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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Cannes Part 2: How Adidas is maximising digital while articulating culture

“Retail is not dead”. This was the bold statement made by, Michael Treff, president of Adidas’ digital creative agency, Code and Theory, at this year’s Cannes Lion festival of creativity.

Nickie Scriven

CEO, Zenith

Cannes Part 1: Why brands must put human interactions at the heart of their business

As a Media Juror at this year’s Cannes Lions, I was fortunate enough to attend the world’s most influential festival of creativity and listen to thought-leading marketers from around the globe.

Nickie Scriven

CEO, Zenith

4 creative skills that will be useful forever

In recent times, the clarion call from futurists, economists, marketers, educators and leaders the world over is one of slight panic, “The world is changing and you’re not ready for it!” And of course, they make a very good point.

Kieran Flanagan and Dan Gregory

Speakers, trainers, co-authors

Being an investor who has an understanding of the finance industry, I would question the validity of this article, judging by the impairm...

Rowan

How a customer-led digital transformation has helped this CMO generate $6m in incremental business

Read more

An interesting update considering that today is the easiest way it has ever been to measure contribution to the business as well as the h...

Frederic

State of the CMO 2019: Tenure shortens, pressure is on as marketers strive to demonstrate impact

Read more

I thought this was what Salesforce Audience Studio (formerly Salesforce DMP) was supposed to do. How are a CDP and a DMP different? I'm c...

Tony Ahn

Salesforce announces customer data platform

Read more

Well written Vanessa!! Agreed with your view that human experience is marketing's next frontier. Those businesses who are focused on the ...

Clyde Griffith

Forget customer experience, human experience is marketing's next frontier

Read more

Great tips for tops skills need to develop and stay competitive

Nick

The top skills needed to stay competitive in a rapidly changing workforce

Read more

Latest Podcast

More podcasts

Sign in