Case study · National telecom service experience
BSNL: Many customer jobs, one connected service
BSNL is India’s public-sector telecom provider. Branditify worked on its connected service experience: recharge, bill payments, broadband, SIM and eSIM, coverage and support, reachable on the web, in the app and in a chat.
The project
Self-service for a national network
Telecom customers arrive with a job to do. The experience puts each job one step from the first screen, whichever channel they use.
BSNL serves mobile, broadband and enterprise customers across India. Most visits start with a specific job: top up, pay a bill, get a connection, check coverage, get help.
Branditify worked on the connected service experience that carries those jobs across three channels: the web, BSNL’s self-care app and an assisted-support chat.
The idea is to organise all three around the jobs customers come for, so a customer can start from whichever channel is nearest.
What did Branditify do for BSNL?
Branditify worked on BSNL’s connected service experience: the customer journeys for recharge, bill payments, broadband, SIM and eSIM and coverage, across the web, mobile self-service and assisted support.
Was the work web, mobile or both?
The experience spans web, mobile and assisted support. The web experience is the centre of the work shown here; the self-care app and the chat carry the everyday jobs too.
The project at a glance
- Client
- BSNL (Bharat Sanchar Nigam Limited)
- Category
- Telecom · public sector
- Project type
- Connected service experience
- Channels
- Web · Mobile self-service · Assisted support
- Journeys
- Recharge · Bills · Broadband · SIM / eSIM · Coverage · Support
One ecosystem
Three channels, one set of jobs
The customer does not think in channels. They think “recharge”, “pay the bill”, “is there coverage here?” The experience organises each channel around those jobs, starting with the most common ones.
Web
Quick recharge and bill payment on the first screen, and a Quick Start panel for everything else.
Mobile
The self-care app puts everyday jobs (recharge, bills, fibre, a 4G SIM) in quick actions on the home screen.
Assisted support
A chat assistant opens with a short list of jobs: prepaid, postpaid, broadband, bills and complaints.
- Recharge
- Bill payments
- Broadband
- SIM / eSIM
- Coverage
- Support
Which customer journeys were included?
Recharge, bill payments, broadband acquisition, SIM and eSIM journeys, coverage discovery, mobile self-service and conversational support.
What did assisted support mean in this project?
A chat assistant that opens with a short list of jobs, so a question about a bill or a broadband connection starts from the right place.
Web self-service
The job starts on the first screen
The two most common jobs need no navigation at all; the rest are one tap away in Quick Start.
Quick mobile recharge
A mobile number and a Recharge button, right under the headline.
Instant bill payment
Choose fibre and Wi-Fi or mobile postpaid, enter the account, pay.
Quick Start
Recharge, a new fibre or Wi-Fi connection, a SIM or eSIM (or porting a number), bills, dedicated internet and a coverage check.
How were recharge and bill payments represented?
As two short forms on the first screen: a mobile number and a Recharge button, and a bill payment that asks only for the connection type and the account.
Did the work include broadband, SIM and coverage journeys?
Yes. Quick Start leads to a new fibre or Wi-Fi connection, ordering a SIM or eSIM or porting a number, and checking 4G and Wi-Fi coverage.
Mobile and assisted support
The same jobs, in a pocket and in a chat
The app and the chat are not separate products bolted on. Like the web, each opens with the jobs customers come for.
The self-care app
Quick actions on the home screen: recharge, pay a bill, landline, book fibre, upgrade to a 4G SIM, and a new connection.
The assistant
A chat that opens with options: prepaid, postpaid, broadband, joining BSNL, complaints, and mobile or landline bills.
What the work covered
A service experience, across three channels
- The web experience for BSNL’s customer jobs
- Journeys for recharge, bill payments, broadband, SIM / eSIM and coverage
- The web experience’s way into the self-care app and the assistant
Did Branditify build BSNL’s entire telecom backend?
No. The work was the customer-facing service experience. None of BSNL’s network, billing or customer systems is part of this case study.
Which Branditify services does the work prove?
Premium Websites, for the web service experience.
Is there a Telecom Industry page on Branditify?
Not at present. BSNL is a telecom and public-sector organisation, so this case study is not mapped to an Industry page.
Can Branditify work on a service experience for another large organisation?
Yes. An organisation whose customers arrive with a specific job, across more than one channel, is a good fit. Tell us about yours through the enquiry form.
Related at Branditify
Where this work fits
More large-scale work
Other experiences built around the customer’s job
Questions
About this project
What did Branditify work on for BSNL?
The connected service experience for recharge, bills, broadband, SIM and eSIM, coverage and support.
Which channels does the experience cover?
Web, mobile self-service and assisted support.
Did Branditify build BSNL’s network or billing systems?
No. The work was the customer-facing experience.
Which Branditify service relates to this project?
Premium Websites.
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Customers arriving with a job to do?
Tell us what your customers come to do and where they come from, and we will reply with how we would approach the experience.