Telstra pulls out all the stops for Customer Insight Centre

Facility includes 300-seat auditorium, restaurant, 4K broadcast studio and more

Telstra has cut the ribbon on a multi-million dollar showcase of its products in the Sydney CBD built expressly for the purpose of winning customers.

The 3600 square-metre Customer Insight Centre, located on the second level of Telstra’s 400 George Street office, includes a 300-person auditorium with a 4K screen and surround-sound system, a telecom-themed restaurant, a 4K-capable broadcast studio, hands-on tech demonstrations of wearable devices and 3D printers, and even a robot called Ged that can guess a person’s age.

The new customer centre represents a major upgrade and expansion of Telstra’s previous customer centre, which Telstra officials said had been due for a refresh.

Telstra would not disclose an exact figure for how much the new facility costs, but a spokesperson characterised the investment as “multi-million”. In addition, Telstra general manager of technology experience centres, David Woodbridge, said the telco doubled its existing customer centre staff to fill the larger centre.

Telstra expects to welcome a large number of business customers to the centre, from small businesses to large enterprises, said Telstra director of segment marketing, Andy Bateman. Telstra held 9700 customer meetings last year and expects to increase that number this year at the new centre.

Telstra also plans to use the facility’s auditorium for Telstra Thanks customer events and rent out the 4K broadcasting studio to bring revenue into the centre.

Bateman said Telstra’s sales effort begins well before the customer comes in for a tour of the centre. Telstra staff perform a two-week “discovery” ahead of the meeting about the prospective customer’s needs and then personalise the tour with information relevant to the customer.

Telstra has launched a raft of initiatives and changes across the organisation to become more customer focused.

And in an interview on the AANA’s Marketing Dividends program this week, the telco’s head of corporate marketing, Inese Kingsmill, highlighted the importance of Net Promoter Score and customer advocacy to sustainable and long-term business growth.

With the new centre, Telstra hopes to respond to customers seeking greater understanding on how to enhance their businesses, said Bateman.

“What they told us they needed is not just a show and tell … but an understanding of insights in their industry, insights from outside of their industry, insights about their customers, and insights about what their business challenges and opportunities might be through the lens of telecommunications and technology.”

Check out our full slideshow of the Telstra Customer Insight Centre.

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

JP54,D2, D6, JetA1 EN590Dear Buyer/ Buyer mandate,We currently have Available FOB Rotterdam/Houston for JP54,D2, D6,JetA1 with good and w...

Collins Johnson

Oath to fully acquire Yahoo7 from Seven West Media

Read more

Great content and well explained. Everything you need to know about Digital Design, this article has got you covered. You may also check ...

Ryota Miyagi

Why the art of human-centred design has become a vital CX tool

Read more

Interested in virtual events? If you are looking for an amazing virtual booth, this is definitely worth checking https://virtualbooth.ad...

Cecille Pabon

Report: Covid effect sees digital events on the rise long-term

Read more

Thank you so much for sharing such an informative article. It’s really impressive.Click Here & Create Status and share with family

Sanwataram

Predictions: 14 digital marketing predictions for 2021

Read more

Nice!https://www.live-radio-onli...

OmiljeniRadio RadioStanice Uzi

Google+ and Blogger cozy up with new comment system

Read more

Blog Posts

A Brand for social justice

In 2020, brands did something they’d never done before: They spoke up about race.

Dipanjan Chatterjee and Xiaofeng Wang

VP and principal analyst and senior analyst, Forrester

Determining our Humanity

‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. Social distancing, perspex screens at counters and masks in all manner of situations have introduced us to a world we were never familiar with. But, as we keep being reminded, this is the new normal. This is the world we created. Yet we also have the opportunity to create something else.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Should your business go back to the future?

In times of uncertainty, people gravitate towards the familiar. How can businesses capitalise on this to overcome the recessionary conditions brought on by COVID? Craig Flanders explains.

Craig Flanders

CEO, Spinach

Sign in