Customer Experience Strategy for Telstra Corporation Limited

Customer Experience Strategy 1
Subject code and title BIZ104: Customer Experience Management
Assessment Customer Experience Strategy: Analysis
Individual/group Individual report

Customer Experience Strategy 2
Contents
History of Telstra.............................................................................................................................3
Identifying the customer segments..................................................................................................3
Telstra and the Voice of Customer..................................................................................................4
Alignment diagram on Segment 1: Individual Customer................................................................4
Alignment diagram on Segment 2: Government Organisation.......................................................5
CEM Strategy..................................................................................................................................6
Conclusion.......................................................................................................................................7
References........................................................................................................................................8

Customer Experience Strategy 3
History of Telstra
Telstra Corporation Limited, popularly known as Telstra, founded in 1975 is one of the
biggest telecommunications companies with its headquarters situated in Melbourne, Australia.
Before this, the Australian telecommunications services were under the control of Postmaster-
General's Department (PMG), which was founded in 1901. In 1975, few commissions were
formed to replace PMG and later on the responsibility of the postal services was transferred to
the Australian Postal Commission. This was reconstituted as Australian Telecommunication
Corporation. The Overseas Telecommunications Commission which was a separate government
body established in 1946, merged with the Australian Telecommunications Corporation and
became a short-term company, AOTC. The AOTC was further renamed to Telstra Corporation
Limited in 1993. The company features in providing the best internet and fixed line network
services, operates pay television, mobile and other products and services.
Identifying the customer segments
The company is well known for its high-quality products all over the country. It delivers
telecommunication services in rural and urban Australia. It tries its best to reach the customers
through its primary and secondary sources. According to surveys, the company has varied
customer segments based on their tastes, needs and values. The social media also reveals that the
company has developed strong strategies to make a good hold in the market. The first customer
segment is the “Individual customer”, and second are the “Government Organizations”.
They aim is identifying the problem of their customer and solving it (Ray Gehani, 2013).
Their customer satisfaction from 6.8 in 2009 had reached to 7.3 in 2012. Their
telecommunication industry ombudsman complaints [TIO] have also seen a downfall from 3.1 to
1.9 in the previous years. Also, they have a 24x 7 support on twitter, service facility on Facebook
and a new online group called CROWD SUPPORT, where customers help customers.
The data clearly show that the company is working at its best to satisfy its customers. Aiming to
be customer friendly, the company has introduced a simple bill format and my account
summaries, which has lowered the frequency of call at the contact centers and all the basic
information is communicated to the customer via email (Zhu and Li, 2014).
As far as relation between Telstra and government organizations are concerned, the company has
taken measures in making the country globally digital in all these years which has promoted
economic development, bringing high revenue to the country. Though it has also given rise to
severe threats, and online hacking etc., still digitalization is like a survival strategy for the
government (Tay, 2003).
It has helped them in collecting and analyzing data more easily than before. Australia has been
ranked second in the UN ranking for the high-quality E-government.