1. 01 October 2015
A study on Sales enhancement of the Times of India
newspaper through service delivery
Presented By
Dwaraknath.L
14MBA1017
Under the guidance
Mr. Saju.B
Assistant Professor (Sr), VITBS

2. 01 October 2015
Roles and Responsibilities
 Regular point visits to check the distribution process.
 RRE (Reader relationship executive) & SREE handling in the respective areas.
 Handling of agents/ Vendors in the respective areas.
 Handling the customer complaints for seventeen depots in south regions of Chennai.
 Subscription of new orders/ renewals.
 Ensuring the newspaper copy delivered to the correct address, if complaints are raised.
 Enhancing bill copies. (Sales copies to newspaper mart, etc)
 ET in campus initiative campaigns.
 Educational Institution orders.
 Campaigns in public.
 Enhancement of Newspaper in Education (NIE) copies in schools.

3. 01 October 2015
Objective’s of the study
 To study the perceived customer perception on services dimension (Reliability,
Responsiveness, Assurance, Empathy and Tangibles) offered by the newspaper.
 To study the perceived customer insights on services expectations (Minimum,
Acceptable, Experience based, Normative and Ideal level) and to satisfy them
with organized service process.
 Customer’s resolution on complaint process, if it’s promptly solved.
 To evaluate the post purchase services offered by the newspaper to their
customers and to determine the customer satisfaction or retention.
 To forecast the sales of Times of India newspaper, if there is a removal of
subscription offers.

4. 01 October 2015
Research Methodology
• Descriptive study was conducted, aiming to study the impact of services level of the Times of
India newspaper.
• Survey was conducted through Convenience sampling technique.
• Target population was the customers, who had a concern with the Times of India newspaper.
• The respondents were from corporate as well as retail customers.
• Ratings are given through Likert scale.
• Sample size was limited to one hundred.
• Influencing factors are analysed through Logistic regression &One way Annova.

5. 01 October 2015
Analysis
19%
28%
32%
18%
3%
ABILITY TO RESOLVE THE ISSUE
WITHIN FIRST TIME OF COMPLIANT
Poor Bad Fair Good Excellent
11
36
22
8
1
P OOR BA D F A IR GOOD E X C E LLE NT
ABILITY TO RESOLVE THE
ISSUE AS IT WAS PROMISED
14
16
27
1
P OOR BA D F A IR GOOD E X C E LLE NT
PROMPT REPLY FROM THE
REPRESENTATIVE'S
0
5
10
15
20
25
30
35
40
45
Poor Bad Fair Good Excellent
RESPONDING TO THE
ISSUES PROPERLY 2
14
28
28
6
P OOR BA D F A IR GOOD E X C E LLE NT
REPRESENTATIVE'S
COURTESY RESPONSE
TOWARDS CUSTOMERS
13
36
25
4
P OOR BA D F A IR GOOD E X C E LLE NT
REPRESENTATIVE'S ABILITY TO
ANSWER CONCERNED ISSUES

6. 01 October 2015
7
16
26
27
2
P OOR BA D F A IR GOOD E X C E LLE NT
REPRESENTATIVE'S
ATTENTION TO INDIVIDUAL
CUSTOMERS
Contd..
8%
29%
54%
9%
Representative's ability to
confirm the issue after
resolved
Poor Bad Fair Good Excellent
1
8
32
30
7
P OOR BA D F A IR GOOD E X C E LLE NT
ABILITY TO DELIVER THE
NEWSPAPER PROPERLY
0
5
10
15
20
25
30
35
Poor Bad Fair Good Excellent
ABILITY TO HANDLE THE
COMPLAINTS
EFFICIENTLY 11
27
21
16
3
P OOR UNS A T IS F IE D F A IR S A T IS F IE D E X C E LLE NT
POST PURCHASE SERVICES
30%
28%
24%
12%
6%
Customer's expectations on
services
Minimum level
Acceptable level
Experience based level
Normative level
Ideal level

7. 01 October 2015
Findings from logistic regression
One way Annova (Overall services Vs Post purchase services)

8. 01 October 2015
Key Findings from the survey
 Majority of the customers rate the ability of the representative to resolve
the issue was not convincing.
 The promises made by the representative was found to be an eyelash, where
no necessary steps are taken to resolve the issue after a concern is raised.
 Representative’s prompt reply was rated good by majority of customers,
where it influences the customers to subscribe the newspaper.
 Majority of customers rated courtesy response as good, where courtesy
response can led to understand the customer issues.
 Issues registered with the customer care is based on the issue, resolving the
issue entirely depends on agent/vendor/ Hawkers management.

9. 01 October 2015
Contd..
• It is reported that no actions had been taken on issues registered, even after frequent calls
from customer care.
• Customers’ expectations on services are identified using hypotheses testing, where majority of
customer’s response was to provide minimum level of services.
• Customers will retain with the Times of India newspaper, if the issues are resolved promptly.
• Post purchase services are not considered paramount as promised before the subscription.
• Student community is found to be larger subscribers compared to other communities
subscribing Times of India newspaper.

10. 01 October 2015
Contd..
• Strength of Times of India newspaper is due to circulation through
economical subscription rates.
• Customer’s insight towards the newspapers set to decline sale due to
improper service delivery.
 Null transparency of complaints in customer point of view, where there is
no proper service process towards the issues reported.

11. 01 October 2015
Features:
• Portal is integrated with the E-paper website.
• Subscribers name/ Id/ Mobile numbers is required to login into the portal.
• Respective area’s dealer/ Vendor information (With mobile numbers) is provided so
that issue can be resolved within a day or two. (Depot name is also mentioned)
• Hawkers information can also be updated, but optional.
• History of their subscription with the cheque number/date/ bank name can be
viewed.
• History of the customer complaints can be viewed simultaneously at both ends.
• Offers/advertisements of other magazines can be added to the portal.
• Auto renewal option can be provided so that manpower can be reduced.
Technological Enhancement (OWPC)

12. 01 October 2015
Merits
• Transparency of complaints to the customers.
• Lack of co-ordination can be totally eliminated, so that customers doesn’t receive
frequent calls in a single day.
• Based on the issue, the representative can be able to promise particular time
period to resolve the concern.
• Easy integration with ERP (Enterprise Resource Planning) Software.
• Individual customer’s history of complaints can be accessed on both the end.
• Customers can able to get information of other product offers such as magazine’s
etc.,
• Each customer can able to get the information of their Agent/vendor/Hawkers.
• Agent/vendor information will drastically reduce the complaints logged in CRM.
• Easy to look for non receipt days and make easy refund, if customer doesn’t want
to continue.
• Auto renewal option.

13. 01 October 2015
Demerits:
• Initial cost is said to be high due to
integration with the ERP and E-paper
website.
• Decrease in direct contact of customers
with the Times of India, where issue will
be handled mostly by the dealers.
• Misuse of details can be done, but it can be
authenticated properly by protecting with
high secure passcode.
10%
58%
32%
Customer's response, if a portal is
implemented to improve
transparency
Poor
Unsatisfied
Fair
Satisfied
Extremely satisfied

14. 01 October 2015
Online Web Portal for Complaints
An e-service portal of Times of India

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THANK YOU