E-Business Fundamentals and Systems: Telstra Corporation Limited

Running head: E-BUSINESS FUNDAMENTALS AND SYSTEMS
E-Business Fundamentals and Systems: Telstra Corporation Limited
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E-BUSINESS FUNDAMENTALS AND SYSTEMS
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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E-BUSINESS FUNDAMENTALS AND SYSTEMS
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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E-BUSINESS FUNDAMENTALS AND SYSTEMS
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