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"Customer Service in Rapidly Chanding India" Amit Sood, CLAAS presentation at Aftermarket Business Platform 2014. More information


  • 1. Customer Service in Rapidly Chanding Amit Sood
  • 2. Customer Service in Rapidly Changing India CLAAS an introductory overview India: Unique Socio-cultural and Economic aspects Rising Expectation from Service and Bridging the gap 2
  • 3. STRICTLY CONFIDENTIAL Supervisory Board Chairperson Cathrina Claas-Mhlhuser Shareholder Committee Chairman Helmut Claas Sales revenue 2011 3.304,2 M Profit before tax on income 255,3 M Return on sales 7,7 % Export share of sales 73,5 % Employees incl. apprentices ~ 9.000 Spend on R&D in 2011 4.5% of revenue 149 M 3
  • 4. STRICTLY CONFIDENTIAL Guinness Book Record: LEXION 770 harvested 85.5 tons of wheat per hour. 22 percent better than the previous world record! LEXION 770 holds the world record for harvesting 4
  • 5. STRICTLY CONFIDENTIAL Balers W. Mkt. Sh. 10% Combines (W. Mkt. Sh. 17%) Attachments Telehandlers Hay & Forage Equipment Tractors (W. & C.Eu.:6%) Foragers (W. Mkt Sh.: 55%) (WMS: ~ 13%) WMS: Estimated World Market Share Western Style W+C Eu: Western + Central Europe CLAAS Group - Product Portfolio Agricultural Machinery (Market Shares) 5
  • 6. India: Unique Socio-cultural & Economic aspects 6
  • 7. Source: TELEMATICA and No country has a greater thread count ! Highly developed capacity to absorb dissimilar concepts yet retain originality. 1.2 b people, 18 official languages, 844 dialects, rich traditions and myriad ancient cultures. More than two thousand ethnic groups Largest population in the world of Hindus, Zorashtrians, Bahai and Jain faiths. Many religions were born in India . Third largest population of Muslims in the world. Crazy quilt of a nation - One of the most diverse cultures in the world India Secular tolerance: India has a lady born an Italian Christian (Sonia Gandhi) stepping aside from Prime Minister position so a Sikh (Manmohan Singh) could be sworn in by a Muslim president (Abdul Kalam)to lead a nation that's 80% Hindu! 7
  • 8. A Western visitors view on India, is different from an Indians. Chaotic! catastrophe waiting to happen 8
  • 9. Gandhi was once asked what he thought about Western Civilization. His response was: "I think it would be a good idea. (to civilize the west) Mahatma Gandhi (1869 - 1948): just as an Indian views west differently. 9
  • 10. As an Indian sees India As a western visitor sees it Diverse. Tolerant. Open culture, free communication. Confusing. Weird! Apathetic. Noisy. Chaotic place. A Western visitors view on India, might be different from an Indians. 10
  • 11. Yesterday Today Tomorrow An Indian would conceptualize TIME differently Western Concept of TIME Indian concept of Time Linear Circular 11
  • 12. an Indian sees India as world should be. As an Indian sees India Spirituality India is one of the most deeply religious societies. Spirituality seeps into every aspect of life. 12
  • 13. Superstitious. Weird. How would a Western visitor see India? 13
  • 14. We are .as we are! and we are a huge market!! 14
  • 15. Today, India believes that it is getting there As an Indian sees India Growing, Improvinggetting there India is among 3 countries that have built Supercomputers (US, Japan) Among 6 countries that launch satellites & does so even for many developed countries 15
  • 16. Slowing Population Growth India is ranked 102nd in population growth rate out of 212 countries High GDP Growth (likely to stay > 8% on average) In terms of PPP 3rd largest economy in the world 10th largest in nominal GDP GDP USD 1.84 Trillion in 11 Rising Literacy Levels 71.7% (Age 7 & above, as of 2001) [32] 81.4% (Total population, Age 15-25, as of 2006 Declining Poverty 1% crossing poverty line each year for 25 years (all Figures in %) One of the fastest growing economies with a slowing population growth is seeing reduction in poverty and improving literacy Sources: 1990-2000:Census of India (2001) , 1900-1990: Angus Maddison (1995), Monitoring the World Economy, World Bank. Goldman Sachs and Price Waterhouse Coopers predicts that India would emerge as 2nd largest economy by 2050 (after China) 16
  • 17. Large Young population - growing fast Source: Today, 54% of Indians are under 24 and 65% are under 35 years old. In 20 years working population will rise by 30% - among highest growth in the world. It is expected that, in 2020, the average age of an Indian will be 29 years, (China: 37years and Japan: 48years ). 17
  • 18. 1985 2025 Forecasts . Source: Consuming Class, National Council of Applied Economic Research, 2002 and Mckinsey Global Instt. Growing Middle Class (mio) India is seeing a very rapid growth in middle class. But will it meet its aspirations to turn from a Pyramid to a Diamond? Middle Class I get good value at reasonable price House hold income Rs. 0.2 1 Mio per annum Low income I pay less to get less House hold income up to Rs. 0.2 Mio per annum Affluent I pay more get more House hold income Rs. 0.5 Mio per annum ~32% 583 Mio people ~ 58% ~ 11%(1 Mio people) Share of consumption 20% ~ 6% 50 Mio people ~93% 1% Share of consumption 7% 18
  • 19. o2nd largest English-speaking population (125 Mio). oStrong Family structure - growth of nuclear family. oStable Democracy. Regional political parties emerging. oStrong public institutions - Courts, Election commission, Controller & Auditor General, Right to Information (3rd in RTI Index - AT Kearney 10). oFree Press. NEW WAVE oInformation reaching even illiterate, through television. oGrowing impatience with Corruption call for action. oTime for administrative reforms, improvement in governance. INDIA as a MARKET oWill remain predominantly rural economy, despite urbanization o50% employment in agriculture. oGrowing self confidence in youth have cash. New patriotism. Love brands, gadgets, but are equally in love with Indian values and culture. Very vocal about experience. oIncreasing participation of children & women in purchase decisions. Understanding India economy, market, evolution A huge market 1.2 b people, with 100 Million Credit cards (!) 19
  • 20. Indian model is different India East & South-east Asia Domestic Consumption driven market Export driven Services driven growth Manufacturing High technical capital intensive Low technology, labour intensive industry Success is market lead entrepreneur driven East particularly China is a state-induced market Developed rural & retail Banking sector with Service In India, logistics is the biggest bottle neck to parts availability Huge geography (N to S 3050 km and E to W: 2950km) Poor transport infrastructure and Regional barriers Goods transport normally takes more than twice the time it would take in US Like products, Indian buyer also goes for highest value in service and parts Neighborhood local repair shops Prefere


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