Let’s face it — telecom companies have a chokehold on us. Every day, millions of us rely on them for calls, data, payments, and more. But here’s the twist — when something goes wrong, the same companies that bombard you with promotional texts suddenly vanish when you seek help. It’s like trying to talk to a wall… a well-decorated, highly automated, and completely unresponsive wall.
One such case — involving Airtel — perfectly captures this modern customer service nightmare. A simple recharge gone wrong spiraled into an exhausting saga of bots, zero accountability, and empty apologies. And let’s not sugarcoat it: telecom companies, despite being lifelines, have become expert at doing the bare minimum — unless it’s charging you for speaking to their support team.
Let’s unpack this, not just to rant — but to expose the loopholes, highlight the injustice, and push for change.
Welcome to the age of automation — where help is always “just a tap away”… unless you actually need help. Then, you’re trapped in a Kafkaesque loop of chatbots and templated messages that go nowhere.
Here’s what’s really happening behind those glossy apps:
- Bots Lack Context or Emotion: Chatbots are programmed to handle predictable issues — balance check, data packs, basic FAQs. But the moment you throw in a slightly nuanced concern? Error. They lack emotional intelligence, nuance, and flexibility. They’re not designed to think — just to respond.
- The Death of Human Interaction: Human agents are either hidden behind paywalls (yes, like Airtel charging ₹0.50/min) or completely removed from first-line support. Why? Cost-cutting. Telecom companies are more invested in building automated ecosystems than building actual customer relationships.
- Resolution is a Farce, Not a Goal: Most automated complaint flows exist just to record your problem, not resolve it. They give you a complaint ID, send a templated response, and call it a day. No follow-up, no ownership.
- The Mental Burnout of Customers: Having to repeat your issue to a bot, go through preset options that don’t apply, and ultimately get no solution is exhausting. It’s more than inconvenience — it’s disrespectful. Customers aren’t just numbers; they’re people. And bots simply don’t care.
Let’s talk specifics. Here’s a real customer experience that perfectly captures the chaos and negligence that plagues Airtel’s support ecosystem.
The Incident: “I mistakenly recharged my Airtel number with a ₹489 plan that overlapped with an existing one. Realizing the mistake within minutes, I immediately tried to raise a complaint via the Airtel Thanks App. But guess what greeted me? A robotic chatbot with predefined, useless options.”
Let’s break down what followed:
- Automated Hell Begins: Multiple attempts to escalate failed. Eventually, a complaint was “raised” — with an automated complaint number. No human followed up. No acknowledgment of the issue. Just a reference number floating in the void.
- Escalation Ignored: Thinking a direct route might help, the customer emailed official escalation contacts — appellate.tn@in.airtel.com and Content.Grievance@airtel.com. The response? Another template, redirecting the user back to the same broken app. No logic. No empathy.
- Charged to Talk to Support: After 24 hours of radio silence, the customer tried to reach a human voice. Surprise: Airtel charges ₹0.50 per minute to speak to a representative. Once connected, the rep casually said, “The issue will be resolved in 10 days.” Ten. Days. For a five-minute billing mistake.
- Social Media Runaround: With no resolution, the user turned to Airtel’s social channels. The result? A copy-paste response:
“Recharge was done more than 3 days ago, benefits already credited, cannot reverse. Appreciate your understanding.”
No explanation. No accountability. Just another door slammed shut.
This wasn’t just poor service — it was a display of systemic apathy. And sadly, it’s not rare.
Here’s the bigger picture: this isn’t just about Airtel. It’s about a broken system where telcos have become too big to care. Here’s why:
- They Know You Won’t Switch: With limited competition and number portability being a hassle, telecom providers bet on customer inertia. They know you’ll grumble but stay. That’s how they get away with mediocrity.
- “Customer First” is a Lie: The marketing is slick: “We care.” “We’re listening.” But in practice? Most policies are anti-customer. Like charging to speak to support. Or refusing refunds for genuine mistakes. It’s all optics.
- Zero Legal Accountability: While TRAI (Telecom Regulatory Authority of India) has guidelines for grievance redressal, enforcement is weak. Most customers don’t have time or legal knowledge to take their complaints beyond social media or email. Telcos exploit this gap.
Final thoughts: We Deserve Better
Let’s stop pretending this is okay. Telecom companies like Airtel are essential service providers, and yet their support system treats paying customers like an afterthought. Automation is great — but not when it replaces human empathy. Not when it deflects responsibility. And definitely not when it costs you money and mental peace.
If you’ve ever felt powerless dealing with your service provider — you’re not alone. But silence helps no one. Demand better. Call them out. Escalate, complain, and don’t back down.
Because until we, as users, hold these giants accountable, they’ll keep counting profits — not problems.
