Management Information System: Telstra Corporation Limited

This report outlines a brief discussion on the issue of customer relationship management that is being faced by Australian firm, Telstra Corporation Limited. Proper analysis would be done with strategic planning and leadership model.

Running head: MANAGEMENT INFORMATION SYSTEM
Management Information System: Telstra Corporation Limited
Name of the Student
Name of the University
Author’s Note:

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Table of Contents
1. Introduction............................................................................................................................2
2. Discussion..............................................................................................................................2
2.1 Brief Introduction of Telstra Corporation Limited..........................................................2
2.2 Description of the Problem in terms of Measurable Symptoms......................................3
2.3 Consideration of the Problem and Analysis with Leadership Model and Strategic
Planning..................................................................................................................................4
2.4 Designing of an Intervention with few Aspects of Analysis for Telstra Corporation
Limited...................................................................................................................................7
3. Conclusion..............................................................................................................................8
References..................................................................................................................................9

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1. Introduction
MIS or management information system can be referred to as an information system
that is being utilized for decision making process. It is also used for successful coordination,
visualization, controlling as well as better analysis of confidential information within a
company (Laudon & Laudon, 2016). This particular information system helps in proper
examination of technology, processes and people for the organizational context. The major
objective of this use of MIS would be incrementing the total profits and values of business. A
management information system comprises of software and hardware, which majorly serves
as the major backbone of several organizational operations. It helps in gathering of data from
various online systems, analysing information and finally reporting data for the purpose of
aiding into management decision making (Galliers & Leidner, 2014). The following report
outlines a brief discussion on the issue of customer relationship management that is being
faced by Australian firm, Telstra Corporation Limited. Proper analysis would be done with
strategic planning and leadership model.
2. Discussion
2.1 Brief Introduction of Telstra Corporation Limited
Telstra Corporation Limited is the largest and the most popular telecommunications
organization that builds up and then operates several types of telecommunications networks
or market voice, pay television, mobile or any other service and product. This particular
organization undergoes distinctive change programs for becoming more customer focused
and hence enhancing effectiveness to a high level. The various computer services of Australia
were being controlled by the PMG and hence it was needed to ensure that
telecommunications networks are being administered effectively (Telstra. 2019). This
specific telecommunication organization became private in the year of 1997, after the shares

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were going high for the organization. The Australian government has subsequent legal
ownership of all types of lines from 2007 and since Telstra has played one of the major parts
for up gradation of supply resources. They have been providing various types of products and
services and have been facing intense competition in the telecommunications market.
2.2 Description of the Problem in terms of Measurable Symptoms
Customer relationship management or CRM is a proper combination of technologies,
strategies and practices, which the organization utilize for management or analysis of
customer data and interactions in the entire lifecycle of customers (Khodakarami & Chan,
2014). It comprises of a goal to improve the customer service relationship or even assist in
the customer retention as well as to drive the total growth in sales. Such systems can compile
entire data of the customers within various channels for inclusion of organizational website,
marketing materials, social media and direct mail. These systems even provide customer
facing employees that are being detailed by personal data of the customers and buying
preferences. The major components of customer relationship management, which are
responsible for providing several advantages to the organizations, include marketing
automation, sales force automation as well as contact centre automation (Choudhury &
Harrigan, 2014). The processes of customer services are required to be simplified on a
priority basis and every customer request is to be handled efficiently.
In Telstra Corporation Limited, the management was facing major issue related to
customer relationship management. Since, it is business to customer or B2C organization,
management of customer relation is needed to be done on a priority basis (Nyadzayo &
Khajehzadeh, 2016). Although, CRM systems can be referred to as extremely effective
towards helping the businesses in better connection with several customers or even improving
methodology of businesses being run so that the users could encounter various issues, during
failure in utilizing CRM to the complete potential and proving to be a severe wastage of both

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money and time. The first and the foremost issue faced by the organization of Telstra with
CRM is that the employees were not using the software. Several employees had the tendency
of rejecting the system due to lack of management. When users are wasting time for system
up gradation for not utilizing it. The second distinctive issue of CRM in Telstra is the changes
in management (Soltani & Navimipour, 2016). Several changes were needed to be analysed
properly and it is required to legitimize the behaviour in terms of changes, which might not
come. It was extremely important to keep the system in place so that the employees are
extremely reluctant in using the brand new software of CRM.
The measurable symptoms or top reasons regarding failure of the customer
relationship management within the organization of Telstra Corporation Limited included
poor objectives. Although being one of the most significant organizations, they were unable
to provide proper objectives about measurement of revenue impacts. The people focused
framework helped in shifting the respective CRM project goals by getting measured in the
functions or features of software (Hassan et al., 2015). The next reason for such failure was a
poor strategy of CRM. The business strategy of an organization helps in making the business
absolutely successful in nature. There was lack of alignment and support of the organizational
business strategy in Telstra and hence they were unable to obtain the increased customer
acquisition and tenure of the customers.
2.3 Consideration of the Problem and Analysis with Leadership Model and Strategic
Planning
Due to the problem of customer relationship management, there would had been a
lower cost for serving the high staff productivity. There were few competitive advantages that
were needed to be obtained by the organization (Badwan et al., 2017). The management of
Telstra Corporation Limited had to involve the respective cost savings goals and thus they
focused on the results of CRM software. There should be an avoidance of deployment of

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technology during the absence of every accompanying strategy. The business strategy is to be
empowered with the respective enabling technology and thus it was required for them to
show the procedure of processes, strategies, people and software could be optimally
orchestrated during direct effect of all revenue objectives.
i) Requirement of Leadership: One of the core reasons for issue in the CRM software
for Telstra was lack of management and leadership. There should had been a proper style of
leadership for making the system effective in the organization (Trainor et al., 2014).
Transformational leadership is referred to as the most efficient and effective style of
leadership that helps in better encouragement, inspiration as well as motivation of the
employees for innovation or creation of the changes. Such distinctive changes are required
for helping to grow or shaping of the futuristic success of an organization.
The changes and growth of such leadership is termed as extremely inevitable within
information technology, however the transformational leadership could easily inspire each
and every employee for embracing the changes after fostering the organizational culture in
respect to work place autonomy, ownership as well as accountability. Transformational
leadership eventually motivate and inspire the overall work force without even micro
managing and trusting the trained employees for taking authority of decisions (Stein, Smith &
Lancioni, 2013). With this particular leadership style, it becomes much easier to train and
mentor the employees. Since, the management of Telstra did not provide any type of training
to their employees, it became a major problem for the organizational members to enhance
their knowledge about such programs and issues occurred.
There should had been a positive development for the followers before fostering an
ethical working environment with extremely clearer standards, priorities and values. The
organizational culture was not built for supporting CRM due to lack of open communication

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and cooperation (Padilla-Meléndez & Garrido-Moreno, 2014). As the customers were not
satisfied, the management of Telstra decided to focus on the various loop holes that were
present in the organization for creation of an automatic customer service system and also
seeking any other form of communication like electronic mail. The solution to this particular
issue would had been trailing of every system and the striking a basic balance within personal
contact and efficiency could help in ensuring that the customers are happy with the work.
Moreover, since Telstra is one of the most renowned organization in Australia, they could
have looked for cloud based CRM packages that could enable them in accessing the data in
several locations as soon as it is required (H. Nguyen & S. Waring, 2013). With the
utilization of a cloud based CRM package, it would had been easier for the employees to
actively engage with the clients, before development of an effective understanding of every
customer or helping in enhancement of the experiences. Thus, transformational leadership
would had been a significant requirement in the organization.
ii) Impact of Strategic Planning: Furthermore, incorporation of a strategic planning is
also extremely helpful for reduction of the issues faced due to CRM implementation within
Telstra Corporation Limited. This type of planning is extremely important since it provides a
proper sense of direction for the core purpose of outlining the measurable objectives (Rahimi
& Kozak, 2017). It is a specific tool, which is quite helpful for guiding daily decisions and
even for the evaluation of progress as well as changing approaches. Strategic planning
ensures the mission, setting goals, evaluation progress and eve the strategic planning
procedure. As a result, the management of Telstra Corporation Limited could have been
much able in inclusion of every employee from all departments regarding incorporation of
CRM in their business. This would have helped the employees in understanding the
requirement of such valuable and significant software within the business. Moreover, if the
employees would have provided a proper outcome, it is evident that the customers would

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have been happier with their services and the management would have been able to obtain
high productivity from the business.
2.4 Designing of an Intervention with few Aspects of Analysis for Telstra Corporation
Limited
The various issues related to the implementation and adaptation of customer
relationship management software within Telstra Corporation Limited could have been
resolved with successful incorporation by a set of activities or a proper change program. The
main issue that was being faced in Telstra was that the employees were unable to adapt to the
software due to their lack of proper training, leadership, communication and change
management (Chang, Wong & Fang, 2014). The respective organizational management did
not provide any type of training or communicate with the staff, hence making the entire plan
a major failure. However, there could a few activities, which might be effective for the
organization for resolving their issues, which are as follows:
i) Communication with the Employees: The first and the foremost activity would be
communicating with the employees. Since, these staff are responsible for bringing changes in
the business, it is extremely vital for the management to communicate with them and make
them understand the requirement of such information system. They should check the benefits
of a CRM system for improving their business and also offering the staff with sufficient
incentives for positive results.
ii) Training the Employees: The second important and significant activity for CRM
issue in Telstra would be providing proper training to the employees (Ogunnaike, Tairat &
Emmanuel, 2014). It is required since it would enhance effectiveness and efficiency of the
employees and they would be able to provide better results.

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iii) Integration with Social Media Channels: The next important activity would be
integration with the social media channels. As the customers are unhappy with the services
provided to them and hence they have complained, it would be extremely important for
Telstra to integrate with social media channel. It would allow the customers to communicate
online, thus issues related to communication would be resolved.
3. Conclusion
Therefore, from the above discussion, it can be concluded that customer relationship
management is one of the most significant approach that is required for better management of
the interaction of an organization with the potential and current customers. This specific
approach utilizes analysis of data regarding history of customers for the core purpose of
improving business relationship with respective customers, especially emphasizing over
customer retention or driving the sales growth. Data compilation is referred to as one of the
most significant characteristics for CRM approach, for which it is being used by almost every
organization. Telstra Corporation Limited is a popular telecommunications organization in
Australia that has been facing major issues related to their CRM approach. This report has
provided a detailed analysis of the issue faced by Telstra by considering leadership model as
well as strategic planning.

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