Incorporation of CRM for Telstra: A Proposal

Running head: INCORPORATION OF CRM
Incorporation of CRM
Name of the Student
Name of the University
Author Note

INCORPORATION OF CRM
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Table of Contents
1. Introduction............................................................................................................................2
2. Description of organizational context....................................................................................2
3. Internal and external environments of Telstra.......................................................................3
4. Identification of the problem and opportunity for CRM........................................................5
4.1 Economic Feasibility........................................................................................................7
5. Conclusion..............................................................................................................................8
6. Reference list..........................................................................................................................9

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1. Introduction
This proposal shall be identifying the exact IS which will be very much useful to
address the challenge faced by Telstra which is to understand the current market trends in the
telecommunication industry (Snihur, Thomas and Burgelman 2017). The needs and
expectation of the consumers of the telecommunication industry keep on changing every
moment (Stanimirov, Zhechev and Stanimirova 2017). This proposal shall be also
highlighting the economic feasibility regarding the deployment of IS in the business
environment of Telstra.
2. Description of organizational context
The main objective of this proposal is to emphasize on the incorporation of CRM,
which is one of the biggest Australian telecom organization having more than 160 subsidiary
organizations. The main vision of this Telstra is to provide world class technology which
helps in connecting people. The organization aims to enhance their skill set in such a manner
so that they can provide more enhanced services to each of their clients (Telstra.com.au.
2019). The prime mission statement of Telstra is to build technologies and content solution
which will be valued by the consumers of this organization. Wide range of services are
provided by Telstra such as internet access and pay television. The most significant business
process which is used in the business environment of Telstra is process of eXchange which
helps Telstra to integrate with each of the process and business partners (Charoensukmongkol
and Sasatanun 2017). Most of the real data time collection of this organization is conducted
using this computing service.
Telstra follows business to business model as they do not provide their services
directly to the consumers but to other business organizations who sells the products to the
consumers. The market demands of the consumers of this organization are met by this

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organization due to the adoption of the B2B model (Härting et al. 2016). Improvement of the
brand awareness and providing customer centric experience are the other significant
contribution of this business model in Telstra.
3. Internal and external environments of Telstra
Based on the recent market trends regarding the incorporation of CRM, it can be said
that the concept of data mining is gaining popularity these days. Based on the use of the CRM
across other telecommunication organizations of Australia like Vodafone Australia, it can be
said that CRM not only helps to maintain a good relationship with the consumers (Nam, Lee
and Lee 2019). It can be said that the strategic use of IT systems can have a huge impact in
the telecommunication market (Khan et al. 2016). The ensuing table can be very much
convenient to understand the strategic use of IT in the telecommunication market.
Strategic use of CRM Description
Marketing Real time decisions based on the market trends is one of the most
substantial contribution regarding the use of CRM in tele
communication industry.
Sales Account of each of the consumers can be managed in the first
place using CRM. The long term customer contracts can also be
managed in the first place using the CRM. The entire sales circle
of the telecommunication industries is enhanced after the
introduction of the CRM (Zouaoui, Triki, and Ferchichi 2016).
Support Keeping track of the clients and the potential clients is one of the
most significant is the other contribution or the best practise
associated with the use of CRM in the telecommunication
industries.
Feedback CRM can play a huge role in the processing of the feedbacks in
the marketing departments of the telecommunication industries.
Table 1: Strategic use of CRM in telecommunication industry