E-CRM Implementation in Telstra Corporation Limited

E-CRM Implementation in Telstra
Corporation Limited
Name of the Student
Name of the University

Introduction
 An electronic business is the conduct of few
business procedures (Payne and Frow 2013).
 E-commerce is a part of e-business that is being
used several popular organizations.
 To make e-commerce even better and to maintain
better relation with customers, e-CRM software is
being implemented.

Brief Background of Telstra
 Telstra Corporation Limited was founded in year, 1975
and had been serving their customers for 44 years.
 It is the largest telecommunications organization in
Australia with millions of customers (Telstra.com.au.
2019).
 They build and provide data services, internet access,
fixed line, telecommunications networks, pay
television, market voices, mobile telephony and
several others.

Issues Faced by Telstra
 Although, Telstra is extremely effective in their
services, in the year 2013, they have faced a major
issue related to customer services.
 They received complaints from their customers that
the customer services were ineffective.
 These complaints affected their profit majorly and
the market position declined.
 To deal with the issue, they decided to implement an
e-CRM initiative of Microsoft Dynamics CRM system.