Telstra CEO: Customer advocacy is top strategic growth priority

David Thodey shares list of initiatives aimed at personalising customer engagement, as well as rising digital interactions

Telstra CEO, David Thodey
Telstra CEO, David Thodey

Telstra’s chief executive has flagged customer advocacy as the group’s highest strategic priority and highlighted a range of initiatives driven in the name of personalising services during its annual general meeting.

Telstra CEO, David Thodey, said customer advocacy is one of its three strategy pillars and a core growth driver for the business. He noted 11 million customer surveys, at an average of 30,000 daily, were conducted in the past financial year, with feedback used to improve services.

Other initiatives details over the last 12 months include call centre operators now giving customer their name and contact details at the end of each call to make it easier for follow-up with the same support individual. Field technicians are also leaving a calling card after installing new or repairing existing services.

In stores, new post-paid mobile customers now receive a phone call from the consultant that served them within 48 hours of purchase as part of Telstra’s onboarding program.

“Customer advocacy is our highest priority and we see it as not just serving our customers better, but providing such great service that they are willing to be advocates for Telstra,” Thodey said. “We are committed to building Telstra into a business that has the customer at the centre of every decision, every action, every opportunity, every day.”

Thodey then discussed the need to continue lifting the telco’s game in the online services space. As a way of highlighting the importance of digital channels in customer advocacy, he pointed out Telstra currently has 1.5 million page views on its Telstra.com website daily, and 6 million unique visits online per month. The telco also engages in 200,000 online chat sessions monthly, and has 1.7 million customers using its 24 x 7 mobile app to manage accounts and services online.

In addition, 90,000 personalised emails and SMS confirmations are sent to customers every day, and 360,000 customers have signed up to Telstra’s 12-month old StayConnected mobile phone service. The telco also claims it helped 220,000 customers via the Telstra Platinum technical support service, which launched in November last year.

“There is no doubt this trend towards online services will continue to grow and we will continue to invest in our digital capabilities,” Thodey continued. “However, we will always give our customers the choice of how they wise to interact with us – in person, on the phone or online.”

In his financial results presentation in August, Thodey stated 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.

Telstra reported total income of $26.3 billion for the year to 30 June 2014, a rise of 6.1 per cent year-on-year. EBITDA reached $11.1bn, while net profits lifted 14.6 per cent to $4.3bn.

Across the board, the group added nearly 1 million new domestic retail mobile customers and now has 16 million retail mobile services in Australia. Over the past three years, Telstra has added almost 4 million new retail mobile services, Thodey said.

“These results were underpinned by our commitment to provide our customers with the best connectivity on Australia’s leading network,” he added.

More on Telstra’s customer engagement and digital strategy

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

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

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

Non-linear transformation: The internal struggle

Let’s face it, transformation is messy. Every business is different, with a set of specific challenges based on a mixture of external (the market, competitors, regulation) and internal factors (technology, people and process investments over time).

Neil Kelly

Partner, transformation, Wunderman Thompson

7 ways to champion a human centred design culture

Human Centred Design (HCD) has come a long way in the last decade with many forward-thinking organisations now asking for HCD teams on their projects. It’s increasingly seen as essential to unlocking innovation, driving superior customer experiences and reducing delivery risk.

Shane Burford

Head of research and design, RXP Group

Building a human-curated brand

If the FANG (Facebook, Amazon, Netflix, Google) sector and their measured worth are the final argument for the successful 21st Century model, then they are beyond reproach. Fine-tuning masses of algorithms to reduce human touchpoints and deliver wild returns to investors—all with workforces infinitesimally small compared to the giants of the 20th Century—has been proven out.

Will Smith

Co-founder and head of new markets, The Plum Guide

I think some of these ideas are great. These tips will help me to improve my system. Thanks!

Henry Reid

9 Ways to Improve Your Company's CRM System

Read more

It's a useful info for small businesses owners. We can't live without mobile apps. They are so helpful! It's hard to deny that.

Mae Davis

7 ways small businesses can benefit from mobile apps

Read more

Hi Jennifer,Fascinating read about design-led companies!If you would like to learn more, our Design Thinking and Innovation programme mig...

Andrea Foster

How to spot a ‘design-led’ versus ‘design-fed’ company

Read more

ABC web-site not easy to use/navigate. Even getting this far in sign-on to ABC My Space was problematic - it was asking for my password,...

Vee.

How the ABC used an online community to help build a movement

Read more

Thank you for your feedback, Astha! Always appreciated.

Vanessa Skye Mitchell

5 things marketers should know about data privacy in 2020

Read more

Latest Podcast

More podcasts

Sign in