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June 11, 2001

‘18’

SAIL’S FOCUS ON CUSTOMER SATISFACTION

Steel Authority of India (SAIL) of the Ministry of Steel has given special emphasis on customer contact and nurturing customer loyalty to increase their sales. In the last few months, the Central Marketing Organisation (CMO) has introduced the Key Account Management (KAM) process in most of its major branches. The KAM process calls for special attention to.

understand and meet the requirements of customers to their satisfaction covering all marketing aspects. In order to gauge the effectiveness of the process, Customer Satisfaction Index (CSI), as evaluated by the customers themselves, is being monitored on a monthly basis.

As a result CMO homesales have gone up to 74.34 lakh tonnes in 2000-01 from 73.38 lakh tonnes in 1999-00 and 72.19 lakh tonnes in 1998-99. It has also exported 4.76 lakh tonnes of steel during 2000-01. The salient features of the marketing strategies persued by SAIL are as under:-

Introduction of key account management process to attract New/Lost customers and provide total service to Major/Strategic accounts in order to increase market share.
To help increase market share and customer focus, CMO has undertaken organisational restructuring consisting of Flat Product Group and Long Product Group.
Developing and nurturing long term relationships with customers by entering into MOU/Annual tie ups with them.
Special emphasis on developing value added products.
Emphasis on increasing sales through the network of Authorised Dealers.
Offering full packages of steel materials to projects.
Sale of material through conversion agents.
Exploring ways to tap the potential rural demand.