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

Blog Posts

Sustainability trends brands can expect in 2020

​Marketers have made strides this year in sustainability with the number of brands rallying behind the Not Business As Usual alliance for action against climate change being a sign of the times. While sustainability efforts have gained momentum this year, 2020 is shaping up to be the year brands are really held accountable for their work in this area.

Ben King

CSR manager & sustainability expert, Finder

The trouble with Scotty from Marketing

As a Marketer, the ‘Scotty from Marketing’ meme troubles me.

Natalie Robinson

Director of marketing and communications, Melbourne Polytechnic

How do we break out of our marketing echo chambers?

Clients and agencies can get stuck into a particular way of behaving and viewing the world, but there are ways to break out of our marketing echo chamber.

Steve O'Farrell

Managing Partner, The Royals

It's a good idea. Customers really should control their data. Now I understand why it's important.

Elvin Huntsberry

Salesforce CMO: Modern marketers have an obligation to give customers control of their data

Read more

Instagram changes algorithms every time you get used to them. It really pisses me off. What else pisses me off? The fact that Instagram d...

Nickwood

Instagram loses the like in Australia; industry reacts positively

Read more

I tried www.analisa.io to see my Instagram Insight

Dina Rahmawati

7 marketing technology predictions for 2016

Read more

The saying is pretty tongue in cheek. It's not saying that marketers are bad people, nor that they don't take themselves seriously. There...

LYF Solutions

The trouble with Scotty from Marketing - The CMO view - CMO Australia

Read more

Given Scotty's failed track-record in the marketing realm the memes and the ridicule is very apt and is in no way a reflection on marketi...

denysf

The trouble with Scotty from Marketing - The CMO view - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in