Responding to the introduction of the Net Promoter score in a large organisation through the establishment of an operationalised testing program that covers, usability, product features, and importantly, service experience. Large companies need to have a particular emphasis on service experiences as these tend to be very polarising and emotive. This case study shows how Telstra, with help from consultancy U1 Group, created a program to ensure that product and service development processes create user experiences that result in advocacy.

1. Hearing the voice of the
customer in the enterprise
product development lifecycle

2. A services business

3. Customer satisfaction model to customer advocacy
The Net Promoter Score is a simple metric
Customers’ likelihood to recommend

4. “How likely are you to recommend Telstra?”
0 1 2 3 4 5 6 7 8 9 10
Detractor Passive Advocate

5. Executive statement…
“We will not launch an
initiative that is not expected
to provide a superior NPS to
the experience it replaces”
Then we had to deliver…
“We will not launch a new
initiative with a negative
NPS score in pre-launch
testing”

6. Measuring advocacy in development

7. Here’s a complicated model…

8. Measuring service

9. Combinations of interfaces, devices, infrastructure,
channels, and service
Timeframe and budget
Consistency and repeatability
Measurability

10. Service walkthrough

11. Telstra Platinum

13. NPS = -48
LTR = 9.6
(+/-10.5)*
(+/- 0.51)*
Sample: n = 180
Sample: n=18
Product LTR
has REACHED
the target of 7.3
SUS = 90.7
(+/-4.4)*
Sample: n = 19
Project SUS has REACHED
the target of 70
This indicates the system
usability is above average and
unlikely to detract.
BP1 = 1 (Critical Impact)
BP2 = 1 (High Impact)
BP3 = 3
BP4 = 0
BP5 = 3
A range of metrics
(not real ones)

14. Issues relating to Live Chat
Accessing remote desktop access for support
Technical jargon used in collateral
Opportunities to improve support agent scripts

15. Telstra Cloud Services

17. Week 1 Week 2 Week 3
Pre sales Sales Install Usage Assurance Billing MAC
LTR
SUS
9.7 (+/- 0.81)
80.5 (+/- 7.8)
Episode Metrics
3.6 (+/- 0.92)
50.1 (+/- 9.3)
7.6 (+/- 1.10)
90.7 (+/- 6.9)

18. Limitations

19. The NPS is a funny metric
The tail wagging the dog
Outcomes when the horse has bolted
Service walkthrough versus the live state

20. Success!
Page 20

21. Operationalised testing model
Better decision making on product launch & risk
Dashboards
Better experiences…

22. Thank you
Megan Cruickshank, Telstra (@brightsparrow)
Nilma Perera, U1 Group (@u1group)