Telstra aims to improve CX with its loyalty program

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.”

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