How Telstra is achieving real-time customer marketing

Australia's largest telco shares how new marketing technology investments and a mindset shift to data-driven marketing and driving customer engagement

CRM isn’t the most exciting topic to discuss around the executive table, but its importance cannot be denied by organisations trying to become more customer-centric in their make-up and mindset.

At Telstra, a multi-year journey building out its CRM capabilities is fuelling a transformation program that has not only raised the bar on one-to-one customer engagement, but is also driving revenue and services uplift through real-time relevancy.

“Everything used to be solved with a TV ad, and Telstra was very much about above-the-line advertising,” director of CRM, loyalty and digital marketing, Nick Adams, told CMO. “Three years ago, we started as a leadership circle to think about how we could approach communicating with customers in a more 360-degree way.

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