புதன், 9 பிப்ரவரி, 2011

Marketing, Cross Selling and Customer Service - a 7th Std. pass mechanic shows the way!

Case Study – Indian Mechanic


I have a 2-wheeler Honda Activa 125 c c. purchased in January 2005. I am using this for regularly commuting between my house and bank and also visiting other places. It has become an integral part of my life style.

Being a 11-hour-working banker, I do not know much about the mechanism of 2-wheeler even though I am driving two-wheelers for the past 25 years.

I take genuine pride in maintaining my vehicle as I give it for regular servicing.

After company service is over in 2007, I found one mechanic Ramesh who services many 2-wheelers. As it was very near my office I regularly give my vehicle to him for service. He will do some repairs periodically like changing brake shoe, bearing, changing oil, checking battery, apart from water wash and routine checks. The cost of such servicing will be over Rs.600 every quarter.


I lend the vehicle to my colleagues also when they need it for some urgent work. Last week one of my colleagues took the vehicle and while returning said:

“It feels very shaky to drive the vehicle. Please attend to it immediately in the interest of your safety. “ I am also feeling the same but postponing my decision to go to mechanic as I am waiting for my mandatory 3-month period from earlier service.

In addition foot rest which is used by wife for ascending to the seat, is broken and became unusable. My wife wanted me to change the same immediately . Further, just behind the pillion there was an inverted “U” –like iron support which was also rusted due to daily water cleaning by my servant.

Ramesh was called and he attended to some complaints. My colleague who was requested to drive certified that it is very good now. I asked Ramesh about replacing the foot-rest and the iron support behind the pillion.
Ramesh said “Sir, original spare parts will not be available. I will go to Pudupet (where old vehicles are condemned/recycled) and get you a second-hand spare. I asked him when he will do this as I immediately
want to change at least the foot rest . He assured me that the job will be next day. Then next day I called him. He said he will do it tomorrow. That tomorrow is never to come. I am pursuing him for the next 5 days and decided to change the mechanic.

I am a regular morning walker in Nageswara Rao Park in Mylapore (Chennai). One Sunday I saw a 21 cm x 11 cm pamphlet ( 2/5th of A4 paper) . It is about servicing Honda Activa by a specialist. Green letters printed on white paper was inserted in the gap of my vehicle box. Normally many such pamphlets are kept by various salesmen. I normally give it a cursory glance and throw it in the dust bin.

I did not throw this pamphlet because of 3 reasons; 1) I own a Honda Activa 2) I am getting dissatisfied with my mechanic. 3) The reverse side of the pamphlet contained the route map to the shop with

As I am a team man, I discussed with one colleague who I believed had more knowledge on vehicles, showed him the pamphlet and told him that I am going to contact that Activa Specialist. He said why should you go for such self-styled specialists. Search the Net and find the local Honda dealer in Mylapore or Adyar.

I followed his advice and browsed the net, got one Adyar dealer number and talked to him and he confirmed that the spares are available and advised me to bring the vehicle . He promised immediate replacement at their workshop or advised me to buy the spare part and get it fixed by some local mechanic nearby.

The child in me forced me to talk also to Kumar Automobiles, the Honda specialist . He assured me please come Sir. It is only half-an-hour’s job. He said he will give only original spar

Not believing him fully, I took permission for one hour from my boss. And since I wanted to have authentic original spares I first went to the Honda dealer in Adyar. There somebody directed my parking and told me to go the basement service centre, bring a mechanic, assess the correct name of the spare, go to stores buy it. I went to basement and requested a mechanic . The mechanic said the foot rest can be changed; As regards the rear iron support, they have to melt the welding and it may take minimum 7 to 10 days. I was asked to leave the vehicle at the Authorised Service Centre.

I thought, if I leave the vehicle here, I have to get back to office in Auto by spending Rs.50. How can I manage another week without a vehicle?

At that point of time, as I am in urgent need, I have no option than to go to the Honda Specialist, whose pamphlet I am holding. I drove there:

The shop is only 8 ‘x 8 ‘; He welcomed me! Immediately recalled my telecon. Assured me that the job will be over within 30 minutes. I asked him the estimated cost of replacement – He said it is around Rs.1800 (Rs.50 less than the authorized dealer’s). He started attending to my vehicle immediately. I told him I have not brought the required money. His reaction was, do not worry give tomorrow also. While he was attending, another local customer came for a minor problem in his vehicle light. The mechanic was quick enough to spot the problem and told him Sir, if you do not mind, I will come and attends your vehicle in your house in the evening. I cam see the customer leaving with a sense of satisfaction.

While attending to my vehicle, the mechanic – he calls himself a Honda Specialist said – do you take Madam also in the pillion regularly Sir! I nodded my head in affirmative. He then said, why don’t you install a handgrip for ladies. I asked the cost which he said was around Rs.150. While closing the vehicle, he further said, “the loc k cable is about to collapse. If you replace it now, you may save your costly helmet in the box from pilferage! The cable costing Rs.150 more was also ordered by me! The job was over. I asked him the bill; it came around Rs.1960. The mechanic has am educated lady assistant (sister) for billing since he only 6th standard pass.

He took me to a nearby ATM and paid him Rs.1900 instead of Rs.1960 which he took without a murmur, adjusting in his labour charges. I saw one vehicle bearing a registration number but looking brand new. Observing this, the mechanic said, I can make your vehicle also look like this. I asked if my vehicle, which is blue in colour, can be painted in golden colour. He said the required paint is available with him. He hastened to add that at the time of obtaining FC after 15 years, it has to be repainted in its original colour. For tinkering and repainting, one week’s time has to be given. He hastened to provide me with Kinetic Dio which has the same operating mechanism and similar engine as a substitute vehicle. He also requested me to drive the Dio and check my comfort level, which I did.

I requested him to take me to a nearby ATM, where I draw Rs.1900 and paid . He took the amount happily and said the balance Rs.60, I can adjust in my labour charges. I asked him can you come after a month and take my vehicle for tinkering and painting. To this he said, I may likely to forget the date. Please call me on the day you want to give for service . I will come and collect the vehicle after leaving the substitute vehicle. Next Sunday at 2 pm I tried him for another repair as the vehicle was making much noise due to a defective stand. He was waiting for me patiently even though he normally closes shop by 1.30 pm on Sunday, says it may require some hours to do the repairs, and since I was in a hurry I asked him to remove the noise-making stand and changed the stand tomorrow. He promptly came, without reminding further and took the vehicle. While returning the vehicle he said , you need not spend more on your vehicle now. After 3 months, while painting the vehicle we can change accelerator cable also. The new model Honda Activa is not popular and that is why your vehicle has good resale value. I assure you your vehicle can be kept for a further period of 10 years. About the mechanic – he as worked with one leading automobile shop for 7 years; his shop was funded by 5 mechanic friends with a capital of Rs.1 lakh which he repaid within 6 months after opening the shop. He takes for service only 5 vehicles per day and repairs only Honda Activa vehicle. He is paying his two workers salary on 28th, his father, sister on 30th and takes his salary on 4th of every month.
Maintains bills of original invoices purchased from Honda company and shows customers the cost price of each spare part he is replacing.

He has taken up two more shops nearby to expand his business.

India need not be afraid of scamsters as long as efficient and value-creators like Vijayakumar are in our midst.

This mechanic's name is Vijayakumar, a Christian, who can be contacted in mobile
(Chennai)9841624742

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