Abstract

BSNL was India’s leading telecom service provider. However it faced tough competition from private players when the telephony market was opened up in late 1990’s that eroded its market share and revenues. The caselet discusses the measures that BSNL undertook in order to meet the competition and regain the lost position. It explains BSNL’s customer service initiatives aimed at speeding up the transactions and improving service levels. It describes BSNL’s diversification into mobile and internet services to meet the changing needs of the customers.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Services marketing mix in telecom services
• Customer service standards in telecom services
• and Design of telecom service offerings.

Keywords

BSNL, Indian Telephony Market, Interactive Voice Response System (IVRS), 'eServices', Online Bill Payment, e-Seva, ICICI Bank, UTI Bank, HDFC Bank, Basic Phone Service, Mobile Services, Internet Services, Ex-cel, Cellone, Sancharnet, WebFone, Dataone, ADSL technology