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

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

IMPROVEMENT OF CUSTOMER EXPERIENCE
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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.

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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

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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.

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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

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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)