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

Latest Videos

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

AI Leasing Assistants have finally arrived for the multifamily industry. With so many to choose from it can be hard to figure out which i...

Alice Labs Pte. Ltd.

CMO's top 8 martech stories for the week - 6 May 2021

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Blog Posts

Why if marketing is all you do, you’ll never be very good at it

OK, so you’re probably thinking: “Here comes another article to badger me about living in my bubble.” And also, “I bet this bubble-bashing piece will go on to explain how I can achieve better results through some heady dose of new life experiences, new routines and annoyingly different opinions on social media.”

Dane Smith

Behavioural science lead and regional consulting partner, Ogilvy

A leader’s role in rebuilding a culture of confidence

Every day, there are new predictions and studies on the future of work, the state of the economy and the unfolding global pandemic. All of which creates uncertainty and heightens the imperative of effective leadership.

Michelle Gibbings

Workplace expert, author

Confused About Your Customers?​

​I've worked in brand and marketing for more than 20 years. But there’s one area where I’ve found myself going around in circles and I must admit I'm becoming increasingly confused.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in