E-Business Fundamentals and Systems: Telstra Corporation Limited

This report discusses the implementation of electronic customer relationship management (eCRM) by Telstra Corporation Limited, the largest telecommunications company in Australia. It covers the description of the organization, the problem faced by them in business, the nature of the eCRM initiative, ethical issues and risks faced during implementation, and the success rate of the initiative. Recommendations for further improvement are also provided.

Running head: E-BUSINESS FUNDAMENTALS AND SYSTEMS
E-Business Fundamentals and Systems: 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 Description of Organization and Explanation of Problem or Opportunity faced by them
in Business.............................................................................................................................2
2.2 Description of nature of the e CRM Initiative that Telstra implemented including
Process by which Initiative was selected...............................................................................3
2.3 Explanation and Analysis of Ethical Issues and Risks faced by Organization while
Implementation of e CRM.....................................................................................................7
2.4 Proper Assessment of Success Rate of e CRM Initiative and Discussion of
Recommendations for further Improvement..........................................................................9
3. Conclusion............................................................................................................................11
References................................................................................................................................12

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1. Introduction
Electronic business or e business can be referred to be as a conduct of several
business processes over the Internet connection. When electronic commerce is being
accelerated, the security tools and protocols like digital certificates and encryption were being
adopted for protecting against theft, fraud and hackers (Navimipour and Soltani 2016).
Similarly, e CRM or electronic customer relationship management is also required to make
the relationship between business and customer much more effective and efficient. Telstra
Corporation Limited is the largest telecommunications company in Australia that provides
several products and services to their customers and maintain e CRM in an efficient manner.
Telstra has using Microsoft Dynamics CRM system in their business for integrating business
processes or customers. The following report outlines a brief discussion on electronic
customer relationship management with proper assessment and suitable recommendation.
2. Discussion
2.1 Description of Organization and Explanation of Problem or Opportunity faced by
them in Business
Telstra Corporation Limited or simply Telstra is one of the most significant
telecommunications organizations within Australia that eventually builds and operates all
types of telecommunications network, internet access, market voice, pay television, data
services, mobile telephony, fixed line and many other services and products (Telstra.com.au.
2019). The organization was founded in the year of 1975 and they had been serving their
customers for several years. The headquarters of this particular telecommunications
organization is in Melbourne Australia and they are serving to their customers in the entire
world and majorly in Australia as well as New Zealand. These total revenue of this particular
organization was more than 26 billion AU dollars last year and that of the total operating

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income of this company was 6.2 billion AU dollars. One of the major and the most significant
strategies of Telstra Corporation Limited is for customer services (Telstra.com.au. 2019).
They want to make the customer services fundamental for everything they are doing. In the
year of 2011, they even announced that expansion of customer services will be done to social
media with a total coverage of 24 * 7.
In the year of 2013, Telstra received major complaints from their customers that the
customer service was not perfect and hence they lost several premium customers in this
phenomenon (Badwan et al. 2017). The percentage of complaints even raised to 45% in the
year of 2015 and the business and profit were highly affected. To resolve this issue, Telstra
decided to implement opted for Microsoft Dynamics CRM system. This particular electronic
CRM software is solely responsible for reducing all types of issues and problems faced in any
organization in an effective as well as efficient manner (Khodakarami and Chan 2014).
Moreover, Telstra even launched Telstra Digital to deal with all types of existing
complexities related to customer services. Microsoft Dynamics CRM system is even cost
effective in nature and hence no extra cost is being incurred here.
2.2 Description of nature of the e CRM Initiative that Telstra implemented including
Process by which Initiative was selected
Telstra Corporation Limited had implemented Microsoft Dynamics CRM system for
dealing with the issues and complexities faced for their customer service complaints.
Microsoft Dynamics CRM system is a significant software package of customer relationship
management software package that is being developed by the organization of Microsoft
(Soltani and Navimipour 2016). This particular product majorly emphasizes on sales,
marketing as well as service sectors, however Microsoft had been eventually marketing their
dynamics CRM as one of the major and the most significant platforms of this CRM. They
even had been encouraging the organizational partners for utilizing its proprietary framework

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for customizing it effectively. This specific software package of Microsoft Dynamics CRM
system is a major portion of this family of Microsoft Dynamics of each and every business
application (Chua and Banerjee 2013). The Dynamics customer relationship management can
be referred to as a major application of server and client that is even an IIS based web
application that supports an extensive web service interface.
This Microsoft Dynamics customer relationship management was first started in 2011
with the subsequent acquisition of iCommunicate, which is a web based organization of
customer relationship management (Olupot, Kituyi and Noguera 2014). With the subsequent
collaboration, an application of a modern and web based CRM was being developed. The
basic contract management as well as email campaign functionalities eventually aimed at
SMB or small and medium business market. A strong multi-faceted platform, in which every
crucial and important services are being stored for the core purposes of development,
improvement as well as retaining the relationships (Choudhury and Harrigan 2014). Without
even having a major support from an integrated solution of customer relationship
management, the respective opportunities of growth are missed and revenue is lost as
operating processes are not optimized.
The major and the most effective advantages of this particular software of Microsoft
Dynamics CRM that Telstra Corporation Limited have obtained in their business and
customer services are as follows:
i) Management of Customer Data: The first and the foremost or the most important
advantage that Telstra Corporation Limited has obtained from the implementation of
Microsoft Dynamics CRM is better management of customer data. All the customer data are
well managed and integrated in one single location and hence allowing their employees to be
more productive and exclusive as well as efficient after tracking the significant history of

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various customers and even adding extra cues for the sales calls and meetings (Saarijärvi,
Karjaluoto and Kuusela 2013). As the organization had received several complaints regarding
their customer services, this particular software package was extremely effective and
beneficial for them.
ii) Better Client Relationship: The second important and significant advantage that
Telstra Corporation Limited has obtained from the implementation of Microsoft Dynamics
CRM is better and effective customer relationships (Rishika et al. 2013). It was extremely
important for them to maintain better relations with the customers and gain more popularity.
A better relationship even had enabled them to forge a much more strong connection as well
as deep relationship with the clients. Small and meaningful functionalities are being
maintained for ensuring this type of long lasting relationships.
iii) Management of Growing Database: The third vital and noteworthy benefit that
Telstra Corporation Limited has obtained from the implementation of Microsoft Dynamics
CRM is management of growing database and hence speeding up of the growth procedure
(H. Nguyen and S. Waring 2013). This management of growing database is required to
ensure that the organization is working efficiently.
iv) Centralization of Data: Microsoft Dynamics CRM has also been extremely useful
to Telstra for centralization of data. The entire procedure becomes automatic like sending of
auto electronic mails and text messages to the customers. Data centralization is also required
for eradicating all types of data related issues and complexities easily and promptly. Telstra
hence was able to reduce the complexities to a high level.
v) Determination of Improvement Areas: This is the next important and noteworthy
advantage that Telstra Corporation Limited has obtained from the implementation of
Microsoft Dynamics CRM (Kasemsap 2015). Since they were facing major problems related

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to customer services, it was highly required for them to identify the areas, in which
improvements are required majorly and thus allowing subsequent advantage of improving
efficiency in serving the clients.
vi) Cost Effectiveness: The entire software package of Microsoft Dynamics CRM is
extremely cost effective, hence it was quite easy to implement the software in their business.
Telstra has implemented Microsoft Dynamics CRM initiative in their business after
following a distinctive process and the steps in this particular process are as follows:
i) Creation of an E CRM Implementation Team: The first and the foremost step in
this process of Microsoft Dynamics CRM implementation in Telstra is creation of a CRM
implementation team (Hennig-Thurau and Hansen 2013). They have included a project
manner or planner, an analyst of application, a developer of application, an engineer of QA
test and few representatives like marketing team as well as customer service representatives.
ii) Creation of a Change Management Plan: This is the second important and
significant step in the distinctive CRM implementation within Telstra. Such plan should
underpin the new software implementation procedure. Moreover, the strengths and
weaknesses of the CRM implementation team are also assessed.
iii) Forecasting Budget of e CRM Implementation: Telstra forecasted a budget for
checking the implementation of Microsoft Dynamics CRM (Payne and Frow 2013). It helped
them in reducing issues related to excess budget and resource consumption.
iv) Rolling out of e CRM: After budget was set, Telstra started to roll out the CRM
software for getting it ready to be successfully implemented.
v) Initiation of e CRM go-live: Finally, in the last step, they planned and initiated
their CRM to go live. This go live period is a major product of migration and better training

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(Venugopal and Priya 2015). The entire procedure is made easy by involvement of staff
scheduling, identification of metrics, network speed, reliability checking, creation of a
communication strategy and post go-live testing.
2.3 Explanation and Analysis of Ethical Issues and Risks faced by Organization while
Implementation of e CRM
The electronic commerce emphasizes on the utilization of information and
communication technology for the core purpose of enabling the external relationships and
activities of a business with other businesses. This type of business majorly comprises of
exchanging of various products as well as services within significant businesses, individuals
and groups and could even be seen as one of the major and the most significant requirements
and activity of any specific business (Bagheri, Kusters and Trienekens 2015). The
organizations have to decide the type of electronic business models that suit the goals and
objectives and it becomes easy to maintain a significant balance between the organizational
processes and services provided to the customers. E CRM management eventually
encompasses each and every function of CRM with the subsequent utilization of the net
environment like internet, intranet and extranet.
Telstra has faced some of the major and the most significant ethical issues while
implementation of this particular electronic customer relationship management software
solution and these are as follows:
i) Collection of Customer Data: The ethical issues originating with subsequent
collection of the customer data are majorly related for securing the collection methods and
even for information verification. As they are involved with telecommunications business, it
is highly recommended to use the customer data in an ethical manner so that accuracy of
information and customer identification is done simultaneously (Johnston and Marshall

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2013). While collecting these data, Telstra came into contact with few forge or fake
customers.
ii) Storing of e CRM Data: The next ethical issue that they have faced in the storing
of CRM data in Microsoft Dynamics CRM software. As the data belonged to the customers,
it was highly important for them to control data, however, in the first go, Telstra did not allow
to control or withdraw their data and this was unethical.
iii) Utilization of e CRM Data: The CRM data should be utilized effectively so that
the confidentiality of data is maintained for all customers, however the employees were
unable to utilize the data in an ethical manner.
iv) Disposing of e CRM Data: After using the data, if that data is not to be used any
more, the data should be disposed so that these are not used for wrong purposes (Rafiq,
Fulford and Lu 2013). However, few employees did not dispose the confidential data and
hence enhancing chance of data theft to a high level.
Apart from the ethical issues, Telstra Corporation Limited had even faced few risks in
their business, which are as follows:
i) Difficult Implementation: This is the first risk that they have faced in the business.
The enterprise level CRM solution comprises of a reputation to be difficult to deploy in the
business (Jeon and Baeck 2016). The data was inaccurate and the business processes and
work flow were not properly defined or aligned, thus issues were raised.
ii) Expenses: Although, Microsoft Dynamics CRM is cost effective, the maintenance
of this particular software solution is extremely expensive and hence Telstra has faced
significant issues related to this factor.

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iii) Web Dependency: This is the third risk that is being faced during e CRM
implementation within Telstra (Zerbino et al. 2018). Since, this software is dependent on
Web, the scalability was highly threatened.
iv) Over Automation: There was over automation in this particular software and
hence Telstra faced major issues while driving technology to the point in which it eventually
reaches diminishing the returns.
2.4 Proper Assessment of Success Rate of e CRM Initiative and Discussion of
Recommendations for further Improvement
The respective processes of electronic business majorly involve buying as well as
selling of products, major supplies or services, proper servicing of respective customers,
business payment processing, management of production controlling, coordination and
collaboration with respective business partner, communicating or distribution of data or
information, recruiting, running of automatic employee’s service and many more
(Taherparvar, Esmaeilpour and Dostar 2014). This electronic business could even comprises
of a variety of several functionalities as well as services, which range from development of
extranets as well as intranets to every electronic service and task or service provisioning on
the Internet through providers of application services. The corporations majorly rethink the
businesses in respect to availability, wider reach as well as ever changing capabilities that are
effectively conducing electronics business for buying parts and then supplying from any other
organization, collaboration on sales promotion and conduction of joint research (Saarijärvi,
Karjaluoto and Kuusela 2013). The data security and privacy is enhanced on a high level and
hence electronic commerce is termed as one of the major and the most significant
requirements in a business for making it much popular in comparison to other.

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Telstra Corporation Limited has implemented the e CRM initiative of Microsoft
Dynamics CRM in their business. The success rate of this implementation is quite high and
they have been able to deal with the issues that they faced due to customer service
complaints. The clients also can access this particular software of Dynamics customer
relationship management either by utilizing a browser or by a thick client plug in to the
Microsoft Outlook (Al-Busaidi 2013). Apart from the Internet Explorer, the browsers of
Firefox and Chrome are completed supported by the new version of Microsoft Dynamics
CRM 2011 Update Rollup 12. This type of CRM software is solely responsible for increasing
the overall profitability by simply streamlining the administrative procedures within service,
marketing and sales divisions and also by letting the user to focus on building as well as
maintaining all types of customer relationships eventually. Thus, it had been extremely
successful for Telstra.
Recommendations that would be extremely effective for Telstra to make their e CRM
initiative of Microsoft Dynamics CRM more efficient and better for the business are as
follows:
i) Providing Training to Every Employee: The first and the foremost
recommendation to Telstra for making their e CRM initiative more effective is to provide
training to all the employees and staff. A scheduled regular mastermind session would be
extremely effective for training the employees so that they can gain maximum results.
ii) Tracking Customer Behaviour in Sales Cycle: As they are into
telecommunications industry, it is highly advisable for them to track the customer behaviour
in the entire sales cycle. This type of customer behavioural tracking would allow them to
know about the problems or issues that are prevailing within their existing customer services
and hence making them even better for the customers.

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iii) Using Microsoft Dynamics CRM as Standalone Sales Automation System: The
third recommendation for Telstra is to use Microsoft Dynamics CRM as a standalone sales
automation software so that they are able to deal with every significant issue related to sales
automation easily and promptly. Hence, making the entire e CRM initiative more effective
and efficient.
3. Conclusion
Therefore, conclusion can be drawn that electronic business is the type of commercial
transaction or business, which majorly involves sharing of information within the Internet
connection. The electronic customer relationship management even is concerned about every
form of managing relation with customer by making proper use of IT or information
technology. This type of system even uses IT for integrating the internal organizational
resources as well as external marketing strategies for the purpose of understanding and
fulfilling needs of the customers. After comparing with the traditional CRM it is noted that
the integrated information for this electronic CRM inter organizational collaboration could be
extremely efficient for communicating with customers. The above provided report has clearly
outlined and analysed the various issues that are faced in Microsoft Dynamics CRM system
by Telstra Corporation Limited. The nature of this e CRM initiative is well explained here.
Moreover, the ethical issues and risks are also analysed here with proper recommendations
for further improvement with relevant details.

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