Honda Pt.Handijaya Review

Company Background

Honda Motor Corporation has been one of the most leading brands in automotive industry throughout the world especially Asian market. Honda which originally a Japanese automotive car and motorcycle producer has expands their business even to western country. They open up several factories to produce their goods so they can achieve cheaper cost of production for each motor vehicle they are producing. While in Asia, Honda centralized most of their production in Thailand for car production and also Indonesia for the motorcycle production.

In Indonesia, Honda is being known as Honda Prospect Motor. They separate into different several dealers and service station throughout Indonesia. In this paper I would discuss about one of the dealers that located in Sunter, north Jakarta.

PT. HandiJaya was used to be a car dealer, located in Gunung Sahari, north Jakarta. Due to the successfulness in managing their business, they start to open bigger dealership at sunter which has 5000m2 land at sunter, north of Jakarta. The new dealership was established in 1993 with the name PT. Handijaya sukatama which known as Honda sunter now. . (Pt. HandiJaya, 2011)

PT. Handijaya Sukatama is the nearest Honda service from my house, I currently have 2 different types of Honda cars which periodically being service every 5000 km in this Honda service station. I do routine check of my car, body repairing for the car and also do some car components fixing if there is something wrong with my car.

Kinds of relationship offers by the company

PT. Handijaya Sukatama is providing variation services like, Quick service and general repair. They also provide body paint and repair service for Honda's car. And they also sells different original spare part of Honda's cars.

What I like about this dealership is, they are very cooperative with the owner of the car. They explain clearly what needs to be fix or being substitute by the new spare part which can make the expense for our car decrease as they change the part that needs to be change. They also call for our number every 6 months to ask whether our car has reached the next KM for the next service period. The other service provided by them is, they can help us to booked an appointment for quick service which is very convenient rather than we have to come and can do quick service because there are already a lot of other Honda Car's user who has been queuing since morning. By the booking feature service, the customer can point exactly what time they are available to do service for their car. PT. HandiJaya also gives their customer a voucher that can be used to get some rebate from the next time the customers do their car service.

The relationship that PT. Handijaya makes on the customer is obviously to maintain the loyalty of their customer to them. With the enormous numbers of car repair service in the market that share the same market, PT. HandiJaya should know well how to maintain their customers.

PT. HandiJaya also offers their customer, home car service which makes a huge convenient for their customer as the customer can just call up the service center just in case they do not have time to go to the nearest service station.

Analysis on the relationship

From what I see, PT. HandiJaya use CRM program that records the data of each car. Each car is being equipped with a special manufacturing number on their body so there will be no possibility that a car can share the same manufacturing code with each other. Basically, what PT. HandJaya does is their record the police number of the car and what type of car that the owner has. It will be recorded then to the database of the company.

The database consists of:

- manufacturing number of the car,

- Type of the car

- The police number of the car

- Name of the owner

- Telephone number

- address

And when the operator or the repair service operator type in the police number of the car, the database will automatically show all the records of what has been done to the car. Did the owner bring their car periodically at 5000 km. What spare part has been change to the car. What insurance company that the owners use to insurance their car. Practically is all the data of the car.

With this data available, the relationship division of the company can called up their customer every 3 or 6 months to ask whether their car has reach 5000km. They also will ask to their customer whether Honda can help them to book their next car service.

This kind of relationship seems to be quite common in the market, but it's critical to the company in order to maintain the customer loyalty high. Having a small chat with customer will make them think that they are special it will turn of barnacles into True friend. People love to get special treatment and PT. HandiJaya provides it by having special division that responsible in keeping contact with the customer.

My own experience that is related to Relationship marketing from Honda is, the time when I interested in buying a car. That time I want to buy Honda City, one of the sales executive being very patient in doing a follow up about how the progress in my decision about the purchase. Every single week, he called up to ask when the car can be purchase and he also offered more discount and another bonus which make me being well treated until I decided to buy Honda city rather than other brand.

The relationship made between Honda and their customer in this case PT. HandiJaya is quite good. They are consistent in making approach to their loyal customer. PT. HandiJaya usually called up their customer to remind them about a routine service that they have to do every 5000km or in 6 months period.

The sales executive also maintain their customers who purchase the car under their name, they send card in special occasion like birthday and calendar every new year just to make sure the connection between the sales executive and customer does not break up after the customer purchase the car. And i once received a glass of mug, that is being design of Honda car with that sales executive cellphone number written in that mug. I think this quite creative because the mug will automatically use by customer during their daily time and when the customer want to buy a new car, the customer will automatically remember him and will find this man.

Kinds of Honda's relationship marketing:

a) Online