Optus send message for better customer experience

As a part of its 2020 CX vision, Optus has launched Messaging to improve its customer service and support

Ask a consumer, and you're likely to hear telcos are not particularly good at customer experience (CX). However, Optus is making the effort to change all that.

As a part of its 2020 CX vision, Optus has launched messaging to improve its CX. And if its Net Promoter Score (NPS) improvements are anything to go by, it’s working a treat. 

The new Messaging’ service aims to support customers in addition to its ‘always-on’ help and support channels. The aim is to improve customer experience by providing a 24/7 direct line of communication with Optus care teams where customers can come and go from a conversation at their own pace and convenience.
Messaging is available through My Optus App and online via My Account, and customers can start a conversation online in My Account and continue the same conversation through My Optus App on their mobile device.   

A key feature is customers and care teams have access to the full conversation history anytime, on any channel. This means customers using Messaging avoid having to repeat themselves as the conversation can be picked up and continued by support teams.

While the telco admits it has a long way to go, it says it is committed to putting the customer in control of its communications, and this is just one step in the transformation of it CX. 

For example, it comes off the back of more than 300 Optus employees completing at least one class within the telco’s new CX Academy since its launch six months ago.

Optus vice-president of digital consumer, Vaughan Paul, said Messaging is a substitute to the chatbots most companies are using as a replacement for human interaction. He claimed the telco is combining the best of both chatbots and human service.

The NPS scores for Messaging so far have exceed a simple chat alone experience to reach the 50s across all touchpoints, Optus said, a good effort for a typically low scoring industry. Paul said this has also involved educating its customers about the fact they no longer have to wait on the line for a resolution to their issues.

“It’s giving us good results because it’s putting the customers in control. Unlike typical chat where you have to stay on the line to get a resolution to your question or issue, this allows the customer to leave their concern with the agent, who can get back to them,” he explained to CMO. “Messaging also retains the whole message history even if you log out, which makes it a more convenient process. We’ve seen significant NPS increases from the traditional chat process."

Transparency is another win, and Paul said Optus is able to send graphics and images. He freely admitted, from a whole of industry perspective, telcos can certainly improve on customer experience. One of the challenge is dealing with a lot of legacy approaches in dealing with customers. 

“We recognise we have to put the customer in control, so they get to choose the channel they want to communicate with us in. We have to make it accessible and have the digital experience be really solid and all connected, so the handover between channels is seamless," Paul said. 

“We are changing our service model to make it easier for customers to contact us, and we are leveraging technology to do this, but not only technology. It’s a big job, as an industry and for ourselves, to get where we want to be."

The biggest challenge is the customer behaviour shift to not have to hang on the phone, Paul said. 

“As tech becomes easier to access for customers, their expectations are lifting across the board. We as large companies need to follow that expectation. We have a lot more work to do, no question, but we are really excited by it so far," he added. “We have plenty more CX vision coming up, this is just part of it.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia    

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

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

Awesome and well written article. The examples and elements are good and valuable for all brand identity designs. Speaking of awesome, ch...

Ryota Miyagi

Why customer trust is more vital to brand survival than it's ever been

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