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Snapshot: Telstra - Strive to Serve & Know Customers Best

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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?”

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Snapshot: Telstra - Strive to Serve & Know Customers Best

  1. 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. 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. 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. 4. ABOUT TELSTRA UNDERSTAND TODAY. SHAPE TOMORROW. 4 Chapter 1 LHBS // TELSTRA: STRIVE TO SERVE AND KNOW CUSTOMERS BEST
  5. 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. 5 LHBS // TELSTRA: STRIVE TO SERVE AND KNOW CUSTOMERS BEST ABOUT TELSTRA
  6. 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. 6 LHBS // TELSTRA: STRIVE TO SERVE AND KNOW CUSTOMERS BEST ABOUT TELSTRA
  7. 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. 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. 9. CUSTOMER CENTRIC INITIATIVES UNDERSTAND TODAY. SHAPE TOMORROW. 9 Chapter 2 LHBS // TELSTRA: STRIVE TO SERVE AND KNOW CUSTOMERS BEST
  10. 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. 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 LHBS // TELSTRA: STRIVE TO SERVE AND KNOW CUSTOMERS BEST INITIATIVES
  12. 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. 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. 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 LHBS // TELSTRA: STRIVE TO SERVE AND KNOW CUSTOMERS BEST INITIATIVES
  15. 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. 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. 17. OUTCOMES & TAKEAWAYS UNDERSTAND TODAY. SHAPE TOMORROW. 17 Chapter 3 LHBS // TELSTRA: STRIVE TO SERVE AND KNOW CUSTOMERS BEST
  18. 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. 19 Telstra improves service experience systematically by ongoing CX management and innovation LHBS // TELSTRA: STRIVE TO SERVE AND KNOW CUSTOMERS BEST OUTCOMES
  20. 20. 20 LHBS // TELSTRA: STRIVE TO SERVE AND KNOW CUSTOMERS BEST OUTCOMES
  21. 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
  22. 22. Die in dieser Präsentation dokumentierten Gedanken und Vorschläge sind geistiges Eigentum der 
 LHBS Consulting Berlin GmbH und unterliegen den geltenden Urhebergesetzen. Die unauthorisierte Nutzung, 
 die ganze oder teilweise Vervielfältigung sowie jede Weitergabe an Dritte ist nicht gestattet. LHBS Consulting Berlin GmbH Köpenicker Straße 154  10997 Berlin Germany   IMPRINT UNDERSTAND TODAY. SHAPE TOMORROW. www.lhbs.com THANK YOU 22 LHBS // TELSTRA: STRIVE TO SERVE AND KNOW CUSTOMERS BEST
  23. 23. UNDERSTAND TODAY. SHAPE TOMORROW. Discover ABOUT LHBS. Define Develop Deliver We are an unconventional strategy firm that helps clients to better understand today and successfully shape tomorrow. LHBS has extensive experience & expertise in business development, brand building and customer experience. The firm works across all major industries for clients from the FT Global 500, German Mittelstand and fast growing startups. http://www.lhbs.com ABOUT UNDERSTAND TODAY. SHAPE TOMORROW. 23 We work with legacy organisations to adapt their customer value proposition to meet emerging customer expectations. Together with our clients we discover business opportunities and deliver integrated customer offers for products, services, experiences and communication. http://www.lhbs.com LHBS // TELSTRA: STRIVE TO SERVE AND KNOW CUSTOMERS BEST
  24. 24. LHBS Put the Title of the Report here HUB. UNDERSTAND TODAY. SHAPE TOMORROW. This case study has been created with the help of the LHBS Inspiration-Hub. The Inspiration-Hub is a service that gives marketing teams constant access to the latest insights and inspiration, so that they can develop more relevant marketing ideas. http://www.inspiration-hub.com INSPIRATION-HUB 24 REQUEST A DEMO. LHBS // TELSTRA: STRIVE TO SERVE AND KNOW CUSTOMERS BEST

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