Casestudy - MTNL

Customer response to the online payment was very poor and MTNL wanted that changed. Web Access studied and analyzed the reasons for poor customer response backed with a limited validation survey. The reason for poor customer response was the lack of confidence and perception when interacting with the current UI. Web Access team re-designed the interface. The number of customer opting for on-line payments went up multi-fold in less than 3 months post implementation of the new interface.   Overview Delhi and Mumbai are India’s political and financial capital. MTNL is the largest telecom provider in these cities. MTNL provides its subscribers with basic telecom as well as dial-up internet and broadband services. It has recently become the first telecom company in the country to provide IPTV.

Business Need

As a service to its subscribers MTNL had provided an on-line payment facility. Good usage would mean less strain on the company’s physical resources as well as better customer satisfaction for the clients using the online system. The response was very poor. MTNL needed that changed without major modifications to the system.

Challenges and Requirements

There were 2 primary challenges facing us. The first was to identify the reason for the poor response and the second was to address it effectively.

Web Access Role

Web Access studied the payment application and its user interface. Our design team immediately reacted that the reason for the poor response was the lack of confidence and perception when interacting with the current UI. We did an informal limited survey to validate this. The next step was to re-design the UI without modifying any of the back-end or current approach. We re-designed the UI and the new UI was operational in less than a month after the initial meeting.

Benefits and Outcome

The benefits and outcome were immediate. The on-line payments went up multi-fold in less than 3 months after the new UI was made online.