Case Name :      Delhi Metro Rail Corporation (A): Delivering Customer Satisfaction

Authors :           Somnath Chakrabarti, B. S. Kiran

Source :              Ivey Publishing

Case ID :           9B16A049 / W16649

Discipline :        Marketing

Case Length :    12 pages

Plagiarism : NO (100% Original work)

Delhi Metro Rail Corporation Ltd. (DMRC), a government-owned enterprise in India, was responsible for building, operating, and managing the metro rail network in the National Capital Region of India. Delhi’s reliable, punctual, clean, and green metro services began operation in 2002. By 2016, DMRC had transformed peoples’ lives and become an essential form of transit for an average of 2.5 million commuters per day. In terms of customer satisfaction, DMRC was ranked in a global online survey as the second-best metro system in the world. But management at DMRC knew that to maintain that level of customer satisfaction, it had to be conscious of the gap between performance and customer expectations, which were increasing with demands from DMRC’s assertive and ambitious millennial commuters. In addition, the government was embarking on strategies to induce commuters to switch from private to public transit. DMRC needed to evaluate its strategic service priorities while continuing to deliver value to its stakeholders. Should DMRC focus on enhancing customer experience with augmented services or invest in measures to reduce operational costs? Was DMRC’s culture of customer delight sustainable?