ry 50%
34% Satisfactory Poor
Excellent
10%
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PROFESSIONALISM: How do you rate our professionalism in

dealing with you?

VIEWS NO. OF PEOPLE PERCENT

GOOD 23 46
EXCELLENT 7 14
SATISFACTORY 15 30
POOR 5 10
TOTAL 50 100

Good
Poor
10% Good
Excellent
Satisfactory 48%
27%
Satisfactory
Excellent
15% Poor
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TECHNICAL SUPPORT: If you received any technical support,

how do you rate the technical competence of our engineers and their
response time…

VIEWS NO. OF PEOPLE PERCENT

GOOD 20 40
EXCELLENT 9 18
SATISFACTORY 13 26
POOR 8 16
TOTAL 50 100

Good
Good
Poor 40% Excellent
16%
Satisfacto Satisfactory
ry Excellent
26% 18% Poor
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PRODUCT QUALITY: How do you rate our products and services

and did they meet your needs and expectations regarding quality
and performance..

VIEWS NO. OF PEOPLE PERCENT

GOOD 20 40
EXCELLENT 14 28
SATISFACTORY 10 20
POOR 6 12
TOTAL 50 100

Good
Poor
12% Good
40% Excellent
Satisfact
ory
Satisfactory
20%
Excellen Poor
t
28%
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DELIVERY: How do you rate our delivery on time performance

and our commitment to meet your delivery expectations…

VIEWS NO. OF PEOPLE PERCENT

GOOD 23 46
EXCELLENT 8 16
SATISFACTORY 16 32
POOR 3 6
TOTAL 50 100

Good

Poor Good
Excellent
Satisfact 6% 46%
ory
32% Satisfactory
Excellen
t Poor
16%
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COMPETITIVENESS: How do you rate the competitiveness of our

products and do they represent best value for total cost of lifetime
ownership?

VIEWS NO. OF PEOPLE PERCENT

GOOD 27 54
EXCELLENT 4 8
SATISFACTORY 10 20
POOR 9 18
TOTAL 50 100

Good

Poor Excellent
18% Good
Satisfact 54% Satisfactory
ory
20% Poor
Excellen
t
8%
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QUALITY: How do you rate our approach to quality management

to ensure complete customer satisfaction?

VIEWS NO. OF PEOPLE PERCENT

GOOD 22 44
EXCELLENT 7 14
SATISFACTORY 16 32
POOR 5 10
TOTAL 50 100

Good

Poor Good Excellent

10% 44%
Satisfactory
Satisfact
ory Poor
Excellen
32%
t
14%
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Our responsiveness for the solution of your problems is ….

VIEWS NO. OF PEOPLE PERCENT

GOOD 21 42
EXCELLENT 7 14
SATISFACTORY 18 36
POOR 4 8
TOTAL 50 100

Good

Poor Good Excellent

8% 42%
Satisfactory
Satisfact
ory Poor
Excellen
36%
t
14%
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The training and development program made in our organization

are satisfactory and aligned with skill development for better CRM.

VIEWS NO. OF PEOPLE PERCENT

GOOD 22 44
EXCELLENT 13 26
SATISFACTORY 9 18
POOR 6 12
TOTAL 50 100

Good
Poor
12% Good Excellent
Satisfact 44%
Satisfactory
ory
18% Poor
Excellen
t
26%
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The quality of program offered by the company like R.S.A. Star

Care Star Ease etc

VIEWS NO. OF PEOPLE PERCENT

GOOD 22 44
EXCELLENT 6 12
SATISFACTORY 14 28
POOR 8 16
TOTAL 50 100

Good

Poor Good
excellent
16% 44%

Satisfact Satisfactory
ory excellent
28% 12% Poor
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In the next 3-5 years what do you expect our relationship to the
change with customer? Our relation with customer is …

VIEWS NO. OF PEOPLE PERCENT

GOOD 19 38
EXCELLENT 7 14
SATISFACTORY 17 34
POOR 7 14
TOTAL 50 100

Good
Good
Poor 38% Excellent
14%
Satisfact Satisfactory
ory Excellen
34% t Poor
14%
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The system of rewards in this organization is fair and equitable for

the better work in the organization is…

VIEWS NO. OF PEOPLE PERCENT

GOOD 23 46
EXCELLENT 3 6
SATISFACTORY 18 36
POOR 6 12
TOTAL 50 100

Good

Poor Good Excellent

12% 46%
Satisfact Satisfactory
ory Excellen
36% t Poor
6%
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Company has been given enough opportunities so far to develop the

employees’ capabilities for the solution of problems is….

VIEWS NO. OF PEOPLE PERCENT

GOOD 31 62
EXCELLENT 8 16
SATISFACTORY 8 16
POOR 3 6
TOTAL 50 100

Poor Good
6%
Satisfact Excellent
ory Good
16% 62% Satisfactory
Excellen
t Poor
16%

Questionnaires for the customer:-

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We would be grateful if you could spare a few minutes to complete this

Customer Satisfaction Questionnaire to
help us ensure that our standard of customer care exceeds expectations
wherever possible.
Please tick the appropriate box to indicate your degree of satisfaction.

Where: 4 = Excellent, 3 = Good, 2 = Satisfactory, 1 = Poor

RESPONSIVENESS: How do you rate our responsiveness in dealing

with you?

Rating:-

PROFESSIONALISM: How do you rate our professionalism in dealing

with you?

Rating:-

TECHNICAL SUPPORT: If you received any technical support, how do

you rate the technical competence of our engineers and their response
time?

Rating:-

PRODUCT QUALITY: How do you rate our products and services and
did they meet your needs and expectations regarding quality and
performance?

Rating:-
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DELIVERY: How do you rate our delivery on time performance and our
commitment to meet your delivery expectations?

Rating:-

COMPETITIVENESS: How do you rate the competitiveness of our

products and do they represent best value for total cost of lifetime
ownership?

Rating:-

QUALITY: How do you rate our approach to quality management to

ensure complete customer satisfaction?

Rating:-

OVERALL: How do you rate Captec?

Rating:-

Organizational vision and mission are accomplished by linking

individual performance to company objectives

Rating:-

Our responsiveness towards the solution of your problems is

Rating:-
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The training and development program made in our organization are

satisfactory and aligned with skill development for better CRM.

Rating:-

The quality of program offered by the company like R.S.A. Star Care
Star Ease etc. is

Rating:-

In the next 3-5 years what do you expect our relationship to the change
with customer? Our relation with customer is

Rating:-

The system of rewards in this organization is fair and equitable for the
better work in the organization is

Rating:-

Company has been given enough opportunities so far to develop the

employees’ capabilities for the solution of problems is

Rating:-

Customer Signature Date

FINDING OF REPORT
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From the above report we find that the CRM of Mercedes is much better
than the other automobiles company. The facilities provided by the
Mercedes program like R-S-A program, Star Care program and Star
Ease program shows that it’s different from other companies. These
programs provides many extra facilities like in R-S-A program when
your vehicle has any problem in the road and there is no mechanic for
solving the problem than you can call on the Mercedes customer care no.
if you are in the range of the service station than we send the mechanic
for solving the problem. In Star Care program we care your vehicle after
the finishing of warranty period without any extra cost.

By the analysis of Mercedes growth the Amazing 46% increased growth

in sales posted for the month of June 2011 by German based luxury
automaker Mercedes-Benz as it sold 565 units of its premium cars in the
country. The flourished figures took the company’s total sales count to
3,798 units for this year 2011.
 P a g e | 37

SUGGESTION

Here we are going to suggest the certain points by which we can analyze
that how would we improve the customer relationship:-

1:-Study of current Customer Relationship Management in the

organization:-
This involves studying the organization structure and
the various processes being followed in the organization. Rules and
regulation of existing Performance Management System.

2:- Employees survey:-

This includes finding out the perception of the
consumer toward the prevailing Customer relationship management
system. Employees survey also consider that the behavior of the
employees towards the customer and their response to the job.

3:- Analysis and findings:-

This includes analysis of consumer
response after the solution of his problem and giving the suggestions to
the organization what is good in your organization and what will you be
improve for the better customer service.

4:- Benefits:-
This project would help to understand, analyze and to
find out what are the ways by which the employees can perform better
and get better relation with the consumer. This would not only help the
 P a g e | 38

employees but also help the organization perform better and smooth and
achieve the satisfaction level of the consumer.

Employee Viewpoint

From the employee viewpoint, the purpose of performance appraisal is

Four-fold:

(1) Tell me what you want me to do?

(2)Tell me how well I done it in a better way if u you have any
suggestion.
(3) Help me improve my performance according to your demand.
(4) Reward me for doing well.

In Mercedes (T&T Motors) they focused on the customer’s response

over there problem. The main focus of any manager or the employee of
the any company is how he/she works for the better result or better
relation with the customer. In this company they organize many events
and start many programs for the better result. They teach me what is the
market, what are the customers’ demands and how would you solve your
internal weakness and after that they will become your strength.
Overall we find that Mercedes provide the better service than the other
automobile companies.
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CONCLUSION

CRM is like a stage or platform for employees where they can perform
their activities or given tasks and shows their skills and talent for which
they can be later rewarded.

It is a long-term process in upbringing of employees; the hard work of

employees is noticed and is motivated to achieve the organizational
goals.

Performance of employees needs to be appraised so that they are not de

motivated or discouraged. They should be rewarded according to his
better performance.

CRM is very essential and is required at all levels, without this the
organization cannot work.

I would like to give an example; there was a very hardworking and

regular employee. He did not interact much with his colleagues, was
quiet and reserved type of a person. His performance was never noticed
and could never come in the limelight; he was never uplifted for what he
did and was never motivated. One day he thought that even after
working so hard he is not getting anything then why to work hard. His
performance started falling and due to this the production started getting
affected. Because of this a meeting was held where all the executives
met and found out the reason of such happening, they decided to change
the policies.
The main lacking was that the performance needs to be appraised which
they never used to do. Hence, the employees need to be praised so that
they get motivated which builds in their confidence and work harder.
 P a g e | 40

CRM in Mercedes is good but can be enhanced keeping in mind the

employees’ perspective.

Performance Appraisal is transparent because the employees get to know

what the marks of their colleagues are.

Mercedes believes in the Power of People and it is the professional

philosophy of the management to create an enabling organizational
culture for people to demonstrate their creativity, initiative and believe
in holistic development and celebration of achievements.

Even the research shows that it is the people’s behavior and commitment
that create excellence and drive business results.

Although Mercedes has formulated many CRM policies for employees’

development and growth, customer satisfaction it was felt that there is
still space for enhancing employees’ motivation and morale on
continuous basis.

OBJECTIVE

Create role models and goals at all the levels

To recognize and reward employees behavior and his performance

To promote exhibition of human values and company’s core values

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BIBLIOGRAPHY

Material provided by the company.

Manual of Mercedes.

Brochures of Mercedes

www.mercedes-benz.com