A

Project Report

On

Refining Application Database

Project Sponsor : Mr. Ramji Narayanaswamy (GM-PMG)

Project Guide : Mr. R Pradeep (DM-PMG)

Duration : 13-05-2009 to 12-05-2009

Ramphrasadh GK

GET-Marketing

82406

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 ACKNOWLEDGEMENT

This project has transformed me personally giving me a whole new dimension to my work.
Right from planning the minute details of my work to successfully getting all the required
data during field visits, the Product Management Department has been instrumental in
enabling the fast completion of my project

I would like to express my sincere thanks to Mr. Ramji Narayanaswamy (GM-PMG) and Mr.
R Pradeep (DM-PMG) for hand picking this wonderful project.

My personal guide Mr. Uma Shanker, Ms. Vidya Shenoy, Mr. Vikram, Mr. Sachin Nair, Mr.
Sunny Ghosh have been the back bone of my project and whose guidance I will always
cherish and imbibe.

My dealer visits to places across India wouldn’t have been complete if not for the assistance
provided by the respective RO/AO.

I would like to express my sincere thanks Sundaram Motors – Poonamalle and the sales
team for providing their valuable support.

I would like to express my sincere thanks Mr. Manoj Kumar (RM-Bangalore), Mr. Satish
(Manager-sales), Sundaram Motors-Peenya and sales team for providing their valuable
support.

I would like to express my sincere thanks Mr. GnanaPrasad (Dy. Manager) and sales team of
Bellad & Co. for enabling the dealer point visit at Hubli.

I would like to express my sincere thanks to Mr. Rajiv Bhushan (Sr. Manager -sales), Mr.
Avinash Pandey, Mr.Arindham Das from RO-Delhi and Gautam Automobiles- Mr. Nagra, Mr.
VK Sharma, Mr. Popli, Mr. Amar Jeet Singh and team for providing their time and support at
Gurgaon and Faridabad. I would also like to thank Pearey Lal & sons - Mr. Naseem and sales
team for providing their valuable inputs on CC.

I would like to express my sincere thanks to Mr. Rajagopal (AM-Jaipur), Mr. Ashish
Bhargav, Mr. Sunil Arolkar, Rajesh Motors and sales team for enabling me to collect
valuable information for my project.

There are many more people whom I would like to convey my thanks to, who have made
my visits to various places across India an exciting and memorable experience.

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 ABSTRACT

Product application is the starting point in the sales process wherein the sales executive
pitches the right vehicle for an application. Mission 30-51, an initiative by Ashok Leyland to
achieve market leadership requires the knowledge of applications for which our vehicles
have been sold for. This detail is captured by the Customer Connect application which is
currently in use at all our dealer points. There are six Primary applications under which
fifty two Secondary applications are assigned to.

During the analysis of reports by Product Management Group on application wise sales
across the regions, it was found that there was some inaccuracy in the applications entered
against a model or segment. These reports are generated by the CRM-application in
Customer Connect.

It was necessary to understand how the data was being captured at the dealer points so as
to address the issues for concern immediately. The study covers

Understanding product applications

Understanding sales process in CC application
Study of sales process at dealer points

Study had revealed that data entry at dealer was erroneous due to their lack of awareness
and understanding of product applications as given by the CC application. Errors were also
occurring in the product application data due to certain bugs in the CRM software (as later
discussed with CC team).

The systemic issues were taken up with Customer Connect team to be addressed
immediately. The Current applications were re-looked into for a possible re-classification
keeping in mind that the format is easily understandable by the dealer executives and it is
able to satisfy the Product management group for their analysis.

A glossary of product applications was developed explaining each application to remove

any misunderstanding and ambiguity in applications.

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Table of Contents

S Page
no. Description No.
1 Gantt chart 4
2 Introduction 5
3 Need for the project 6
background of the project 6
(i) Mission 30-51 6
(ii) Customer Connect 7
4 (iii) AL usage of Application data 8
Project 9
(i) Project Statement 9
(ii) Project Objectives 9
(iii) Project Deliverables 9
5 (iv) Project Methodology 9
Understanding Product Applications 10
(i) Defining Application 10
6 (ii) Characteristics of Applications 11
Sales process study 17
(i) Pre-sale process in CRM 17
7 (ii) Sale process in DMS 18
Errors in Application Data 19
(i) Errors due to Data Entry 19
8 (ii) Errors due to Systemic issues 19
Questionnaire and data collection 20
(i) Questionnaire 21
(ii) Scoring Methodology 24
9 (iii) format for data analysis 26
10 Field visit 27
11 Outcomes of field visit 28
12 Proposed changes 29
13 Expected Pay off 31
Annexure
14 A Data entry in Sales Process
B Errors in data
C Field visit outcomes
D Application refinement
E Glossary

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 List of tables Page No.

Table 1 Mission 30-51 Changes in ideologies 6

Table 2 Agri/perishable characteristics and definition 11
Table 3 Bulk Material characteristics and definition 12
Construction related Characteristics and
Table 4 definition 13
Table 5 Other Application characteristics and definition 14
Table 6 Other Application characteristics and definition 15
General and Market load characteristics and
Table 7 definition 16
Table 8 Format for capturing dealer voice 26
Table 9 Outcomes of dealer visit 28

List of figures Page No.

Figure 1 Pre sale process in CRM 17

Figure 2 Sales process in DMS 18
Figure 3 Process flow for questionnaire preparation 20
Figure 4 Scale for scoring questionnaire 24
Figure 5 Scale of Probability an error will occur 24

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 1. Gantt chart

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 2. Introduction

The Final use of any commercial vehicle is an Application which enables the customer to
earn. These applications are unique in the nature of good that is carried, the load body used
and the operating characteristics (payload, KMPL, terrain). Hence it is highly essential to
understand the needs of the customer with respect to the application for which our
vehicles are being sold for. Various factors affecting the need for studying applications are
listed below.

Changing Market Dynamics:

1. Earlier, during the seller’s market, a single vehicle was used for multiple
applications.
2. This product approach did not cater to the specific needs of the customer and target
application.
3. Different customers have different expectations from the same vehicle.

Ashok Leyland haulage vehicles were primarily used for carrying any good. Currently our
product portfolio includes RMC, Bulkers for cement/fly ash, parcel and courier logistics etc.

Globalization:

1. The technological advancement of the west had led to the development of high end,
competitive products which have the ability to meet specific requirements of target
applications.
2. These application specific products have made the customer more informed and raised
his expectations from indigenous players.

Foreign players like Volvo, Scania, MAN vehicles are being used primarily in the mining
application due to the high performance at large depths and varied terrain gradients.

Other factors:

Environmental Regulations have promoted the need for better products with respect to
meeting Emission norms and application specific regulations like in case of mining,
construction, transport of explosive goods and plying of CNG buses only in Delhi.

Bulkers were introduced for fly ash as it pollutes the air when transported in open.

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3. Need for study

Product application data is captured at the dealer point during the lead stage of the pre-
sale process. This data is captured in the system using the CRM software. This application
data is carried forward till the end of the sale in the system. When the sale reports data was
analyzed, it was found that the data wrt application was erroneous and unusable. The
correct application data for every vehicle sold is very essential for the marketing team to
understand the market and ascertain various trends which will aid in developing better
marketing strategies. Hence it was necessary to study the sales process and data entry
operation to understand how application data is inaccurate and suggest refinements to the
process to enable better accuracies in data captured.

4. Background of the project

4.1. Mission 30-51

One of the major initiatives of Ashok Leyland is Mission 50-51.

Mission 30-51 was launched to achieve mind and market leadership by providing value
to customers-differentiate from competition and gain customer confidence.

The concept enables the shift from

Understanding product/service Understanding product/service

requirements for a region
Measure sales
Measure inputs(parts outlets; mechanics
trained; drivers trained)
Independent initiatives from
sales/service/parts
Deployment of initiatives at
area/region/national level
requirements for key APPLICATIONS in
region
Measure sales and impact made on
customer profits
Demonstrate outcomes( parts availability ;
service quality; mileage impact)
Integrated approach-focus on all pain points
of key APPLICATION/customer groups
Sharp shooting approach- design specific
solution for key APPLICATIONS /CG and
roll out quickly

Table 1: Mission 30-51 change in ideologies

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 4.2. Customer Connect

The major enabler for Mission 30-51 is the Customer Connect application.

It is a system designed by Ashok Leyland to promote transactions and process mapping of

all dealers in pre-sales, sales, service and parts. The promotion of Customer Connect
standardizes the process in all the dealerships thus maintaining uniformity everywhere.

Customer Connect comprises of two individual systems, working in co-ordination with

each other:

Customer Relationship Management (CRM) - Oracle e-Business suite:

This system is used to carry out the pre-sales process and map the same. When a Sales
Executive performs any call, gets a lead and then converts it into a prospect and finally
finishes the deal by handing over the quote to the customer; the entire process is mapped
in CRM. The entry of tasks, leads, prospects and quotes are done here. These inputs into the
system finally yields qualitative reports for analysis and further improved action and
various touch points. Application data is captured in CRM.

Dealer Management System (DMS) – Autosol version 3.1.47:

This system deals with the transactional process of the sales, service and parts at a dealer is
carried out.
i. In sales process the quote from CRM comes into the Sale order and then vehicles are
allocated and finally invoice made against the customer.
ii. In service the entire process of service booking, vehicle inward, job card formation,
billing according to the various repair orders, warranty and claims etc. are carried
out in the Service module of DMS.
iii. The parts process has all the transactional facilities for cash, credit sales, inventory
management, stock transfer etc. to cater to parts transaction alone

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 4.3. Usage of Application data by Ashok Leyland

The primary user of product application data for analysis is the Product Management
Group at HO. All monthly reports from various regions have the application wise sale and
TIV. At the year end, the TIV predictions for each application are provided to the Domain
Expert Group for further analysis.

They analyze the data on the following basis

1. Monthly Tracking:

Study of monthly trends and seasonality in product sale in both All India and Regional sale
data

2. Application wise contribution to sales

Segment and application wise tracking —Yearly, Half yearly (H1/H2)

Application wise break up of TIV and market share

3. Segment wise tracking:

An Application vs. product segment matrix is made for every region. It is then studied for
tracing trends in the segment and segmental shifts and to adopt suitable marketing
strategy.

4. Profitability:

The Finance team analyses the profitability of each application

5. Deep Dive Exercise:

This is an exercise conducted by the respective Regions in a given hub/area. It is done with
a view to increase the application market share. Suitable marketing strategies are adopted
to address the pain points of customers.

6. Customer Inspired Solution:

This exercise is conducted to study a particular application in more detail when the TIV for
that application is high but AL market share is low. Through field visits to various
customers for a given application, voices of the customer are collected, analyzed using
special workshops solutions are arrived at.

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5. Project

5.1. Project Statement

To understand how data on product application is captured at dealership in

order to refine the process of capturing the data so that end users are enabled to
use the data effectively
5.2. Project Objectives
1. Understand the current product applications in CC
2. Understand the presale and sales process in CC
3. Study the errors occurring in application data
4. Study the presale and sales process by visiting various dealer points

5.3. Project Deliverables

1. Study the sales process and present way of capturing data on Product Applications
at different dealer points across India
i. Refine the process of capturing data on product application
ii. Re-classification of the application database if necessary
2. Develop a glossary for the applications to remove ambiguity
3. Check the feasibility of the changes suggested, working along with systems
4. Develop a training module on applications

5.4. Project Methodology

1. The initial understanding of the application and it characteristics was done at the
PMG (HO)
2. A pilot study was conducted at Sundaram Motors Poonamalle to understand the
Sales process and capturing of Applications
3. Field Visit was conducted at dealer points across India to collect data (six dealers)
4. The Data was then analyzed to ascertain action points to be taken to address issues
individually

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6. Understanding Product Applications

Whenever a sale is conducted the application has to be understood correctly to pitch in the
right model for the customer which will earn him good profits. It is the application which
decides the right model.

During the development of the Customer Connect a list of applications was developed.
Accenture was the consultancy firm which conducted the study and categorized it as
Primary Application and Secondary Application. Eight Primary applications were identified
and a total of sixty Secondary applications were assigned to the Primary applications.
Currently the findings of the consultancy work in not available it was essential to define
each application and list down its characteristics.

6.1. Definition of Product Application:

‘An Application is an activity / business which is unique in the nature of good(s) that is
transported and operating characteristics (payload, KMPL, terrain, duty cycles) in a
suitable vehicle having specific customer requirements.’

The factors which decide the right vehicle for a given Application are

1. GOOD CARRIED

2. VEHICLE USED

3. DUTY CYCLE

4. OPERATING ENVIRONMENT

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 6.2. Characteristics and Definition of Each Application

Primary Secondary
Goods carried Characteristics
Application Application
Perishable, speed of the vehicle
Fish and other sea
Fish important. Transported in
food
water/Ice/dry ice/refrigerated
Grains like wheat,
Food grains Mostly transported in Jute bags
bajra, maize
Agri- Transported in normal or
Perishable any fruit like apple, refrigerated condition in packed
Fruits
1. Light and grapes, mango cardboard/wooden cartons or
voluminous loosely.
goods Live stock Animals like cow, Animals transported generally
2. Goods that Transportation goats, buffalo over short distance
are Agri Used as a raw material for
Rice kernels that
based processing into rice. So majorly
are in their
3. Goods that Paddy transported from
natural,
are field/warehouse to factory and
unprocessed state
perishable processed rice to market
4. Vehicle Generally transported in
Hens, ducks,
speed is Poultry cages(hens, turkey, ducks) or
turkey, eggs
important pallets (eggs)
Any vegetable like Transported in jute bags or in
Vegetables
carrots, potato etc loose
domestic waste material
Housing G2 Waste material removed from drainage and
stored in a tank

Table 2: Agri/perishable characteristics and definition

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 Primary Secondary
Goods carried Characteristics
Application Application
A Semi finished metal widely
Aluminium ingots, used in aerospace and
billets, rods, alloy automobile industry to make
Aluminium
products, structural components.
extrusions Transported from parent plant
to other industries
Raw material for combustion.
Involves transportation of over
Bulk Coal over burden, coal
burden and coal(to plants/to
Material
railway siding/dump yard)
1. Goods that
Raw material for iron/steel
are heavy
production. Involves
and in bulk over burden, iron
Iron Ore transportation of over burden
form lumps and fines
and iron ore(to plants/to
2. Tonnage of
railway siding/dump yard)
vehicle is
consists of intermediate iron
important Other iron pig iron, wrought
products like pig iron -used to
3. Vehicle Products iron, castings
make steel
TAT
coils, billets, slabs, sheets
important finished steel
Steel transported to other industries
products
over medium to long distance
for transporting to nearest
thick slabs of
Stone/Marble processing site and finished
stone/marble
goods to the market
raw material for making
Bauxite ore for aluminium aluminium mined from surface
and transported to plant

Table 3: Bulk Material characteristics and definition

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 Primary Secondary
Goods carried Characteristics
Application Application
cement transported in
cement finished clinker cement loose or bagged over
medium to long distance
used as dimension stone
transported from
granite slab finished granite slab
processing plant to market
and market to end user
Materials used for
other tiles, glass, fitments,
construction generally
construction equipments,(reinforcem
Construction moved to the construction
material ent bars)
related site
road blue metal, sand, transported in bulk over
construction bitumen medium to long distance
General material used in
sand/brick/blue construction activities.
sand/brick/blue metal
metal Transported over medium
to long distance in bulk
mixer provides ready
Transit
ready mix concrete concrete transported to
mixer/RMC
any location

Table 4: Constrcution related characteristics and definition

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 Primary Secondary
Goods carried Characteristics
Application Application
transported as bottled or
beverages/mineral beverages and
canned drinks over short to
water mineral water
long distances
a number of cars transported
car carrier cars
over long distances
transported from plant to
coils steel coils other industries over medium
to long distance
any good given by bulk transportation of goods
containers
the provider over long distance
Other courier / express mails and small transported over long/
applications cargo packages medium distances,
1. Includes Transported in closed tanks
applications like bulkers from places where
that cannot fly ash fly ash coal is burnt. Currently used as
be classified a raw material for cement and
in construction.
conventional transported over short to
primary medium distance in lpg
LPG cylinder LPG
applications cylinders of legislated
capacities in bulk
inflammable goods
matches and transported in closed spaces
matches
firecrackers over short to medium
distances
municipal collection and transport of
Waste material
application garbage within city level
heavy industrial
ODC ODC equipment/cargo transported
over medium to long distance

Table 5: Other Application characteristics and definition

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 Primary Secondary
Goods carried Characteristics
Application Application
other Any applications other than
-
application listed
Packers & housing/office/shop Consists of household goods
movers goods transported inter/intra city
Goods generally goods transported over
Parcel loads
industrial medium to long distances
Vehicles used inside the port
Port -
for movement of cargo
Other
Products that are taken in
applications
reefer containers. Generally
1. Includes Refrigerated Agri products, drugs
carried over medium/ long
applications
distance
that cannot
2 wheelers transported over
be classified Scooter Carrier 2 wheelers
short to medium distance
in
raw material like transported in packed
conventional
Textiles cotton to finished condition or bulk over medium
primary
clothing to long distance
applications
long timber transported in
Timber/wood timber long load span vehicles like
trailers
finished tyres transported
tyres, raw material-
Tyres from manufacturing plant to
rubber
warehouse/end users
electrical house transported in packed
white goods
appliances condition over medium to

Table 6: Other Application characteristics and definition

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 Primary Secondary
Goods carried Characteristics
Application Application
Contract is provided (generally
goods specified
Contract Load one side) for transportation of
under contract
General Load goods btw specific
any good available goods are transported on the
Market Load
for transporter basis of spot contract
highly viscous, black, sticky
liquid
Bitumen Bitumen used for paving roads and roof
and transported in insulated
tankers with heating element
Chemicals chemicals transporting chemicals
LPG is transported in
LPG LPG pressurized tankers over
medium to long distances
Milk is transported from parent
Tanker
plant to various distribution
1. Load is Milk Milk
centers over medium to long
primarily
distance
liquid goods.
oil both edible and non-edible is
transported from
Others (oil) Others (oil) manufacturing plant to various
distribution centers over
medium to long distance
petroleum products transported
POL POL from port to refineries or end
user
Water for commercial purposes
Water Water is transported over small to
medium distances

Table 7: General and market load characteristics and definition

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7. Sales process study

7.1. The Pre Sale Process in CRM

CRM or Customer Requirement Management software enables the capture of important

information of the customer and his business. Customer profiling is done through CRM.
360o view of the customer is also obtained from CRM.

The Pre Sales process and capturing of application data by the dealer point is given below
(Refer Annexure)

Figure 1

When a Dealer Sales Executive meets a customer who is a call / lead,

he captures the details of the interaction in an already available
format called Daily Call Record given the RO

Here the application data is captured and the details of the call/lead
are entered into the CRM

Any changes to the application can be applied here at the lead stage

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 7.2. The Sale Process in DMS

Figure 2

After the sale of the vehicle, the Service module in DMS also caters to changes application.
During the first few services of the vehicle, it will be possible to ascertain the application
for which a particular vehicle has been used. Hence the service engineer plays a key role in
ensuring that the right application is being captured in the system.

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8. Errors in Application Data

The CRM has an option to retrieve sale data using the Reports-plus module. Using this
module one can extract data based on the application for which a vehicle has been sold. The
software is very flexible with its ability to extract various data as and when required. Both
CRM and DMS share the same database. Both the software’s have reporting tools which are
being currently used. When the sale data was being analyzed application wise various type
of errors were encountered

The various errors encountered in CRM reports are as follows (Refer Annexure)

8.1. Errors due to wrong data entry

1. Wrong chassis appearing in a given application

8.2. Errors due to wrong reporting (CRM/DMS)

1. Single secondary application occuring in multiple primary applications during

report generation

2. Appearance of zeros in primary application column

3. Sales Data retrieved from CRM and Sales data Retrieved from DMS for a given
period do not match wrt no of vehicles sold
4. Sales data retrieved in CRM using various modules like ‘Top primary application’,
‘Top secondary application’, ‘Top dealer outlet’ do not match wrt no of vehicles
sold
5. Application for a given chassis does not match in CRM and DMS
6. Appearance of ‘N.A’ in the application column for some vehicles though it is
compulsory to enter the data

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9. Questionnaire and Data Collection

The purpose of the questionnaire is to identify the most contributing factors for inaccurate
data so that action can be taken to address issues immediately

The formal stake holders of the Pre sale process are

1. System
2. Sales Executive
3. Data Entry operator

Objectives of questionnaire

The general outcomes of the questionnaire talks about

1. Awareness of Applications
2. Understanding of Applications
3. Usage and Easiness of CRM/DMS
4. Difficulties in pre sale process
5. Importance of Applications
6. Other Dealer Specific issues

Figure 3

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 9.1. Questionnaire

The questions are color coded based on the nature of question asked.

Questions in green will have responses which will positively affect the probability of an
error.

Questions in red will have responses which will negatively affect the probability of an
error.

Questions in blue and marked with (O) will have answers based on my observation.

SYSTEM

User friendliness of CRM/DMS

Do you find it easy to use CRM/DMS? (O)

Infrastructure

What is the number of systems? (O)

How is the system speed? (O)
How is the connectivity? (O)

Application drop down not numbered in CRM leading to wrong data entry

Do you find it easy to enter application data in system?

Since application menu is not numbered, do you think it’s possible to enter
wrong data?

Segment & Model are not mapped

Since segment and model is not mapped, do you think it’s possible to enter
wrong data?
Segment & Application not mapped

Since segment and application is not mapped, do you think it’s possible to
enter wrong data?

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SALESMEN

 New applications

Are there any applications you do not find in the current list? (O)

Easiness in filling codes for applications in DCR

Do you find it easy to fill the DCR?

Do you refer to the code sheet while filling the DCR?
Do you find it easy to enter codes for applications?
Do you think it’s possible to write wrong codes in the DCR?

Awareness regarding the applications

Are you aware of all the applications present in the database?

Do you use other-other application and market load often?
Do you know the following? (O)
Housing, live stock transport, poultry, aluminum, other iron product, steel,
bauxite, other construction material, road construction, market load,
beverage & mineral water, LPG cylinder, LPG, ODC, refrigerated, white goods.

Understanding of the applications and ability to distinguish between similar applications

Are you able to understand each application?

What do you understand by the following? (O)
Housing, live stock transport, poultry, aluminum, other iron product, steel,
bauxite, other construction material, road construction, market load,
beverage & mineral water, LPG cylinder, LPG, ODC, refrigerated, white goods
Do you have ambiguity between the following? (yet to fill this) (O)

Difference in CDB WS/ other and DCR format in capturing application data

Observation(O)

Knowledge and usage of CC

Do you use the system – CRM/DMS for data entry?

Importance of capturing application data understood

Do you find it important to capture application data from customer?

Do you know how AL uses the data?

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DATA ENTRY OPERATOR

Proficiency in systems/CRM/DMS

Are you comfortable working with systems?

Do you find it easy to use CRM/DMS?
Do you have complete knowledge in using CRM/DMS?
Have you been trained by CC?

Easiness in reading DCR

Do you find it easy to read the codes from DCR?

Time constraints

Does it take a lot of time to enter DCR?

Do you regularly input the DCR in the systems?
Are you overburdened?

 Understanding of the applications and ability to distinguish between similar applications

Are you aware of all the applications present in the database?

Are you able to understand each application?
What do you understand by the following? (O)
Housing, live stock transport, poultry, aluminum, other iron product, steel,
bauxite, other construction material, road construction, market load,
beverage & mineral water, LPG cylinder, LPG, ODC, refrigerated, white goods

Language Barrier

Are you proficient in English?

Disparity in data from DCR and other format and clarifications with SE

Do you feel that the data is wrong?

Do you always call the SE to clarify?
Do you enter data yourself if data is not present / wrong?

Frequency of change in DEO

Observation (O)

 Importance of capturing application data understood

Do you find it important to capture application data from customer?

Do you know how AL uses the data?

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9.2. Scoring Methodology

\ 4
Figure

1. The above is the point rating used by the interviewee as response to a question

2. The questions marked with an ‘O’ will have answers based on my observation at the
dealer point.
The scores for the individual answers given by the dealer executive are available in the
annexure. The answers based on the previous scale will be transferred to the below
scale based on the nature of question. This is explained below

Figure 5

1. The outcome of the questionnaire will give the agreement/disagreement of the

Dealer SE/DEO an answer to a particular question.
2. This as such will not give us a clear picture as to what are the major issues across all
dealers that cause error in application data. This is due to the nature of question and
answers.
3. We require knowing how an agreement or disagreement to a question asked results
in a probability of an error to occur in application data.

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Explanation for the scoring methodology

The questions are color coded in green, red and blue.

1. Questions in green will have responses which will positively affect the probability of
an error

Do you think it’s possible to write wrong codes in the DCR?

Answer: agree (4) based on scale-1

This means high probability that an error will occur because of wrong codes in DCR

Hence the answer in scale-2 will be high probable (4)

2. Questions in red will have responses which will negatively affect the probability of
an error

Are you able to understand each application?

Answer: disagree (2) based on scale-1

This means high probability that an error will occur due to lack of understanding
applications

Hence the answer in scale-2 will be high probable (4)

Are you aware of all the applications present in the database?

Answer: agree (4) based on scale-1

This means low probability that an error will occur due to awareness of all applications

Hence the answer in scale-2 will be low probable (2)

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 9.3. Format for analyzing data

1. The scores for each parameter across all Dealership will be added to give a Final
Sum (the result of dealer wise observation is attached in annexure
2. Overall, the high scoring parameters within a stake holder tells us the genesis of
errors.
3. The values for each parameter within a stake holder will help in deciding
importance of each parameter and which is to be addressed first.
4. Suitable action can then be taken to address the individual issues.

Parameters that can cause errors DEALER POINT VISITED

remarks
user friendliness of CC/DMS

infrastructure for CC
Application drop down not numbered in
1 2 3 4 5
SYSTEM CRM leading to wrong application entry
Segment and model are not mapped
1 2 3 4 5
accordingly
Segment and applications are not
1 2 3 4 5
mapped accordingly
easiness in filling codes for application in
1 2 3 4 5
DCR
Awareness regarding the application
1 2 3 4 5
database (application and codes)
Understanding the application and ability
of distinguish between the two similar 1 2 3 4 5
SALES applications
EXECUTIVE Difference in the CDB worksheet/ other
format and DCR in capturing of 1 2 3 4 5
application format
knowledge in using computers and CC 1 2 3 4 5
Importance of capturing application
details in line with AL, correctly 1 2 3 4 5
understood
proficiency in using CC/DMS 1 2 3 4 5

Easiness of reading the DCR correctly 1 2 3 4 5

Time constraints/fatigue in case of data

1 2 3 4 5
entry
Understanding the application and ability
of distinguish between the two similar 1 2 3 4 5
DATA
applications
ENTRY
OPERATOR Language barrier 1 2 3 4 5
disparity of application data between
DCR & CDB worksheet/other format and 1 2 3 4 5
clarifications with SE
frequency of change in DEO 1 2 3 4 5
Importance of capturing application
details in line with AL, correctly 1 2 3 4 5
understood

Table 8: Format for capturing dealer voice

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10. Field Visit

1. Six Dealers were to be covered for the subject study

i. The Dealer points were selected across India based on the number of sales in
that Dealer point.
ii. Application wise sale contribution (esp. Market Load and Other Applications)
2. Personal/group interviews were conducted with the Dealer sales executives and the
data entry operator to collect their voice

10.1. Dealers visited:

1. Sundaram Motors-poonamalle
2. Sundaram Motors-Peenya, Bangalore
3. Bellad & Co-Hubli
4. Gautam Automobiles-Faridabad
5. Gautam Automobiles-Gurgaon
6. Pearey Lal & sons-New Delhi
7. Rajesh Motors-Jaipur

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11. OUTCOMES OF DEALER VISIT

Kindly refer the annexure for the complete list of outcomes of dealer visit. The important
issues causing error in application data and suitable corrective action for each parameter
are highlighted below. The results are tabulated below in the order of decreasing
importance.

STAKE
ISSUE CORRECTIVE ACTION SCORE
HOLDER
Difference in the CDB worksheet/ other standardize a simple format for
SALES
format and DCR in capturing of capturing data during pre-sales which 30
MEN
application format * is easily adoptable
Understanding the application and ability
SALES training to be provided for the Dealer
of distinguish between the two similar 27
MEN SE on applications
applications *
Understanding the application and ability
training to be provided for the DEO
DEO of distinguish between the two similar 27
on applications
applications
training to be provided for the Dealer
SALES
knowledge in using computers and CC SE on usage of CC and its importance 26
MEN
to sale
coordinate with systems to provide
Application drop down not numbered in
SYSTEM serial number for application drop 24
CRM leading to wrong application entry *
down menu in CRM & DMS
Segment and model are not mapped coordinate with systems to map the
SYSTEM 24
accordingly * segment and model in CRM
SALES Awareness regarding the application training to be provided for the Dealer
24
MEN database (application and codes) SE on applications in CC
Importance of capturing application training to be provided for the Dealer
DEO details in line with AL, correctly SE on significance of applications to 24
understood AL and dealer
Importance of capturing application training to be provided for the Dealer
SALES
details in line with AL, correctly SE on significance of applications to 23
MEN
understood AL and dealer
disparity of application data between training to be provided for the Dealer
DEO DCR & CDB worksheet/other format and SE on how to fill the DCR 21
clarifications with SE standardize DCR format across India
training to be provided on usage and
DEO proficiency in using CC/DMS 20
significance of CC
Time constraints/fatigue in case of data if possible appoint another DEO for
DEO 20
entry job sharing

Table 9: Outcomes of dealer visit *Kindly refer the annexure for

further details

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12. Proposed Changes

12.1 Short term goals

Mapping of segment and

model/application in CRM
Provision for Serial numbers for
Application drop down in CRM leads
page
Provision for typing application if other-
other application is chosen
multiple primary application appearing
for a given secondary application
CORRECTION OF
SYSTEM RELATED
ISSUES
Zeros appearing in the place of primary
application
sales data within CRM reports not
tallying
sales data from CRM not matching with
sales data from DMS in
* no of vehicles sold
* application of vehicle
To be discussed with PMG and taken
forward with CC
* error caused due to using an option
called
'drill to related'
* Cannot be addressed as of now as it is
a basic bug in the system. Suggested by
CC not to use the option
* caused due to missing data in vehicle
sales return
* Enable capture of application data of
vehicle returned
* Action taken up by CC team
* Issue to be solved by next week (5-06-
2009)
* Data in DMS to be mapped to data in
CRM wrt applications
* Changes in DMS service wrt
application to be disabled

12.2 Long term goals

Re-classification of application
REFINING APPLICATION matrix completed-to be discussed during RM's
DATABASE meet
addition/deletion of applications
completed-to be discussed during RM's
GLOSSARY develop glossary of applications
meet

TRAINING Training module to be developed Future work

Suggest a format which is easy

STANDARDIZATION OF
and acceptable to all dealers Future work
DCR

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12.2.1. Application Reclassification

The current application database was developed by Accenture consultants based on

various field studies. This classification however had limitations with respect to data entry
and ambiguities between applications. Hence it was required to look into the current
format for any reclassification that is possible to make understanding and data entry easier
for the dealer executive. Also the new format should aid the PMG for betterment of
analysis. (Refer Annexure)

12.2.2. Methodology for reclassification

1. Similar application based on goods carried and vehicle used, grouped

2. Applications with similar load body type grouped
3. Renaming of applications to more specific names

12.2.3. Glossary

One of the major outcomes of the field visit was the lack of awareness and understanding of
product applications. Hence with the new reclassified application a glossary of each
application has been made for the dealer executive to understand each application.
(Refer Glossary)

12.2.4. Training module and Standardization of Data capturing formats

Currently not included in the scope of project due to time constraints

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13. Expected pay off

13.1. How Ashok Leyland benefits:

1. Availability of more accurate data for various analysis done by the PMG, once the
changes are implemented across dealerships
2. Better report formats for easy analysis

13.2. How Dealer benefits:

1. Better understanding of product applications and customer requirements at the

dealer point
2. Enabling easy data entry into system
3. Improve usage of systems and reports generated for betterment of sales volume

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