How Telstra is achieving real-time customer marketing

Australia's largest telco shares how new marketing technology investments and a mindset shift to data-driven marketing and driving customer engagement

CRM isn’t the most exciting topic to discuss around the executive table, but its importance cannot be denied by organisations trying to become more customer-centric in their make-up and mindset.

At Telstra, a multi-year journey building out its CRM capabilities is fuelling a transformation program that has not only raised the bar on one-to-one customer engagement, but is also driving revenue and services uplift through real-time relevancy.

“Everything used to be solved with a TV ad, and Telstra was very much about above-the-line advertising,” director of CRM, loyalty and digital marketing, Nick Adams, told CMO. “Three years ago, we started as a leadership circle to think about how we could approach communicating with customers in a more 360-degree way.

Register or Login to continue

This article is only available for subscribers. Sign up now for free and get free access to premium content from ARN, CIO, CSO, CMO, Computerworld, and PC World.

[[ message ]]
Or
[[ message ]]
Show Comments

Latest Videos

More Videos

More Brand Posts

As an ex employee of 4 years during the growth of the company, I can say that the new management has benefitted the company tremendously,...

Harry

How JobAdder's CMO is bringing the human truth to B2B rebranding

Read more

So many words, so little business benefit.

Brett Iredale

How JobAdder's CMO is bringing the human truth to B2B rebranding

Read more

This article highlights Gartner’s latest digital experience platforms report and how they are influencing content operations ecosystems. ...

vikram Roy

Gartner 2022 Digital Experience Platforms reveals leading vendor players

Read more

Ms Bennett joined in 2017 yet this article states she waited until late 2020 to initiate a project to update the website. The solution t...

Munstar Cook

How Super SA put customers at the heart of its digital transformation

Read more

Its a informative post thanks for sharing

Galaxy Education

The people and process smarts needed to excel in omnichannel retailing

Read more

Blog Posts

The real cost of doing customer service badly

Headlines of unacceptable waiting times to get onto Qantas will have many brand owners, chief executives and boards thinking, ‘thank goodness that is not us’. But Qantas isn’t the only company being inundated with calls with no reprieve in sight, it’s just dominating headlines right now.

Kath Blackham

CEO, Versa

The 15 most-common persuasion mistakes

As workers across the country slowly head back to the office, many of us might have forgotten how to deal with one another in person and the best way to persuade someone in a working environment.

Michelle Bowden

Author, consultant

5 commonly missed opportunities when marketing to multicultural customers

The latest census data shows Australia has become a majority migrant nation for the first time. According to the new national data, more than 50 per cent of residents were born overseas or have a migrant parent.

Mark Saba

Founder and CEO, Lexigo

Sign in