Whether the customer should come to the BSNL or  BSNL should go to the customer? This is a moot question to be discussed and answered.

At the time, when the P and T Department or the DOT was the only telecom service provider, the public had no other way but to approach the Department for getting the services. Three four decades earlier, a person who wanted a telephone connection had to wait for months and sometimes years together to get a telephone after submitting application and remitting the required charges. People used to inquire with unlimited patience to get the telephone connection. He/she was at the mercy of the Department and the officials.

The times have changed. Private telecom companies have arrived on the scene. The mobile services have started. BSNL and MTNL, the government telecom companies, together are having only about 10% of the total connections both in Land lines and Mobiles. 90% market share is with the private companies, including MNCs. There is stiff competition. The private companies do not wait for the customer to reach their premises ; instead they find the prospective  customer, go to him and provide their services. They send capable, well educated and trained personnel to them, canvass and make them in to customers. It is an art, a campaign and a success story.

BSNL, without much realising that its base is fast eroding, or even after understanding the  reality, has failed to act upon or whatever action taken has taken, has failed to achieve the results. This is a sad commentary on the government, BSNL top management and the workers including the executives and non-executives.

The anti-BSNL / PSU policy of the government is well known. The fight has to continue  against to change it. But still, the management and the workers can do a lot for improvement in the services to the customers and for bringing new customers. They have to go to the customers, there is n other option.

In  my opinion, at least 60-70% of the employees, both in the executives and non-executives should be engaged in the field. Just like any other service provider in the telecom industry, where fiery competition is there, sitting in the office and waiting for customer to come to you is foolishness to say the least. Go to the people, speak to him, canvass for our products and get him as our customer. BSNL still has a reputation, though tarnished to a certain extend during the last few years,  due to our failure to provide good and reliable services. Explain to them why this has happened, how we were denied equipment, pro-private stand of the government etc. and assure that in future our services will be better.

There are two parts – one, to meet the people and make them our customers. Second, provide better service to the customers, after finding out their grievances and attending to them. At present it is mostly the casual/contract worker, the RM and the TM who attend to the customers in the field and the Senior TO, TTA and JTO in the Customer Service Centres. This is not sufficient. The subscribers are well educated, they understand new technologies and also mostly know what they want. They have many questions about new services. Are the contract workers and the the present staff capable of answering all their questions and convincing them about taking our services. Their dedication and efforts are appreciated, but that alone is not sufficient. The subscribers ego also need to be attended to.

The field staff and the employees at the CSC should be well trained about our products and services. There should be executives also with them for explaining about them. Meeting and interacting with the customers should be considered as a pleasure, as our dedicated service.

The top management should take the initiative. Even the CMD, Directors, CGMs and GMs should go to the customers and show an example. The executives are highly technically trained officers. The new recruits have high technical qualifications and knowledge. They should not be kept in the offices and administrative work alone. The should be engaged in the fields also. The non-executives will get much experience and knowledge while working together in the field with the executives. The customers will much appreciate the top officers visiting their premises.

In short, the BSNL Management should a plan a strategy to employ maximum of the executives and non-executives, including the ITS officers for the marketing and customer service functions. This will create more demand and a good name. The Management should also ensure that sufficient equipment are made available for expansion as well as maintenance.

The past glory of the DOT/BSNL has to be restored. This is not impossible. The two and half lakh of BSNL employees are capable to do that. Let us make all out efforts for the cause of the people, the nation and for ourselves included.