Gopal Das has recently taken over the reins of state-owned operator Bharat Sanchar Nigam Limited (BSNL). He has identified a few key areas to be tackled immediately. These include important growth segments, marketing, sales and customer relations. In an interview with tele.net, the CMD talks about his plans and strategies for the company. Excerpts..
Where do you see the company in the next two years?
I would like to see BSNL as a leading telecom service provider in the country with a strong global presence.
What are the growth plans of your organisation?
We are laying unprecedented emphasis on customer focus and care, sales as well as on marketing. We will leverage technology with a view to providing innovative and affordable services across all customer segments.
You do not have the kind of freedom enjoyed by private players. How do you propose to overcome this problem?
This is a challenge we have accepted and is our greatest source of inspiration. Accountability is the cornerstone of a PSU, which is ensured by the checks and balances in place. This is why people trust PSUs.
What have been the company’s recent achievements?
In an environment of fierce competition, BSNL has been able to hold its own, particularly in the mobility segment. We have been able to win the trust of the people. The difference between the main objective of private operators, namely, profit, and the main objective of a public sector enterprise, namely, service, has become more visible to discerning customers.
What initiatives can BSNL take to help it grow and compete with private companies?
We have recently restructured BSNL on the lines of our business units. Our objective is to provide an end-to-end focus on key growth segments and accountability for different businesses and functions of BSNL. We are also trying to give a significantly higher thrust to marketing, sales and customer activities. We have formed dedicated enterprise and wholesale business units, and have integrated network development and operation into a unified business unit.
What will be your company’s strategy in the future?
We believe in devising strategies with a view to consolidating our own gains. Other things like competition and rivalry will take care of themselves eventually. If we continue to enjoy the faith and trust of our customers, we will be more than satisfied. I am not suggesting that revenues and profits are of no importance to us, but I am only stressing the need for excellence in the provision of services to a greater number of people. Revenues and profits will come on their own.
Are there any innovative marketing or other techniques that you intend to initiate?
As I mentioned earlier, we have lately been providing a significant thrust to our sales and marketing efforts through an elaborate media mix. We intend to sustain our efforts in this direction. Innovation and product differentiation are some of the other areas we have to focus on.
What is your company’s target for the current fiscal year?
