PSRM7032: Customer Experience Improvement Report - Telstra

This report provides a comprehensive analysis of customer experience improvement strategies for Telstra, a major telecommunications company. It begins with an executive summary outlining the report's objectives, which include addressing risks in a global commercial setting, understanding business procedures, and assessing market position. The report delves into Telstra's background, strategic audit, and market position. Section 1 focuses on understanding customer experience, identifying investment areas, and project management methodologies, including project scheduling using Waterfall methodology, WBS, Gantt chart, and critical path analysis. It also addresses stakeholder management and communication. Section 2 presents a cost-benefit analysis, and Section 3 identifies project risks. The report concludes with recommendations based on the analysis and includes a bibliography and appendices. The project focuses on implementing an advanced CRM integrated with social media platforms like Facebook, Instagram, and WhatsApp to enhance customer engagement and identify loyal customers. The report also covers topics such as PESTEL and SWOT analysis.

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.

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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)

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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