Enhancing Customer Experience Strategy at Telstra: A Report

This report examines the impact of customer experience strategy on customer satisfaction within Telstra, Australia's largest telecommunications company. It explores Telstra's background, its customer segments, and the research methods used, including both primary data from customer surveys and secondary data from academic journals and company resources. The report analyzes the concept of Customer Experience Management (CEM) and identifies challenges faced by Telstra, such as the impact of media platforms, pricing concerns, and service delivery issues. It then details Telstra's customer experience strategy, emphasizing the importance of value proposition, customer centricity, and value creation. Recommendations include introducing customized net packages and implementing a customer-centric strategy through programs like Telstra Plus. The report concludes by highlighting the significance of CEM for Telstra's future, emphasizing the need for market uniqueness, effective monitoring, and strategies to enhance customer loyalty and satisfaction. The report also includes a customer experience journey map and references relevant academic literature.

Running head: CUSTOMER EXPERIENCE STRATEGY
Impact of customer experience strategy in enhancing customer experience in Telstra
Name of the student
Name of the university
Author note

1CUSTOMER EXPERIENCE STRATEGY
Table of contents
Introduction......................................................................................................................................2
Background of the company............................................................................................................2
Research method..............................................................................................................................2
CEM concept for identifying the challenges...................................................................................3
Customer segments..........................................................................................................................4
Customer experience strategy..........................................................................................................5
Recommendations............................................................................................................................7
Conclusion.......................................................................................................................................8
References........................................................................................................................................9

2CUSTOMER EXPERIENCE STRATEGY
Introduction
In order to ensure the brand loyalty, the customer experience management has become
one of the significant contributors in the market (Lemon & Verhoef, 2016). Customer
satisfaction plays an important role in case of increasing revenue as well as measuring the
customer loyalty towards the company. It is true that this can be considered as the important key
point that can help to differentiate the actual needs of the customers from the real market. The
purpose of this study is to shed light on the impact of customers experience management on
customer satisfaction in a context of Telstra Telecommunication Company. Conducting an online
survey on the customers, their perspectives regarding the company has been analyzed.
Background of the company
Telstra is being considered as the largest telecommunication company based in Australia.
By providing the full range of communications services, the company has brought the drastic
changes in telecommunications market. The company has expand its market by developing
content solutions and building the technology (Telstra.com.au, 2019). In the Australian market,
Telstra provides near about 3.7 million retail fixed bundles, 1.7 million retail fixed standalone
voice services and 18.0 million retail mobile services (Telstra.com.au, 2019). The retail segment
of the company provides mobile, internet access, television and digital content. Providing
standard customer services and satisfying the needs of individuals the company aims to ensure its
long terms sustainability in the market. The core business values of Telstra are showing trust to
each other for delivering the standard quality of services. Dealing with the complex situation
with simplicity can be considered as one of the important values of the company.

3CUSTOMER EXPERIENCE STRATEGY
Research method
Data collection process
In order to conduct the research on customers experience management in Telstra, both the
primary and secondary data collection methods have been conducted. In case of collecting the
primary information survey has been conducted. Using the survey monkey, the online data
collection has been done from the 10 numbers of customers. In order to select the participants,
simple random sampling method has been selected so that the huge area of the research topic can
be covered. In order to conduct the online survey, using the survey monkey tool, total numbers
of 10 customers have been identified that and though the Gmail, the survey questions have been
sent to the participants. In order to analyze the data, quantitative data analysis method has been
selected and numerical representation of the collected information has been done by using the
charts and diagrams. On the other hand, secondary information has also been collected for
conducting the research on CEM in Telstra. In this case, the theoretical information regarding the
CEM has been collected from the authentic journals and articles. In case of colleting the
statistical information regarding the company website has been used.
CEM concept for identifying the challenges
Customer experience management is being considered as the important business practice
that is being designed in terms of exceeding the expectations of the customers. With this
initiatives, it becomes easier for the organization to enhancing customer loyalty as well as
satisfaction (Heshmati, Saeednia & Badizadeh, 2019). Analyzing the theoretical aspects of CEM
it can be said that it aims to improve the interaction y understanding the perspectives of the
customers. CEM is being considered as the collection process that is being used by the
companies in order to track and organize the interaction between the customer and organization

4CUSTOMER EXPERIENCE STRATEGY
throughout the life cycle of the customers. Analyzing the key concept of the customer experience
management system, it can be said that it is the effective strategy that can help to understand the
areas, in which the changes are required (Grønholdt et al., 2015). After conducting the survey
based on customer experience, it has been identified that large numbers of people have agreed
that the telecommunication and network related services which are being provided by the
company has given the satisfactory result. From the data analysis, it has also been identified that
the customer experience strategy which has been adopted by the company can bring the
significant impact on its growth. However near about 20% of people have disagreed with the
same.
Analyzing the information it has also been identified that media platforms have strong
impact in case of bringing the positive and negative impact on the customer satisfaction
management process. Although it is true that the company has adopted various initiatives in case
of providing the effective customer satisfaction, however due to improper implementation
policy, it has become one of the important business concern for the company. It is true that
increasing cost of the products have become one of the important concern for the customers in
the company. Some of the cases, improper services as well as improper delivery, the reputation
of the company is getting affected.
Customer segments
Among the demographic segment, depending on the income level of the customers, upper
middle class people have got targeted by the company in terms of introducing new services or
products in the market. On the other hand, depending on the psychological preferences, the
technology freak people who needs high speed of network accessibility are being targeted by the
company.

5CUSTOMER EXPERIENCE STRATEGY
Customer experience strategy
In today’s completive business world it is very important to create and deliver the value
to the new and existing loyal customers. The value proposition is considered as some of the
most critical issues for the marketing and planning departments for determining their strategies.
With intense business rivalry and changes in the market and innovation make it complex for an
organization to support their momentum without concentrating on convey the worth that clients
require (Lemon & Verhoef, 2016). As the value proposition changes crosswise over businesses
and crosswise over various market segments for the organizations like the Telstra.
The customer value and experience ought to likewise drive investment and generation
choices, on the grounds that customers of Telstra perceives value depending on the benefits of
the item or administration they get. Thus, as the condition changes, and the client experience and
their needs change, the worth they look for likewise changes.
In order to be successful, Telstra requires to attract the clients to purchase and rehash
purchase from them. Purchasing practices and inspirations are amazingly unique among the
different clients. Some clients look for quality, others favor amount, some like higher levels and
quality of services/products where as others want to get things done without anyone else's input.
Therefore, the organization (Telstra) contend so as to draw in more clients to buy and repurchase
their services or products..
A prevalent value proposition broadness the window of the results, which may make an
improvement over different situations of user experience scenarios for the customers (Heshmati,
Saeednia & Badizadeh, 2019). Neither inside driven nor client impelled strategies function
admirably in finding these situations. Administrators must think like clients and hear them out
for addressing their needs and attract them to repurchase as a loyal customer.

6CUSTOMER EXPERIENCE STRATEGY
For both the upper middle class customers, it can be said that, Where worth is seen by
clients, however not simply as far as the item or the administration itself. Advantages and
endeavors are the two components that increase the value of customers. Advantages are picked
up from the utilization of the products/services regardless the efficiency the priority is provided
arrangements. Extra advantages increment the worth. Then again, limiting endeavors, reducing
and value likewise positively affect the offer. Endeavors are the inventive ways that an
organization must acquaint with make clients life a lot simpler, for instance, e-business, lower
search, less expensive maintain ace as well as training to use the solutions. Decreasing risk and
customer efforts ought to add value to the customers (Lemon & Verhoef, 2016).
They additionally concur on other worth components, for example, scope of items,
nearby store and better quality. These three components were practically standard answers from
all the new and old customers to be loyal. Seven respondents out of ten concurred on these
elements. They characterized the scope of items as a changed choice at various costs (Heshmati,
Saeednia & Badizadeh, 2019). They considered to promote their local businesses. Most of the
client of the organization characterized for cash as the proportion between the value they spend
and the quality they get. They recognize that nobody is giving a similar quality as Telstra at the
low costs they offer. Telstra clients consider offers to be being dependable and alluring, and no
other store has similar offers.
Therefore, it is suggested to limit those to the dimension to what are the most
significant traits required by clients and to look at the most grounded and weakest position of the
association in conveying the worth required by the focused on client. At that point it must answer
inquiries regarding why the association is doing ineffectively in conveying esteems, which can
be learned through subjective meetings with objective clients.

7CUSTOMER EXPERIENCE STRATEGY
Figure: Customer experience journey map
(Created by author)
Recommendations
Introducing customized net pack
Analyzing the customer experience management issue in the company it can be
recommended that introducing the customized net packages, the customer will get the option for
choosing the net pack based on their requirements.
Introducing customer centric strategy by improving Telstra plus
With the programs like, Telstra Plus, the company can be able to provide fundamental
explanation to the customers that can help them to continue shopping with this organization. If
they will find that this program can bring significant worth to them, customers will welcome the

8CUSTOMER EXPERIENCE STRATEGY
reward plot that gives them offers dependent on their shopping history and the vouchers they get
each quarter of the year.
Market uniqueness for ensuring the future experience management
In order to maintain its market uniqueness, effective monitoring is required for
understanding the perspectives of the customers. By providing various sorts of marketing
strategies to fulfill clients’ needs and to give the worth expected by their customers, the effective
customer experience management system can be implemented. If the clients will see the worth is
being provided by the organization in an unexpected way that can help to fulfill the unique
requirements for every customer
Conclusion
In this study, it can be said that customer experience has become one of the important
concerns for Telstra communications in terms of ensuring the customer satisfaction. Analyzing
the situation it has been identified that improper implementation of customer experience
management strategy as well as lack of monitoring has aroused the dissatisfaction among the
customers. In order to deal with the situation if the company focuses on introducing the
customized net package, it can be able to deal with excessive cost related issue. On the other
hand, by ensuring the market uniqueness as well as effective customer centric strategy, Telstra
can be able to gain customer loyalty.

9CUSTOMER EXPERIENCE STRATEGY
References
Grønholdt, L., Martensen, A., Jørgensen, S., & Jensen, P. (2015). Customer experience
management and business performance. International journal of quality and service
sciences, 7(1), 90-106.
Heshmati, E., Saeednia, H., & Badizadeh, A. (2019). Designing a customer-experience-
management model for the banking-services sector. Journal of Islamic Marketing.
Homburg, C., Jozić, D., & Kuehnl, C. (2017). Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing
Science, 45(3), 377-401.
Hwang, J., & Seo, S. (2016). A critical review of research on customer experience management:
Theoretical, methodological and cultural perspectives. International Journal of
Contemporary Hospitality Management, 28(10), 2218-2246.
Kandampully, J., Zhang, T., & Jaakkola, E. (2018). Customer experience management in
hospitality: A literature synthesis, new understanding and research agenda. International
Journal of Contemporary Hospitality Management, 30(1), 21-56.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the
customer journey. Journal of marketing, 80(6), 69-96.
Telstra.com.au (2019). Retrieved from: https://www.telstra.com.au/ [Accessed on 10th Aug,
2019]

10CUSTOMER EXPERIENCE STRATEGY
Appendix
Wilson, A., Zeithaml, V., Bitner, M. J., & Gremler, D. (2016). Services marketing: Integrating
customer focus across the firm.
Zolkiewski, J., Story, V., Burton, J., Chan, P., Gomes, A., Hunter-Jones, P., ... & Robinson, W.
(2017). Strategic B2B customer experience management: the importance of outcomes-
based measures. Journal of Services Marketing, 31(2), 172-184.
Impact of customer experience strategy in enhancing customer satisfaction in Telstra
1. Are you satisfied with the telecommunication and network related services provided
by Telstra in the marketplace?
ANSWER CHOICES– RESPONSES–
–
Yes
80.00%
8
–
No
20.00%
2
TOTAL 10
2. The customer experience strategy has allowed the business organisation to
strengthen the level of interaction with the customers

11CUSTOMER EXPERIENCE STRATEGY
ANSWER CHOICES– RESPONSES–
–
Strongly agree
40.00%
4
–
Agree
40.00%
4
–
Neither agree nor disagree
0.00%
0
–
Disagree
10.00%
1
–
Strongly disagree
10.00%
1
TOTAL 10
3. The main aim of implementing this customer experience strategy is to facilitate
delivery of positive and effective services and increase their level of satisfaction
ANSWER CHOICES– RESPONSES–
–
Very likely
30.00%
3
–
Likely
40.00%
4

12CUSTOMER EXPERIENCE STRATEGY
ANSWER CHOICES– RESPONSES–
–
Neither likely nor unlikely
10.00%
1
–
Unlikely
10.00%
1
–
Very unlikely
10.00%
1
Total Respondents: 10
4. The use of social media platforms and other communication channels has
strengthened the relationship between the business and its customers
ANSWER CHOICES– RESPONSES–
–
Strongly agree
20.00%
2
–
Agree
40.00%
4
–
Neither agree nor disagree
10.00%
1
–
Disagree
20.00%
2

13CUSTOMER EXPERIENCE STRATEGY
ANSWER CHOICES– RESPONSES–
–
Strongly disagree
10.00%
1
TOTAL 10
5. With the increase in positive experiences among the customers, the level of
satisfaction among theirs has also improved largely
ANSWER CHOICES– RESPONSES–
–
Strongly agree
20.00%
2
–
Agree
50.00%
5
–
Neither agree nor disagree
10.00%
1
–
Disagree
0.00%
0
–
Strongly disagree
20.00%
2
TOTAL 10

14CUSTOMER EXPERIENCE STRATEGY
6. The implementation of customer experience strategy has enriched the customers
experiences and established a sense of trust and loyalty among them towards the
brand
ANSWER CHOICES– RESPONSES–
–
Very likely
10.00%
1
–
Likely
40.00%
4
–
Neither likely nor unlikely
20.00%
2
–
Unlikely
20.00%
2
–
Very unlikely
10.00%
1
TOTAL 10

15CUSTOMER EXPERIENCE STRATEGY
7. This kind of strategy has Greatly simplified the organisational structure and
approaches to empower the employees for serving the customers effectively at
Telstra
ANSWER CHOICES– RESPONSES–
–
Strongly agree
30.00%
3
–
Agree
50.00%
5
–
Neither agree nor disagree
10.00%
1
–
Disagree
10.00%
1
–
Strongly disagree
0.00%
0
Total Respondents: 10

16CUSTOMER EXPERIENCE STRATEGY
8. The feedbacks and responses of the customers are gathered prior to the strategic
implementation, which ensures delivering services based on their needs and
expectations
ANSWER CHOICES– RESPONSES–
–
Strongly agree
10.00%
1
–
Agree
40.00%
4
–
Neither agree nor disagree
10.00%
1
–
Disagree
40.00%
4
–
Strongly disagree
0.00%
0
TOTAL 10

17CUSTOMER EXPERIENCE STRATEGY
9. To ensure appropriate implementation of customer experience strategy, competitive
insight and analysis of marketplace data, consumer research related information
are essential
ANSWER CHOICES– RESPONSES–
–
Strongly agree
50.00%
5
–
Agree
10.00%
1
–
Neither agree nor disagree
20.00%
2
–
Disagree
20.00%
2
–
Strongly disagree
0.00%
0
TOTAL 10

18CUSTOMER EXPERIENCE STRATEGY
10. The customer experience strategy has also helped Telstra to implement cost
reduction programmes and portfolio management for meeting the customers’ needs
and deliver satisfaction
ANSWER CHOICES– RESPONSES–
–
Strongly agree
10.00%
1
–
Agree
40.00%
4
–
Neither agree nor disagree
20.00%
2
–
Disagree
30.00%
3
–
Strongly disagree
0.00%
0
TOTAL 10

19CUSTOMER EXPERIENCE STRATEGY