Creating a culture club builds ownership of teamwork
Workplace cultures are the sum of everyone’s beliefs, behaviours, attitudes and skills. This means that no single person is responsible for culture, it belongs to the team.
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 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
In these tough times finding an earning opportunity that can be weaved into your lifestyle is hard. Doordash fits the bill nicely until y...
Fred Lawrence
DoorDash launches in Australia
Hello , great article!Fake followers have really become a big issue that needs to be identified and bring to an end.You can also include ...
Caitlyn Davis
Fake Twitter-follower market is adapting, growing, and getting ever cheaper
Did anyone proofread this document before it was published?
Beau Ushay
CMO Momentum 2020: How to embrace agile marketing
he decision to limit the initial version of the code to two US companies is discriminatory and will inevitably give an unfair advantage t...
Azeem Sohail
Google hits out at ACCC draft code of conduct for news media negotiations
You’re a warrior woman from way back. Just let the muscle memory take over!
Hannah Sturrock
Why fear trumps marketing theory - Marketing edge - CMO Australia