Management Information System Case Study: Telstra Corporation Limited

This case study analyzes the Management Information System (MIS) at Telstra Corporation, focusing on issues within its Customer Relationship Management (CRM) system. The report details Telstra's background and identifies measurable symptoms of CRM failures, such as poor objectives and strategies, and staff's non-utilization of the CRM software. The study then analyzes the problem through strategic planning and leadership models, specifically transformational leadership, to suggest interventions. The proposed solutions include improved communication with employees, staff training, and integration with social media platforms. The conclusion emphasizes the importance of CRM in business and highlights the need for strategic approaches to enhance customer relationships and increase sales within the organization. The assignment is submitted to Desklib, a platform for AI-powered study tools.

Running head: MANAGEMENT INFORMATION SYSTEM
Management Information System: Telstra Corporation Limited
Name of the Student
Name of the University
Author’s Note:

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Table of Contents
1. Introduction............................................................................................................................2
2. Discussion..............................................................................................................................2
2.1 Brief Introduction of Telstra Corporation Limited..........................................................2
2.2 Detailed Description of the Issue in respect to few Measurable Symptoms....................3
2.3 Subsequent Consideration of the Issue Identified and Brief Analysis with Strategic
Planning and Leadership Model.............................................................................................4
2.4 Designing an Intervention with some of the Aspects of Analyses for Telstra.................6
3. Conclusion..............................................................................................................................7
References..................................................................................................................................8

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1. Introduction
Management information system or simply MIS could be termed as the information
system, which is eventually used for the entire procedure of decision making. This particular
information system is even utilized for any kind of successful coordination, management,
visualization and even effective analyses of the confidential or sensitive information (Matiş &
Ilieş, 2014). MIS is extremely helpful in subsequent examination of people, processes as well
as technologies in respect to organizational context. An important and significant goal of the
management information system is increasing the total values and profits of business. It
consists of hardware as well as software that could serve as a backbone of numerous
operations of the company. Thus, data gathering becomes easier through several online
systems and the respective organization obtains scope for decision making (Diffley &
McCole, 2015). This report will be providing a detailed discussion about the problem related
to customer relationship management, which is recently being faced by a popular Australian
organization, known as Telstra Corporation Limited.
2. Discussion
2.1 Brief Introduction of Telstra Corporation Limited
Telstra is the most significant organization of telecommunications, which could easily
build up and also operate in different kinds of telecommunication network and market voice,
mobile, pay television and any other product and service. The organization could easily
undergo some change programs to become highly customer focused, thus providing a chance
for enhancement of effectiveness and efficiency. Several services of computer are being
managed by PMG, thus it was required for making sure that every telecommunication
network is getting administered properly (Telstra. 2019). Telstra Corporation Limited became
privatized in 1997 when their shares were increasing in the business. The entire government

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comprises of a legalized ownership of each and every type of line. Due to the high
competition faced by this company, they have brought several diversifications in their
services and products.
2.2 Detailed Description of the Issue in respect to few Measurable Symptoms
CRM or customer relationship management can be referred to as the major
amalgamation of various practices, strategies as well as technologies that the company is
using for better analysis or management for customer data (Law, Ennew & Mitussis, 2013).
This consists of a major objective for improvement of customer service relationships and
even assisting for retention of customer regarding including the organizational web sites,
direct mails, social media and even marketing materials. All such systems also provide with
customer focused staff so that it becomes much easier to emphasize on the buying
preferences of their customers. The main elements of this CRM are majorly responsible to
ensure numerous benefits to the company such as contact centre automation, sales force and
even marketing automation (Vukšić et al., 2015). These several procedures for customer
service are being needed to be streamlined based on top priority and all the customer requests
are handled effectively.
The respective organizational management of Telstra Corporation Limited has faced
few significant issues that are associated to the management of their customers. As, the
organization is completely dependent on B2C or business to consumer perspective, a better
management of the customer relationship is being required for getting done (Lam, Cheung &
Lau, 2013). In spite of the factor that the systems of customer relationship management could
be termed as quite effective and efficient for helping out the business as per a good
connection with numerous customers and also improvising the method of business to be run.
The main reason for such effectiveness is that the users can easily encounter several

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complexities while managing failure to use CRM for effective potentiality in the business.
Moreover, there could be a high wastage of resources such as time and money.
The most significant problem that is being faced by Telstra Corporation Limited with
the help of customer relationship management would be that the staff were not utilizing the
CRM software. Few tenured staff even comprised of the core tendency to reject this
information system for lacking of business management (Elena, 2016). As soon as the users
were being wasting resource of time, it was being analysed that it was for lack of utilization.
The next distinct problem of customer relationship management within Telstra Corporation
Limited would be the changes for effective management. These changes were also required
so that analysis is done efficiently and it is needed to make these changes legal. It is also vital
to make the system working and thus making the system of CRM perfect.
There are few reasons or measurable symptoms for the failure of CRM in Telstra
Corporation Limited. The first and the foremost reason was poor objectives. In spite of the
fact that the organization is extremely popular and has been providing services for several
years, the company was unable in providing achievable goals regarding measuring the
revenue effects. The respective customer focused framework is also helpful for shifting the
various project goals of CRM after getting it measured within the features and functionalities
of CRM software (Ascarza et al., 2017). Another significant measurable symptom for this
problem of CRM in Telstra was the poor strategies. An organizational strategy is helpful for
making the entire business successful and when support and alignment was being lacked in
these business strategies, they were eventually unable in obtaining the incremented
acquisition of customers or convincing them in taking services for long period of time.
2.3 Subsequent Consideration of the Issue Identified and Brief Analysis with Strategic
Planning and Leadership Model

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For the significant issue related to CRM, there even exists a chance of low costs so
that higher productivity of staff is being obtained. Some of the major competitive benefits
were achieved, which were required to be gained by this company (Anshari et al., 2015). The
entire management of this particular company even involved all types of cost saving
objectives and hence they had to focus on the outcomes of this system. There even must be a
major avoidance of the implementation of technologies in subsequent absence of any
accompanying strategy. Business strategies are also required to get empowered with this
technology by getting optimally orchestrated. It is needed for obtaining any revenue
objective.
i) Strategic Planning: The successful implementation of the strategic planning would
also be termed as quite helpful regarding decrement of the problems that are being faced for
deployment of CRM software in Telstra Corporation Limited (Maecker, Barrot & Becker,
2016). Such distinctive planning could be referred to as quite vital as it could easily provide
the subsequent sense of direction to outline each and every measurable objective. Strategic
planning is a tool that can be termed as extremely helpful to guide the regular decisions and
also to evaluate overall progress of the approaches. This type of planning even makes sure
that the organizational mission, goal setting, progress evaluation and process execution is
being met efficiently. This particular organization also has the ability of including all staff
from every department about involving CRM within the business (Rahimi, 2017).
Furthermore, when the staff will get scope for providing a better result, it is absolutely
evident that these clients will be quite happy with services and the respective management
will get the ability of obtaining higher productivity in the business.
ii) Need of Leadership: This is a major issue that enhanced the problem of CRM
within Telstra Corporation Limited. The management lacked a proper leadership style to
make the entire system extremely effective and efficient. For this purpose and case study, the

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most effective style would had been transformational leadership. It would help them by
providing better motivation, inspiration as well as encouragement of all employees to
enhance creation and innovation for changes. These types of changes are eventually needed
to help to shape or grow regarding organizational futuristic success (Almunawar & Anshari,
2014). The overall growth or changes for this type of leadership could be referred to as quite
inevitable in IT, however this particular style of leadership can promptly inspire all
employees regarding embracement of changes only after fostering an entire organizational
culture for accountability, ownership and autonomy in workplace. The employees would be
easily trained as well as mentored and hence it could become an effective issue for
organizational staff regarding enhancement of the knowledge of programs.
A positive growth and development for these followers or employees had been
present to foster the most ethical working culture and also with clear standards, values and
priorities. Organizational culture was not being built to support this customer relationship
management for lacking of the cooperation or open communications. Since these customers
were not getting satisfaction from the products and services of Telstra, the management took
the decision of focusing on several issues they have (Valmohammadi & Beladpas, 2014).
They decided to create an automated system of customer services and even seeking other
forms of communication such as emails. One of the significant solutions to the issue was
trailing the system and then striking the subsequent balance in personal contacts.
Furthermore, as Telstra is a popular company, they can easily look for the cloud based
packages of customer relationship management and these packages can allow them to access
the total data within various locations, hence enhancing the overall experience and
satisfaction of customers.
2.4 Designing an Intervention with some of the Aspects of Analyses for Telstra

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The several distinctive problems that are associated to this adaptation as well as
implementation of CRM software in Telstra can be easily resolved by successfully
incorporating a series of activities an even a change program. The most significant problem,
which was eventually faced within Telstra was employees being unable in getting adapted to
the respective software for lacking of change management, communication, leadership and
training. They did not provide trainings to the employees, thus the plan of shifting was a
failure. The series of activities that could be helpful in the situation are provided below:
i) Communicating with Employees: The employees were required to be
communicated properly regarding the changes are made and hence they would be prepared
for implementation of the CRM system (Bhakane, 2015).
ii) Training Staff: Proper training should be given to the staff so that they are able to
use the CRM system without any issue or complexity.
iii) Integrating with Social Media: Various channels of social media should be
integrated so that using of the system would be effective.
3. Conclusion
Thus, conclusion could be drawn that CRM is a major and important approach, which
is needed for effective controlling of total interactions of any company with every potential or
current customer. CRM mainly uses better data analysis about customer history to improve
the business relationships with every customer, majorly for emphasizing on the retention of
clients as well as increasing sales. Compilation of data is eventually termed as the major
characteristic for CRM, since this is utilized by all companies. Telstra, being one of the major
and the most significant organizations in Australia had faced problems associated to customer
relationship management. This report has outlined the brief analyses of this particular
problem after consideration of strategic planning and a proper leadership model.

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References
Almunawar, M. N., & Anshari, M. (2014). Empowering customers in electronic health (e–
health) through social customer relationship management. International Journal of
Electronic Customer Relationship Management, 8(1-3), 87-100.
Anshari, M., Alas, Y., Yunus, N., Sabtu, N. I., & Hamid, M. H. (2015). Social customer
relationship management and student empowerment in online learning
systems. International Journal of Electronic Customer Relationship
Management, 9(2-3), 104-121.
Ascarza, E., Ebbes, P., Netzer, O., & Danielson, M. (2017). Beyond the target customer:
Social effects of customer relationship management campaigns. Journal of Marketing
Research, 54(3), 347-363.
Bhakane, B. (2015). Effect of customer relationship management on customer satisfaction
and loyalty. International Journal of Management (IJM) Volume, 6, 01-07.
Diffley, S., & McCole, P. (2015). Extending customer relationship management into a social
context. The Service Industries Journal, 35(11-12), 591-610.
Elena, C. A. (2016). Social Media–A strategy in developing customer relationship
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Lam, A. Y., Cheung, R., & Lau, M. M. (2013). The influence of internet-based customer
relationship management on customer loyalty. Contemporary Management
Research, 9(4).
Law, A. K., Ennew, C. T., & Mitussis, D. (2013). Adoption of customer relationship
management in the service sector and its impact on performance. Journal of
Relationship Marketing, 12(4), 301-330.

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Maecker, O., Barrot, C., & Becker, J. U. (2016). The effect of social media interactions on
customer relationship management. Business Research, 9(1), 133-155.
Matiş, C., & Ilieş, L. (2014). Customer relationship management in the insurance
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Rahimi, R. (2017). Customer relationship management (people, process and technology) and
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Valmohammadi, C., & Beladpas, M. (2014). Customer relationship management and service
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Vukšić, V. B., Bach, M. P., Garrido-Moreno, A., Lockett, N., & Garcia-Morales, V. (2015).
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