Telstra 'checks in' with 9m customers with data CRM programme

Rosie Baker
By Rosie Baker | 24 March 2015

Telstra is running a CRM program that is aiming to connect with its 8.7million customers and improve perceptions of the telco.

The 'check in' program is a follow up to last year's 'Thanks a Million' initiative that saw one million customers contacted directly to say thanks for their business.

Check In offers each customer an end to end review of their account and phone usage and aims to identify if they could be on a better tariff.

It's part of Telstra's efforts to use data to find out how the telco can do better for customers across sales and services, says Telstra's director of CRM, digital and loyalty, Nick Adams.

Using customer data and analysis of usage patterns, Telstra has identified one million people it doesn't believe are happy with their bill or service, and is inviting them to 'check in' at one of 370 local Telstra stores during a dedicated 'check in' week through EDMs, direct mail and SMS, as well as press ads and radio ads to publicise it more widely.

To help staff deal with the increased engagement with customers, it has created a staff portal that provides training and resources such a scripts for phone calls, and The ability to offer customers free gifts such as movie tickets.

"We're systematically engaging our customers in our stores. It's customer and staff engagement driven by data," Adams said.

"It's a big source of competitive advantage when our customers and staff are engaging with each other in such a different way. We wouldn't have done it three years ago because we were far too busy using the CRM data to drive sales leads."

Last year, Thanks a Million used 79,000 different data points combining service and marketing data to contact one million customers, say thanks and encourage a new perception of Telstra.

It identified 50,000 customer issues and fixed them within 48 hours, and ended with 91% customer satisfaction.

"CRM is a lot more than a sales engine. Don't just think about your little corner of CRM, think about how you can change your whole business," said Adams.

Adams was speaking today at ADMA Data Day Conference in Sydney.

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