Welcome to our new Snapshot Report where we take a closer look at how Telstra from Australia, by small but meaningful innovations successfully managed to turn around a pretty disappointing customer experience in 2010 to an amazing one just five years later. Get inspired on how to become truly customer centric with Telstra’s quest to build deeper connections with their customers. 2010: One customer described how a simple task—moving his phone and fax lines to a new house—became a saga that involved making 30 phone calls and taking four different days off work for technician appointments. Worse still, one technician left half of the job undone, two didn’t arrive at all, and the other said his visit was unnecessary. “I am feeling angry,” he wrote to then-CEO David Thodey. 2015: One pleasantly surprised small business owner named Joyce Odom recently proclaimed her delight at Telstra’s service quality on a Facebook post: “Has anyone ever heard of having a direct line into a telco, let alone into a professional and lateral- thinking representative?”

1. UNDERSTAND TODAY. SHAPE TOMORROW.
LHBS Snapshot Series
TELSTRA:
STRIVE TO SERVE
AND KNOW
CUSTOMERS BEST
LHBS // TELSTRA: STRIVE TO SERVE AND KNOW CUSTOMERS BEST
1

2. UNDERSTAND TODAY. SHAPE TOMORROW.
INTRODU
CTION.
Get inspired on how to become truly customer centric with
Telstra’s quest to build deeper connections with their
customers.
2010: One customer described how a simple task—moving his
phone and fax lines to a new house—became a saga that
involved making 30 phone calls and taking four different days
off work for technician appointments. Worse still, one
technician left half of the job undone, two didn’t arrive at all, and
the other said his visit was unnecessary. “I am feeling angry,” he
wrote to then-CEO David Thodey.
2015: One pleasantly surprised small business owner named
Joyce Odom recently proclaimed her delight at Telstra’s service
quality on a Facebook post: “Has anyone ever heard of having a
direct line into a telco, let alone into a professional and lateral-
thinking representative?”
Welcome to our new Snapshot Report where we take a closer
look at how Telstra from Australia, by small but meaningful
innovations successfully managed to turn around a pretty
disappointing customer experience in 2010 to an amazing one
just five years later.
INTRODUCTION
2
LHBS // TELSTRA: STRIVE TO SERVE AND KNOW CUSTOMERS BEST

3. CONTENT.
UNDERSTAND TODAY. SHAPE TOMORROW.
CUSTOMER CENTRIC
INITIATIVES
OUTCOMES
& TAKEAWAYS
ABOUT
TELSTRA
CONTENT
3
Chapter 1 Chapter 2 Chapter 3
LHBS // TELSTRA: STRIVE TO SERVE AND KNOW CUSTOMERS BEST

4. ABOUT TELSTRA
UNDERSTAND TODAY. SHAPE TOMORROW. 4
Chapter 1
LHBS // TELSTRA: STRIVE TO SERVE AND KNOW CUSTOMERS BEST

5. UNDERSTAND TODAY. SHAPE TOMORROW.
Telstra Corporation Limited is Australia's
largest telecommunications and media
company. They build and operate
telecommunications networks and market
voice, mobile, internet access, pay television
and other entertainment products and services
with revenue of 27.1 billion AUD (2016).
In Australia Telstra provides 17.2 million
mobile services, 7.0 million fixed voice services
and 3.4 million retail fixed broadband services.
Telstra has an international presence spanning
22 countries.
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LHBS // TELSTRA: STRIVE TO SERVE AND KNOW CUSTOMERS BEST ABOUT TELSTRA

6. UNDERSTAND TODAY. SHAPE TOMORROW.
Starting in 2013, Telstra has been aiming to
“create a brilliant connected future for
everyone” and keep working as a customer led
organisation - both on the outside and on the
inside.
The company decided to move the focus from
their network issues to a great customer
experience. They created a series of game
changing initiatives that significantly improved
customer experience and satisfaction.
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7. 7
“Our customers and our networks are
our biggest assets. We must invest to
set new standards and deliver excellent
experiences for our customers.”
LHBS // TELSTRA: STRIVE TO SERVE AND KNOW CUSTOMERS BEST ABOUT TELSTRA

8. 8
“There are a number of immediate
actions that we believe will improve
customer experiences. We will simplify
products and platforms – we need to
retire old technology and systems that
slow down and complicate how
customers are served.”
LHBS // TELSTRA: STRIVE TO SERVE AND KNOW CUSTOMERS BEST ABOUT TELSTRA

9. CUSTOMER CENTRIC
INITIATIVES
UNDERSTAND TODAY. SHAPE TOMORROW. 9
Chapter 2
LHBS // TELSTRA: STRIVE TO SERVE AND KNOW CUSTOMERS BEST

10. UNDERSTAND TODAY. SHAPE TOMORROW.Source:
INITIATIVES
Customer Insights &
Learning
Using customer data for deep learning
Explore further
Telstra interviews over 30,000 customers per day and uses
their feedback to improve customer experience.
“We remain committed to changing the way people talk
about Telstra. We are addressing the issues that matter most
by listening to our customers and acting on their feedback.
We ask our customers to complete a short survey after
interacting with us and receive on average more than 30,000
responses, including 11,000 verbatim comments every day.
We use these insights to drive process, product and service
improvements across Telstra.”
10
30,000
surveys per day
LHBS // TELSTRA: STRIVE TO SERVE AND KNOW CUSTOMERS BEST

11. UNDERSTAND TODAY. SHAPE TOMORROW.Source:
Single Source Service
Creating personal interactions
Explore further
In 2015, Telstra sent on average more than 80,000 emails
and SMS to their customers every day with the name and
contact details of the consultant they spoke to.
“Our focus throughout FY15 has been on delivering the next
phase of our personalised service agenda. In FY14 we
introduced You Have My Name, which provides customers
with the name and contact details of the person they spoke
to, so they can get back in touch with them directly if
required. This year we took things one step further and
upgraded our systems to better enable customers to reach
the right Telstra representative first time, to avoid
unnecessary transfers and wait times.”
11
80,000
messages per day
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12. UNDERSTAND TODAY. SHAPE TOMORROW.Source:
Managing Bill Shock
Eliminating pain points
Explore further
To help their customers stay in control of their mobile bills
Telstra introduced a new alert for customers who incur
excess data charges. Customers are now also being alerted
each time they incur an additional $50 in charges.
“We were also the first to introduce real time mobile data
usage alerts for post-paid mobile customers. This service
provides alerts to customers when they reach 50 percent, 85
per cent and 100 per cent of their included monthly data
allowance, to help them manage their data use. This year we
delivered more than five million messages per month
advising customers of their voice and data usage.”
12
REAL-TIME
usage alerts
LHBS // TELSTRA: STRIVE TO SERVE AND KNOW CUSTOMERS BEST INITIATIVES

13. UNDERSTAND TODAY. SHAPE TOMORROW.Source:
First Contact Resolution
Commitment to solving problems effectively
Explore further
Telstra now supports longer calls rather than previously
promoted shorter calls as long as it led to 1st contact
resolution of an issue.
“While our aim is to get things right the first time, we know
we don’t always succeed. To help address this we’ve
implemented a Service Recovery process. We now
proactively contact customers who we can see are spending
too much time trying to resolve an issue. We also give our
customer-facing employees access to specialised support
teams, who aim to resolve even the most complex customer
queries on the spot. While getting things right the first time
will always be our priority, we will continue to invest in
making sure that when we don’t, we make the effort to
resolve the issue, so our customers don’t have to. ”
13
LONGER
telephone support
LHBS // TELSTRA: STRIVE TO SERVE AND KNOW CUSTOMERS BEST INITIATIVES

14. UNDERSTAND TODAY. SHAPE TOMORROW.Source:
Self-Service Platforms
Making service easy and intuitive
Explore further
Telstra developed 24x7 app that allowed a seamless
customer service experience of account management but
also to access customer support including live chat.
“Be the boss of you. Manage your account and services from
your smartphone or tablet with the Telstra 24x7 App.”
14
24x7
app
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15. UNDERSTAND TODAY. SHAPE TOMORROW.Source:
Full Team Mobilization
Making experience everyone’s job
Explore further
Internal Snap App enabled the 19,000 employees who
downloaded the app to enter a person’s details to then have
them sent to a priority service centre: focus was on friends
and family who are likely to complain.
“Employees knew that if they ever identified themselves at a
barbecue as working for Telstra that in no time at all,
someone would run the company down or complain to them
about an issue with their home broadband, or their
cellphone, or their indecipherable bill…
It was demotivating to say the least and there was absolutely
nothing they could do to help them.
To address this issue, Telstra created a mobile app, Snap,
which enabled the employee to enter the person’s details to
then have them sent to a priority service centre.”
15
SNAP
app
LHBS // TELSTRA: STRIVE TO SERVE AND KNOW CUSTOMERS BEST INITIATIVES

16. UNDERSTAND TODAY. SHAPE TOMORROW.Source:
Self-Help Communities
Not everything needs to be created in-house
Explore further
Telstra supports and hosts crowd-support with 230,000
members with 20,000,000 views of crowd sourced self help
videos.
16
SELF-HELP
communities
LHBS // TELSTRA: STRIVE TO SERVE AND KNOW CUSTOMERS BEST INITIATIVES

17. OUTCOMES & TAKEAWAYS
UNDERSTAND TODAY. SHAPE TOMORROW. 17
Chapter 3
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18. 18
+10 points +70 percent
market share stock price
As a result Telstra gained…
LHBS // TELSTRA: STRIVE TO SERVE AND KNOW CUSTOMERS BEST OUTCOMES

19. 19
Telstra improves service experience
systematically by ongoing CX
management and innovation
LHBS // TELSTRA: STRIVE TO SERVE AND KNOW CUSTOMERS BEST OUTCOMES

20. 20
LHBS // TELSTRA: STRIVE TO SERVE AND KNOW CUSTOMERS BEST OUTCOMES

21. UNDERSTAND TODAY. SHAPE TOMORROW.
TAKEAWAYS.
One Customer centricity at Telstra
starts internally - company
advocates for initiatives within
itself.
Five Telstra eliminates pain points by
developing tools e.g. to manage bill shocks
through real-time usage updates.
Two Telstra creates personal
interactions with customers -
making them feel taken care of.
TAKEAWAYS
21
Four Telstra learned to properly measure
the outcomes of their initiatives - and act
on them accordingly - always improving
the customer experience. The company
actively learns from data.
Three Telstra makes customer
support almost everyone’s job by
creating tools for all the employees
to be able to help out.
LHBS // TELSTRA: STRIVE TO SERVE AND KNOW CUSTOMERS BEST

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