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    The Making Over of India Post - Myth or Reality?: Suresh Paul Antony

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    santo07
    [1] India Post was previously a monopoly but now faces competition from express companies that identified unmet customer needs. [2] It has over 1.5 lakh post offices serving both rural and urban areas with over 6 lakh personnel and daily revenues of over Rs. 5 crores. [3] To meet new challenges, India Post is evolving new strategies and improving customer relationships through better service, products, and technology.

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    The Making Over of India Post - Myth or Reality?: Suresh Paul Antony

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    santo07
    137 views35 pages
    [1] India Post was previously a monopoly but now faces competition from express companies that identified unmet customer needs. [2] It has over 1.5 lakh post offices serving both rural and urban areas with over 6 lakh personnel and daily revenues of over Rs. 5 crores. [3] To meet new challenges, India Post is evolving new strategies and improving customer relationships through better service, products, and technology.

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    [1] India Post was previously a monopoly but now faces competition from express companies that identified unmet customer needs. [2] It has over 1.5 lakh post offices serving both rural and urban areas with over 6 lakh personnel and daily revenues of over Rs. 5 crores. [3] To meet new challenges, India Post is evolving new strategies and improving customer relationships through better service, products, and technology.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    137 views35 pages

    The Making Over of India Post - Myth or Reality?: Suresh Paul Antony

    Uploaded by

    santo07
    [1] India Post was previously a monopoly but now faces competition from express companies that identified unmet customer needs. [2] It has over 1.5 lakh post offices serving both rural and urban areas with over 6 lakh personnel and daily revenues of over Rs. 5 crores. [3] To meet new challenges, India Post is evolving new strategies and improving customer relationships through better service, products, and technology.

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    of 35

    The making over of India post

    - Myth or Reality?
    SURESH PAUL ANTONY
    • Market leader of yesteryears –India Post has
    run out of monopoly.
    • Express industry identified the unmet needs of
    the customer.
    • India Post did not make the first move
    towards getting organized.
    • Finally evolving strategies to meet challenges
    of competition in the new world.
    INDIA POST – THE ORGANISATION
    • A legacy of British Raj.
    • Retail network of over 1.54 lakh post offices of which 90% serve
    rural areas.
    • Over 6.03 lakh personnel.
    • Revenues of over Rs. 5 crores /day.
    • Collection in Savings bank/Collection schemes of nearly Rs.80
    crores/day.
    • Aggregate sum assured of over Rs.10,000 crores in life
    insurance.
    • Money orders valued at over Rs.15 crores /day.
    • Over 5.64lakh letterboxes throughout India.
    Product portfolio
    Over 25 Products ranging from lowly post cards to
    international money transfers.
    • Indian Postal Orders.
    New products:
    • Speed post.
    • International Money transfer through Western union.
    • Corporate VSAT Money Order Service.
    • Business Post.
    • Hybrid Mail Service.
    • Data Post.
    • Telegraphic Money order Service.
    Current Situation (As on 1995)
    • Traditional Products like post cards, newspapers, Indian
    postal orders where huge revenue busters with a loss of 93%.

    • Where as Products like Speed post where 140% positive over


    the cost.

    • Also traditional products like foreign mail at 9% and


    insurance at 32% where at surplus.

    • The surplus generating product was less then 20% of the


    product portfolio in terms of numbers.
    Looking Ahead
    Sector Market Share 1995 Market Share 2005
    Physical mail 20% 15%
    Fax & Telephone 75% 75%
    Email 5% 10%
    SWOT ANALYSIS
    SWOT ANALYSIS
    Why relationships
    • Traditionally organizations have focused on the 1st of
    the 3 Rs of Marketing – recurit, retain & regain.

    But now they have realized:


    • That it costs exorbitantly high to recurite new
    customers.
    • That its cost exorbitantly to lose a customer.
    • The loyal customer bring in more that their revenue
    streams by word-of-mouth.
    Customer expectation and
    satisfaction
    • Contrary to opinion, price per unit is not the
    determining factor.
    • A Customer is
    - discerning
    - capable
    - more than willing to pay a higher price
    for any product that offers Value-for-money.
    India Post - Customer Relationships
    • Prompt ,reliable delivery & Courteous service - Most
    important factor for Customer satisfaction -Market study
    conducted by TSM for India Posts in South Tamil Nadu

    Customer Service with India Post –


    • Satisfaction levels is higher for private players vis-a vis
    India Post.
    • Number of users who have expressed dissatisfaction
    towards extremes is higher in India Post.
    India Post & Service Quality
    dimensions
    • Reliability : Ability of India Post to perform promised service
    dependably & accurately.
    • Responsiveness : Willingness of India Post personnel to help
    customers & to provide prompt service.
    • Assurance : Knowledge & courtesy of India Post & its
    personnel to inspire trust & confidence.
    • Empathy : Caring & individualized attention that India Post
    should provide its customers.
    • Tangibles : Appearance of physical facilities, equipment,
    personnel & communication material.
    India Post - Current Strategic
    Initiatives
    • Realized limitations of its product portfolio, customer profile
    & exigencies of societal obligations like offering subsidized
    service.

    • Segment customers & offer targetted offerings

    • Eg: IMF in collaboration with Western union, Data post etc.

    • Technology is being increasingly adopted & extended in a


    phased manner across the country.
    Questions
    • Q1) ‘A sleeping Giant (India Post) has woken
    up & is evolving strategies to meet the
    challenge of competition in the world ’ - Do
    you believe that government of India is whole
    heartedly trying to achieve Excellence in
    Service Quality ?
    Yes … India Post has woken up to face the new challenges & cash in
    on the opportunities by taking certain initiatives

    a) Assessing their current situation in terms of customer satisfaction.


    b) Training their employees to serve the customers better.
    c) Realigning product portfolio considering the current requirement,
    technology & competition.

    • Re-enforces the commitment of India Post


    • T o provide high quality mail, parcel and related services in India 
    and  throughout   the   world ; to be recognized as an efficient and
    excellent organisation exceeding the expectations of the
    customers , employees and the society.
    • Total dedication to understanding and fulfilling customer's needs . 
          
    • Total   devotion   to   providing  efficient   and  reliable  services ,
    which  customers consider to be value for money.

    • Total   commitment to providing challenging and rewarding career


    for every employee.

    • Total recognition of the responsibilities as a part of the social,


    industrial and commercial life of the country.
         
    • Total enthusiasm to be forward looking and innovative in all areas.
    Q2 ) ‘’If Internal Marketing is done successfully
    ,it would follow Interactive –Marketing would
    also be empowered’’ . Do you agree with this
    statement ,especially with reference to the
    case ‘’India Post’’. Explain your answer with
    the support of ‘’Service Triangle Model’’
    The Services Marketing Triangle
    Company
    (Management)

    Internal External
    Marketing Marketing

    “enabling the “setting the


    promise” promise”

    Employees Interactive Marketing Customers


    “delivering the promise”
    Service Marketing Triangle
    • If internal Marketing done successfully, interactive
    marketing would be empowered.

    Orientation Programmes to train company personnel


    • Customer Orientation Program – Postal assistants
    • Business Orientation Program – Marketing executives

    • Therefore enhance customer satisfaction & relationships.


    Q3 ) Which New products should be developed
    by India Post & which existing products should
    be dropped & why ?
    Product Portfolio
    • Postcards are incurring loss along with others like postal
    orders.
    • Surplus generating products such as Speed post, foreign mail
    & insurance account to only 20 % of the portfolio.

    India Post currently offers a blend of services as under –


    • Speed Post
    • Mail Products –Traditional products (Letters, Inland letters,
    Parcel etc)
    • Financial services (Banking, Money order, Postal life
    insurance, Mutual funds)
    • Premium services (Forex services – In association with HDFC
    Bank, Greetings post, Retail post, Business post)
    Product Portfolio - Current
    Highlights
    • India Post has segmented the services on basis of targetted
    customers, therefore dropping of products /addition of new
    products should be decided based on customer demand &
    trend.

    • India Post should strike a balance between its urban & rural
    customers as penetration in rural areas is not matched by any
    private operator.
    • Q4 ) ‘’ Tangibles’’ in most of the post offices
    are poor, compared to other Central
    Government organizations like , Nationalized
    banks, Railways etc. Suggest important
    improvements to be made in ‘’Tangibles’’ in
    post offices.
    Tangibles
    • Tangibility is what the customer ‘’Sees ‘’ & ‘’Feels’’ in terms of
    Physical facilities, equipment ,personnel & communication
    material.
    Important improvements
    • Create a good ambience with modern infrastructure.

    • Customer friendly environment.

    • Visibility of product portfolio offered should increase.

    • Trained personnel to serve the customers.


    Q5 ) While a beginning has been made in
    ‘’Tangible’’ dimension of the Servqual, much
    needs to be done in Reliability ,
    Responsiveness, Assurance & Empathy. Explain
    how this can be achieved in ‘’India Post’’?
    Reliability
    • Employees to keep customers informed when service will be
    performed and keep promises.

    • Employees to show sincere interest in solving problems.

    • Employees to perform service right the first time.

    Responsiveness
    • Employees to give prompt service

    • Employees to be always willing to help

    • Employees to be never busy to respond to requests


    Assurance
    • Employers by their behavior to install confidence
    • Employees to be constantly courteous.
    • Employees to increase product knowledge to answer
    questions.

    Empathy
    • Employees to give individual attention to every customer.
    • Employees to understand specific needs of customers.

    India Post should adhere to the identified requirements to build


    favorable perception in case of Reliability Responsiveness,
    Assurance & Empathy.
    6 ) ‘’Customer Satisfaction can be the only bedrock
    on which edifice of a successful relationship rests
    and can be built upon. Relationships cannot be
    substituted, cannot be copied and offer a strong
    Entry barrier for New Players’’.
    Explain this statement with relation to India
    Post.
    • Organizations should always treat their customers as an
    integral part of exchange process & cannot succeed
    without focusing on the customers.

    • Building relationship is therefore critical since companies


    should exceed the expectations more than customer’s
    desires & India Post cannot be an exception.

    • Therefore concentration on ‘’Retaining’’ the customer is of


    most importance to India post & if India Post is successful in
    implementing strategies – India Post will be miles ahead of
    competition because of India Post’s combination of -
    Experience + Reach + Technology + Customer satisfaction.
    Q7) What India Post should do to promote their
    public image and also its various product lines ?
    • India post has made a beginning with – Modern-looking, Visually
    appealing offices.

    • Interactive & Informative website : www.indiapost.gov.in

    Promotion
    • Increase visibility
    • Advertise in different mediums.
    • Create associations with the help of brand ambassadors.
    • Take on competition by highlighting benefits viz – a viz
    competition.
    • Empower employees & create ‘’customer friendly’’ environment.
    • Q8 ) What are your detailed recommendations
    to convert ‘ India Post ’ from a government
    monopoly to a successful business enterprise?
    • Bring a change in attitude within from being a ‘’ Government
    organization’’ to a ‘’ Business organization’’.

    • Set goals & benchmarks to achieve profitability by proper


    segmentation & targeting products which suits customer’s needs.

    • Tap the market potential by using & realigning the available


    resources.

    • Highlight & promote ‘’Financial services’’ more aggresively.

    • Sensitive to changing customer trends & technology & act at a faster


    pace.
    Thank you

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