An in-depth understanding of consumers sits at the heart of what we all need to do, but we know it’s not always easy to uncover insights that will unlock a true innovation opportunity.
CRM isn’t the most exciting topic to discuss around the executive table, but its importance cannot be denied by organisations trying to become more customer-centric in their make-up and mindset.
At Telstra, a multi-year journey building out its CRM capabilities is fuelling a transformation program that has not only raised the bar on one-to-one customer engagement, but is also driving revenue and services uplift through real-time relevancy.
“Everything used to be solved with a TV ad, and Telstra was very much about above-the-line advertising,” director of CRM, loyalty and digital marketing, Nick Adams, told CMO. “Three years ago, we started as a leadership circle to think about how we could approach communicating with customers in a more 360-degree way.
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