A Report On

“SERVICE DELIVERY MODEL”

SUBMITTED TO:
YACHNA GHARDE

SUBMITTED BY:
Shivam Jadhav
UID-2019-2309-0001-0005
 1. INTRODUCTION

 Industries  E-Learning, EdTech, Education

 Headquarters- Location Mumbai, Maharashtra, India

 Headquarters Region- Asia-Pacific (APAC)

 Founded Date- Feb 4, 2013

 Founders Hemanth- Goteti, Zishaan Hayath

 Legal Name- Toppr Technologies Private Limited

Toppr is India's leading after-school learning app on a mission to make learning

personalized. We are an extremely passionate team of engineers, educators and
designers making consistent strides in product innovation to enhance user
experience. We cater to the individual learning styles of students and provide the
widest K12 syllabus coverage with 1 million course combinations. We help
students prepare for various school, board, and competitive exams. Abled with
artificial intelligence, machine learning, and big data, we study student behavior
and create adaptive learning paths with infinite combinations. This ensures that
every student has a unique and personalized learning experience. Toppr has won
multiple awards since its inception! * Top 50 International Education Companies
with Impact - Tyton Global Growth 50 - 2018 * Best Education Platform - Indian
Education Awards 2018 * Best Educational Website Award - IAMAI Awards 2017
and 2018 * Best in Education Industry - AWS Mobility Awards 2017 * Top 10
Hottest Startups - CB Insights 2015 * Top 20 - EdTech Global Awards – 2017.
 2. EXTENSIVE SECONDARY RESEARCH
In order to find out how Toppr’s App transforms and influences their study
behavior. They have been given around two weeks to fill the questionnaire and
return the same to the researchers. The learners who use the app actively
participated in filling out the questionnaire. From the 115 respondents, 100 have
been selected for the research paper. Others were omitted as data filled were
incomplete.

GENDER

MALE
FEMALE
48%
52%

Chart1. Shows the percentage of male and female student respondents. 52%
learners were males and 48% were females. Chart 2. depicts the board of study of
the learners. 58% of the total respondents were State Board and 42% were from
CBSE. From the CBSE Board, 8 males and 34 females responded and from the
State Board, 40 males and 18 females responded.
 BOARD
CBSE STATE

48%
52%

FINDINGS
The data was collected from the respondents and were collated for analysis based
on statistical models. Statistical models help to provide an inference or a
conclusion from a small population. Bar Diagrams, Pie Charts, Tables and Line
Graphs were used to illustrate the data collected. After the effective representation
of data, the researchers could analyses the data through Inferential Analysis and
Descriptive Analysis. Inferential Data Analysis is a type of analysis that helps to
test theories based on the samples collected from a group of
subjects. Descriptive Data Analysis describes the main features of the data
collected quantitatively. The tagline of Toppr’s App is “Fall in Love with
Learning.” Advertisements of the App claim that the App makes concepts easy and
makes learning a pleasurable experience through the use of technology. The
researchers analyzed how the modern learning techniques used by Toppr’s App
help in the transformation of learning among the users. The responses collected
from the questionnaire given to the learners were thoroughly analyzed based on
Descriptive and Inferential Methods of research. The analysis of the study helped
to draw certain inferences on the app. The particulars considered for this regard
include, Penetration of the App among students, Scope, Attractiveness, Easiness,
Subject Focus, Effectiveness, Personalized Learning, etc. Each particular selected
here were chosen based on the questionnaire distributed among the learners.
Advertisement through Visual media like television, and New Media like the
Internet helped the App to reach a wider audience. 74% of the learners heard about
the app through advertisement. 70% of the learners use the App to understand
concepts, 24% for exam preparation, 4% for doing homework and only 1% for
doing revisions. From this, it can be understood that the learners give more
importance to learning concepts rather than rote learning. 68% of the respondents
found the App to be attractive and interesting in learning difficult subjects like
Mathematics and Science. 60% of the learners use the app for 30 minutes to 1
hour. Only 14% use the app for more than an hour. From this data, it can be
understood that the app is used only as a tool for learning concepts and not used
during the entire study time. 72% of the students opined that the App helps them in
exam preparation. 46% of the respondents claim that they use an educational app
other than Toppr’s. The table given below shows the findings of the study.

FINDINGS
OF THE
STUDY

SR.NO PARTICULA
. R
1 Penetration on Advertivements School- Family- Printed
the app -74% 12% 10% media –
4%
2 Scope Understand Exam Homewor Revision
concept-70% preparatio k – 4% – 1%
n – 24%
3 Attractiveness Good – 68% Average – Very good Not at
 22% -8% all – 2%
4 Easiness Quiet – 50% Very – Not very – Not at
44% 4% all – 2%
5 Subject Focus Maths-42% Science – Language Any
42% – 8% other –
8%
6 App usage 30min – 1hour – Less than 1 – 2 hour More
60% 30 min- – 10% than 2
26% hour –
4%
7 Orientation for Vary – 36% Quite – Not vary – Not at
exam 36% 20% all – 8%
8 Effectiveness Vary – 50% Quite – Not vary Not at
34% 12% all – 4%
9 Self-learning Vary – 52% Quite – Not vary – Not at
32% 14% all – 2%
10 Use of other Yes- 46% No – 38% Some Many -
learning app -16% nil
 3. Adequate, desired level of service and zone of tolerance

Adequate service level and desired service level deals with the level of satisfaction
a customer gets or would want to get by a service that he/she is opting from by the
service provider. The desired level talks of the ideal outcome expected from the
service and the adequate level is the benchmark below which service is not
acceptable. These are the upper and lower boundaries of the service level.
Adequate level is the minimum one can provide to remain in business. Desired
level is the best of the service provided.
Four factors that influence the desired and adequate service expectations are as
follows:
1. Explicit service promises
2. Implicit service promises
3. Word-of-mouth communications
4. Past experience.
When consumers are interested in purchasing services, they are likely to seek or
take in information from several different sources. For example, they may call a
store, ask a friend, or deliberately track newspaper advertisements to find the
needed service at the lowest price.
They may also receive service information by watching television or hearing an
unsolicited comment from a colleague about a service that was performed well. In
addition to these active and passive types of external search for information,
consumers may conduct an internal search by reviewing the information held in
memory about the service.

ZONE OF TOLERANCE

The zone‐of‐tolerance (ZOT) is an innovative concept that has attracted recent

attention in the services marketing domain. The ZOT represents a range of service
performance that a customer considers satisfactory, which recognizes multiple
expectation standards, specifically adequate and desired expectations.

If we closely monitor, the competition in EdTech is immense at the moment and

startups such as TOPPR, try and provide the best of possible services to their
clients. The desired level of service it provides is through personal mentorship,
internship opportunities, and working professionals as teachers. Price is always a
concern and that it falls under the zone of tolerance for the service.
 4. INTERPRETATION OF SEC QUALITY OF SERVICE

As the economist developed concept of evaluation from the consumer perception

helps the specific sector or platform to roll out the following proposition on the
basis of three elements which are:
SEARCH – Easy to evaluate
EXPERIENCE – Moderate to evaluate
CREDENCE- Hard to evaluate
Now shifting the focus to my organization which is an EdTech platform for the
students which packaged courses and digital learning experience, So, it’s a direct
model giving direct service transmission to the learners.
So, the proposition plays a very important role here which is described in the
introductory page about the platform and the offerings and the unique selling
proposition along with the additional benefits.
Now linking it with SEC for the evaluation for the consumer purchase evaluation
and purchase.
My chosen organization falls under Search element whereas Experience element as
well because it shares all the possible elements for the choice of the consumers but
differs from the general sector offering because every platform would not offer the
same kind of offering and experience, But it is primarily inclined to the experience
column because it depends on how the consumer uses and experiences the actual
service, even if the proposition is appealing the experience its what that will count,
the proposition will surely get students or learners attracted to the courses to the
website or boost the sales, but the experience is what it will be evaluated on.
Let’s see the detailed description of element with linking up the platform:
Search goods: those with attributes that can be evaluated prior to purchase or
consumption. Consumers rely on prior experience, direct product inspection and
other information search activities to locate information that assists in the
evaluation process. Most products fall into the search goods category
And here the education service will influence the people to go for it and some
people might also pre evaluate it before the experience based on the proposition it
is offering and other elements such as word by mouth or reviews but it still will fall
in the secondary column in the evaluation.

Experience goods: those that can be accurately evaluated only after the product has
been purchased and experienced. Many personal services fall into this category,
and taking into account Toppr here this is the ideal service for this element as the
student will be evaluating the service based on the learning he achieved, the type of
experience he or she had, type of mentorship they got, claimed USPs were they
really helpful or not and at the end real review or perception of the student will be
formed.

Credence claims: those that are difficult or impossible to evaluate even after
consumption has occurred. Evaluation difficulties may arise because the consumer
lacks the knowledge or technical expertise to make a realistic evaluation or,
alternatively because the cost of information-acquisition may outweigh the value
of the information available, this element of evaluation cannot be linked because at
the end of the service there will be some developed perception of the student which
will be formed and even if it is neutral it is an evaluation at the end so this element
cannot be related to Topprs.
Based on the information related and linked to Topprs with the evaluation
elements, it is clear that it primarily falls under the second element which is ‘E’
EXPERIENCE GOOD – Which has a moderate level of evaluation after the usage
or experience of the learnings provided by the platform.
5. E-SERVICESCAPE
The framework shows that the four environmental dimensions of e-services
capes are ambient conditions, design aspects, search aids & slogans and
functional aspects. In the context of e-services capes, these four dimensions will
provide customers with communication cues. Perceived e-services capes quality
and intention to use a B&B website were affected by the environmental
dimensions of e-services capes.

The major vary between service capes and e-service capes is the physical and
non-physical elements. Unlike services capes, e-services capes have no physical
elements in Internet service environment. Dimensions between services capes
and e-services capes might are similar in terms of definition, but is different in
some characteristic in terms of environment. There was no physically
interaction between customer and employees when service provided. In this
modern area, service or sales that involve online or go through by website, the
e-services capes may be the key factor in playing a role of representing
company or organization to customers. By using internet, information provided
from website is giving intangible benefits of interaction with websites. Internet
also allow customer to have more choices in terms of service and product and
giving opportunity to customer to compare price and features of relevant
product and service through vary website.

E- Servicescape Perceived Quality

Color Quality Photo

Ambient Cognitive
Animation Effects,
Conditions Feasible Course and
Response
classes

Design Overall use of

website, Advertising
Aspects Emotional Intention to
discount courses etc.
Response get lots of
traffic on
Search aids Use of Keywords and the website
Slogan
and Slogan
Ex:- Be able (Udemy)
Physiological
 6. SERVQUAL AND GAP MODEL
SERVQUAL’s Five Dimensions In terms of Topprs

R = Reliability
A= Assurance
T = Tangibles
E = Empathy
R = Responsiveness
Reliability - Students taking competitive exams, says Raveendran, have a much
higher chance of success, if they are taught some of the basic subjects, such as
math and science, in an engaging and interesting way in school. Also, Toppr’s,
which seeks to alter the way students learn, offers programmed for children from
Classes IV to XII, besides preparing graduates for competitive exams—CAT, IAS,
GRE and GMAT. The focus is on making learning visual and contextual, rather
than just theoretical. The startup leverages technology and data to offer
personalized lessons. So finally, if we talk about the conclusion by this as
Raveendran had a really beautiful vision when he started this company and later on
he sort of took the responsibilities of the children as they should be ready from an
early age just because of all these factor we believe Toppr is really reliable.
Assurance- The startup has won several awards including like Top 50
International Education Companies with Impact - Tyton Global Growth 50 - 2018
* Best Education Platform - Indian Education Awards 2018 * Best Educational
Website Award - IAMAI Awards 2017 and 2018 * Best in Education Industry -
AWS Mobility Awards 2017 * Top 10 Hottest Startups - CB Insights 2015 * Top
20 - EdTechX Global Awards - 2017, so all this award basically shows the class of
the company also the founder said Our product is built on tha strong belief that
when students learn on their own, where they take the initiative, whatever you
call learning, that counts for 50%. Not surprisingly, Toppr’s promise has drawn
in investors.
Tangible – All the office equipment, Computer, All the offices, camera and its
equipment’s all the communication equipment’s
Empathy- we always Keep students first by putting ourselves in their shoes . A
big part of this, it claims, is its focus on content and designing personalized
learning through what it calls a “knowledge graph". With this, the app learns which
concepts a student may need more practice at, and adjusts learning plans
accordingly also Toppr focus a lot on mentorship culture they also give mentor to
each student joining in so that they can monitor the growth of each and every
student students they also give any time help so if a student is struggling with any
topic so student can write that in sort of a chat box in the app and mentor connects
to them ASAP.
Responsiveness- talking about the responsive ness as I said earlier whenever a
student require help, they write in the chat box and within 1-2 hour the mentor gets
connected to the student along with this mentor also have their personal number
available 24*7 so that if a student need quick help student can directly contact
them and they provide a quick resolution. Their customer resolution score is 96%
which says it all.
Gap model
Knowledge Gap-
Career and Technical education is an area that schools and districts wish to
modernize. As future employer needs are evolving, so are the skills necessary for
success, and early exposure to career requirements are in-demand. Having a good
understanding of the academic path to reach those career goals is also a priority.
The types of tools educators and administrators seek include:
Assessment options to track academic/career goals.
Exploratory tools that allow students to find potential career choices.
Virtual reality and other immersive experiences that allow students to “try on” a
job before they buy it.
A better inclusion of STEM skills in career and technical education.
Standards gap
A huge focus on the collection and proper use of data is a component in many state
plans with the Every Student Succeeds Act, prompting needs in data related
EdTech services. With the changing emphasis on other measures of success than
testing results alone, the data schools are collecting about their students will
likely grow exponentially. Data related services and consultants will see good
opportunities to help schools:
Make sense of and organize this data in a manner that aids state policymakers,
parents, teachers, and other stakeholders.
Create communication systems, and other methods of professional development
for teachers.
Offer solutions for keeping that data safe.
New tools and analytics will become necessary, as well as how to present the
findings in a straightforward way.
3. Delivery gap
Below cab be the some of the gap that I see when it comes to delivering service to
student.
Engaging for students, using relevant scenarios and plot points in situational
learning experiences.
Use virtual reality, or other immersive learning technology, with relevant media
that allows students to learn through “direct” experience.
Find a way to assess these experiences holistically, through the implementation of
the program, and not as a separate test.

Communications gap
I think definitely every company struggle with this gap to understand this sort of
gap and also to solve it companies must require the input from the customer so
below can be some of the important tips if you consider while communicating.
Think about your audience.
Who are you trying to reach? What are their concerns and preferred
communication techniques?
2.  Consider tools already in use.
Does your district have a learning management system in place that teachers
regularly use? If so, that might be a great place to engage them. If your teachers
regularly use Google Apps, for instance, Google tools might be your best bet.
3. Communicate in multiple places.
Posting a sign in the teachers’ lounge is not enough. Neither is hitting “send” on a
group email. If you want your teachers to get a message, you need to post it and
share it in multiple locations, often with multiple modalities.

4.  Be as clear as possible.

Keep your message short and concise. Communicate the essentials using bullet
points or short, snappy sentences. Don’t get too wordy because people tend to tune
out large blocks of text. Better to be brief and link to more information.
5.  Archive info.
Decide on a permanent home for essential messages, and make sure everyone
knows how to access it. That way, if someone deletes or misses a message, they
can find it again.
 7. THE SERVICE-PROFIT CHAIN

The service-profit chain establishes relationships between profitability, customer

loyalty, and employee satisfaction, loyalty, and productivity. The links in the chain
(which should be regarded as propositions) are as follows: Profit and growth are
stimulated primarily by customer loyalty. Loyalty is a direct result of customer
satisfaction. Satisfaction is largely influenced by the value of services provided to
customers. Value is created by satisfied, loyal, and productive employees. Employee
satisfaction, in turn, results primarily from high-quality support services and policies
that enable employees to deliver results to customers.

Internal Service Quality

Internal service quality is the perceived level of satisfaction an employee
experiences with services offered by internal service providers. In
addition, internal service quality refers to employees' perception of
the quality of service they receive from or offer their colleagues
The above diagram illustrates Internal service quality and concerned components
include:
 Workplace design & job design: The major aspect for any employee is the
overall mechanism and functioning of the work place and particularly their
job design, this includes outlining various task, duties, responsibilities,
qualifications, methods and relationships required to perform the given set
of a job.
Toppr’s is very explicit regarding their job design, structure is such that
every employee is allocated with certain responsibility based on their
competencies moreover the job is further simplified hence resulting as the
contributing factor in the overall satisfaction of the employee

 Employee selection & development: The selection process in the company

differs for different profiles and posts. Mostly the selection process is
carried out firstly by posting regarding the job on its own website or
different job portals, them the after short listing each candidate is given a
time slot for the interview and based on the performance and fulfillment of
requirements the Employee is selected.
Then for development there are many programs by the company as initially
a training of 3 months is given at their Bangalore location for Business
development associates.
For the teachers most important part of the company they are also given
trainings to develop further advanced knowledge and innovative teaching
skills.

 Rewards & recognition: The company indulges in various methods for

rewarding its employees and giving them the required recognition. The
Employee are provided with some incentive when achieved the given sales
targets. When the employee outperforms is referred for an early promotion
or increment.
  Tools for serving customers. The itself is an online platform for education
hence mostly the digital tools are involved for serving their customers. Few
can be listed as;
1. Discussion Forum
2. Social Media Support
3. Live chat
4. Mobile app
5. Customer satisfaction surveys
6. Personalized learning tools

Employee Satisfaction: This is the very next element after Internal service quality
and plays a major part, it’s a very imperative element. “Service-Profit Chain” will
help enhance employee satisfaction. Thus, many scholars believe that an
organization must first improve the ISQ in order to render good quality external
services, and it is imperative that the organization provides satisfying tools,
policies and procedures, teamwork, management, goal-oriented cooperation and
training, and further increases employees’ job satisfaction.
The company try very hard to satisfy its employees. Job satisfaction is the result of
a worker explaining the distinctive nature of his/her job based on a particular
referential dimension, and whether a specific work situation affects job satisfaction
involves many other factors, such as the comparison of good/bad jobs, comparison
with colleagues, how competent an individual is, and the previous work experience
of a worker
Employee Retention: When the employee is satisfied in the job, high the chance
of his/her retention, as when the employee is congenial with the Contingent
rewards, Operating conditions, Co-workers, Nature of work, Communication,
Supervision, Fringe benefits, Promotion, Pay. Satisfaction trigger the argue to be
the company through the thick and thin.

External Service value: External Service value is a vital part of the chain, as it is
concerned with the customers. The above elements of chain when are rightly
conducted results in a productive employee, who in turn will provide the results to
the customer.
Toppr believe in serving their customer right, it is only possible when the
consumers get the desired or even better results to the service they have signed up
and paid for.
Being an online study platform, the company focuses on its teaching methods,
provides conceptual clarity, comprehensive and customized learning programs for
individuals.
The teachers those teach on the platform are also important aspect for giving result
as they are the intermediate and rather the representatives for the company to the
consumer.

Customer Satisfaction: When the results are delivered as per the customer need
and desires, it aggregates to the customer satisfaction. When a customer purchases
a course from the company for his/her preparation, the only desire they possess is
to gain the knowledge and implement it to get the aspired success. Its only
possible when the knowledge is conveyed in a way that is simplified and relevant
so that it can be understood easily to the consumer. When that happens, it makes
the customer happy hence satisfied.

Customer Loyalty: Loyalty is achieved when a customer trusts the brand or

service that he/she is availing. The customer satisfaction can result in customer
loyalty as they now have faith in the service hence they won’t divert towards any
other service and will only avail from them.
Customer when satisfied will refer to their peers about the service and how it
helped them to crack a certain exam or course.
Also, whenever such employee is planning to prepare for any competitive exam or
just for school/college exam, the first thing in his mind will be the courses from
this company due to his/her prior experience.
All this will make company a lot of Profit which in turn will increase its Revenue
and make it grow to leaps and bounds.

This is how the entire Service Profit Chain is initiated and implemented in the
company.

8. MECHANISM OF SERVICE RECOBVERY

1. Apologize
Go beyond an apology, and ask for
forgiveness, a genuine one, that is. Your
company should be sincere in expressing your
regrets for the inconvenience, so scripted,
templated, and impersonal sorry won’t do.
The customer should feel that you
acknowledge your mistake, that he is being
heard, and that you are on his side. Show
complainants that you take the issue seriously
and that corrective actions will definitely
follow. For Example: A person is registered for class 10th but the fault is done by a
management person and he is received study materials for class 8 th so first we
should apologize him and then step up for further process.

2. Review
Before solving the problem, you
should make a collaborative review
of it with the help of the
complainant. This further shows that
you’re dedicated to listen and help,
as you need to ask the customer to
explain in detail what has gone wrong from his perspective. This also provides you
the opportunity to learn more about how the issue came to be, including potential
causes and the responsible personnel. This helps you devise possible solutions and
perhaps strategies that your company may need to implement to prevent the issue
from repeating in the future. Like, after apologize we have to take a review on
what and where we did wrong in past and then step up for next.

3. Fix and follow up

This crucial step is where the action really starts
to take place. You may have come up with an
effective solution but it shouldn’t be the end of it.
You need to make follow-ups to explain your
progress and update the customer about the
necessary processes that he needs to know.
Following up also shows that you want to assure
that the issue has been resolved and that the
customer is truly satisfied with the fix. For
Example: In ed-tech system when we registered
ourself for a course we personally received a
message on our registered mobile number and they ask one-time password that’s a
part of follow up what we have to do in the online services which we delivered.

4. Document
Once things have been settled, you’ll
need to make thorough documentation
of what occurred—its causes, factors,
people or departments involved,
solutions, dates, durations, and every
detail that matters. Doing so enables
you to spot possible trends or patterns
that you can anticipate in the future. It’s
also a way of pointing out what really
went wrong. For instance, if the last five records say that errors happened at a
similar hour each day, you might want to look who are on duty during those times.
Like, on registration time we have to submit some documents for the follow up
step we have to give them access on our documents and give them some personal
information which we know in our documents. For example: Registered Mail ID,
Date of Birth etc.

Nobody wants to experience breakdowns, but they’re inevitable in any field or

industry. The only good thing about them is that they give you an opportunity to
learn, improve, and prove that you can exceed yourself in the future. Master the art
of service recovery, and you’ll foster greater loyalty than before.

9. STP:

Segmentation: Students, Group of students, 5-18 years, urban-rural,

Targeting: Parents, Teachers, Institute

Positioning: Children learn best when they initiate the process, self-learning
app that evoked an inclination to learn.