India's BSNL Looking to Boost High-Quality Contract Customer Base
Published on: 4th May 2014
India's state owned and loss making telco BSNL is seeking to repair its damaged reputation in looking after higher valued contract customers.
The company has bled contract customers who have complained about billing problems and the difficulty of reliably paying bills.
It has now launched a facility at around 500,000 outlets where customers can pay bills over the counter. It hopes this will help turn around its reputation and lead to more postpaid customers signing up for its mobile services.
Before, customers had to visit BSNL outlets, which were only open during working hours, which proved difficult for busy corporate users. The new facility will be open 7-days a week, including state holidays.
The company aims to double its contract customer base to 10% of its total base by the end of the year with these sorts of service improvements.
The loss making telco has lost ground to its more nimble private competitors, but also been hamstrung by its state-ownership and the legacy staffing commitments that leave it at an operational disadvantage.