Pushing happiness

Mobile operators are talking a new language — customer service and retention. What’s behind this change of heart?

After years of chasing new subscribers, mobile telecom operators have a revised target — loyal and profitable customers. “From the maniacal focus on customer acquisition, the emphasis now is on customer sensitivity,” says Himanshu Kapania, MD, Idea Cellular. What that means is operators will now reward users who stay with them and bring in the money. Idea has been offering customised calendars and a chance to meet its brand ambassador Abhishek Bachchan; Airtel is giving away Satya Paul accessories worth ₹5,000 to those whose postpaid bills exceed ₹2,000 a month. Airtel also selects the most suitable data and voice plans for its customers based on their usage patterns (through data analytics) and keeps them informed through SMS and e-mails.