Myth of the ‘Customer’ God

With a billion people, Indian market is a lucrative proposition for business. A BILLION seems a lot. But under the hood, remains the hypercompetitive economy where even now approximately 70% people live under $2/day income.

In such a condition, would operators really care about their own existence or would they care about managing customer’s experience? Official answer is ‘Customer comes first’, unofficially, ‘save thy skin’. If a customer care centre is called by a consumer roughly 5 times in a month, the ARPU value goes flying out of the window. So the obvious choice is customer differentiation, the good term of which is ‘segmentation’. Now if You segment, You serve only the top priority customers, while the masses lay amass- lol, You have the Important Gods and the no-so-important Gods.

It is absolutely possible to manage experience, when the business is sustainable, but I am not sure of the practicality of the same in economies like India and Africa et al. Hence just for the sake of business sustainability, is it not more important for the operators playing in such markets to concentrate more on survival strategies? This brings me to asking, what is more important for operators and hence companies at large- is it not safe-guarding investments and returns on investments- at all quarters and corners of business? Or would You invest to ‘serve’ customers’ experiences while You bleed white?. The following question that keeps coming up then is – should the activity of business stabilization not be in scope of the motherhood term called ‘revenue assurance’?

Moinak Banerjee
Moinak works at Protiviti Kuwait, as Product Lead for their Risk Technology Services. Over the years, he has worked in product management for several leading vendors of telecom OSS/BSS software.