Till about a year back, I subscribed to Hindustan Times and its sister publication Mint. But, I discontinued them and switched to Times Of India and Economic Times.
Because HT/Mint failed to help me to continue. They were disinterested. Generally, one would expect the newspaper office to be aware well in advance when any subscription is due for renewal. HT/Mint did not care that my subscription was expiring. They let it lapse. Till about two months, nobody from their office realized that they had lost a customer. (Typically, this happens when you are losing hundreds or thousands of customers and don’t really understand whom to track.)
Times came in on time. They were prompt, true to their leadership position. Last month, they followed up and collected my second year renewal. About one month in advance…!
And, on the other hand, since about an year, the ill-informed executives of HT/Mint send me a lot of SMSs, calls and individual follow-ups to remind me for renewal, blissfully ignorant that my subscription had ended one year back…! Either HT/Mint don’t have a CRM in place or it sucks…
When you are too busy to track your sales and customers, you ignore your ready and loyal customers, you lose business. Customer apathy is a sin, which leads to a heavy punishment.
No wonder, Times leads. In every area of business of publication, be it editorial, content, innovation, pricing or sales.
Hindustan Times & Mint need to learn a few lessons from the leader whom they may hate to follow.