12.

CUSTOMER CARE, CITIZEN CHARTER OF BSNL

12.1 LEARNING OBJECTIVES : Purpose of this chapter is to guide trainees about-

Customer care as a good customer service

Building good relationships with your customers.

Thanking the customer

Promoting a positive, helpful and friendly environment will ensure they leave with a great impression, as
a happy customer will return often and is likely to spend more.

and

Citizen Charter of BSNL

12.2 CUSTOMER BEHAVIOUR INCLUDES THE STUDY OF

a) What they buy b) Why they buy c) When they buy d) Where they buy e) How often they buy f) How
often they use the product. 3.7.2 WHY THE FIELD OF CB DEVELOPED? a) Need for Market Segmentation
b) Targeting of Consumers c) Positioning of Products d) Increasing Rate of New Product Development e)
Development of Marketing Concept/CRM 3.7.3 SCOPE/ ROLE OF CB a) CB offers diverse methods to
identify needs/ wants of consumers b) Helpful in development of new products/ existing products c)
Helpful in better understanding consumption behaviour d) To identify & locate target markets. 3.7.4
FACTORS AFFECTING PROCESS OF DECISION MAKING a) Involvement b) Differentiation c) Time Pressure

12.3 SIGNIFICANCE/ IMPORTANCE OF CB To learn media habits of target markets .To learn how
consumers perceive products and brands. To learn what consumer’s attitudes are before and after
promotional campaigns. To learn How & Why consumer make their consumption decisions. Helpful to
marketers for making specific marketing decisions concerning product, price, promotion & distribution
(Marketing-mix). Helpful in redesigning and repositioning of product. Provides the basis for
development of new product and service to meet targeted consumer needs Helpful in knowing which
attributes are most important to target marketing. To market successfully in different market segments,
different marketing strategies for, different target markets. Due to rapidly changing technologies, tastes
of consumers are also changing very fast. To survive in market, understanding of changing consumer
trends and tastes is must. CB is a process & purchase forms one part of this process. Consumers
purchase decisions can be influenced positively by using CB.

12.3.1 DEMOGRAPHIC VARIABLES FOR TELECOM SECTOR a) 44% of population less than 19 year b)
Estimated literacy rate for this segment is over 75% c) Working population (19-60 years of age) will
increase d) Addition of 100 mn to the consuming class e) Half a billion very rich and consuming class

12.3.2 UNTAPPED RURAL POTENTIAL a) 600,000 villages with 700 mn people b) 530,000 villages
connected c) >50% of total GDP from rural India d) Nearly 50% of Very rich + Well off households in rural
India 3.8 CONSUMER ADOPTION PROCESS (CAP) POSITIONING  It refers to how you want your brand to
be ‗thought about‘ in connections with the competitors in its product category.  It needs to be specific
to your brand aimed at a specific target audience.  Adoption: is an individual‘s decision to become a
regular user of a product  CAP is used to built an affective strategy for early market penetration.  CAP
is followed by Consumer-Loyalty Process

12.4 CUSTOMER CARE

Figure 3: Customer Care 3.9.1

CUSTOMER:- A customer is the most important person in any business. A customer is not dependent
upon us. We are dependent upon him. A customer is not an interruption of our work. He is the sole
purpose of it. A customer does us a favor when he comes in. We aren't doing him a favor by waiting on
him. A customer is an essential part of our business-not an outsider. A customer is not just money in the
cash register. He is a human being with feelings and deserves to be treated with respect. A customer is a
person who comes to us with his needs and his wants. It is our job to fill them. A customer deserves the
most courteous attention we can give him. He is the lifeblood of this and every business. He pays your
salary. Without him we would have to close our doors. Don't ever forget it. Customer Care Can be Done
By understanding Customer, Their needs, Loyalty, retention, churn and value, Growth matrix, CRM, Call
Centre, Understanding Market, Promotional Methods.

12.4.1 CUSTOMER CARE Why We should Care at all ?????

a) Improvement in Morale
b) Longer customer retention
c) More repeat business
d) More referrals
e) Higher prices
f) Increased Margins
g) A Business to be proud of

12.4.2 SEVERAL LEVELS OF CUSTOMERS:

1. Dissatisfied customer— Looking for someone else to provide product or service.

2. Satisfied customer--- Open to the next better opportunity.

3. Loyal customer— Returns despite offers by the competition

Figure 4: Type of customers

1. Dissatisfied Customers :- are an interesting group. For every one that complains there are at least 25
who do not. Dissatisfied customers by word of mouth will tell eight to sixteen others about their
dissatisfaction. With the web some are now telling thousands. 91% of dissatisfied customers never
purchase goods or services from the company again. A prompt effort to resolve a dissatisfied customer's
issue will result in about 85% of them as repeat customers .Depending upon the business, new customer
sales may cost 4 to 100 times that of a sale to an existing customer. Data indicate that less than 4% of
dissatisfied customers ever bother to lodge a complaint. Most just take their business elsewhere. They
are dissatisfied with the price they are paying. They are dissatisfied with the quality of the product or
service. They do not like the way they are treated.

2. Satisfied Customer: There has been less research on satisfied customers to determine what it takes
for a satisfied customer to change. Why take a chance on mere satisfaction? Loyal customers don't leave
even for an attractive offer elsewhere. At the very minimum they will give you the opportunity to meet
or beat the other offer. Maintaining loyal customers is an integral part of any business.

3. Loyal Customer: One of the ways to help obtain loyal customers is by having products and services
that are so good that there is very little chance that the customer requirements will not be met. Truly
loyal customers like your company and choose to associate with it. Accessible customers are willing to
give you opportunities to earn their loyalty Trapped customers feel forced to do business with you now
but will leave if they can. High Risk customers are dissatisfied and are actively looking for alternatives.
45% influenced by reputation. 23% are repeated users. 14% are based on recommendations.

Reasons of loyalty: Satisfaction, image, pursued value, Personality (opinions)Age Gender Occupation
Location Loyalty requires emotional TRUST. It is not created or manufactured. Trust relationship will be
through Devotion Love Vows to person / organization Cause or principles Leaders often fail by:

--Reluctance to take risks

--Rescuing and coddling problem people
--Drawing too much attention to themselves
--Getting mired down in details or "process"
--Displaying emotions too openly

12.5 LEADERSHIP OF CUSTOMER CARING

1. Maintain a high standard of personal ethics. Avoid making decisions based on pressure or greed.
Instead, focus on doing what's right. Set clear priorities. Leadership breaks down when we get hung up
on petty details.

Focus your energy on what's most important and learn how to delegate lesser responsibilities to others.

2. Exhibit Courage. Be willing to take risks and accept full responsibility for the outcomes of your
decisions.

3. Follow-through. Leaders set the tone for the rest of the team. They need to follow through on every
promise and commitment--no matter how small or insignificant it may seem at the time.
Demonstrate Enthusiasm. Genuine enthusiasm is contagious and will help motivate the whole team.
Make your vision for what you want to accomplish as focused and detailed as possible to help the team
can catch your enthusiasm.

Stay Cool. Respond to problems with solutions rather than simply react. A leader who can stay cool
under pressure inspires confidence and empowers others to do the same.

4. Be Caring. The desire to help others succeed is the mark of a truly great leader. Place the success of
the project and the success of the entire team above your personal interests.

Be quick to show appreciation for everyone's effort and contribution to the project.

Positive feedback and appreciation are excellent motivators.

1. --Listen carefully to his concerns.

2. Thank him for complaining.

3. Take ownership of your mistake

4. Go the extra mile to resolve his problem

5. Let him know he's valued by providing refund or other compensation to make up for the
inconvenience he may have experienced

6. Follow-up with him to make sure he's still happy

12.6 Citizen Charter of BSNL:

Telecom Consumers Charter

12.6.1 About the Company

Bharat Sanchar Nigam Ltd was incorporated on 15th September 2000.It took over the business of
providing of telecom services and network management from the erstwhile Central Government
Departments of Telecom Services (DTS) and Telecom Operations (DTO), with effect from 1st October'
2000. It is having Pan India presence except Delhi and Mumbai and is an integrated
telecommunications company.
It has installed large Quality Telecom Network in the country. The Company is working on expanding
and upgrading the network to provide service in new areas and to introduce new telecom services.
The company has experienced manpower with vast experience in planning, installation, commissioning
and maintenance of Mobile Switching & Transmission Networks. It has an in-house world class ISO
9000 certified Telecom Training Institutes.

12.6.2 VISION
1. Be the leading telecom service provider in India.
2. Be a customer focused organization with excellence in customer care and marketing.
3. Leverage technology to provide affordable and innovative telecom services/products across
customer segments.
12.6.3 MISSION
1. Becoming the most trusted, preferred and admired telecom brand
2. Providing reliable telecom services that are value for money
3. Generating value for all stakeholders – employees, shareholders, vendors & business
associates
4. Excellence in customer service -friendly, reliable, time bound, convenient and courteous
service
5. Offering differentiated products/services tailored to different service segments
6. Developing a marketing culture that is responsive to customer needs
7. Maximizing return on existing assets with sustained focus on profitability

12.6.4 MAIN SERVICES

BSNL is a technology-oriented and integrated telecom service providing company which provides the
largest bouquet of telecom services thus providing its customers a one stop solution to all their
telecommunication needs. The company offers wide ranging and most transparent tariff schemes
designed to suite every customer. Click here for details of the services being offered for the entire
India barring the cities of Delhi and Mumbai.
12.6.4 Landline and Broadband Services

a) For detail of services available under Landline, BB(FTTH), Wi Fi, Wingsand Air Fibre (go to =>
www.bsnl.co.in and then => Landline &Data)
12.6.5 Mobile

b) For detail of services available under Mobile (go to => www.bsnl.co.in and then => Mobile & data)

12.6.6 Enterprise Services

c) For detail of services available under Enterprise Services (go to =>www.bsnl.co.in and then
=>Enterprise Services)

12.6.7 SERVICE STANDARDS: The quality of service benchmarks

BSNL is committed to provide state of the art uninterrupted telecom services to its customers and
comply with the quality benchmarks as prescribed by TRAI or set forth by itself from time to time.

(A)Quality of service benchmarks as admissible to consumers for Basic services (wire line).

S. Service Parameter (2) Time Limit for service request or redressal of

No. (1) complaint (3)
All cases within seven days (subject to technical
(i) Provision of Telephone
feasibility)

All the cases within five days for urban areas and all
(ii) Fault Repair
the cases within seven days for rural/ hilly areas.

(iii) Shift of Telephone Within three days

(iv) Closures 100% Within 7 days.

(v) Percentage of Billing Complaints resolved 98% within four weeks and 100% within six weeks

Time taken for refund of deposits after

(vi) 100% within sixty days after closure.
closure

(vii) Accessibility of call centre/ customer care ≥ 95%

%age of calls answered by the operator

(viii) ≥ 95%
(Voice to voice) within 90 seconds

(B) The bench marks as admissible to consumers for broadband service is as below.

S Time Limit for service request or

Service Parameter
No. redressal of complaint
Service Provisioning All cases within fifteen days (subject to
(i)
/Activation Time technical feasibility).

(ii) Fault Repair / Restoration Time Within three days

(a) All billing complaints to be resolved

Billing Performance (a) Percentage of Billing Complaints
within four weeks.
(iii) resolved. (b) Time taken for refund of deposits after
(b) All cases of refund of deposits to be
closure
made within sixty days after closure.

%age of calls answered by the operator (Voice to voice)

(iv) >60%
within 60 seconds

%age of calls answered by the operator (Voice to voice)

(v) >80%
within 90 seconds

(C) Quality of service benchmarks as admissible to consumers for mobile services.

Time Limit for service request or

S.No. Service Parameter redressal of complaint/TRAI
Benchmark
98% within four weeks and 100%
(1) Resolution of billing/charging complaints
within six weeks

(2) Period of applying credit/waiver/adjustment to customer’s 100% within 1 week

(3) Accessibility of call centre/customer care >= 95%

%age of calls answered by the operators (Voice to Voice)

(4) >= 90%
within 90 seconds

%age requests for Termination/Closure of service

(5) 100% within 7 days
complied
(6) Time taken for refund of Deposit after closures 100% within 60 days

12.6.8 Complaint Booking Channels:

(1) IVRS/Call Centers (Tier- I)

S.No. Type of Service Toll Free No.

(1) For Basic Services including Broadband Services 1500 or 1800-345-1500

(2) For GSM Mobile Services 1503 or 1800-180-1503

(3) For Broadband and Internet Services 1800-4444

(4) For MPLS and other Data Services 1800-425-1957

(2) Web-Site/Online

(a) Customers can book Online Complaints at BSNL website ( www.bsnl.co.in)

For Landline and Broadband Complaints: https://selfcare.bsnl.co.in

For Mobile:
East Zone Users: http://selfcareprepaidez.bsnl.co.in
West Zone Users: https://play.google.com/store/apps/details?id=com.digital.bsnl.selfcare
North Zone users: http://selfcareprepaidnz.bsnl.co.in
South Zone Users: http://szprepaid.bsnl.co.in

(b) In addition, Customers can also book complaints through BSNL’s “Public Grievances Redressal
management System” (PGRMS) by clicking at https://pgrms.bsnl.co.in

(3) E-mails: : Complaints can also be booked through e-mail addresses which are available under
Circle websites. The same can be accessed by clicking www.bsnl.co.in
(4) Facebook/Twitter : Complaints can also be lodged from BSNL Facebook page BSNL India,
www.facebook.com/CMDBSNL, Twitter accounts Twitter/BSNLCO andwww.twitter.com/CMDBSNL

(5) SMSs: The complainants can also be booked by sending SMS to Short Code 53334/long code
9478053334. The details can be accessed at https://bit.ly/2VmQWXc

(6) Walk-in: BSNL has vast network Customer Care Centres (CSCs). Besides these local officers are
available to listen to complainants in person.

(7)Mobile Application: Customers can also access BSNL services through “My BSNL” Mobile
Application for Android and Windows smartphone. The same can be downloaded
from https://play.google.com/store/apps/details?id=in.bsnl.portal.bsnlportal&hl=en_IN .

12.6.9 Contact Detail of Appellate Authority.

If the consumer is not satisfied with the redressal of his complaint by the Complaint Centre or, if his
complaint remains unaddressed or no intimation of redressal of his complaint is received within the
period specified, such consumer may prefer an appeal to the Appellate Authority through IVRS (details
available at Complaint Booking Channels) within a period of 30 days after expiry of time limit specified
for redressal of grievance. Appellate Authority will entertain an appeal even after expiry of said period
of 30 days but before three months after expiry of time limit specified for redressal of grievance. Two
member Advisory Committee comprised of one member from Consumer Organization registered with
the Authority and other member from BSNL has been set up in each Service Area separately to offer
an advice on all such appeals preferred to the Appellate Authority. Name and designation of the
Appellate Authority of respective Service Area along with his contact telephone number, e-mail id and
office addresses is displayed in his office, Complaint Centre (Call Centre) and Customer Service Centre
(CSC) and can also be seen on BSNL website. Details of Public Grievance Appellate Authority (Circle
Wise) to find out the PG Appellate Authority in your Circle.

Please Use the following form to find out the PG Appellate Authority in your
Circle

Please Choose Your

Circle:
--Please Select a Circle--

Step-1. Please click on blank box to choose your Circle PG Appellate Authority.
In addition to the above, changes in Appellate Authority is also published in two leading newspapers,
one in Hindi or English and other in the local language of service area within 7 days of appointment of
Appellate Authority besides updating the BSNL website.

If a consumer is not able to get his/her complaint/ grievance redressed

through the above said channels, he/ she can book his/her complaint
/grievance in the CPGRAMS (Centralized Public Grievances Redressal and
Monitoring System) Link below at =>https://pgportal.gov.in.

If the customer is not satisfied with the redressal provided through the CPGRAMS Portal, such
customers may prefer an appeal on CPGRAMS Portal at https://pgportal.gov.in

12.6.10 Procedure of Complaint Booking at Call Centre:

1) Every complaint at Complaint Centre (Call Centre) is registered by giving Unique Docket
Number, which will remain in the system for at least three months.

2) Every Complaint Centre (Call Centre)

a) At the time of registering of complaint,

1. communicates, through SMS, to the consumer the docket number, date and time of
registration of the complaint and the time within which the complaint is likely to be resolved;
and
2. update the system with date and time of registration of the complaint, docket number, the
telephone number of the consumer and the time indicated to the consumer for resolution of
the complaint;
b) On completion of action on a complaint,,
1. Communicates to the consumer, through SMS, of Redressal of the complaint along with action
taken on the complaint; and
2. update the system with details of action taken.
c) Interactive Voice Response System (IVRS), if installed on a “Consumer Care Number” is operated in
the following manners :
1. the first level of the IVRS provides for language selection;
2. the second level of the IVRS provides for options relating to the broad categories of complaints
and service requests;
 3. the third level of the IVRS provides for a sub-menu under complaints and service requests,
separately;
4. The sub-menu in the third level also contains option enabling the consumer to speak to a
consumer care agent.

If a consumer is not able to get his/her complaint/ grievance redressed

through the above said channels, he/ she can escalate the same at BSNL
Corporate Office either through letter/ e-mail or through telephone as per
contact details given below:

Name of Public
Telephone
S.No. Grievance Officer/ Office Address E-Mail Address
Number
Designation

Room No. 414, Bharat

1 GM(CDN I) Sanchar Bhawan, Janpath , 011-23372200 ddgpg@bsnl.co.in
New Delhi-110001
Room No. 29, IR Hall Eastern
2 DGM(CDN) Court, Janpath , New Delhi- 011-23734311 ddgpg@bsnl.co.in
110001

12.6.11 Consumer centric initiatives

1) Telephone Adalat cum Open House:
In addition to the above, subscribers whose grievances remained unsettled are invited to make
petitions for redressal of their grievances in Telephone Adalat cum Open House Sessions.
SSA(Secondary Switching Area) Level Telephone Adalats are being conducted on bimonthly periodicity
and Circle level Telephone Adalat cum Open House Sessions are being conducted once in three
months. Customers are asked to give their grievances in writing or on the spot. The concerned office
to whom the case relates examines the case received by DCO and settles the case. A speaking order
settling the case is communicated to the customers. For unsettled cases, a date is fixed for holding the
Telephone Adalat cum Open House. The customers are invited to attend the Telephone Adalat cum
Open House. The Adalat is presided over by General Manager of the area or by CGM. The order of the
Adalat is communicated after hearing the arguments.

2) Consumer Education Work Shop:

BSNL conducts Consumer Education workshops periodically to enlighten and bring the awareness
among the consumers, wherein the members registered with Authority (TRAI), along with the officers
from BSNL attends and probable solutions are given for the queries raised by Consumers.

12.6.12 How we Monitor and Evaluate

1. BSNL has put in place Centralized Billing & Customer Care System with automated Fault
Repair System.
2. BSNL has established “Web based Grievance Monitoring System” to enable the consumers to
monitor the status of their complaints in their respective Service Areas. Details about address
& process for booking and monitoring the complaints on “Web Based Monitoring System” is
available at 2(a).
3. BSNL holds periodic "Telephone Adalats cum Open House" to settle disputed cases.
4. BSNL also continues to make available such information in the telephone bills and also
publishes once in six months in the newspapers.
5. Any change in the address, of the “Web Based Complaint Monitoring System” shall also be
intimated to the consumers in the same manner.
12.6.13 Suggestions and Continuous Improvement in the system
Consumers can give their feedback and suggestions for further improvement in the services on email
id ddgpg@bsnl.co.in. BSNL strives to evaluate feedback received from the consumers either in form of
grievances or suggestions and makes necessary improvement in the system to maintain the standards
of the services. TRAI also issues guidelines to improve the system. Valuable suggestions given by the
consumers are duly considered while reviewing “Telecom consumers Charter” of the BSNL.
12.6.14 WHAT ARE YOUR RIGHTS

1. Right to select operator of their choice.

2. Right to get information regarding tariff before provision of service and every time the tariff is
changed, especially if it adversely affects the consumer.
3. Right to be informed about the charges, validity period and the procedure to unsubscribe
before activation of any value added service, which is chargeable.
4. Right for stoppage of all commercial calls/SMS fully or partially.
5. Right to get the rebate of rental in case of continuous disruption of service for more than 3
days.
6. To seek legal remedy in case the grievances of the consumer is not settled.
7. To get refund of security deposit within 60 days of request of termination of service subject to
adjustment of pending dues, if any.
8. Where a security deposit has been paid, BSNL is entitled to retain it and apply it as it decides
in full or partial satisfaction of any sums due from the customer to BSNL any time. In case of
closure of connection, if security deposit is not refunded within stipulated period of sixty days,
an interest at the rate of 10% per annum will be paid for the delay.
9. Right of consumers for termination or disconnection of service: The consumer can get the
service offered by BSNL terminated or disconnected any point of time by applying to the local
BSNL office. The consumer is, however obliged to make payment of all the bills in respect of
services availed by him.
10. Any consumer may, at any time
11.
1. during pendency of redressal of his grievance, whether by filing of complaint or
appeal, under these regulations; or
2. before or after filing of complaint or appeal, under these regulations, can exercise
his/her right conferred upon him/her under the Consumer Protection Act, 1986(68 of
1986) or any other law for the time being in force and seek redressal of his/her
grievance under that Act or law.
12.6.14 WHAT WE REQUIRE

Our telecom services are offered subject to the following general terms and conditions:
1. The services are for bona fide use of the customer/his family/organization
2. Any person, including foreign national with valid passport, who is major(In case of minor,
through guardian) can apply for a telecom service.
3. The subscriber shall not allow/ use the telecom service offered to him for any unlawful activity.
4. The provision of service is subject to the directions issued by government from time to time.
5. The fixed services are meant for specified location and the subscriber is not authorized to shift
the same without permission of BSNL.
6. The services are offered subject to regular payment of bills by the subscriber failing which
BSNL may suspend temporarily or disconnect or withdraw the service at its sole discretion.
7. While BSNL shall endeavor to ensure un-interrupted service of reasonable quality, it cannot be
held responsible for any deficiency or interruption in service due to reasons beyond its control.
8. BSNL at its sole discretion may revise the tariff rate subject to TRAI regulations.
9. The services can be suspended without prior notice by BSNL in the interest of public safety or
maintenance of law and order or other such exigencies.

Note: addition to above, terms and conditions specific to any service or service area including tariff
are available along with the Application Forms or can be had from local BSNL offices or downloaded
from our website www.bsnl.co.in

12.6.15 Information about RTI Matters

In terms of Section 5 (1) of the Right to Information Act, 2005, the Company has designated various
officials as Information Officers (CPIOs & PIOs) and Appellate authorities. The list of such officers is
available at the Company’s Website www.bsnl.co.in. The concern designated CPIOs, PIOs can be
approached for getting the information as pursuant to the RTI Act 2005 at various places.The details
are available on RTI link .

12.6.16 Information about Customer Service centre.

More than 3338(1024 outsourced + 2314 BSNL Managed) Customer Service Centers are operational in
urban and rural areas in the country. The detailed information about Customer Service Centre is
available on the respective circle’s web sites which can be accessed through BSNL main web
site www.bsnl.co.in

Registered And Corporate Office:

Bharat Sanchar Bhavan.
Harish Chandra Mathur Lane
Janpath, NewDelhi-110001

12.7 CONCLUSION:- Marketing research helps the management of a firm in planning by providing
accurate and up- to-date information about the demands, their changing tastes, attitudes, preferences
and buying. The prime objective of customer service is to identify queries of customers, interact with
customers, answer the queries of customers, resolve service issues, enhance customer experience and
foster relationships, improve credibility and create customer loyalty.