Telstra promises to improve customer care in new campaign

Telstra promises to improve customer care in new campaign
SHARE
THIS



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

Gen Z And Millennial Pinterest Users Reveal What Inspires Their Post-Pandemic Shopping
  • Marketing

Gen Z And Millennial Pinterest Users Reveal What Inspires Their Post-Pandemic Shopping

Gen Z and Millennials are turning to Pinterest to shop for products that reflect their desire for fresh looks after months spent indoors with limited social interactions. While both generations are looking to shop for fresh colours, new outfits, and ways to revamp their homes, their searches on Pinterest reflect how their taste in styles […]

Hansen Yuncken Appoints Icon Agency To Lead National Comms
  • Marketing

Hansen Yuncken Appoints Icon Agency To Lead National Comms

Aussie construction company Hansen Yuncken has engaged Icon Agency to boost its public relations and communications capabilities nationwide. The new partnership aims to bolster Hansen Yuncken’s corporate profile and raise awareness of its iconic, innovative and sustainable projects across the country. Icon Agency’s managing director, Joanne Painter, said: “Hansen Yuncken is an Australian construction industry […]

Condé Nast Agree To Wage Raise After Two-Year Campaign By The New Yorker Union
  • Media

Condé Nast Agree To Wage Raise After Two-Year Campaign By The New Yorker Union

CondÉ Nast, the publisher of publications such as VOGUE, Vanity fair, Pitchfork and The New Yorker has agreed to raise the minimum wage for employees after a campaign by the New Yorker union. The union had previously organised a protest, which saw New Yorker staff demonstrating outside VOGUE editor-in-chief Anna Wintour’s home. Placards at the protest had […]

GoDaddy Wins Gold As Official Partner For Australian Olympic Team
  • Technology

GoDaddy Wins Gold As Official Partner For Australian Olympic Team

GoDaddy has announced it has been named as the official website builder partner of the Australian Olympic team for the Tokyo 2020 Games.  GoDaddy has a history of supporting entrepreneurs and small business owners in Australia. Many Australian Olympic athletes are small business owners themselves, running businesses and side hustle to help support the pursuit […]

Global Media Network MDC Partners Adds This Is Flow To Global Affiliate Program
  • Marketing

Global Media Network MDC Partners Adds This Is Flow To Global Affiliate Program

MDC Partners (NASDAQ: MDCA), the company that owns agencies including 72andSunny, Anomaly and Media Kitchen, has expanded its global footprint in a partnership with This Is Flow. The Australian based indie will become MDC’s affiliate media planning and buying agency across Australia and New Zealand and will help manage global clients and participate on global pitches etc. however This is Flow will still remain 100% independent.

Desert Island Discs, David Attenborough And More BBC Content To Be Hosted On LiSTNR
  • Media

Desert Island Discs, David Attenborough And More BBC Content To Be Hosted On LiSTNR

After announcing a collaboration with Apple Podcasts Subscriptions, SCA has shared that podcast publishing app LiSTNR will be partnering with BBC. The partnership will see the BBC’s most popular titles and content by globally known personalities available on LiSTNR from 23 June 2021. The partnership is also the first time the majority of the BBC […]

Woman hand using mobile phone and laptop, Worldwide connection technology interface.
  • Technology

DoubleVerify’s Custom Contextual Targeting Launches On The Trade Desk

DoubleVerify has announced the expansion of a partnership with The Trade Desk to include activation of DV Custom Contextual, which will enable programmatic advertisers using the platform to target relevant audiences in a privacy-safe manner that does not utilize cookies or personally identifiable information. The Trade Desk now supports a comprehensive suite of DV’s pre-bid […]

Seven Reveals Revenues Up 45% In Q4
  • Media

Seven Reveals Revenues Up 45% In Q4

Seven West Media releases Q4 update. Yet, no mention of Ben Roberts-Smith or James Warburton's gold-plated toilet seat.

marie claire Asks Australia’s Leading Advertising Agencies To Talk About Consent
  • Advertising

marie claire Asks Australia’s Leading Advertising Agencies To Talk About Consent

With the discussion about consent raging and following the Federal Government’s recent campaign comparing sex to milkshakes, Are Media’s marie claire has turned to some of the country’s top advertising agencies to come up with an alternative communication solution. Leading creative agencies, DDB Melbourne, M&C Saatchi, Ogilvy, The Hallway and The Works, were briefed by […]

Envisioning The Future Of Targeted Advertising: Where Do We Go From Here?
  • Partner Content

Envisioning The Future Of Targeted Advertising: Where Do We Go From Here?

Jason Barnes [featured image] is the Chief Revenue Officer, APAC at PubMatic. In this piece, he looks at the future of targeted advertising and discusses how the digital advertising ecosystem can correct its course. There is perhaps no bigger disruptor to the digital ecosystem than the changes afoot around addressable advertising. Addressability is a key […]

Partner Content

by B&T Magazine

B&T Magazine
Swinburne University Of Technology And FourthRev Help Students Gain Hands On Digital Skills
  • Marketing

Swinburne University Of Technology And FourthRev Help Students Gain Hands On Digital Skills

Swinburne University of Technology has launched a series of  Bootcamp Graduate Certificate courses, developed in partnership with FourthRev. The courses, an Australian-first, will upskill career changers and provide students the capabilities required to thrive in the digital economy. They are available on-campus and through its online arm, Swinburne Online. Alongside completing projects which will emulate […]

PayPal Partners With Welcome To Country
  • Marketing
  • Media

PayPal Partners With Welcome To Country

PayPal has partnered with Welcome to Country, Australia’s first Indigenous-led not-for-profit marketplace, which showcases businesses that support Aboriginal and Torres Strait Islander communities. Welcome to Country launched in 2019, providing an online platform for Indigenous experience providers across tours, day treks, scenic flights, bush food, festivals, art and cultural experiences. When the pandemic hit, the […]

Former Deputy PM Julie Bishop Now Has Her Own Barbie Doll
  • Marketing

Former Deputy PM Julie Bishop Now Has Her Own Barbie Doll

Former liberal politician and female icon Julie Bishop has further cemented her celebrity status by scoring her very own Barbie doll. According to The Sydney Morning Herald, Barbie creators Mattel, created the Barbie doll in Bishop’s likeness to honour her achievements. Unfortunately, the Julie Bishop Barbie won’t be for sale. Instead, the one-off doll was […]