utility vehicles
What is Customer Equity? (Two)
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In continuation of the previous post on Customer Equity.
The Maruti Suzuki story illustrates both the effectiveness and the limitations to cultivating customer equity. My first car was a Maruti 800 and later I graduated to Esteem; when I could afford it I purchased a Zen as my second car. It was at this stage that I decided to move out of the Maruti brand, because they could not give me a good experience of luxury. Perhaps, my experience as a customer aptly characterises the Maruti Suzuki story in India, doesn’t it?