Telstra officially debuts new customer loyalty program

Telstra Plus part of T22 transformation strategy to win over customers in the next-generation era of telecoms and 5G networks

Telstra has officially taken the wrappers off its new tier-based loyalty program giving customers the opportunity to earn points and rewards based on spending.

As previously reported by CMO, the ASX-listed telco announced its intention of launching a customer loyalty program last year as part of its wider T22 transformation strategy aimed at simplifying products and services, removing legacy systems and processes and furthering digitisation.

The new tiered Telstra Plus offering kicks off officially from 14 May and will see customers accumulating points they can exchange for discounts on devices and accessories. They’ll also have access to benefits like sport and movie ticket discounts, complimentary extras and VIP services; offerings which were previously available via the ‘Telstra thanks’ loyalty initiative.

According to Telstra, more than 13 million discounted movie tickets and two million concert tickets have been sold since Telstra thanks’ debut in 2013.

As a sweetener between now and 30 June, those signing up to the new Telstra Plus program will earn 10 points for every $1 spent on monthly account and pre-paid recharges.  Telstra is estimating about 8 million consumers will be able to access the Telstra Plus offering.

“Australians have more choice than ever before when it comes to their telco provider and millions of our customers choose to join and stay with Telstra for their connectivity, technology and entertainment needs,” Telstra CEO, Andy Penn, said during an event in Melbourne to launch the new program.

“In addition to the better value we provide our customers through our larger network coverage and data speeds, we’re upping the ante through rewarding our customers for their loyalty over time. Every service, subscription or hardware repayment will see customers earn points towards new technology, and we think that’s a pretty powerful offer.”

Alongside the new loyalty program, Penn said Telstra is gearing up to launch “radically” simplified mobile plans in June 2019. The plans come off the commitment last year to simplify the product range to just 20 core connectivity offerings with no lock-in contracts.

Penn said the Telstra Plus launch also comes as the telecoms industry prepares for the launch of 5G technology, promising faster speeds and services.

“Telstra Plus is our way of saying thank you for being with us today as we move through an exciting time,” Penn continued. “The first 5G devices will be available with Telstra soon, opening up even more opportunities for Australians to get more out of life through technology and helping our customers take advantage of all our network has to offer.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, 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

More Videos

Are you sure they wont start a platform that the cheese is white, pretty sure that is racist

Hite

New brand name for Coon Cheese revealed

Read more

Real digital transformation requires reshaping the way the business create value for customers. Achieving this requires that organization...

ravi H

10 lessons Telstra has learnt through its T22 transformation

Read more

thanks

Lillian Juliet

How Winedirect has lifted customer recency, frequency and value with a digital overhaul

Read more

Having an effective Point of Sale system implemented in your retail store can streamline the transactions and data management activities....

Sheetal Kamble

​Jurlique’s move to mobile POS set to enhance customer experience

Read more

I too am regularly surprised at how little care a large swathe of consumers take over the sharing and use of their personal data. As a m...

Catherine Stenson

Have customers really changed? - Marketing edge - CMO Australia

Read more

Blog Posts

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

You’re doing it wrong: Emotion doesn’t mean emotional

If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.

Zac Martin

Senior planner, Ogilvy Melbourne

Why does brand execution often kill creativity?

The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?

Rich Curtis

CEO, FutureBrand A/NZ

Sign in