A Brand for social justice
In 2020, brands did something they’d never done before: They spoke up about race.
Telstra talks to CMO about the motivations for Telstra Plus, its new tier-based rewards program as part of the T22 transformation strategy
The launch of Telstra Plus last month and a new marketing campaign to back it up are just the beginning of efforts to overhaul its customer experience, the telco says.
Last month, Telstra launched Telstra Plus, its new tier-based customer rewards program. It's part of the T22 transformation strategy launched last year, aimed at simplifying products and services, removing legacy systems and processes and furthering digitisation.
Telstra marketing executive and chief brand officer, Jeremy Nicholas, told CMO Telstra Plus is the next step in improving customer experience (CX) as part of Telstra’s T22 strategy.
“Telstra Plus is a response to the many customers who requested that they would appreciate being rewarded and recognised for their loyalty with us. Our marketing strategy is designed to support this key insight,” he said.
“The ambition for the program is for all our customers to sign up and enjoy the benefits the program provides. Over time, we will look to add even more benefits for our members, more ways to earn and redeem Telstra Plus points, and access a range of exclusive offers, services and experiences.”
The loyalty program, an Aussie telco first, will give consumer customers the opportunity to earn points on their monthly Telstra spend and use them to get discounts on new products and technology. Customers can sign up to be a member of Telstra Plus, with bonus points being given to customers that sign up before 30 June 2019; members will earn 10 points for every $1 they spend on their monthly account and pre-paid recharges.
From 14 May, Telstra Plus members will begin to accumulate points that they can later exchange for discounts on the latest devices and accessories. Members will also have access to benefits such as discount sport and movie tickets, pre-sale tickets, complimentary extras and VIP services.
Customers will be able to use their points when the Telstra Plus rewards online store opens later this year. It will feature some of the latest technology and most popular devices and accessories available in Telstra’s retail stores.
Telstra is also making sure Australians see the text message announcing Telstra Plus thanks to a new campaign from The Monkeys, part of Accenture Interactive. Dubbed 'The most important text’, the campaign includes seeing the Telstra Plus text message on a blimp, on the Goulburn Ram, and hearing Michael Bublé read it aloud.
‘The most important text’ will be covering billboards, painted by artists and baked into cupcakes. It will interrupt the footy, take over websites and appear on popular TV shows. And just as the text pops up all across Australia, Telstra will send it to people’s phones, too.
Telstra group executive consumer and small business, Michael Ackland, said Telstra Plus gives customers more reason to stay with the ASX-listed telco giant.
“Since the announcement of our T22 strategy in June last year, we have been introduced a number of initiatives that put our customers first,” he told CMO. “We know Australians value a rewards program, particularly one that allows them to earn towards the things they appreciate, without having to do anything extra. Telstra Plus is designed to thank our customers for being with us, by providing them with a range of rewards and benefits that are valued and relevant to their everyday lives.
“We’re really excited about this new value initiative for our customers and look forward to helping members earn meaningful discounts on the latest technology as well as receive entertainment and service rewards.”
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
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.
In 2020, brands did something they’d never done before: They spoke up about race.
‘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.
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.
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
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
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
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
Nice!https://www.live-radio-onli...
OmiljeniRadio RadioStanice Uzi
Google+ and Blogger cozy up with new comment system