Customer Satisfaction in Telstra's Customer Relationship Management

Running head: CUSTOMER SATISFACTION
Customer Satisfaction
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Customer relationship management by Telstra
Telecom industry is one of the biggest platforms that is making the lives of so many
customers easier It is for this reason that the big telecom industries like Telstra must be looking
after their customer relationship management in a proper way (Smith and Sun 2016).
Issus faced
One of the major issues of the company is the failure to make proper contact with the
customers. One of the main problems is implementation of the clear objectives. This often
becomes a major problem because being such a huge company the managers often find it really
very tough to implement the CRM strategies in a proper manner. They have to make sure that
they are being able to serve the customers properly even after the selling transaction is completed
(Dahiya and Bhatia 2015). All the well known companies like the Apple, Vodafone, Telstra also
makes sure to look after the interests of the customers by taking care of their CRM or the
customer relationship management.
Appointing a core CRM team
One of the major faults in implementing the CRM management system is that often the
company takes it as an IT project. However the organization has to keep in mind that instead of
seeing it as IT project but they must try to appoint a team that will work with the stakeholders of
the company, the senior executives and the test of the employees (Matzler et al.2015). They will
be working to clearly understand the actual needs and the requirements of the clients. The
company has to understand that the role of the IT department will start after the company has

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actually realized about the goals and strategies that are to be followed in order to clearly deal
with the CRM.
Managing the Application
The company needs to take into account that the process of aligning the CRM strategies
with the company or the organization culture is not a very easy job (Zhang, Watson IV and
Palmatier 2018). In order to do that the organization has to really work very hard and make sure
that they are being able to map their business goals with the CRM strategies.
Finding a right CRM product
It is also a very tough job for the company to be able to find a correct partner for carrying
on with their CRM strategies. The company needs to analyze all the capabilities of a product or a
strategy that they are choosing for carrying on with their CRM strategy (Kumar and Reinartz
2018). Apart from the common traits of CRM project, they must make sure that the product is
able to carry on with the other kinds of objectives like the deployment flexibility, online and
offline access, third party integration and other such functions. Apart from this, APIs available
on the platform Telstra has been able to work over their CRM. They have been able to make sure
that they are being successful in customizing their platform in a very effective manner. In order
to succeed in the long run, they have to realize that that doing an in depth research and analysis is
one of the most essential aspect. They have to make sure that they are assessing the capabilities
of an employee or any other stakeholders before recruiting them.
Finding a right CRM Partner