Telstra aims to improve CX with its loyalty program

​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  

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

Blog Posts

Why defining brand strategy is vital to capitalising on quick wins

Big brands were once protected from small brands by high barriers to entry. Big brands had the resources to employ big agencies, to crack big ideas and to invest in big campaigns. They had the luxury of time to debate strategies and work on long-term innovation pipelines. Retailers used to partner with big brands.

Troy McKinnna

Co-founder, Agents of Spring, Calm & Stormy

3 ways to leverage the talents of your team to avoid disruption

​According to the World Economic Forum in its most recent The Future of Jobs report, the most important skills for the future are not technical, task-oriented skills, but higher-order skills such as creativity, social influence, active learning, and analytical thinking.

Gihan Perera

Futurist, leadership consultant

CMOs, it’s time to stop squandering customer attention

Businesses continue to highly value the attention they buy through paid media, yet at the same time, many continue to disregard and under-value opportunities to connect with customers using their owned media.

Well written Vanessa!! Agreed with your view that human experience is marketing's next frontier. Those businesses who are focused on the ...

Clyde Griffith

Forget customer experience, human experience is marketing's next frontier

Read more

Great tips for tops skills need to develop and stay competitive

Nick

The top skills needed to stay competitive in a rapidly changing workforce

Read more

The popularity of loyalty programs is diminishing, though I'd say it is because customers are savvy enough to recognise when a loyalty pr...

Heather

It’s time for marketers to rethink their approach to ‘loyalty’

Read more

Thanks Nadia for sharing this blog. It has really useful and amazing information about Salesforce Commerce Cloud and digital engagement w...

Holly Smith

Adidas taps data and technology smarts to build personalised digital engagement with consumers

Read more

clearly someone who's jealous and only comments from the safety of being behind their keyboard

Peter Sibson

The purpose of purpose - Brand science - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in