Report on Telstra Service Outage: Problem, Strategy and Analysis

This report examines the problem of service outages experienced by Telstra, a major telecommunications company. It identifies key issues such as customer dissatisfaction, damage to reputation, and poor customer relationship management. The report proposes various strategies to address these problems, including real-time system monitoring, infrastructure upgrades, system recovery procedures, and the implementation of backup systems. It also suggests customer relationship management and quality management interventions to restore customer trust. The project analysis includes options like real-time monitoring systems, public relations initiatives, and sustainable management systems. The report outlines the stakeholders involved, the potential impact of the project, and a cost analysis of the proposed innovations. Finally, it provides recommendations for system monitoring and management, as well as public relations activities to rebuild customer trust and enhance sustainability. The report is supported by several references to relevant articles and publications.

Innovation and Business
Development
Telstra service outage

Problem
Defining the problem
Service outage
Network service outage has been a problem of
Telstra with leading to dissatisfaction and hence
poor rating among customers.
Bad reputation
Telstra company is also currently faced with
the problem of maintaining its reputation
within the Australian market.
Poor customer service
Poor customer relationship management that
has rocked the company in the recent past

Benefits
 Solving the problem of service outage is
tied to high quality of service that meets
customer expectation and satisfies
customers.
 Maintain reputation within the market is an
important business factor that makes the
company strives within a competitive
Australian telecommunication market.
 solving the company’s problem ensures that
the company continuous its operation within
the market and hence continuous giving
service to its huge number of customers

Strategy options
 System monitoring
 Real-time system monitoring is important for
solving service outage problem.
 System upgrade and update
 There is need to upgrade infrastructure is also
recipe for solving service outage within Telstra.
 Periodic software update and upgrade is essential
for better operation and customer service
 System recovery procedure
 System recovery framework need to be
developed to help in restoring the system in case
of outage.

Cont
 Backup System
 System backup that is set standby for any eventuality
that may occur in the course of operation.
 System forecasting
 System forecasting that has system modeling and
virtual reality service forecasting.
 Customer relationship management
 Customer relationship management is an intervention
that aims to restore customer trust in the company.
 Quality management
 Quality monitoring system is another customer trust
restoration intervention following quality comment
made by customer after several service outages.

Project analysis options
Project options
Real-time monitoring system will include
monitoring systems, forecasting systems and
modeling systems that work to inspect the
system continuously and forecast any
unexpected behaviors in the system.
Public relations that will involve activities to
build customer relationship with Telstra and
restore public confidence are one project option.
Sustainable management system that aims to
betters business operation of the company in
the market environment.

Cont’
Stakeholders
There are many different stakeholders that will be
part of the project and some of these are customers,
government, companies and shareholders.
Impact of the project
The consumer involvement will help in building
consumer social responsibility that has impact on the
perception of consumer.
The project will improve environment in two different
areas that include business environment and natural
environment.
The project has economic impact on both customers
and the government since there will be reduced
service outage and taxes to the government.

Cost analysis
The cost of the innovation can be divided
into three:
The public relations entail various activities
such as public events, press release and
client events totaling to $22,600
The cost of monitoring system is the most
expensive with approximately $57,500
the cost of sustainable management
system with a combine cost of $19,400
The total cost of the whole innovation will
be $99500

Deliverability
recommendations
System monitor and management
Telstra need to review its system and come up with
software that monitors system.
There is some software in the market that currently
monitors telecommunication systems to ensure everything
is working normally.
Some of the software includes performance monitor
software, virtual reality software, system monitor software
and server monitoring and management software
Public relations
public relation activities to help restore trust of customer is
organizing some social activities and community services
Another activity that will help in sustainability is organizing
trees planting day and taking part in the event help restore
the public relation

References
 ABC News, (1 May 2018). Telstra says outage affecting 4G and NBN customers across
Australia has been resolved. Retrieved from http://www.abc.net.au/news/2018-05-01/telstra-
outage-affecting-customers-nationwide/9716166
 Belz, F-M. & Peattie, K. (2010). Sustainability Marketing. West Sussex: John Wiley & Sons Ltd.
 Greenberg, P. (February 13, 2017). How customer data platforms can benefit your business.
ZDNet. Retrieved from http://www.zdnet.com/article/introduction-to-customer-data-platforms/
 Jackson, K. (August 11, 2016). Lessons Learned from the Telstra Network Outages. Retrieved
from https://www.helpsystems.com/intermapper/resources/articles/lessons-learned-telstra-
outages
 Nadel, B. (2014). Inspector Gadgets: Windows 7 Gadgets for Monitoring Your PC. PCWorld.
Retrieved from
http://www.pcworld.com/article/238414/inspector_gadgets_windows_7_gadgets_for_monitorin
g_your_pc.html
 Ryan, F. (December 03, 2017). What's a good system monitoring tool? There are many
monitoring tools, even built into Windows. But there's one we really like. Retrieved from
https://www.pcgamer.com/whats-a-good-system-monitoring-tool/
 Stanojevic, M. (December 14, 2017). The 10 best tools to monitor system resources on
Windows 10. Window Report Blog, retrieved from https://windowsreport.com/monitor-system-
resources-windows-10/
 Stuart, E. (March 1, 2012). Public Relations Defined, After an Energetic Public Discussion. New
York Times. Retrieved from https://www.nytimes.com/2012/03/02/business/media/public-
relations-a-topic-that-is-tricky-to-define.html