Customer Experience Management: A Comparative Analysis of Telstra and Vodafone Australia

Customer Experience Management
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Contents
Essay...........................................................................................................................................................3
References...................................................................................................................................................8
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Essay
The report deals with the understanding of the significant customer experiences in the
telecommunication sector related to business strategy and success. For the practical
understanding Vodafone Australia and Telstra has been considered. Vodafone Australia is the
organization that operates Vodafone services in Australia. It has 27% of the market share and is
the third largest mobile telecommunication provider in Australia. Telstra Corporation Ltd. is the
telecommunication company that operates and builds telecommunication network, mobile
phones and internet access. Generally, most of the Australian believes that the services provided
by Telstra gave them poor customer experience due to slow speed and drop out issue with
internet. Vodafone Australia provided the high customer satisfaction to customers by providing
quality of service through personalized way.
I) Proto persona diagram for poor customer experience:
Name and Illustration
Telstra Corporation Limited.
The organization is now fully privatize
which has gone through various changes so
that the customers can get focus but failed
due to low speed of internet connection
(Telstra Corporation Ltd., 2018).
Behaviors
The key people are Andy Penn and John
Mullen. According to the survey in 2017 the
number of employees in the organization
constituted 32,000 to provide services to the
customers (Telstra Corporation Ltd., 2018).
Demographics
In Australia, The retail mobile services were
provided of around 17.6 million, retail fixed
voice services and broadband services were
5.1 million and 3.5 million (Telstra
Corporation Ltd., 2018). It has its
headquarters in Melbourne, Australia.
Needs and Goals
The main purpose is to lead the Australian
Market by providing simplified products and
services to the customers. It also provides the
value to trust each other for delivery of
services.
Image: Proto persona diagram
Source: By Author, 2018
Two key problems:
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