Customer Life cycle is divided into 4 phases under our scheme of operations They are : 1. 2. 3. 4.

Presale Sale Postsale Disposal

We will look to identify the touch points that a customer goes through at these stages:

PRESALE PERIOD
Activities undertaken by customers:
Need assessment Information gathering Evaluating alternatives Forming perceptions Other farmers Opinion leaders Our Dealerships and competitors dealerships Salesperson Samriddhi dealerships Dealerships Other farmers and opinion leaders (who could be possible users of the product currently) Sales force Advertisements Promotion techniques Samriddhi program Deploying Salesforce Deploying the samriddhi program Advertising Training the sales force Training the dealers and promoting Samriddhi through them Sales force could be too pushy focussing more on sale than explaining the product Samriddhi program not aligned to benefit both the customer and the dealer, so less emphasis could be put in by the dealerships to facilitate the program The advertisements and Desh Ke Laal create a sense of ownership for the farmers towards the country and agriculture as such. Feeling of being important in case of farmers.

People they meet at this stage:

Touch points identified for the same:

What are we currently doing:

Current perception of our activities:

Existing customers have mixed feelings about their post buying experience

What we need to do Aim at maximising our service to existing customers and take testimonials from them, as most of sales happen from word of mouth Training the sales force on focussing more on facilitating transparent sales with adequate product knowledge given to the customers Dealerships could promote themselves as Samriddhi as a tactic to augment sales. Samriddhi programmes can tend to drive more customers to them

SALE PERIOD
Activities undertaken by customer:
Going to the dealer store Understanding the product Evaluate maintainence and warranty schemes Negotiating on pricing options Financing options People they interact with in this process: Sales man Dealer manager Financing officer Some other people who could act as guarantor for the farmer

Touch points identified:

Mostly will be instore only Saleman Dealer manager Financing officer Samriddhi executive Providing product knowlege Providing alternate financing options In samriddhi outlets, even advicing farmers with other methods they could use for increasing yield Providing customers with other implements they could use cross selling The customer might want to know everything in detail about the product right from the specs to the warranty He might also want to know about how to use the product in the most efficient manner, in order to reduce his after- sales maintainence costs He would also want to be aptly informed about the payment schedules and calculate his outflows in advance He might also want to know about various products and other implements which he could use in his farm ( just like we enquire about add ons in a car)

What are we currently doing:

Current perception of our activities:

He would want to know more details about the service centres and helplines He would also want to enquire and avail the Samriddhi services

What we need to do:

We should aim at simplifying the entire process for the farmer, explaining him things in lay man terms,if we are not. We should also set up provisions of subventing to those customers, who own over 3 tractors We could also help in finding a guarantor for the farmers to accelerate our sales process We could also provide the farmer with a quick training on how the tractors can be used in the most effective way9 this could be done under Samriddhi) Additional information about our other products in the FES can also be provided for future Provide them with a handbook like a passbook, which they can update periodically, where we could update details of their next maintainence due and balance of loan outstanding

POST SALES
Activities undertaken by the customer:
Maintainence After sales service Repayment of EMIs Purchase of add ons Mechanics Finance officers Other farmers Helpline operators Dealer managers Workshop managers Workshop managers Finance officers Dealerships Helpline operators Samriddhi executives We provide them with extended warranty and services on our products Provide them free labour charges on the services Remind them about their payments to be made Also helping them with certain information about upgrades and productivity enhancing tools

People they meet at this stage:

Touch points:

What we are currently doing:

Current perception of our activities:

The customers would want more details on how to keep the tractors in the best shape and avoid various overhead costs Customers could want us to proactively approach them and remind them about servicing They could also expect us to provide them with information regarding newer models and exchange plans

What we need to do: Organise workshops which could help increase the awareness of using tractors effectively Send them periodic circulars or send sales force to wish them on major festivals like baisakhi or diwali via post cards We could also send a write up on the exchange offers and other informations with these post cards or greeting cards We should print a monthly newsletter regionally under Samriddhi about trends in farming and data about the produce, weather forecasts and distribute to farmers( our customers) under a dealer network

DISPOSAL PERIOD
Activities taken by customer:
Sale of tractor Exchange Other activities similar to the presale period like information gathering and evaluation Dealerships Salesman Financing officers Workshop managers Salesmen Dealerships Financing options Workshop managers We provide them with various options for exchange and help them with finding purchasers for old tractors Also making efforts to up-sell and sell them additional equipments

People they interact with at this stage:

Touch points identified:

Activities undertaken by us:

Current perception of our activities: The customers would want more details on newer models and new technology available The customers would also want to know how much they can save/earn by adopting new technology The customers will also be wanting to see demonstrations of new products to enhance credibility

What we should do:

We can also foray into selling of refurbished second hand tractors to farmers like Mahindra First Choice for tractors Exchange offers with product bundling schemes to increase average spend