Predictive. Personal. Proactive: How ACT Fibernet is Shaping the Future of Customer Experience
“In an industry where the service is invisible, what truly stands out is how intelligently it’s delivered. At ACT Fibernet, we leverage AI and advanced analytics to transform customer experience from reactive to predictive. By understanding behaviour patterns, we resolve issues before they surface, ensure consistent uptime, and personalise support at scale. Technology and innovation are no longer back-end functions — they are shaping everyday digital experiences.”
– Mr Ravi Karthik, CMO and Chief Customer Experience Officer, ACT Fibernet
Customer experience (CX) today is not a support function. It is the heartbeat of brand success. In the telecom sector, especially in broadband services, customers rarely see the product—they experience it. Therefore, delivering flawless service becomes not just important, but critical. ACT Fibernet, one of India’s largest wired ISPs, has understood this well. With operations in 25 cities and a customer base of over 2.4 million, the company has built a strong reputation for reliable, high-speed broadband. But reliability alone does not win loyalty anymore. What sets ACT Fibernet apart is its commitment to intelligent customer experience.
Moving From Reactive to Predictive
Traditionally, CX has been reactive. A problem occurs, and the customer reaches out. However, ACT Fibernet has flipped that model. By leveraging artificial intelligence and advanced analytics, the company anticipates customer needs even before issues emerge.
This transition is not just technological—it’s strategic. Predictive support reduces customer effort and anxiety. Instead of waiting for complaints, ACT Fibernet actively monitors behavioural data and usage patterns. For instance, if the system detects an irregularity or possible connectivity drop, it can initiate preventive maintenance or send alerts automatically.
The result? Faster resolutions, fewer complaints, and happier customers.
Human-Centered Design, Technology-Enabled Solutions
Despite the emphasis on AI, ACT Fibernet has not forgotten the human touch. Predictive systems are designed not to replace people but to empower them. Customer service representatives now receive contextual insights in real-time. This allows them to deliver more personalised support.
Moreover, ACT’s customer interactions—whether over app, phone, or email—are informed by a 360-degree view of the user. From past complaints to current bandwidth usage, every detail helps deliver faster and more meaningful conversations.
This level of proactive service is only possible because the company integrates customer data across systems. Siloed data has no place in modern CX. ACT Fibernet’s unified approach ensures consistent service across channels.
Personalisation at Scale
Another cornerstone of ACT’s customer experience strategy is personalisation. Not all customers use internet the same way. Some stream HD content, others work from home, while many rely on seamless video calls. Understanding these patterns allows ACT Fibernet to suggest better plans, faster upgrades, and even relevant value-added services.
With AI, this personalisation is scalable. Rather than manual intervention, the system identifies customer segments and automatically curates solutions for each. Importantly, ACT ensures that this does not become intrusive. Suggestions are timely, relevant, and designed to enhance the customer’s life—not disrupt it.
Delivering Invisible Service, Intelligently
Ravi Karthik’s quote captures an essential truth—broadband is an invisible service. Unlike physical goods, you cannot see or touch the internet connection. You feel it when it works flawlessly. You notice it only when it doesn’t.
Therefore, the onus is on service providers to make this invisible service feel dependable and intuitive. ACT does this through consistent uptime, fast issue resolution, and smart communication.
For example, customers are proactively informed of scheduled maintenance. In the rare event of outages, updates are frequent and transparent. These small touches have a big impact. They reduce uncertainty and build trust.
Elevating CX Through Continuous Innovation
ACT Fibernet’s leadership in CX did not happen overnight. It is the result of sustained innovation. Back in 2017, the company introduced 1 Gbps speed in Hyderabad, a first in India. Later, Bengaluru and Chennai followed.
In 2019, ACT launched ACT Stream TV 4K, combining high-speed broadband with smart entertainment. Each of these launches was backed by customer research and usability studies. Clearly, customer experience is not an afterthought—it is the foundation.
Moreover, the company’s marketing head, Ravi Karthik, brings valuable cross-industry insights. With over a decade of experience across Flipkart, P&G, and HealthKart, Ravi understands consumer behaviour deeply. He combines this with a sharp understanding of analytics and digital tools.
This blend of strategy and empathy is what drives ACT Fibernet’s CX playbook.
Challenges and How ACT Overcomes Them
Of course, the path to great CX is not without hurdles. Telecom infrastructure in India faces challenges like inconsistent power supply, legacy systems, and a complex regulatory environment.
Yet, ACT Fibernet counters these with agility. It continuously upgrades backend systems, retrains field staff, and adopts global best practices. The company also partners with local vendors to ensure last-mile delivery does not suffer.
Additionally, ACT invests in feedback loops. After every interaction, customers can rate their experience. This real-time feedback feeds into the company’s CX dashboard, ensuring swift corrective action.
Future-Ready, Customer-First
Looking ahead, ACT Fibernet is focused on deepening its CX capabilities. The company plans to expand its analytics framework and add more AI-driven touchpoints. However, it remains committed to the core principles of customer-centricity—ease, empathy, and efficiency.
Moreover, ACT’s vision includes empowering customers with greater control. Through the ACT app, users can now manage their plan, monitor usage, raise tickets, and upgrade in just a few taps. Self-service is not just a convenience; it is a mark of confidence in the user.
Final Thoughts
Customer experience is evolving fast. Today’s users expect more than just good service—they seek seamlessness, proactiveness, and personalisation. ACT Fibernet understands this shift and is already ahead of the curve.
By blending technology with empathy, data with insight, and automation with human touch, ACT delivers what modern customers truly value: peace of mind.
As Ravi Karthik rightly puts it, in a world where the service is invisible, how intelligently it’s delivered makes all the difference.
