Analyzing Telstra's Sales Techniques: Monitoring and Evaluation

This report provides a comprehensive analysis of Telstra's sales techniques, focusing on the implementation of store sales procedures and policies, monitoring achievements of sales targets, providing feedback and rewards, and evaluating the effectiveness of these techniques. The report highlights Telstra's customer service commitments, the Customer Service Guarantee (CSG), and the Network Reliability Framework. It also delves into the monitoring process, emphasizing the use of speech and text analytics to improve customer interactions and overall decision-making. Furthermore, the report identifies areas of improvement for Telstra, such as establishing new communication channels, utilizing the latest technologies, and implementing output indicators to enhance employee performance. The analysis concludes that effective monitoring and evaluation procedures are crucial for Telstra to sustain its performance, build strong relationships with employees, and maintain a competitive advantage in the telecommunication industry.

Running head: SALES TECHNIQUES 0
Monitoring and Evaluating Sales Techniques

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Task 1
1. Introduction of the company
Telstra is an Australian-based corporation which provides telecommunication services in
Australia. The company provides television, internet and mobile services to its customers
along with entertainment services and other products. Telstra provides over 3.5 million
broadband, 17.4 million mobile and 6.8 million voice services in the country. The vision of
the company is to lead the telecommunication and information service industry in Australia
and expanding its business in international markets. The corporation recognises that the
future is based on data and internet-based services. It is redefining the telecommunication
industry in Australia by offering a more extensive array of services and products in order to
compete with other organisations in the field.
2. Store sales procedures and policies implementation
In Telstra, managers of each department are responsible for ensuring that relevant policies
and procedures are appropriately followed and understood by all members. Employees are
trained by giving staff manuals to prepare them for the market.
Customer Service Commitments
Telstra is focused towards understanding their customers’ demands and fulfilling their
telecommunication requirements. The company aim to provide personalised and seamless
telecommunication experience to its customers in order to improve their lives.
Following are basic commitments of the company towards customers.
 Providing communication channels to the company’s helpline through telephone,
online, writing and teletypewriter
 Providing 24x7 services to customers
 Providing effective services to customers in languages other than English or by using
the Australian Government’s Translating and Interpreting Services (TIS)
 Providing replies to letter within five working days
 Maintaining a Sales Watch Hotline for instant reports

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Customer Service Guarantee (CSG)
The corporation is focused towards achieving customer service excellence by complying
with Telecommunication (Customer Service Guarantee) Standard 2011 and Australian
Communications and Media Authority (ACMA).
The corporation complies with CSG standards which are necessary to be performed by
service providers regarding the repair of Standard Telephone Services and other
appointment activities.
Network Reliability Framework
Telstra provides effective and reliable fixed voice services to its customers across 44
metropolitan and other regional areas. There are two key measures which are included by
the corporation for each area.
1. The company focuses on the “Percentage of Customer Service Guarantee (CSG)
Services with no faults” to measure high-quality customer services on a monthly
basis while being fault free.
2. The company also monitors the “Average Service Availability” each month to ensure
that CSG services are available nationally. The graph has shown 99.9 per cent of
availability which proves highly reliability of services.
These results show promising results that Telstra is focused towards providing high quality
and fault-free customer services which are available throughout the nation.
3. Monitoring achievements of sales targets
The area manager and other senior executives monitor the performance of staff members
to monitor whether sales targets are achieved.
 Managers ensure that employees did not include false information which can affect
the accuracy of data and show wrong results. False results lead to poor sales
performance and negative customer perception.
 Another way of monitoring the sales targets is by efficient sale processing of goods.
 The corporation listens to its customers and asks questions regarding whether
customers are satisfied or whether targets are focused towards achieving corporate
objectives. The analytics play a crucial role in this case; speech analytics identify

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relevant calls and text analytics identifies important chat and email interactions
which are necessary to monitor.
 The corporation monitors quality at multiple channels which provides it relevant
information which is necessary for improving customer interactions, services,
products and overall decision-making process. The monitoring process is a strategic
process which is used by the enterprise to improve their customer service
experience and becoming a strong champion in the telecommunication industry.
4. Provide feedback and reward
Providing feedback regarding sales performance of staff members
Senior managers and supervisors monitor the performance of staff members and provide
the appropriate feedback in order to improve their performance and motivating them to
achieve sales targets. They recognise their performance by personally congratulating or
providing big rewards such as a bonus or gift vouchers.
Furthermore, the company offers different incentives for staff members such as:
 Sales employee of the month
 Team member of the month
 Outstanding customer service award
Poor performance
The corporation focuses on providing remedies rather than criticising the performance of
employees in case of poor performance. Following are different remedies:
 Training
 Job aid
 Counselling
 Coaching
These remedies assist employees in improving their performance and increase their focus
towards achieving corporate goals.

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5. Conclusion
In conclusion, Telstra has implemented different procedures and policies in order to
improve their customer service experience and achieve their sales targets which result in
improving the overall performance of the enterprise and provide it a competitive advantage
in the industry.

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Task 2
1. Evaluation and monitoring of the effectiveness of Telstra
Telstra is focused towards becoming the largest telecommunication company in Australia. In
order to achieve this target, the corporation has implemented various ways of evaluating
and monitoring its staff selling performance which result in providing it necessary
information which can be used by senior-level executives while forming business strategies.
2. Introduction
Telstra is focused towards becoming the number one telecommunication company in
Australia by offering high-quality service experience to its customers. It continuously
monitors the performance of its employees in order to provide them feedback so that they
are able to improve their performance. The evaluation structure of Telstra is focused
towards providing performance-based rewards to employees who perform at their best,
and it also provides feedback to others so that they are able to improve their performance
as well. This report will focus on determining the effectiveness of monitoring and evaluating
techniques of Telstra and recognising its key areas of improvement.
3. Purpose
The objective of monitoring and evaluation technique in Telstra is to determine the
performance of employees in the sales department. It assists the corporation in assessing
who is performing at their best and who requires training to improve their performance.
4. Evaluation
Evaluation is a key part of the organisations which is focused on improving the overall
performance of employees in order to achieve corporate targets efficiently. Telstra uses a
number of methods for monitoring and evaluation of their employees while forming its
business strategies. It uses tools such as speech analytics, text analytics, monitoring
achievement of sales targets, collecting of data from multiple channels, and others to
evaluate the performance of employees and providing them appropriate feedback to
reward or improve their performance.
 Relevance

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The tools used by Telstra are relevant from the perspective of management since it provides
them information to form business strategies. Each tool used by Telstra is focused towards
monitoring and evaluation different element of employees’ performance based on which
the company is able to offer highly competitive CSG services to its customers. Thus, the
evaluation structure of Telstra is relevant for the success of the enterprise.
 Effectiveness
Due to effective evaluation structure, Telstra is able to implement a performance-based pay
for its executives which is difficult for other organisations to implement. Effective evaluation
structure enables Telstra to monitor its executives’ performance on a monthly basis based
on which it offers performance-based pay to more than 20,000 employees. Currently, it is
the second largest telecommunication enterprise in Australia which proves the effectiveness
of its monitoring and evaluation technique.
 Efficiency
The company uses different tools to monitor different aspects of employees’ performance
which enable it to record their data on a monthly basis. The corporation has implemented
an automated system which provides the facility of automatically recording the
performance of employees. Thus, the evaluation structure of Telstra is highly efficient.
 Impact
The monitoring and evaluation techniques had a positive impact on the performance of the
enterprise and its relationship with its customers. For example, the corporation has
reported a sustainable engagement score of 71 per cent in its employee engagement survey
(EES).
 Sustainability
Due to effective monitoring and evaluation procedure, the corporation is able to sustain its
performance and build strong relationship with employees. For example, Customer Service
Guarantee (CSG) program of the enterprise enables it to build strong relationship with
customers by providing them effective services which become possible through the
productive performance of employees. Due to continuous monitoring and evaluation, the

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corporation is able to improve the performance of its employees which result in sustaining
its growth.
5. Areas of improvement
Following are different areas of improvement from which the corporation can improve its
policies and procedures.
 Communication channels
Establishing new communication channels between employees and senior executives to
improve overall communication so that employees are able to give their feedback regarding
the performance of the company.
 Use of technology
The company should use the latest technologies to record and monitor the performance of
employees. Although Telstra uses analytics and electronic tools to monitor the performance
of employees, however, it still lacks behind when compared it with competitors. Thus, use
of technology will result in improving the effectiveness of the overall evaluation procedure
and provide Telstra a competitive advantage in the industry.
 Establishment of output indicators
Establishment of output indicators is a good way to monitor and evaluate the performance
of employees. Telstra should set output indicators which collect data and keep track of the
performance of employees. Managers should review and prioritise outcome indicators to let
employees know how they can improve their performance.
Key performance indicators
 The monthly target of employees is the first key performance indicator which can be
used by the enterprise to determine the performance of each employee.
 Feedback from customers regarding the service of the employee is another key
performance indicator. The corporation can conduct a survey with customers to
assess the performance of employees.
 Data collected from analytics which shows the overall performance of employees.
 Percentage of Customer Service Guarantee (CSG) Services with no faults

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6. Conclusion
In conclusion, monitoring and evaluation of employees’ performance assist Telstra in
improving its overall performance and establishing a positive working environment which
fosters strong relationships between employees and the management.