telstra digital at ibm conference 2012

TELSTRA DIGITAL– MAY 2012

GERD SCHENKEL, EXECUTIVE DIRECTOR

THE HISTORIC OPPORTUNITY WE FACE- A WORLD GOING DIGITAL

1831

Electricity

1876

Telephone

1879

Light-bulb

1888

RadioWaves

1896

WirelessTelegraph

1974

IPProtocol

2004

Facebook

1993

Internetbrowser

38y

1903

PoweredFlight

? ??1998

Google

WE’RE ONLY AT THE BEGINNING OF THE

“DIGITAL REVOLUTION”

Crowd Support

Twitter

Facebook

Web

Mobile Web

Mobile Applications

Telesales

Telephone support

Email

Live Chat

Moderated Self Service Assisted

COST

CONSUMER BUSINESSENTERPRISE &

GOVERNMENT

Digital Account Managers

RetailContact Centre

TELSTRA DIGITAL OPERATES 3 CHANNEL GROUPS- ESTABLISHED 2011

TELSTRA CONFIDENTIAL | 4

150m Customer

Contacts

~ 500 People Fast growing

TELSTRA’S DIGITAL STRATEGY

CURRENT TWO YEAR PLAN: FY11-13 NEXT PHASE

WORLD CLASS

DIGITAL SALES & SERVICE

CAPABILITY

WORLD CLASS

DIGITAL SALES & SERVICE

CAPABILITY

Changingconsumer

behaviour

New

technologies

Competition from

substitutes

1. Rebuild online sales & service channels

2. Establish mobile & social channels

3. Improve end to end customer experience

4. Actively drive customer adoption

5. Develop foundations: Technology, people & processes

Maximise Enterprise Value

from Digital Sales & Service

Capability

CROWD SUPPORT

TELSTRA CONFIDENTIAL | 6

CROWD SUPPORT: USERS HELPING USERS

TELSTRA CONFIDENTIAL | 7

CROWD SUPPORT: GAMIFICATION

TELSTRA CONFIDENTIAL | 8

FOLLOW THE CUSTOMER

FACEBOOK 24X7

TELSTRA CONFIDENTIAL | 10

24x7 Live Chat

Account Management Apps

Promotions

Service on Wall

FACEBOOK 24X7: ACCOUNT MANAGEMENT APP

TELSTRA CONFIDENTIAL | 11

FACEBOOK 24X7: NOT “JUST FOR TEENAGERS”

TELSTRA CONFIDENTIAL | 12

#1

#2#3

FACEBOOK 24X7: “VIRALITY” HAS TO BE EARNED

TELSTRA CONFIDENTIAL | 13

AUSTRALIAN MOBILE APP MARKET IS THRIVING(APR 2012, SOURCE: XYLOGIC)

TELSTRA CONFIDENTIAL | 14

APPS FOR SALES & SERVICE- DRIVING COST AND SERVICE

TELSTRA CONFIDENTIAL | 15

NEW iPAD APP NEW iPHONE APP

WEBSITE: FOCUS ON USEABILITY BY DESIGN

TELSTRA CONFIDENTIAL | 16

NEW SERVICES PORTAL NEW ONLINE SHOP

NEW HOME PAGE

ATTRACTIVE ECONOMIC BENEFITS- SELECTED EXAMPLES

TELSTRA CONFIDENTIAL | 17

My Account Registered Users Electronic Bill

Total Digital Transactions