Airtel has rolled out a film through which it's challenging itself to get complaints from customers down to zero.
Conceptualised by Taproot Dentsu, the film shows OOH boards with random numbers. The voice over explains that the number indicates the number of dissatisfied consumers who have asked questions to the company. Airtel aims to get that count, which is in lakhs in most places, down to zero.
Shashwat Sharma, chief marketing officer, Bharti Airtel, said, “The relationship between Airtel and its customers has never been more important, and to serve them even better we have decided to take our customer obsession to the next level. We know that 'zero questions' is an impossible utopian thought especially for a telecom brand, but that won’t stop us from trying because we know that the closer we get to zero, the happier our customers will be. We promise to be humble, learn every time we fail and be relentless in our approach. For us, this is not just a campaign, we are now re-engineering the entire organisation towards this goal and are obsessed with building a culture of consumer centricity.”
The campaign also has digital and print legs.