Australia's largest telco shares how new marketing technology investments and a mindset shift to data-driven marketing and driving customer engagement
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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In the third and final episode of our 3-part CMO50 video series exploring modern marketing and why it’s become a matter of trust, we’re delighted to be joined by Telstra’s former CMO and now digital services and sales executive, Jeremy Nicholas, and Adobe VP Marketing Asia-Pacific and Japan, Duncan Egan.
Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.
Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?
As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.
