Allen Lew, the chief executive of Singtel Optus, also told staff, during a weekly meeting, that they should report colleagues to who were not up to the mark, MSN reported.
Lew made his statements at the weekly TGIF (Thank God It's Friday) meetings. Optus has seen a 35% surge in complaints in the recent Telecommunications Industry Ombudsman's report.
The report quoted Lew as telling employees, "The customer is why we exist. If you make customers unhappy, you will be sacked."
The company faces $10 million in penalties in connection with this action.
At the meeting in question, staff were shown a segment from Channel Seven about the complaints.
Lew told his staff after this had screened: "Watch this and be embarrassed. At Optus there is only one boss: not me, the customer."
MSN quoted Optus vice-president of regulatory and public affairs, Andrew Sheridan, as saying in a statement that Lew was "passionate about customer service and in a recent address to staff did not sugarcoat his bitter disappointment regarding Optus’ performance in a recent annual TIO complaints report".
"Allen expects every Optus employee to be clear that we are all answerable to our customers, and that we are all responsible for delivering exceptional customer experience, not just those interacting with customers through stores and call centres," Sheridan added.