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Delhi Metro Rail Corporation A Delivering Customer Satisfaction

Solution Id Length Case Author Case Publisher
2758 1752 Words (7 Pages) Somnath Chakrabarti, B. S. Kiran Ivey Publishing : W16649
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Delhi Metro Rail Organization Ltd. (DMRC), an administration-claimed venture in India, was liable for building, working, and dealing with the metro rail network in the Public Capital Locale of India. Delhi's solid, dependable, clean, green metro administrations started the activity in 2002. By 2016, DMRC had changed people groups' lives and turned into a fundamental type of travel for a normal of 2.5 million suburbanites daily. Regarding consumer loyalty, DMRC was positioned in a worldwide web-based overview as the second-best metro framework on the planet. Yet, the executives at DMRC knew that to keep up with that degree of consumer loyalty, it must be aware of the hole among execution and client assumptions, which were expanding with requests from DMRC's confident and aggressive millennial suburbanites.

Moreover, the public authority was setting out procedures to initiate workers to change from private to public travel. DMRC is expected to assess its essential help needs while proceeding to convey worth to its partners. DMRC is supposedly jumbling between focusing fully on customers or thinking about revenue and growth in the long run.

Following questions are answered in this case study solution:

  1. What is the company's CRM strategy? And how are they implementing it?

  2. Define the customer segments - which is more profitable and why?

  3. How is the company achieving (or not) customer acquisition, retention, and loyalty? What customers are they specifically not targeting and why?

  4. What is meant by "customer delight" and how is the company achieving it, or not achieving it?

  5. Is the use of CRM a competitive advantage for the company? How and why? What activities and processes are they putting in place to achieve this? How can they maintain it?

Case Study Questions Answers

1. What is the company's CRM strategy? And how are they implementing it?

The customer relationship management strategy follows a "customer-first" approach where they treat their customers to be sovereign. They have placed immense focus on the care of its customers. Apart from ensuring a smooth and affordable travel experience, the Delhi Metro Rail Corporation has also gone the extra mile to suit all kinds of customers. The commuters come with a range of needs, and this is where the company's CRM strategy comes in; Having trained all their front-line workers in fulfilling commuter needs. These workers were trained to cater to the special needs of senior citizens, disabled people, and women. They were also trained to assist commuters with hearing or speech disabilities with the use of sign language. The vehicles have been fully equipped with trained staff and first aid kits in case of any accidents or emergencies. 

The company takes customers' emotions and needs very seriously and is very sensitive toward them. For the ease of customers, the company has a 24x7 available complaint service where customers feel heard, and their complaints are readily acted upon, making them satisfied with the company's offering. Its remarkable selling point has been its CRM strategy, which is why it faced a continued increase in demand from its targeted segments. 

Delhi Motor has been thinking twice about its development and income just to remain consistent with its philosophy of addressing client needs and remaining client driven. The company is seen to have been compromising on its growth and revenue in an attempt to stay true to its ideology of meeting customer needs and staying customer-centric. 

2. Define the customer segments - which is more profitable and why?

Customer segments include all sorts of commuters ranging from the young demographic to senior citizens and physically disabled ones. Segmentation is done on the basis of geography, demographics, income, lifestyle, and user class. The largest segments are the young demographics (working population) ranging from 15 to 40 years, as well as women. Demographically (income-wise) they targeted two ends of a spectrum, elite business owners as well as the labour class, focusing on upper and lower-middle-class working citizens. Apart from children who are merely dependent on adults when it comes to traveling, the company is supposedly segmenting all other age groups, specifically the working class. This segmentation is based on the usage of the service, and working-class people would definitely need this service more than any others.

Quantum-wise, the young demographic segment, often referred to as "millennials," appears to be the most profitable because it constitutes the largest population chunk of India. This segment was more tech-savvy. Hence, the company's technological growth blended in well with the mentioned segment. 

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