Customer Relationship Manager

*CRM Role & Responsibilities – VFM Honda*

*Focus: Service Side | Two-Wheeler | Premier Bikes [BigWing/Honda Premium]*

For VFM Honda’s BigWing/premier bike service, CRM is about keeping high-value customers happy, reducing churn, and maximizing service revenue. It’s more hands-on than mass-market 2-wheelers because premier bike owners expect faster TAT, transparency, and personalized updates.

1. *Core Role: Service CRM Executive / CRM Lead*

You own the post-sales customer journey from service due → job card → delivery → feedback → repeat service. Goal: High CSI score, high service retention, low escalations.

2. *Key Responsibilities*

*A. Service Due & Appointment Management*

- Run daily service due reports from Honda DMS for 1st, 2nd, 3rd free service + paid service.

- Call/SMS/WhatsApp customers 3 days before service due. Push for appointment booking.

- Manage appointment slots to balance SA workload and workshop capacity.

- Confirm pick-up/drop requirements for premier bikes.

*B. Job Card & Live Tracking*

- Ensure all incoming bikes have complete job cards with customer approval on estimates.

- Update customers on job status: inspection done, parts awaited, test ride completed.

- Handle escalation if TAT > 24 hrs for premier bikes. Premier bike owners expect same-day TAT for minor jobs.

- Coordinate with Service Advisor, Technician, and Parts team for pending jobs.

*C. Quality & Feedback Loop*

- Call every customer 24 hrs post-delivery. Check satisfaction, unresolved issues.

- Log feedback in DMS. Close loop on complaints within 12 hrs.

- Drive CSI scores – Honda tracks this monthly for dealership rating.

- Handle negative feedback/escalations before they reach Honda Zonal.

*D. Data, Reporting & Compliance*

- Maintain clean service database: vehicle no., VIN, contact, service history, AMC/warranty status.

- Report daily: service due calls made, appointments booked, jobs completed, pending, CSI score.

- Ensure warranty/goodwill claim documentation is complete and submitted on time.

- Audit CRM data for duplicates, wrong numbers, missing email.

*E. Retention & Revenue*

- Push for AMC, extended warranty, Honda Assured buyback, and genuine parts upsell.

- Run campaigns: monsoon check-up, brake pad check, battery check for premium.

- Coordinate with Sales CRM for exchange/upgrade leads from service customers.

3. *Team Handling – Core Service CRM*

If you’re handling the core service CRM team:

- *Team Structure*: 2-3 CRM execs. Split by function – Due calls, Live job follow-up, Feedback/CSI calls.

- *Daily Routine*:

- 9:30 AM: Review service due list + assign calls.

- 12:00 PM: Check pending jobs > 6 hrs, escalate.

- 4:00 PM: Review feedback calls, log complaints.

- *Training*: Train on Honda service process, premium bike etiquette, escalation matrix.

- *Audits*: Spot-check 10 calls/day for tone, data entry, resolution.

- *SLA*: 100% calls for jobs > ₹2000, 100% feedback calls, <2 hr response on complaints.

4. *KPIs for Premier Bike Service CRM*

1. *Service Due Conversion Rate* – Target 40-50% for premier bikes.

2. *TAT Compliance* – >90% jobs delivered within committed time.

3. *CSI Score* – Honda target is 900+ for BigWing dealers.

4. *Repeat Service Rate* – % customers coming back for 2nd/3rd paid service.

5. *Complaint Resolution TAT* – <12 hrs for P1 complaints.

6. *Database Accuracy* – >98% valid contacts.

5. *Tools & Processes*

- *Honda DMS/Service CRM* – For job cards, service history, due list.

- *WhatsApp Business* – For updates, invoices, live job photos. Premier bike customers prefer this.

- *Call Scripting* – Keep it short, professional, and technical enough for premium bike owners.

- *Escalation Matrix* – Service Manager → Branch Manager → Honda Zonal.

• It is a Full Time Customer Support / TeleCaller job for candidates with 2 - 6+ years Experience.