Transforming Customer Service in Indian Telecom with ServiceNow
40%
improvement in First Call Resolution
30%
Workload was reduced
1
day for service and dispatch
Introduction
The Indian telecom industry is at a turning point, with millions of subscribers expecting instant, reliable, and digital-first support. To stay competitive, telecom providers must address challenges like fragmented service channels, high customer churn, and slow onboarding. This case study showcases how a leading Indian telecom operator achieved telecom customer service transformation through ServiceNow for the telecom industry, creating a seamless experience for both customers and service agents.
Client Overview
Our client is a Tier-1 Indian telecom provider with a nationwide presence, serving over 50 million subscribers across prepaid, postpaid, and enterprise segments. The company manages a vast network infrastructure and offers bundled digital services like mobile, broadband, and OTT partnerships.
Challenges
Despite being one of India’s largest telecom providers, the client faced mounting business and operational challenges that directly impacted customer satisfaction and retention.
Fragmented Customer Support Channels
The operator relied on multiple disconnected systems to handle customer queries—call centers for voice complaints, WhatsApp and Twitter for digital escalations, and retail stores for in-person support. None of these channels communicated with each other. A customer who raised a complaint via social media often had to repeat the issue when calling the contact center, creating frustration and eroding brand loyalty.
Slow and Inefficient Onboarding
New customer acquisition was a growth engine, but onboarding was a pain point. Activating a new SIM or enterprise connection required multiple manual verifications, including paper-based KYC checks, leading to 48–72 hours of waiting. In a competitive market where rivals offered instant activation, this delay directly contributed to churn during the first 90 days.
Overloaded Call Centers with High Repetition
Support agents spent 60–70% of their time handling repetitive issues such as balance inquiries, data pack validity, or SIM reissue requests. These low-value tickets kept piling up, leaving little bandwidth for complex queries like enterprise service outages or billing disputes. Customers with urgent issues often experience long wait times, resulting in poor CSAT scores.
Lack of Visibility for Service Agents
Each customer interaction was stored in silos. If a user had previously complained about network drops, the next agent had no visibility into the history, forcing customers to explain their issue repeatedly. This lack of a “360° customer view” caused inefficiencies, slower resolution times, and lower Net Promoter Scores (NPS).
Siloed Data Architecture
Customer data resided in different silos—network systems, billing records, call center logs, and retail sales data. Without a unified data model, agents struggled to access accurate customer history in real time. This data fragmentation caused delays and errors in query resolution.
Limited Automation
Processes like SIM activation, KYC verification, and service provisioning still require significant manual intervention. This not only delayed turnaround times but also introduced human errors. Repetitive tasks, such as password resets or balance checks, unnecessarily burden technical resources.
Integration with Field Operations
Dispatching field technicians for home broadband installations or enterprise line maintenance involved manual coordination. Service orders raised in the CRM had to be manually copied into separate scheduling tools. This lack of integration delayed installations by 2–3 days on average.
Solution
To overcome these challenges, the telecom provider implemented a unified ServiceNow Customer Service Management (CSM) platform, complemented by Field Service Management (FSM) and Automation Engine. The transformation focused on integrating fragmented systems, automating manual processes, and giving both customers and agents a seamless experience across every channel.
Integration with Field Operations
Results
Faster Onboarding and Service Activation
- SIM and broadband activation time reduced from 48–72 hours to less than 15 minutes through automated KYC and digital workflows.
- Enterprise connection provisioning timelines cut by 60%, enabling faster go-to-market for business clients.
“Earlier, customers had to wait for days to get activated. Now, with a few clicks, we can onboard them instantly. This has been a game-changer for both customer trust and market competitiveness.” – Chief Digital Officer, Telecom Client
Improved Customer Experience and Retention
- First Call Resolution (FCR) improved by 40%, as agents gained full visibility of customer history.
- Customer Satisfaction (CSAT) scores increased by 35% within six months of go-live.
- Early churn within the first 90 days dropped by 22%, owing to smoother onboarding and faster issue resolution.
“Our customers no longer need to repeat themselves across channels. ServiceNow gives our agents the full picture, and that has directly improved customer loyalty.” – Head of Customer Experience
Call Center Efficiency and Cost Savings
- Over 50% of repetitive inquiries (balance, validity, SIM reissue) were resolved through self-service and virtual agents.
- Call center workload reduced by 30%, allowing agents to focus on complex cases.
- Operational costs reduced by the equivalent of 8 FTEs annually through automation.
“Our teams now spend time on meaningful issues, not password resets. That shift has made a visible impact on both productivity and morale.” – Customer Service Operations Lead
Field Operations Optimization
- Installation and repair dispatch time reduced from 2–3 days to same-day service.
- Field engineers saved an average of 60 work hours daily by leveraging the FSM mobile app and automated scheduling.
“Earlier, coordinating field work was chaos. With automated dispatching, technicians arrive on time, and customers are delighted.” – Field Operations Manager
Business Impact
- Revenue realization accelerated, with new subscriber orders processed 2x faster than before.
- Year-over-year customer base growth improved by 18%, fueled by better onboarding and service quality.
- The operator established a scalable foundation for future expansion into 5G and enterprise services using the ServiceNow platform.
Key Learnings
1. Omnichannel Is No Longer Optional
Customers expect consistent service across voice, digital, and retail channels. By consolidating interactions on a single platform, the client not only improved CSAT but also reduced service duplication. For telecom providers, this is now a baseline expectation, not a differentiator.
2. Automation Drives Both Scale and Savings
Manual processes like KYC verification and SIM activation were not just slow; they were also costly. Automating these tasks with ServiceNow workflows freed up significant agent capacity and eliminated repetitive errors. Investing in automation provides immediate ROI while improving customer satisfaction.
3. A 360° View Transforms Customer Relationships
Without integrated data, agents were blind to past interactions. Providing a unified customer view empowered service teams to resolve issues faster and with greater empathy. This single step had a direct and measurable impact on churn and loyalty.
4. Field Service Integration Is Critical for Telecoms
In telecom, customer experience often extends beyond the contact center into the physical world—whether it’s broadband installations or network repairs. Automating dispatch and enabling technicians with mobile apps shortened resolution times and created tangible improvements in customer trust.
5. Future-Proofing with a Scalable Platform
Conclusion
For the telecom provider, implementing ServiceNow CSM and FSM was not just a technology upgrade; it was a business transformation. By consolidating channels, digitizing onboarding, automating repetitive processes, and integrating field operations, the company delivered faster, smarter, and more consistent customer experiences.
The results were clear: reduced onboarding time, higher CSAT scores, lower churn, and accelerated revenue realization.
At LMTEQ, we specialize in helping telecom providers unlock the full potential of ServiceNow CSM. From strategy and implementation to integration and optimization, our expertise ensures faster adoption and measurable results.
Ready to transform your customer service operations? Talk to our ServiceNow experts today.
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