DMRC: Delivering

Customer
Satisfaction
Group 8
 Case Overview

Odd even vehicle rule

In 2016 The Delhi NCR governance imposed an odd-even vehicle rule to tackle
the increasing levels of air pollution

DLITE
“DO lasting improvement in travel experience “ as the DMRC was rarted 2nd
amongst 18 international metro stations it ahs immense presessure to uphold its
increase and sustain its commitment to service philosophy

Balancing between delighting the customers and financial

situation
With the increase on the numbers of commuters and DMRC’s mission to delight
to the customers it was a challenge for the DMRC
 How important is customer experience management(CXM) to service-oriented companies like DMRC? In tangible
and intangible terms, how has DMRC’s customer care philosophy benefited its stakeholders?

Loyalty
● Punctuality rate was higher than 99.9 percent which resulted increase in
ridership
● Providing Clean and neat environment in the train and premises
● Served needs of separate women coach and Know Your Metro program
Perception
● DMRC had a public image of High performing and friendly public utility
● Project completion on time received high degree of recognition from media
● Print and electronic media showcased how DMRC catered to local needs
Satisfaction
● Customers needs were fulfilled by Customer relation assistant
● Demarcation for 6 vs 8 coach trains was provided from commuter suggestion
. ● Offering services to all segments of customers with steady fare
Tangible terms Intangible terms

● Customer Relations assistants ● Punctuality

● Automatic Ticket vending machines ● Saving of time
● POS machines and Recharge of smart cards ● Reliability
● 24/7 Helpline,compliant book ● Work-life balance
● Feedback online, separate coaches for women ● Work Culture
● Toilets and drinking water ● Reduced traffic and pollution
● Various benefit plans for its employees
 What has contributed to DMRC’s success in creating a positive service experience for its customers? What role
does service philosophy play?

❏ CRAs to take care of problems of senior citizens, women and differently abled. They were trained in sign language
to assist the healing and speech impaired commuters

❏ Customers feel valued and cared for on the Delhi metro

❏ Delhi metro was safe, reliable and very much punctual. 99.97 % of meto arrived within one minute of schedule

❏ Separate women’s coach was introduced, for their safety, security and convenience

❏ Automatic ticket vending machines helped in saving customers time

❏ Service Philosophy play important role in DMRC’ success.

❏ DMRC put themselves in the customer’s shoes to understand their pain. Their main focus was on customer care and
not on Customer Relation.

❏ The customer satisfaction helped DMRC to attract more customers because of recommendations given by current
customers.

❏ The online feedback system, 24/7 helpline and other complaint redressal system make customers feel cared
 Critically examine the concept of customer delight and its relevance in light of the resource constraints and
operational pressures on DMRC.

The concept of customer delight encompass a set of principles that aim at satisfying customers and building authentic
relationships and partnerships with them. To achieve customer delight, it is important to:

★ provide timely services

★ listen to customers
★ provide customers with what they need and expect
★ provide multiple touch points for the customer to engage with your products and services

DMRC has invested significantly in customer satisfaction surveys with the objective of understanding their customers, and
managing and improving their service delivery.

The customer satisfaction surveys aids in understanding the necessary improvements needed for delivering exceptional
customer experiences at DMRC. Based on the surveys, the metro has since developed an improvement plan and
implemented some of the recommendations leading to enhancement of the customer service delivery. However, the DMRC
has to balance between investing in all these improvements and the cost implications. While the service improvements are
critical, the metro must balance these improvements in light with the operational pressure and resource constraints
experienced in managing the metro.
 Elucidate and discuss the concept of balanced scorecard and its relevance to strategic stock-taking for
organizations like DMRC

The balanced scorecard is a management technique designed to convert an organization's strategic goals into a list
of organisational performance objectives. These objectives are then assessed, followed up on, and modified as
needed to make sure the strategic goals are achieved.

Can we continue to improve and create value? (innovation and

Learning & Growth learning perspective)

What must we excel at? (internal perspective)

Business Processes

Customer Perspective How do customers see us? (customer perspective)

Financial Data How do we look to shareholders? (financial perspective)

Leverage latest Understanding the

Improved Serve different
Augmented focus on technology to fuel customer
managerial sections of
business strategy innovation in requirements to
presentation through consumer groups in
and its result transportation and provide customer
dimensions differently-abled
service delight

Bring into line the Consistent

Target the main Transparent
manpower to meet To transform Delhi improvements to
components for selection of the best
managerial Metro to be pricing model to
potential contractors and
objectives on a daily self-sustainable strengthen financial
performance suppliers
basis stability
 How can DMRC ensure that its bottom line and customer service philosophy are pursued in fare-policy
management? What strategies do you suggest policy-makers use to structure fares and financing for Delhi Metro?

Customer Service Philosophy

● Unique Service experience

● Service differentiation and Competitive advantage

● Building trust and relationship with customers

Bottom Line

● Customer loyalty

● Rented their complex to other companies like McDonalds, KFC etc

● Minimization of freebies offered to customers

Strategies to structure fares amd financing for the Delhi

● Outsourcing maintenance and repair services to contractors to cut down costs

● Consultancy for other metro, advertisement

● Introduce differentiated fares for the different services offered on the DMRC

● Government funding for high operating costs of DMRC

Thank
You