STRATEGY FOR

CUSTOMER RETENTION
&
ACQUISITION OF
NEW CUSTOMERS
(Subgroup -2)
AP, GUJ, MH, TN Circle & CTD
Convenor : PGM(NWP-CFA) BSNL CO
24 September 2013
Best Spoken National Language of India
 Customer Acquisition

MARKETING :
 E Marketing – Online Marketing
Visibility of BSNL brand inedit
public domain/ Facebook?
Twitter
Advertising through Net
Mass canvassing – Rotary / Lions Club /
Colleges / Universities

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 Customer Acquisition (Contd.)

MARKETING :
 Multi level Marketing like ‘Amway’
 Market Research : CustomereditSurvey / Perception / Feedback.
 Bundling Offer with established brand of PC / Laptop
 Govt. / Bank / Hospitals / Railways / Postal / Military preferred
choice.
 Promotional scheme to attract DID franchisees and EPABX
vendors.
 Popularise BSNL schemes through event organising agencies.
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 Customer Acquisition (Contd.)
Utilise CDR capabilities :
 Contact Zero IPDR Customers
 Outbound Calls to DNP Customers.
Upgradation of External Network :
 Retrieval of cable pairs/extending
edit cable pairs to apartment
complexes, business communities.
New Technologies :
 DSLAM with solar and battery in new localities
 DSLAM in BTS in new localities.
 NGN technology : Implement Wide Area Centrex service
 VAS on BB tie up with content providers.
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 Customer Acquisition (Contd.)
New Services :
Introduce centralised billing for corporate
customers having pan India presence.
Integrate CFA and CM billing
edit platform.
Core network bandwidth to be augmented and
peering of servers of most popular sites
(Youtube, google, torrent) to be done conserving
international bandwidth.

5
 Customer Management

Customer Relationship Management

 SMS to customers regarding updates, bills, cable
breakdown, new schemes,
edit
tariff etc.
 Bill Collection through ATMs.
 Feedback and suggestions through Online / Call
Centre / CSC / Mobile / Website / Print.
 Less remunerative assets like Exchanges less than 100
connections and CDMA BTS etc. may be handed over
to third parties on revenue share model.
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 Changes in Skill
New blood to flow, so TTA / JTO to be utilised for
outdoor / EB etc.
Refresher Training for CSC staff and TM’s for prompt
fault redressal mechanism.
edit
Groom marketing interest officials based on selection
Interaction of officers with employees for sharing tariff,
technology and marketing.

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 45 High Revenue SSAs
These are high revenue SSAs giving revenue Rs.10 Crores
and above per month and it accounts for 50% of total
circle revenue. So, special emphasis on all fronts started
by BSNL is the action in the right direction.
 All 5 SSAs in TN circle are positive
edit in cumulative revenue upto

August 2013
 2 SSAs out of 3 in Gujarat have positive cumulative revenue
except Vadodara SSA having – 6.09%
 1 SSA in AP circle (Hyderabad) is –ve
 4 out of 5 SSAs in MH circle are positive
 Kolkata telephones is -ve.
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 45 High Revenue SSAs (Contd.)

Suggestions for Improvement :

Fund and material allotment on priority to these SSAs
Business proposals to be started
edit for these SSAs
Ensuring heads of SSAs in these SSAs by promoting
Addl GMs/DGMs
Strict Supervision and monitoring for QoS

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 Aggressive Customer Acquisition in FTTH
(Contd.)

Redistribute OLTs as per survey of new societies /

constructions.
Tie up with franchisee on revenue share model.
Demonstration of FTTHeditconnections features in
societies of more than 50 members.
Intensive marketing in the area where FTTH is
feasible.

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 Aggressive Customer Acquisition in FTTH
(Contd.)

Emphasis may be given to focus attention on

building complexes.
SSA heads may be empowered to buy low count
fibre cable for leading-in
editarrangements to the
customer premises.
Delegation of more financial powers to the SSA
heads
Provisioning / Maintenance of FTTH in multi-
storeyed buildings and malls on turnkey basis.
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THANK YOU
edit

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