Optus highlights importance of customer advocacy in latest financials

Australian telco reports a 6-point rise in its net promoter score, bringing it up to a positive figure for the first time in several years

Optus has stressed the importance of customer advocacy for future growth after reporting improved customer engagement rates in its latest quarterly financial results.

The telco reported a 41 per cent leap in net profit for the three months to 31 December 2013 to $227 million, off the back of a 5.4 per cent dip in revenue to $2.16 billion.

In its statement, Optus said the focus on customer engagement and innovation resulted in significant improvements to its net promoter score (NPS) during the quarter. NPS results have traditionally been troublesome for the telco sector and much lower than compared with other industries.

Over the quarter, Optus improved from a negative figure to +5 compared to the same quarter last year, an improvement of six points and its first positive customer benchmark score in several years.

It also reduced its average monthly churn from 1.8 per cent to 1.4 per cent over the same period.

The company attributed this to a range of customer-centric initiatives in Australia including its decision to take back ownership of 120 franchised stores, as well as an ongoing store refit program. In the past quarter, it has fitted out and rebranded 57 stores. The Optus website and MyOptus app redesign, along with intensive customer service training for 1500 frontline retail staff, were also highlighted.

On the product front, customer-oriented enhancements included the launch of new fixed broadband bundles “without hidden fees or restrictive terms”, along with extending more prepaid mobile plans to 4G services, the company stated.

“Optus is making real progress, increasing its leadership over key competitors in customer advocacy,” claimed country chief officer for Australia, Kevin Russell. “We’re seeing an accelerated take-up of initiatives like My Plan, which provides customers with greater certainty over the cost of data usage.

“Customer advocacy is a critical platform for our business to grow strongly in the years ahead.”

More on Optus

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

What happens when the 'market' becomes a 'customer'?

One of the insightful things that has been said to me recently came from an independent consultant working at a major FMCG client. He said: “The problem here is that we have some people who are world-class at marketing to the masses, but they haven’t got a clue about how to speak to a customer.”

3 Metrics to measure B2B content marketing ROI

Content marketing has become a key pillar for marketing departments of all sizes across the world. But how do you measure – and ultimately prove – the effectiveness of the time, money and energy spent on content marketing?

How global brands can connect on a local level

The dot-com boom allowed brands to easily access the global market. Thanks to this increased exposure and worldwide awareness, brands can no longer exist in a local bubble.

Dan Ratner

managing director, Uberbrand

Informative comments , I loved the info , Does anyone know if my assistant could get ahold of a blank 2011 IRS 8804 - Schedule A document...


Telstra unveils fresh digital content media services

Read more

So, the one thing I would say is .. the customer already has a voice, whether you wanted them to have one or not .. and they have a platf...

Paul Gilbert

Why digital strategy equals customer experience

Read more

Appliances online are doing a good job online, but they're still not giving customers a truly powerful online experience in my view. Wher...

Graham Howlett

Navigating the future of omni-channel retailing

Read more

For both businesses and marketers alike who want a digital marketing platform that supports data visualization, integrated analytics and ...


Adobe to bolster analytics capabilities of Marketing Cloud with Digital Analytix acquisition

Read more

Good Content is a crucial part in Marketing ROI. No doubt metrics like sharing & engagement, consumption, & lead generation &...


3 Metrics to measure B2B content marketing ROI - B2B marketing - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in