Maruti Suzuki CRM : Detailed Project Report on Customer Relationship Management At Maruti Suzuki

This project report provides an in-depth analysis of Customer Relationship Management At Maruti SuzukiIndia Limited (maruti suzuki crm) . It will give you insights into Maruti Suzuki’s business, products, services, sales and distribution network, marketing strategies, and challenges. Additionally, you will learn about the Indian automotive industry, the evolution of Maruti Suzuki, and key concepts like customer service, customer satisfaction and service quality.

Abstract

In this report, we look at Customer Relationship Management at Maruti Suzuki (MSIL) and the strategic, technological, and operational aspects that contribute to the company’s sustained competitive edge in the Indian automotive market. The report details how MSIL has shifted its customer relationship management strategy from a traditional, network-centric, to a more advanced, data centric, multi-channel approach. Among MSIL’s many customer relationship management tools, he report details the geographic reach of their service network, the digital service offerings through “OneApp” and “Suzuki Connect,” and their loyalty program “Maruti Suzuki Rewards” to manage Customer Lifetime Value. Finally, the report outlines that the customer relationship management practices at Maruti Suzuki have enabled the company to achieve milestones like 1 million units of annual production and 4.6% increase in total sales volume for FY 2024-25

1. Introduction: The Strategic Imperative of Customer Relationship Management At Maruti Suzuki

Firstly, Maruti Suzuki India Limited (MSIL) has been and still is the market leader in India when it comes to producing and selling passenger vehicles. In order to keep such a position, one has to think beyond the competition of pricing, quality, and cost of a product. Customer journey needs to be exceptional. Customer Relationship Management at Maruti Suzuki is not just a department. It is a philosophy of doing business. It permeates and integrates with sales, services, and after-markets. Such a focus is alluded to in the business tagline of the company stating, “Expanding Horizons,” which is coupled with ‘customer-centric innovation’ and sustained value creation (source). With such philosophy and effective tools in place, it enables the company to deploy various customer relationship management techniques as a critical success factor, and with such capability, the company serviced a total number of 2.45 million vehicles within a given month of the reporting period.

2. The Multi-Channel Architecture of Maruti Suzuki CRM

The maruti Suzuki crm architecture is characterized by a segmented, multi-channel approach designed to cater to diverse customer needs and demographics. This segmentation is most visible in its distinct sales channels:

Channel	Target Segment	CRM Focus
Maruti Suzuki Arena	Mass-market, high-volume segment.	Volume sales, extensive service network, and accessibility.
NEXA	Premium, aspirational segment.	Enhanced digital experience, personalized service, and premium brand perception.
Commercial	Light Commercial Vehicles (LCV) segment.	Business-to-Business (B2B) relationship management, fleet service, and operational efficiency.
True Value	Pre-owned cars.	Trust, transparency, and integration of pre-owned customers into the MSIL service ecosystem.

This multi-brand, multi-channel strategy ensures that the customer relationship management approach is tailored to the specific expectations of each segment, thereby maximizing customer satisfaction and loyalty across the entire product portfolio.

3. Digital Transformation and Data-Driven Customer Relationship Management

In the case of Maruti Suzuki, modern Customer Relationship Management (CRM) intersects with digital transformation and the use of data analytics together with integrated platforms to drive customer engagement and service delivery.

3.1. Integrated IT Backbone

MSIL has a combined robust Enterprise Resource Planning (ERP) system based on the Oracle E-Business Suite with components such as SAP ERP ECC 6.0 (Materials Management) [3]. This integrated IT backbone enables effective maruti Suzuki crm, as it facilitates the seamless and uninterrupted flow of data across the various operational domains of manufacturing, service, sales and inventory. The retrieval of customer data across multiple interaction points such as digital channels, service, and dealership locations is pivotal to establishing a consolidated view of the customer.

3.2. Digital Customer Platforms

MSIL has created multiple digital platforms that include important tools for managing customer relationships. 

• OneApp: A mobile app created to make customer interaction more seamless. A major enhancement is an AI visual diagnosis tool. Customers are able to take a picture of an issue or a service light and get an analysis to help them with their service questions more quickly.

• Suzuki Connect: MSIL’s smart telematics system. It includes real-time vehicle data, geofencing, and driving patterns. However, parking location, reservation, and payment features that turn the telematics system into an in vehicle service solution are of most importance.

• EV Charging Platform: MSIL announced its first fully integrated EV charging platform on its website in late 2025, which was designed in anticipation of its EV Launch. With this platform, users can manage charging sessions including locating and paying for them, which shows MSIL’s CRM efforts in managing relationships with customers in a developing market.

4. After-Sales Service and Loyalty: Pillars of Customer Relationship Management At Maruti Suzuki

4.1. Vast Service Network

One of MSIL’s biggest advantages in Customer Relationship Management (CRM) is its size. The company has more than 5,400 service points in India, allowing it to service an industry record of over 2.45 million vehicles in a month. Such volume of service points means that customers can conveniently access service, a major factor in customer satisfaction. As MSIL’s size increases, its focus on quality remains, strengthening the operational success of MSIL’s CRM.

4.2. Maruti Suzuki Rewards Loyalty Program

The company’s main program to maintain its customers over a long period is the Maruti Suzuki Rewards. The program has numerous perks and is exemplary of customer engagement and retention programs. It is applicable at the time of vehicle purchase as well as after sale service or support. With MSIL’s loyalty programs, the company is able to collect data about its customers, which can then be used to develop targeted marketing activities for maximizing the company’s future CRM efforts.

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Conclusion

Customer Relationship Management systems at Maruti Suzuki illustrates how this car manufacturer successfully integrates traditional strengths: extensive service network and strong market presence; with more contemporary digital and data analytics initiatives. By digitally optimizing each channel (for example, Suzuki invests in the app Suzuki Connect and builds a strong IT infrastructure), and virtually segmenting its customer base through NEXA, MSIL services builds a unique CRM organism (full entity). As a result, customer retention, in combination with sales and growth, strengthens MSIL ambition and stature as a primary player in the Indian auto market.

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References

[1] Maruti Suzuki India Limited. (2025). Annual Integrated Report 2024-25: Expanding Horizons. Retrieved from [https://marutistoragenew.blob.core.windows.net/msilintiwebpdf/MSIL_IR_2024_25_HR.pdf](MSIL Annual Integrated Report 2024-25)
[2] Maruti Suzuki India Limited. (2025).Maruti Suzuki network services 24.5 lakh vehicles in a month. Retrieved from [https://www.marutisuzuki.com/corporate/media/press-releases/2025/june/maruti-suzuki-network-services-24-5-lakh-vehicles-in-a-month](Maruti Suzuki Press Release – Service Network)
[3] Various Sources. (2025).Maruti Suzuki Digital Initiatives and Software Purchases. Retrieved from [https://www.appsruntheworld.com/customers-database/customers/view/maruti-suzuki-india-india](Apps Run The World – Maruti Suzuki Software) and [https://www.bankinfosecurity.com/maruti-suzuki-accelerates-its-digital-journey-oneapp-a-28869](BankInfoSecurity – OneApp) and [https://www.marutisuzuki.com/corporate/technology/suzuki-connect](Maruti Suzuki – Suzuki Connect)