Improvement of Customer Experience in Telstra: Project Management and Risk Analysis

This report discusses the project management and risk analysis involved in improving customer experience in Telstra, the biggest telecommunication organization in Australia. It covers the company background, strategic audit, understanding customer experience, identification of one area of investment, project management methodology and project scheduling, evaluation and monitoring the impact of investment, stakeholder management and high-level communication plan.

Running head: IMPROVEMENT OF CUSTOMER EXPERIENCE
Improvement of customer experience
Name of the Student
Name of the University
Author Note
Total words: 3583

1IMPROVEMENT OF CUSTOMER EXPERIENCE
Executive Summary
The main objective of this report is to understand and address diverse categories of risks
involved in a project of a global commercial establishment. This report will be providing the
details of the organization along with the diverse categories of models to understand the
business procedures and market position of the organization. The significance of the
changes required will be discussed in a detailed manner in this report, along with that the
report will also highlight different aspects of the project like project scheduling, cost-benefit
analysis, stakeholder communication plan. Risk register will be deployed in this report to
understand the impact and probability of each of the identified risks of the project. The 5Ms
of management will be aligned with the project and the deployment of RACI matrix will be
very much useful to understand the influence of each of the stakeholders in this project. Both
internal and external constraint analysis will be demonstrated in this paper. The paper will be
concluding with a list of recommendations which will be very much vital in this project.

2IMPROVEMENT OF CUSTOMER EXPERIENCE
Table of Contents
Company Background............................................................................................................3
Strategic Audit........................................................................................................................ 4
Section 1................................................................................................................................ 9
1.1 Understanding customer experience............................................................................9
1.2 Identification of one area of investment......................................................................10
1.3 Project management methodology and project scheduling.........................................11
1.4 Evaluation and motor the impact of investment..........................................................13
1.5 Stakeholder management and high-level communication plan...................................14
Section 2.............................................................................................................................. 16
Cost Benefit Analysis........................................................................................................16
Section 3 Identification of risks.............................................................................................18
Section 4: Conclusion...........................................................................................................23
Bibliography......................................................................................................................... 25
Appendix.............................................................................................................................. 29

3IMPROVEMENT OF CUSTOMER EXPERIENCE
Company Background
Telstra is the biggest telecommunication organization in Australia which have more
than 150 subsidiary organizations. Apart from the telecommunication department this
organization provides services like development of mobile applications, industry solutions,
network application and services. Founded in 1901 this Melbourne based commercial
establishment have their data centre in most parts of their business area.
Position in the market
Among all the services provided by Telstra the telecommunication department
provided the maximum business sale in the year 2018. The total equity of this commercial
establishment is £14.6 Billion. Distribution network of Telstra is very much significant for this
commercial establishment to maintain their market position in the telecommunication
industry in Australia. Changes in pricing strategy and creation of value propositions can be
useful to address the threat coming from new entrants.
Number of employees
More than 40000 employees work in this commercial establishment considering its
branches outside Australia. Employees of Telstra consume local food products rather than
food of global standards. Local food products are not at all costly, at the same time huge
benefits are provided by this organization to the workforces.
Service range
This commercial establishment provides a wide range of service like tele-
communication services, markets voices, internet access and pay television.
External opportunities are deployed in an organized manner in Telstra. Training are
given to each of the workforces of Telstra. Huge investment is made in the research
laboratories.

4IMPROVEMENT OF CUSTOMER EXPERIENCE
Understanding the expectation of the consumers using drop box can help Telstra
deal with expectation of the clients. Increasing discounts and loyalty bonuses can beneficial
to deal with this issues coming from consumers. Selection of suppliers based on market
reputation help Telstra deal with volatile market conditions.
Global presence
The wide range of frequency provided by this commercial establishment is one of the
prime reason behind the success of this organization over a period of time. Considering the
other telecommunication organization in Australia like Vodafone this organization focuses
hugely on the diverse ways to enhance the customer experience.
There are diverse categories of customers which works on this organization like
government customers and private consumers. Customers of this organization are not only
from Australia but also from Europe, Africa and Asia which is a significant concern for this
organization.
Revenues for the last year
The net profitability of this organization increased to 4.3% in the year 2018 which
resulted in a profit of £28.2 billion AUD. Based on the financial statements released by
EBITDA this commercial establishment saw growth of 2%.
Strategic Audit
Four pillar strategy is the current strategy adopted by this commercial establishment
for the next three years which will help this organization to improve their existing policies of
customer experience, produce more wide range of services, enhancement of the business
goals, and improvement of the leadership qualities of the internal stakeholders of the
organization. However the changing needs and expectation of the consumers are the prime
challenge of this organization considering the four-pillar strategy. Changes in both the

5IMPROVEMENT OF CUSTOMER EXPERIENCE
external as well as the internal environment is required in order to maintain the effectiveness
of the proposed strategy.
This commercial establishment can enhance their customer experiences which can
help them to be the biggest telecommunication organization in the world.
This organization is well placed to identify the needs of the business environment, at
the same time long term growth of this organization is can also be identified using diverse
categories of models kike PESTEL, Porter’s Five Forces model and SWOT.
PESTEL Analysis
Political Economic Social Technological Environmental Legal
Military
invasion,
contract
enforcement
, following of
the anti-trust
laws, wage
legislation,
product
labelling and
pricing
regulations
are the
political
factors
having an
impact in
Telstra.
Governmen
t
intervention,
infrastructur
e quality,
skill level of
work force,
economic
growth rate,
inflation and
interest
have the
political
impact on
Telstra.
Demograp
hics,
leisure
interests,
education
level of the
workers
have social
impact on
Telstra.
Impact on
value chain
architecture
and rate of
technological
diffusion have
the
technological
impact on
Telstra.
Weather,
climatic
change, waste
management
practices and
recycling
methods have
the most
environmental
impacts on
Telstra.
Anti-trust
law, data
protection
law, health
and safety
law,
discriminatio
n law and
employment
law have the
most social
impact on
Telstra.
Table 1: PESTEL Analysis
(Source: Created by author)

6IMPROVEMENT OF CUSTOMER EXPERIENCE
SWOT Analysis
Strength Reliable suppliers, successful track business records, stronger
distribution network, valuable return on capital expenditure are the
prime strength of this commercial establishment.
Flexible marketing strategies are adopted by Telstra to increase the
market reach of this organization.
Compact organization structure is maintained in each of the branch is
of this organization.
Diverse categories of systems like express system are deployed in the
production floor of Telstra.
Quality of product is improved using the diverse techniques
adopted by the strategic team of this organization.
Weakness Ineffective financial planning, huge amount of financial resources
required by the research team, limited success outside the
telecommunication departments are the prime limitations of Telstra.
Opportunity Decreasing cost of transportation, maintaining cash flow, lower
inflation rate, new taxation policy and opening up of new markets in
North and South America are the prime opportunities of Telstra.
Shift in focus are the prime shared value of Telstra.
Telecommunication skills are updated for each the worker if this
organization.
Management style of Telstra is significant for the long term growth of
this organization.
Market penetration strategy, development of the local market,
development of diverse categories of products and maintaining
diverse environment are the prime growth strategies adopted by
Telstra in the last four years which provides them a competitive edge
over the other similar organizations in Australia.
Huge amount of finance are generated from SBU in Telstra. 20%
market share of Telstra is obtained from this financial strategy.
Strategic team of this organization plays a huge role in maintaining the
efficiency of each of the stakeholders of this organization.
Each workforce is given priority to express their opinion about the
business strategy adopted by this organization.
Threats Exclusive marketing strategy adopted by the other telecommunication
organization, lack of innovative telecommunication products, changes
in technological laws in each of the country, isolationism and growth of
the local distributors in the business areas of this organization are the
most significant threat of this commercial establishment.
Volatile market conditions are the prime uncertainty associated with
this organization.
Table 2: SWOT analysis of Telstra
(Source: Created by author)

7IMPROVEMENT OF CUSTOMER EXPERIENCE
Section 1
1.1 Understanding customer experience
There are diverse categories of procedures which are adopted by the strategic team
of this commercial establishment to understand the dynamic needs and requirements of the
consumers. In order to deal with most of the issues and complaints coming from the
consumers of this organization Telstra deployed a dedicated department which is termed as
Customer Service Guarantee (CSG). Most of the issues coming from the clients in each of
the departments is addressed using this service.Most of the difficulties faced by the
consumers of this commercial establishment like mobile telephony and fixed line, internet
facilities, whole sale market, retail internet, cable internet, mobile broadband, satellite
internet, dial up internet, and subscription television are managed in an organized manner
using this platform.
However it can also be said that drop box facility, Google drive, social media pages
can also be used to enhance the customer experience of this organization. Complaint
management software can be the other significant platform which can be very much useful
understand the needs and expectations of the consumers of this commercial establishment.
Customer retention strategies can be adopted by Telstra which can help them to identify the
loyal consumers of this commercial establishment. Even though it can be said that only 750
GB of data can be stored in the Google drive and the maximum file size which can be
uploaded in drive is 5TB in size. At the same time protection of the data is the most
significant limitation of deploying the social media platforms for understand the quality of
services provide by this organization.
Customer service training materials is very much significant in order to understand
the gap which exists between the production team and the consumers of this commercial
establishment. Analytical data must be maintained by the operational manager of each of the
branches of Telstra.

8IMPROVEMENT OF CUSTOMER EXPERIENCE
1.2 Identification of one area of investment
The incorporation of an advanced CR which will be integrated with diverse categories
of social media platforms like Facebook, Instagram and Whatsapp can be very much
significant to understand the loyal consumers of this major telecommunication organization.
Purpose of the project: The main purpose of this project is the development of an
advanced CRM which will be integrated with diverse categories of social media pages like
Facebook, Instagram and Whatsapp. This project will be very much useful to identify the
loyal consumers of this organization who are using the service of this organization over a
longer period of time.
Scope of the project: The foremost scope of this project are listed below:
 Creation of an user friendly CRM which will be compatible with diverse categories of
browser and mobile systems.
 Identification of the resources which will be used in this project is one of the most
significant scope of this project.
 To increase the visibility and transparency of the entire business procedures using
the new CRM.
 To ensure diverse categories of training for the staffs who will be working with this
CRM.
 Providing bidirectional communication access from the CRM.
Elements of project plan:
 Diverse stakeholders of this commercial establishment must be aware of the
functionalities of the new CRM.
 Creation of the project chanter stating the role of each of the stakeholders who will be
deployed in the designing and developmental phase of this new CRM.

9IMPROVEMENT OF CUSTOMER EXPERIENCE
 Documentation of the new IT product and regular meeting schedules are one of the
prime activities of this project.
 Management of the cost baseline, project scheduling, and resource plan are the
prime elements of project planning.
1.3 Project management methodology and project scheduling
Waterfall project management methodology will be deployed for the development of
this new and advanced CRM.
Work Breakdown Structure
Figure 1: WBS of this project
(Source: Created by the author)

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Gantt Chart
ID Outline
Number
Task
Mode
Task Name Duration Start Finish Predecessors
0 0 Creation of a new CRM 365 days Mon 22-07-19 Fri 11-12-20
1 1 Chapter 1: Introduction 39 days Mon 22-07-19 Thu 12-09-19
2 1.1 Understanding the
requirement of the
consumers
10 days Mon 22-07-19 Fri 02-08-19
3 1.2 Selection of human
resources
10 days Mon 05-08-19 Fri 16-08-19 2
4 1.3 Selection of materials 10 days Mon 19-08-19 Fri 30-08-19 3
5 1.4 Financial management 9 days Mon 02-09-19 Thu 12-09-19 4
6 2 Chapter 2: Designing phase
and Development
304 days Fri 13-09-19 Wed 11-11-20
7 2.1 Documentation 9 days Fri 13-09-19 Wed 25-09-19 5
8 2.2 Designing 100 days Thu 26-09-19 Wed 12-02-20 7
9 2.3 Development phase 195 days Thu 13-02-20 Wed 11-11-20 8
10 3 Chapter 3: Project closure 22 days Thu 12-11-20 Fri 11-12-20
11 3.1 Software testing 20 days Thu 12-11-20 Wed 09-12-20 9
12 3.2 Project closure 2 days Thu 10-12-20 Fri 11-12-20 11
W T F S S M T W T F S S M T W
02 Jun '19 18 Aug '19 03 Nov '19 19 Jan '20 05 Apr '20 21 Jun '20 06 Sep '20
Figure 2: Project scheduling of this project
(Source: Created by the author using MS Project)
Critical Path
Figure 3: Critical path of this project
(Source: Created by the author using MS Project)

11IMPROVEMENT OF CUSTOMER EXPERIENCE
Project Control
Project control is one of the most significant aspect regarding the development of a
new CRM having numerous advanced capabilities. The diverse categories of project control
associated with the development of a new CRM are as follows:
 Role of the project manager and the operational manager is very much significant.
 Technical abilities of the designers and developers is also required.
 Role of the procurement is very much significant in order manage the complications
of this IT projects.
 Role of the vendors and suppliers are very much significant for the successful
completion of this project.
1.4 Evaluation and motor the impact of investment
There are diverse categories of qualitative and quantitative techniques which can be
used in this project to understand the impact of deploying CRM in Telstra. Quantitative
techniques like intervention in the production and the strategic team, control group activities
and random sampling method can be very much beneficial to understand the impact of
deploying CRM in Telstra. However, detailed analysis of the narrative model and detailed
examination of the financial statements can be the most significant qualitative analysis
techniques.
Smart philosophy can be very much beneficial to understand the proposed
investment of deploying an advanced CRM in the business environment in Telstra.
Specific Each of the stakeholder can be very much beneficial to understand the
impact of deploying an advanced CRM in Telstra.
Measurement Expectation of the clients can be very much useful to understand the
expectation of the consumers as well as the need of managing the cost
of this project. The time required in each phase of this project also has to
be managed in the first place in order to remove the uncertainties
associated with this project.
Achievable Experienced IT professionals are required in order to maintain the quality
of services which will be offered by this new CRM.
Relevant The incorporation of the new CRM can be very much useful to enhance

12IMPROVEMENT OF CUSTOMER EXPERIENCE
the customer experience of Telstra as this can provide them a
competitive advantage over the other similar telecommunication
organizations in Australia.
Time
oriented
The deployment of the new CRM will require 12 month time.
Table 3: SMART
(Source: Created by author)
1.5 Stakeholder management and high-level communication plan.
The deployment of the new and advanced CRM in the business environment of
Telstra will be having diverse categories stakeholders associated with them. These diverse
categories of stakeholders can be classified into two broad categories like internal and
external stakeholders.
Internal External
CEO, Board of directors( investors) Consumers
Regional heads Regulators
Operational manager Suppliers of raw materials
Risk manager Service providers
Branch manager Government officials
Employees of customer service department Creditors
Table 4: Stakeholders of this project
(Source: Created by author)
However, there are other stakeholders who will be involved in this project like the
designer of the new CRM, development team, server team, testing department and the
quality assurance team.
High Level Communication
High level communication plan is very much significant in this project as there are
diverse categories of stakeholders associated the deployment of the advanced CRM in
Telstra. Detailed explanation of the required communication plan is presented in the below
table.

13IMPROVEMENT OF CUSTOMER EXPERIENCE
Stakeholder Message Communication
medium
Frequency Responsibility Feedback
mechanism
Investors Funding of this
project.
Board meetings Daily Project
manager
Instructions to the
operational team.
Regional
heads
Manage the
manager
working in this
project.
Board meetings Daily Project
manager
Feedback procedure
Operational
manager
Manage the
operations of the
project.
Face to face
meeting
Weekly Project
manager,
branch
manager
Feedback procedure
Risk manager Identify the risks
of this project.
Face to face
meeting
At major
milestones
Project
manager
Critical analysis
Branch
manager
Co-ordinate
between the
workers of this
project.
Face to face
meeting
Daily Project
manager
Feedback procedure
Employees of
customer
service
department
Understand the
exact
requirement of
the project.
Customer
Service
Guarantee
(CSG).
Monthly Project
manager
Feedback procedure
Consumers Providing
constructive
feedbacks.
Customer
Service
Guarantee
(CSG).
Monthly Employees of
customer
service
department
Feedback procedure
Regulators Aligning the IT
product with the
global
engineering
standards.
Social media
platforms
Half yearly Project
manager
Instructions
Suppliers of
raw materials
Provide best
quality services.
Face to face
meeting
Half yearly Project
manager
Feedback procedure
Government
officials
Make the design
understand the
significance of
Face to face
meeting
Half yearly Project
manager
Instructions

14IMPROVEMENT OF CUSTOMER EXPERIENCE
government
protocols.
Service
providers
Providing best
quality services.
Social media
platforms
Half yearly Project
manager
Instructions
Creditors Ownership of the
funds.
Social media
platforms
Monthly Project
manager
Instructions
Designer Providing better
designing to the
IT platforms.
Face to face
meeting
Daily Project
manager
Feedback procedure
Development
team
Development of
a new CRM.
Face to face
meeting
Daily Project
manager
Feedback procedure
Testing
department
Understanding
the defects and
bugs of the new
CRM.
Board meetings After
completion of
developmental
phase
Project
manager
Feedback procedure
Quality
assurance
team
Understand the
impact of the
new CRM.
Customer
Service
Guarantee
(CSG).
After the end
of this project.
Project
manager
Feedback procedure
and Instructions
Table 5: Communication plan
(Source: Created by author)
Section 2
Cost Benefit Analysis
Figure 4: Budgeting of this project
(Source: Created by the author)

15IMPROVEMENT OF CUSTOMER EXPERIENCE
Figure 5: Forecasting of this project upto 5 years
(Source: Created by the author)
Figure 6: ROI and NPV of the project
(Source: Created by the author)
Identify and detailed non-financial benefits
There are diverse categories of non-financial benefits regarding the incorporation of
an advanced system in the business environment of Telstra such as the followings:
 Better customer service.
 Understanding the expectation and wishes of the consumers from various regions
and countries.
 Enhanced revenue from the customers.

16IMPROVEMENT OF CUSTOMER EXPERIENCE
 Improved selling of the products.
 Enhanced sales and marketing.
 Better identification of the loyal customers.
 Effective internal communication.
 Optimized marketing procedures
Section 3 Identification of risks
There are diverse categories of risks associated with the incorporation of a new CRM
in the business environment of Telstra like the financial risk, strategic risk, operational risk,
legal and reputational risk.
 Financial Risk: The overhead cost of the maintenance of the new CRM can have a
huge impact on the successful completion of this project.
 Strategic Risk: Strategies adopted by the designer and developers must not have
any undesirable impact on this project.
 Operational Risk: Effective training session can be very much useful to deal with the
technical complexities of the new CRM.
 Legal Risk: Risk of attrition are the prime legal risk associated with this project,
business laws of different countries must not be compromised after the deployment
of the advanced CRM.
 Reputational risk: The deployment of the advanced CRM must not have any
undesirable impact on the productivity of this telecommunication organizations.
Significance of Risk management: The quality of services which is desired from this
advanced CRM can be maintained if risk management procedure is applied in each phase of
this project. The risk management techniques can be very much significant in order to
improve the required communication between each of the stakeholders of this project.
Risks Analysis using Force Field Analysis

17IMPROVEMENT OF CUSTOMER EXPERIENCE
These diverse categories of risks associated with this project which can be analysed
using the Lewins force field analysis. This change model can be very much beneficial to
understand the impact of the deployment of the new CRM in the business environment of
Telstra. Both the driving and the restraining forces of this organization can be identified using
the force field analysis. Feasibility of the deployment of the advanced CRM can also be
identified using the force field analysis. The identification of the hindering forces can be very
much helpful for the risks managers of this commercial establishment to address the
identified risks.
Number Identified risks Cell references
R1 Overhead cost B2
R2 Inefficient business strategies D4
R3 Ineffective training session C3
R4 Risk of attrition B4
R5 Productivity C5
Table 6: Categories of risk
(Source: Created by the author)
Risk D (Certain) C (Likely) B (Moderate) A (Unlikely)
5 (Fatal) R5
4 (Major) R2 R4
3 (Lost Time) R3
2 (Minor) R1
1 (Trivial)
Table 7: Likelihood and impact of the risks
(Source: Created by author)
Type of risk Root cause Probability
(1-5)
Impact
(1-5)
Likelihood Risk
Level
(P.I)
Risk
priority
Contingency
plan

18IMPROVEMENT OF CUSTOMER EXPERIENCE
Overhead
cost (R1)
Volatile
market
conditions
3 5 5 15 3 Financial
management
plan
Inefficient
business
strategies
(R2)
Ineffective
selection of
project
manager
4 4 5 16 2 Deployment of
Information
System
Ineffective
training
session
(R3)
Complications
of the new
CRM
3 3 3 9 4 Orientation
Training
Risk of
attrition (R4)
Illegal
business
decisions
2 4 4 8 5 Resource
management
plan
Productivity
(R5)
Inefficiency
selection of
resources
4 5 5 20 1 Section of
resources
based on
experience
and expertise.
Table 8: Risk Register
(Source: Created by author)
Resource Management
Men Minutes Machinery Materials Money
Selection of the
correct
resource can
help to Telstra
to deal with the
risks of this
project.
Project
scheduling is
significant in
each stage of
this project so
that no extra
time is required
to complete this
project.
Time and
revenue of this
project can be
saved using
good quality
tools which will
be used in this
project.
IT department
of Telstra must
be providing
good
infrastructure to
the designing
and
development
team to build
the advanced
CRM.
Financial management
is required in the first
place in order to deal
with all the
complications of this
project.
Table 9: View of the resources
(Source: Created by author)

19IMPROVEMENT OF CUSTOMER EXPERIENCE
Personnel requirements
Figure 7: Requirements from the resources of this project
(Source: Created by the author)
RACI matrix
Figure 8: RACI
(Source: Created by author)
Core Competency (Resource capacity)
Efficient IT infrastructure for the new CRM User friendliness of the new system for the
workers
Capabilities required from resources
Understanding client expectation location
wise Find ways to provide cmpetitive advantage
Prime Resources
Human resources Non Human resources

20IMPROVEMENT OF CUSTOMER EXPERIENCE
Constrain Analysis
Internal External
Low social returns in terms of human
and natural capital
Higher cost of finance
In appropriate organizational model Facing law suits due to breach of
environmental codes in the braches outside
Australia
Table 10: Constraint Analysis of Telstra
(Source: Created by author)
Section 4: Conclusion
Considering the volatile market conditions and threat coming from other similar
commercial establishments, it can be said that the incorporation of the new advanced CRM
which will be integrated with most of the commonly used social media platforms can be very
much useful for Telstra to enhance their customer experience and provide them a
competitive edge. The discussed models like SWOT, BCG Matrix and PESTEL analysis
helped in understanding that the incorporation of the new CRM is very much required in this
telecommunication organization as it can provide them a competitive advantage and
enhance the existing sales conversion procedure by a huge margin. This project might be
having diverse categories of risk like strategic and operational risks which has to be
addressed in an organized manner by the project manager. Management of time, resources
are the key factors which can be responsible for the successful completion of this project.
Thus, it can be understood that the incorporation of the new CRM can help Telstra to
enhance their corporate behaviour and can also provide them a competitive edge they are
looking for. The overall organizational performance can also be enhanced after the
enactment of the new CRM.

21IMPROVEMENT OF CUSTOMER EXPERIENCE

22IMPROVEMENT OF CUSTOMER EXPERIENCE
Recommendations
 Create and enact CRM plan and strategy.
 Identify the limitations of the new CRM.
 Provide training t the staffs who will be working with this new CRM.
 Engagement required from each of the stakeholder of this organization for this
project.
 Hire experienced professionals to align the customer feedbacks and functionality of
the CRM.

23IMPROVEMENT OF CUSTOMER EXPERIENCE
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