Customer Care and Support

Ambuja has always focused on its customers. Our approach in the market is to give our customers the greatest value. We make continuous efforts to provide the best quality product, accompanied by the best marketing and technical support. Customer Support Group (CSG) offers guidance & support to targeted segments as per their needs. This includes awareness programmes, training & skill development, and knowledge sharing. CSG supports customers in assuring, demonstrating, and providing guidance for stronger construction. Customer support engineers (CSEs) meet customers during construction site visits, at channel partners’ shops, during awareness programmes like individual house builder (IHB) meets, group meets, etc. Consistent excellence in quality, innovative products and customer delight are important for the success of Ambuja.

We engage in a comprehensive manner with all customer segments like individual house builders (IHBs), small & large builders, small & large contractors as well as the Government. The IHB segment is addressed through our channel of dealers and retailers. Institutional buyers are directly serviced by Ambuja. The institutional customer segment, although smaller, is growing at a faster rate. With continuous urbanisation and new government projects, this segment would play a significant role in our business growth. We aim to be a complete solution provider to this segment. We engage with the institutional segment regularly on a one-to-one basis through sales calls and through our Ambuja Knowledge Centres (AKCs). Our Key Account Management (KAM) group engages with these consumers. Satisfaction and feedback measurement are carried out through formal and informal methods with consumer segmaents as well as channels.

Brand health studies are conducted with individual customers to measure brand equity. Net Promoter Score methodology is used to gauge the satisfaction levels of dealers. The Customer Complaint System (CCS) addresses customer complaints about product quality. Awareness Initiatives Site Visits: CSEs visit construction sites to observe construction, material quality and construction practices. They offer suggestions & guidance to customers & contractors to improve construction practices: Use of Portland Pozzolana Cement. Use of other ingredients (Alccofine, concrete bricks) and/or adoption of different practices like modular curing & insulated wall method for sustainable construction. Safety while working on site. Encouraging masons to adopt correct practices to make strong & durable structures. Awareness Programmes: CSG organises awareness programmes & demonstrations to show customers how to observe & monitor construction. Customers are either nominated by channel partners or identified during site visits & sent individual invitations. These programmes give an opportunity for active interaction with customers and in turn get us their valuable feedback. Our customer support

group (CSG) team carried out 21,406 man days of training/awareness sessions for masons, contractors, supervisors and construction professionals during 2014. Brand Promotion The Ambuja brand boasts about strong and unbreakable walls. We have developed effective communication tools to take our brand to the next level, without compromising our core brand position of strength. For more details read the ‘Brand Story’ on our website. We have been providing technical services to our customers through our Customer Support Group. We started a toll-free service in our primary markets and released advertisements in leading newspapers in Maharashtra, Gujarat, and Punjab, creating awareness about our services and directing interested customers to call our toll-free number. The Company carries out periodic customer satisfaction and consumer perception surveys to fine tune its products and other marketing offerings. These surveys are carried according to global standards like Nielsen’s Brand Equity Index (BEI), Net Promoter Score (NPS) & those of other research agencies. The feedback from various programmes is used for customer/influencer education. The NPS survey was also conducted through a web portal by our dealers. We received 133 queries during the year. No customer complaints or consumer cases were pending at the end of the year. The Company has set up a system of receiving customer/consumer complaints via a toll-free number. Quality related complaints are addressed by a dedicated team of civil engineers in the CSG. Ambuja does not/has not sold products that are banned in certain markets or are the subject of stakeholder questions or public debate. There are no complaints received/pending regarding breaches of customer privacy and losses of customer data.