Telstra promises to improve customer care in new campaign
Telstra will tomorrow launch a “humble” marketing campaign with a pledge to continue improving customer service, after pouring one billion dollars into the area over four years.
The campaign, which uses Sydney’s New Years Eve celebrations as its backdrop, will launch on January 27 and comes 15 months after Telstra’s colorful rebrand.
Inese Kingsmill, Telstra’s director of corporate marketing, told B&T that the campaign comes after Telstra recorded improvements in key customer service indicators.
“Satisfaction is trending upwards and complaints are trending downwards despite the fact that we have added more customers,” Kingsmill said.
Telstra has won two million new customers in the past two years while complaints to the Telecommunications Industry Ombudsman (TIO) have dropped by 10% in the past six months.
“It would be fair to say that there were some reasonably negative attributes associated with the perception of Telstra four years ago,” Kingsmill said.
“I think we were viewed as being rather arrogant. I think that we were viewed as being big and powerful – but not in the right way.
“The attributes people sign to Telstra now have really shifted. We are perceived to be much more innovative, easier to work with and less arrogant.”
Kingsmill described the campaign, created by DDB Sydney, as the cornerstone of Telstra’s advocacy-driving marketing program. For more on how important advocacy is for a brand see B&T’s feature 'The Customer Care Evolution'.
While Telstra’s service has improved, Kingsmill stressed that the new campaign is “by no means proclaiming that we have made it”.
“In fact, the tone of this campaign is incredibly humble and we openly acknowledge that we won’t get it right every time.”
“But we do believe that now is the right time to let people know that we have improved, quite a lot actually, and that this is our customer service promise to them.”
The new campaign will run across television, press, cinema and digital with the first phase to run for roughly six weeks.
Kingsmill described the campaign as “significant” and wished to point out that it is not a “superficial exercise” or “window dressing”.
"This goes to the core of our culture, values and our DNA."
Changes Telstra have made include the development of 24/7 call centres, an app that allows customers to track their data usage and its peer-to-peer support platform, CrowdSupport.
Last year, Telstra cut around 1000 call centre and administrative roles from its books, according to The Australian, and closed two regional call centres.
The one billion dollar investment has also gone into “re-engineering” the business for customer centricity, with ongoing staff training and programs among other initiatives.
The focus on customer service was brought in by Telstra’s chief executive, David Thodey, who joined the telecommunications giant in May 2009.
Credits: client Telstra, chief marketing officer mark buckman, marketing director Inese Kingsmill, general manager brand Natalie Dean, senior marketing manager Serena Fernandes, agency DDB Sydney, executive creative director Dylan Harrison, group creative director Rupert Hancock, creative group head Duncan Shields, head of onscreen production Brenden Johnson, production company The Feds, producer Rebecca Bennett, director Ben Lawrence, The Editors.
What do you think of the campaign? Let us know by leaving a comment below.
Please login with linkedin to comment
Latest News
Rumble Nabs Renee Park From Cutting Edge
Rumble has hired gifted young sound designer Renee Park to work out of their Sydney studio. Park brings fresh energy to the team and expertise in voice recording, direction, and sound design, and is what Rumble founder Tone Aston described as a perfect addition to their award-winning line-up of sound designers. “Renee was a real […]
iD Collective Teams Up With City Of Parramatta To Amp Up NRL Fan Experience
iD Collective has teamed up with the Paramatta Eels and the city of Paramatta to introduce an exciting activation at CommBank Stadium. This first-of-its-kind activation zone promises to be a game-changer for Eels fans. Led by ID’s expert events team, the zone will feature a range of interactive activities, thrilling games, and exclusive prizes catering […]
Slew Of New Hires At The Company We Keep
The Company We Keep (The CWK), is expanding its team across APAC with five new hires to support client growth across the region. Lead image: Caroline Fox, Charles Turner & Andrea Rodriguez Joining the ranks of the Sydney team is Andrea Rodriguez coming on board as a producer, Caroline Fox Drinkwater as studio manager and […]
Half Dome Recognised As A Top 10 AFR BOSS Best Place To Work For Fourth Consecutive Year
Independent media agency Half Dome has announced it has been named to the prestigious 2024 AFR BOSS Best Places to Work list, ranking eighth overall. Lead Image: Half Dome Staff This is the fourth consecutive accolade for Half Dome, which has been recognised in the list’s media and marketing category since 2021, for its innovative […]
UnDigital Announces Brand Refresh Helping Clients Achieve More Than 600% Sales Increase
Announcing a new brand refresh, UnDigital has updated its suite of service offerings with a renewed focus on uncovering the real problems clients are experiencing to custom-design digital solutions that increase efficiency, improve user experience and drive business success. Lead image: Andrew & Kristen Cornale. It was through a partnership with OZ Design Furniture to […]
Microsoft Advertising: “We Make The Complicated Simple”
Microsoft has a longer heritage in digital advertising than nearly any of its rivals, having joined the then-burgeoning market in the late 90s. Now, nearly 30 years later, the company is better placed than most in the sector to help businesses of any size navigate unprecedented transformation with the introduction of new innovations like generative […]
TV Ratings 29/4/24: Farmer Wants A Wife And Lego Masters Lock Horns In Overnight’s Battle
Who won the battle of the big guns - Lego or Farmer Wants A Wife? One thing's for sure, it wasn't Great Train Journeys.
Nielsen Data Reveals Brands Spending Big To Attract Aussie Tourists
Nielsen Ad Intel data has revealed that the travel and tourism industry spent more than $153 million on advertising in Australia in Q1, 2024 – an increase of 8 per cent from the previous quarter, with TripADeal the biggest spender, followed by Virgin Australia, then the Flight Centre-owned Ignite Travel. As many Australians return from […]
IAS Awarded New Responsible AI Certification From Trustarc
Integral Ad Science tossing up over the mahogany or teak frame after being awarded TRUSTe Responsible AI Certification.
AWARD Calls For Hall Of Fame Nominations
B&T's noms for AWARD Hall of Famer includes Louis The Fly, Chums' talking Scottie dog & Mumbrella's coke dealer.
Havas Red Wins PagerDuty PR Account
Havas Red wins PagerDuty's PR. And judging by B&T having to Google PagerDuty, it could probably do with some help.
ACA Poised To Release Results Of 2023 Create Space Census
The Advertising Council unveils date for its census results. Hey, why not coincide it with an office lamington drive?
Why Fear Is Essential To Fernando Machado’s Creativity
If there's anyone B&T loves to chat to, it's fabled marketer Fernando Machado. Although the 5am time difference sucks.
Superdry Drafts AFL’s Patrick Lipinski For New Campaign
B&T fast regretting that poncho we just bought, as it appears the puffer jacket returns as winter's hottest trend.
Elon Musk vs eSafety: Legal Experts Warn That ‘Rogue Operators’ Like X Are Unlikely To Win Federal Court Battle
If this legal stoush boils down to who can afford the better lawyers, B&T's backing Mr Musk every single time.
Amy Poehler Presents First Look At Inside Out 2 At Vivid Sydney 2024
Vivid isn't about freezing your arse off while looking at lights on a wall, as you'll learn with this Amy Poehler news.
Mutinex Launches DataOS Improving Data Warehousing & Quality For MMM Marketers
Work in marketing? Does your data warehousing resemble a teenager's bedroom? Here's a Marie Kondo-approved read.
IMAA Celebrates Three Years Of Group Trade Credit Insurance Deal
Are you a struggling indie? Thinking of firebombing the building for the insurance money? IMAA has you covered here.
Adam Sandler Seemingly ‘Slams’ Ukraine In Pro-Kremlin Campaign
Host of A-list celebs caught slamming Ukraine's president. Thankfully it does have the Milli Vanillis about it.
New Marketing & Comms Agency For Defence & Aerospace Industry Takes Flight
As painful as this is to say, judging by current world events, the bomb & tank industries must be in rude health.
Opinion: Do Punters Want To Wear Your Brand?
This columnist asks do punters want to wear your brand? B&T'd say yes if you were Nike, no if you were Anusol.
WiredCo Builds Portfolio With Appointment To G.J. Gardner Creative Account
WiredCo 'cements' its relationship with home builder G.J. Gardner. Did you see what B&T cheekily did there?
Keep Left Reveals ‘Strategically Assembled’ Strategy Team
PR agency announces serious upgrade to its strategy offerings. Thankfully stops short of calling them Delta Force.
Initiative’s Michael Chong: What Do Mountaineering, Media & Marketing Have In Common?
Yes, B&T's running an inspiring mountaineering story. And this from people who won't come to work if the lift's broken.
CMOs To Watch: DrinkWise’s Part Time Builder, Part Time Marketer, Nathan Kent
Despite his love of DIY, B&T can't see Drinkwise's Nathan Kent in any "you can get it" VB ads anytime soon.
Mari Kauppinen Pops Up As MD Of ITA Group ANZ
Mari Kauppinen set to bring some zing, some song and some va-va-voom to her new role at ITA Group.
“It Is Getting Better But At A Glacial Speed”: PR Guns On Shaping A More Diverse Media Industry
B&T has a love-hate relationship with PRs. Love if they take us for a boozy lunch. Hate when you send releases as PDFs.
GoTransit Media Group Unveils The Power Of Regional Transit Advertising
Need reminding lots of people live outside the Surry Hills enclave? It's the regionals &, yes, they have almond milk.
Slew Of Promotions For Special Senior Creative Leadership Team
Special announces a slew of promotions in its creative team. And, no, they didn't order Uber Eats to celebrate.
Kantar: AVOD Subscribers Double In 12 Months
Study finds Aussies happy to watch ads on their streaming services. Or, are they just putting the kettle on more often?
Val Morgan Digital Exceeds All Campaign Uplift Benchmarks Via A 12-Month Brand Metrics Study
Val Morgan announces it has exceeded all its campaign benchmarks. Still can't get under an hour for the City To Surf.
Australian Retirement Trust launches monster of a campaign, by M&C Saatchi and Bohemia
Get offered a seat on the bus today? Knees creak like an old pirate's galleon? This retirement ad may be of interest.
Print Audits To Discontinue As Audited Media Association Of Australia Pivots To Support Influencer Marketing
Is it just B&T or are audits in the media industry suddenly becoming murkier than Roxy's husband's tax returns?
News Corp Australia Launches 2024 National Education Advocacy Initiative With Expanded Program
News Corp set to shine a light on the nation's schools in new series, giving illegal bikie gangs a well-earned rest.
Decoding The Consumer Maze: Urban List Report Reveals How Modern Shoppers Spiral From Discovery To Purchase
Latest report unravels a shopper's journey from the joy of discovery through to a nasty letter from a debt collector.
Cosmo Returns To Australia!
Ever get the feeling we've weirdly warped back to 1988 at the moment? Confirm it with the relaunch of Cosmo in print.