Customer Satisfaction in Telstra's Customer Relationship Management

This article discusses the issues faced by Telstra in implementing customer relationship management strategies and suggests ways to improve it. It also talks about the tools and techniques used by Telstra to serve its customers better.

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

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It is also one of the major issues that might be faced by the companies in finding a right
partner for the implementation of the CRM strategy. The companies must make sure to get a
partner that will be able to provide all the facilities (Taylor et al. 2015). However the company
has to find a proper partnership that will be able to match up with the existing work culture of the
organization.
Tools and techniques used
One of the CRM theories is the Swift’s Model. This model is to be used by the company
so that they develop in their CRM strategies. This model is broken down into five steps-
Knowledge discovery- The Telstra company has to make sure that they are trying to do an in
depth analysis in order to categories the customers as per their buying behavior, mind set and
other such parameters. Knowledge management is one of the most essential aspects that they can
focus upon. This will be helping the organization to make sure that they are being able to hire the
best expertise and the best advanced technology.
Interaction with the customer
They have to make sure that they are being able to target the majority of the customers by
interacting with them. In order to do this, the Telstra Company has to venture into all the e
commerce or the electronic sites (Ascarza et al. 2017). The social media sites will be a very good
and helpful platform for the companies to interact with their customers.

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Market planning
The company has to make sure that they are developing some good customer
relationship building strategies in order to communicate with the customers properly.
Analysis of refinement
The refined analysis that will be obtained by the company has to be properly analyzed by
the organization. The company has to properly go through the kinds of customers that they have
and what are their buying behavior.
Serving clients in CRM
The first step is to make sure that the database is made accurately. After that the database
has to be analyzed so that they can properly find the targeted customers (Soltani and Navimipour
2016). After that they have to make sure that the marketing mixture is being made properly in
order to make sure that the communication is being done in a proper manner. For instance the
customers belong to teenage can be communicated through the SNS as majority of the young
generation are very active on that.
Software’s used
One of the important software that is being used by the company is the Sales cloud. This
is one of the essential software that can be set up in a very easy and a very quick manner. At the
same time, it can also be used for the purpose of developing the CRM. The sales team has also
been able to work over the CRM through this method (Taylor et al. 2015). 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

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manner. They have been able to make a complete analysis of their customers and the ways in
which they have to cater to the needs and demands of the customers.
One of the major technique by which Telstra has been able to look after their customer
needs in a proper way is to reduce the work load. They have been able to do it by using a
quoting API on Sales Cloud. They have been able to reduce their work load in a proper way so
that they can actually take care of their customers in a proper way. They have opted to the usage
of the online or the social sites so that they can actually connect with and serve their customers in
a best way possible.

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