With CMO job in flux, Telstra sees improved customer advocacy

'We must continue to become a truly digital and social company,' says Telstra CEO David Thodey during the telco's financial results presentation

Telstra CMO Mark Buckman announced his resignation last month.
Telstra CMO Mark Buckman announced his resignation last month.

Telstra will announce a new chief marketer in four to six weeks, its CEO, David Thodey, confirmed during a media conference for Telstra’s 2013/14 financial year results.

Current CMO, Mark Buckman (pictured), resigned from the role in July, four years after joining Telstra as CMO and five months after being promoted to managing director of marketing and media.

Thodey said Buckman will remain with the company for “a couple” more months, oversee all of Telstra’s brand and digital media growth activities and sat on the executive committee. At the time his exit was announced, a Telstra spokesperson said the company would be considering two separate appointments to cover Buckman’s CMO and head of media functions.

Related: Dialling into customer advocacy: Telstra's Mark Buckman talks to <i>CMO</i>

Thodey stressed the importance of customer experience during the financial results briefing. Telstra announced a net profit of $4.27 billion for the fiscal year ending 30 June, an increase of more than 14 per cent year-on-year.

"We must continue to become a truly digital and social company," Thodey said. "We will continue to put the customer at the centre of everything we do."

Thodey said Telstra’s efforts around customer advocacy saw an its Net Promoter Score (NPS) record an aggregated improvement of three points over the 2014 financial year, as well as reduced customer churn.

In addition, Telstra’s one-year-old loyalty program, Telstra Thanks, has been a success with customers, he said, with 1.6 million customers purchasing tickets for movies, music or sporting events.

Promoting customer advocacy is “about improving customer service, delivering better products to our customers and of course making it easier to do business with us,” Thodey continued.

Telstra has recently sought to personalise service to customers in two ways. Whenever customers contact Telstra, staff now give their names and contact details. Also, whenever a customer buys a post-paid service, someone at Telstra will ring within 48 hours to see that everything is working well.

“We’re seeing significant improvement in the NPS score across all those interactions we have with our customers,” Thodey said. “We’re going to continue to focus in on that area, because if we don’t, we can’t really move forward.”

Adam Bender covers digital marketing and emerging technology for CMO and is the author of dystopian sci-fi novels We, The Watched and Divided We Fall. Follow him on Twitter: @WatchAdam

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

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

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

That’s great! While 95% of customer value high-quality support over speed, delivering both is vital in this competitive age. Integrating ...

Akansh M

Foxtel debuts in-app messaging chat to improve customer service

Read more

Thanks for the post

Ashirwad Towers

How a brand facelift and content strategy turned real estate software, Rockend, around

Read more

Like we have been growing in technology since the first industrial revolution and never stopping but when it comes to businesses around t...

Bhooshan Shetty

Predicting the Future: Marketing science or marketing myth?

Read more

Was really informative. Customer retention is very important for companies as retaining customers are simpler compared to making new ones...

Bhooshan Shetty

Gartner survey: CMO spending hit by COVID-19

Read more

Couldn't agree more!The way AI and machine learning as evolved over these years, it has completely changed the look of marketing and cust...

Bhooshan Shetty

Marketing 2030 and the rise of the machines

Read more

Blog Posts

Life beyond the cookie: 5 steps to mapping the future of marketing measurement

​There’s no denying there’s been a whirlwind of response to the imminent demise of the third-party cookie from all parts of the industry. But as we’ve collectively come to better understand the implications, it’s clear this change is giving the digital advertising industry the opportunity to re-think digital marketing to support core industry use cases, while balancing consumer privacy.

Natalie Stanbury

Director of research, IAB Australia

Ensuring post-crisis success

The COVID-19 pandemic has exposed brands’ CX shortcomings and a lack of customer understanding. Given ongoing disruption, customer needs, wants and expectations are continually changing, also causing customers to behave in different ways. Just look at hoarding toilet paper, staple and canned food, medicinal and cleaning products.

Riccardo Pasto

senior analyst, Forrester

A few behavioural economics lesson to get your brand on top of the travel list

Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.

Dan Monheit

Co-founder, Hardhat

Sign in