BSNL seeks help to improve competitiveness

31 May 2024

Boston Consulting Group (BCG) has been asked to prepare a three-year roadmap to improve the competitiveness of state-owned Indian operator BSNL.

The key areas on which BCG will advise the service provider include reducing operational cost, improving revenue, providing better customer experience, leveraging emerging technologies to improve sales, and better sales and marketing strategies.

BCG will both devise strategies and help implement them and will also be given performance incentives. Specifically, BCG will analyse the gaps in BSNL’s current approach across key circles (administrative areas, often equivalent to states) and help it achieve a number of revenue targets as well as reduce its operating expenses by 5% annually. A new sales and distribution policy and a reduction in commissions and incentives are also being targeted.

BSNL seems also to be targeting the need to improve customer complaint resolution and customer discovery, acquisition and retention. Data monetisation, how the brand can be strengthened, and better performance in the enterprise segment through cloud solutions, 5G captive networks and internet of things (IoT) solutions are also seen as important.