Maruti Suzuki has launched its new premium sales channel – NEXA. The Indian carmaker aims to offer premium automotive retailing experience to its customers through their new flagship showrooms. In the coming 6-8 months, Maruti Suzuki will open the doors to nearly 100 new NEXA showrooms across India.
Currently, Maruti Suzuki has recruited and trained nearly 1000 Relationship Managers for NEXA. Most of them have been handpicked from various sectors such as aviation, hospitality and financial services. In the coming 6-8 months, as the NEXA network expands, the company will hire 2500 relationship managers. According to Maruti Suzuki, NEXA’s core values lie in its philosophy of “pampering” and “hospitality”. The handpicked Relationship Managers have been specially trained to carefully pay attention while conversing with a customer, and assisting the customer whenever deemed necessary. NEXA employees will also exhibit appropriate etiquettes, and will showcase warmth, respect, courtesy and punctuality. NEXA will feature specially designed cubicles and separate seating area for its customers, allowing them to maintain their privacy whilst conversing with their respective relationship manager.
Speaking on the launch was Maruti Suzuki India Limited’s Managing Director & CEO, Kenichi Ayukawa, who said, “NEXA provides a new experience of hospitality from Maruti Suzuki. Indian market and Indian society are rapidly changing and new segments of customers are emerging. We have to take new initiatives to meet diversifying expectations from our customers”. He further added: “The mission of NEXA is to offer innovative value and direction so that we can adequately respond to the new segments of Indian customers and offer them the experience which they value. While we will of course continue to enhance customer satisfaction in our current network, with NEXA, I am confident Maruti Suzuki will be able to cater to a broader range of customers who value pampering, innovation and a personal touch in their car owning experience”.
The relationship manager will be the single point of contact for the customer. The manager will ensure a hassle-free experience, be it the buying decision, or service related queries of the customer. On the after-sales front, the customer can either opt to have a mobile workshop van visiting his/her home, a pick & drop service or the visit to a service centre. According to the carmaker, the entire NEXA team have received special training using in-depth and holistic modules. These modules were developed by Dale Carnegie, developer of famous courses in salesmanship, corporate training, public speaking, and interpersonal skills.
The NEXA showroom has been designed in a black and white prestige monochromatic theme, thus highlighting the displayed cars better. Also, attention has been given to in-store lighting and the cars are highlighted further by spotlights. A dedicated in-showroom delivery area, with LEDs and music, aims to liven up the customer’s moment of car delivery. At the NEXA showroom, the customer’s first journey in their new vehicle starts when he/she drives out from a premium air-conditioned showroom. According to Maruti Suzuki, NEXA’s USP will be its specially-trained relationship managers, digitally-enabled customer care services and the design of its showrooms.
Maruti Suzuki is also introducing a new loyalty program called ‘MyNEXA’. This programme has been designed to offer rewards for customers. Through co-branded credit card services and tie-ups with select lifestyle brands, MyNEXA aims to improve customer satisfaction further. In order to go paperless, NEXA will be equipped with a car configurator provides a virtual experience to the customer and will also showcase a wall-mounted display that will be connected to iPads. These will provide the customer with information related to the automotive industry. NEXA Owner’s App, a smartphone app will help the customer to recall service history, emergency support, accessory purchase, event updates, booking and manage service requests and even a choice of favourite music. The Maruti Suzuki S-Cross, which makes its official debut in August 2015, will be the first car to be sold under NEXA. Several new models will be added to both channels as part of the Company’s medium term goal of 2 million annual sales by 2020.