41 mn customers lost, Bharti Airtel focuses on user retention, acquisition

Firm has set up 100 next-gen stores nationwide, has also been shifting existing store formats to new variant; will spend Rs 2,000 cr on digital transformation plan

Faced with growing consolidation in the telecom space and a falling customer base, Bharti Airtel is focussing on both, user retention and acquisition of new subscribers. The company is not just leaning on tariff wars and content on its platform to achieve this end, but is overarching itself to “improve its relationship with its customers” by providing them with superior experience at its retail stores.

As on September 2018, Bharti Airtel had a customer base of over 444 million across its operations, which declined by 9.23 per cent at 403 customers by the end of December 2018.

The country’s largest