telstra digital at ibm conference 2012
TRANSCRIPT
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
1993
Internetbrowser
38y
1903
PoweredFlight
? ??1998
WE’RE ONLY AT THE BEGINNING OF THE
“DIGITAL REVOLUTION”
Crowd Support
Web
Mobile Web
Mobile Applications
Telesales
Telephone support
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