At the time when mobile connections are overtaking fixed line connections, there's some good news from the Bangalore Telecom District of BSNL. In the last two quarters, the telecom circle has shown increase in the number of landline connections.

The Bangalore Telecom District comprises Bangalore and six neighboring districts, covering a population of 8.4 mn. As of now, BSNL has provided 9 lakh landlines and WLL connections, and has reduced its churn rate significantly.

In September 2007, it added 11,574 new customers (landline and WLL). Compared to 8,793 new customers added in April 2007, it registered almost 32% growth, all in six months. This is reverse of the trend last year, when BSNL was adding lesser subscribers. Compare these statistics to last year's: in April 2006, it had added 6,476 subscribers (landline and WLL) while in September 2006, it had added 7,515 subscribers, a mere 16% improvement in performance.

This turnaround is credited mainly to three factors-rapid expansion of the Bangalore Circle's population, increased demand for broadband connections, and improvement in the quality of service provided by BSNL.

“The potential always existed as Bangalore is a fast growing city. The challenge was to cater to the growing demand of landlines efficiently and quickly. We are proud of the fact that Bangalore BSNL has been able to provide landline and WLL connections to over 9 lakh subscribers, with 8 lakh coming from Bangalore alone,” says Shubhendu Ghosh, principal general manager, Bangalore Telecom District, BSNL.

Out-of-the-box Solutions
With sufficient infrastructure in place, one would assume that it would have been a cakewalk for BSNL to add landline connections. But, one must not forget that the number of landline connections have been on the decline for the past few years. This made it an even more daunting task for the PSU to capture mind share in a city like Bangalore where the populace is quite IT savvy and quality conscious.

Shubhendu Ghosh, prinicipal general manager, Bangalore Telecom District, BSNL

Ghosh took over the reins as the PGM in April 2007, at a time when BSNL was in the midst of fierce competition from private players, and was sluggish in adding new landline subscribers. There was a need to think out of the box in order to differentiate from the rest. To do so, it relied on both technology and people skills.

To start with, BSNL's Bangalore Telecom District engineered its own ICT module to deliver customer services through a single window. Code-named Project Falcon, this initiative proved to be a successful model to unite all the BSNL offices and customer service centers (CSCs) under one ICT umbrella, and improve efficiency of service to customers.

A wide area network (WAN) was established, encompassing all servers, call centers, and users, covering 2,000 nodes. The in-house web-based “Single Window Application” served as a unique centralized platform wherein signatures of each and every customer are scanned and stored. So, when a customer approaches BSNL for any complaint or request, the “Single Window Application” automatically fetches the customer details along with the signature in an instant. This enables quick view of the customer details and completion of the job in a matter of few minutes.

In recognition of the exemplary usage of ICT by a PSU, the Bangalore Telecom District of BSNL was awarded the National Award for e-Governance in February this year, by the Government of India. “This module has improved the staff's efficiency remarkably. Earlier, it would take days to respond to new bookings or complaints, now it takes few clicks to take note of any customer request,” says RK Upadhyay, deputy general manager, IT, Bangalore Telecom District, BSNL.

The web-based booking facility has increased online bookings. “Earlier, it was a common criticism that getting a BSNL landline connection was a long-drawn process. But, with on-line booking facility, we get an average of 1,500 web-based bookings per month,” Upadhyay adds.

“Owing to the centralization of information, we are now quicker in tracking faults and complaints. Faults per 100 lines in a month is now down to 6.71, as our staff can quickly view faults and track the progress,” says Ghosh. Churn rate has also reversed, as customers find BSNL's processes customer-friendly.

Customers vouch for the efficiency after processes have been automated. “We find BSNL's response to our complaint for a dead landline or a faulty line to be very fast,” says Subbalakshmi, a BSNL customer since 1990. She uses the IVR-based complaint system to register any complaint and says that it is corrected almost within 24 hours.

Attention is also paid to small details to make it convenient for customers to get a new connection. Ghosh explains, “For instance, when a tenant leaves and surrenders the landline connection, we put a poster outside the house that informs the next tenant about the availability of a BSNL landline connection. This way, the new tenant conveniently gets a landline connection in a matter of hours, rather than days. It has helped us immensely in getting new customers.”

“Although we are short of non-executive staff, the staff has doubled its effort in resolving customer issues,” says Ghosh, lauding the BSNL staff. BSNL has 7,000 staff (executive and non-executive) for 9 lakh lines in Bangalore Telecom District.

People Participation
Ghosh labels his staff as the 'firepower' of BSNL. Besides the aid of technology, it was important to tap the potential of the BSNL staff to the hilt. That's where Ghosh's people management skills came to the fore. Under his aegis, the telegraph offices were doubled into customer service centers. This not only increased the presence of CSCs, but also brought into the fold the underutilized staff.

Adding the number of customer points was equally important as the sales point presence.

“We have also increased the number of direct sales agents (DSA). We have 126 DSAs, seven franchises for 18 locations. What's more, some franchises have agreed to stay open 24 hours a day for selling pre-paid recharge coupons. Most of these are medical shops,” says Ghosh.

He also encouraged open forum for discussion involving all units of BSNL staff, right from top management to the workers' unions. Bringing executive and non-executive staff on a common thinking ground worked like a catalyst in improving interaction and motivating people. An award has also been instituted to reward the good performances of customer service centers and individuals of BSNL. Individuals are encouraged to take on multiple roles to work toward fulfilling achievements.

“The staff feels highly motivated to be more proactive in contributing to the success of the organization,” says Jayantha MK, circle secretary, Karnataka, National Union of BSNL. He recounts how the top management has become sensitive to the staff's welfare, creating a compassionate atmosphere.

A complete workaholic, Ghosh works for 12 hours, setting an example for others to follow. Lauding his people management skills, Upadhyay says, “Ghosh makes it a point to highlight a staff's contribution, no matter how big or small it may be. This quality is rare in leaders. And this is what makes staff loyal to him and want to do their best.”

Boost to PCO Business
With broadband being in high demand, landline connections have gone up significantly. To further boost the numbers, attractive schemes for PCOs were also launched.

“PCOs give 25% of our landline connections revenue so we decided to focus on this segment to improve their basic issues. Most PCO owners are less educated and find the processes like filing a complaint or making a payment very complicated. Also they can't afford to lose their business even for half a day,” says Ghosh. To ensure speedy repair of faulty lines or other complaints, BSNL has launched mobile customer service vans called “PCO ambulance” and a dedicated PCO helpline from October 2007.

The Bangalore Telecom District of BSNL is also planning to launch Call Now cards for very low tariff rates for ISD calls. This will further give a fillip to the PCO business.

With more schemes and innovative services in the offing, BSNL's Bangalore Telecom is heading on a positive growth path. Are competitors paying attention?

Malovika Rao
vadmail@cybermedia.co.in