How Maruti Suzuki Reduced their Operational Costs by 60%

Challenges & Goals

With close to 90 Lakh customers, Maruti Suzuki faced a pressing challenge in revenue generation. In India the average lifetime of service revenue from a four-wheeler is 11 years whereas this metric for OEM's organized service centers was only 1.5 years. This leakage of revenue worth 9.5 years in a high gross margin vertical like auto service was a key challenge for Maruti Suzuki.

To overcome this massive gap, the company aimed to be serviceable round-the-clock and at all support touchpoints. However, their current call center operations faced limitations such as:

1. Delayed and Low Response Rate: Overwhelming customer inquiries created bottlenecks, causing long wait times and frustrated customers.
2. ‍Limited Service Bookings: Customers chose unauthorized third-party service centers, resulting in substantial revenue loss for Maruti Suzuki.
3. ‍High Operational Costs: Traditional call handling required continually expanding support teams, making the model increasingly unsustainable.
4. ‍Limited Outbound Calls: Overwhelmed support teams couldn't conduct proactive customer outreach for service promotions and reminders.

Rezo’s Approach and Solution

To bridge the 9.5 years' worth gap of missed revenue, Rezo.ai strategically engineered and deployed a comprehensive engagement framework that addressed multiple critical touchpoints in Maruti Suzuki's customer journey. The solution didn't merely automate existing processes, it reimagined the entire customer engagement architecture.

1. Handling Inbound Enquiries – Our automated system promptly responded to inbound sales and service queries, ensuring timely support and efficient issue resolution.
2. ‍Customized Offer Roll-outs – Outbound calls delivered tailored promotional and festival offers, effectively qualifying leads and validating customer interest.
3. ‍Service Bookings – Targeted calls engaged customers by offering bundled deals and timely reminders, successfully minimizing potential funnel leakages.
4. ‍Upselling Extended Warranty – Strategic outbound calls promoted warranty extensions, enhancing product value and reinforcing customer trust.
5. ‍Car Upgrade Reach-outs – We proactively upsold and cross-sold vehicle upgrades and related products, presenting relevant offers that unlocked additional revenue opportunities.
6. ‍Post Service Feedback & NPS Collection – Outbound survey calls gathered valuable customer insights post-service, driving continuous improvement and swiftly resolving issues.  

Results and Impact

Rezo.ai's Engage AI enabled Maruti Suzuki to massively scale their contact center operations with process automation resulting in increased customer satisfaction, reduced call drops and increased revenue generating opportunities.

Maruti Suzuki immensely increased their service appointments booking to 6 lakh per month with 8.5 Thousand leads generated on a daily basis. Their operational costs were further reduced by 60% with reduced agent load of 75%.

By leveraging Rezo’s AI-powered automation, Maruti Suzuki enabled faster and more efficient customer engagement with optimized resource allocation by making their customer experience more cost effective  

Looking ahead, we’re excited to continue working with Maruti Suzuki to foster value-driven Customer Experiences, further enhancing customer engagement while driving new revenue opportunities.  

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