Telstra 2005 Annual Report Download - page 10

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consumer and marketing
Telstra Consumer and Marketing (TC&M) supports over nine million consumer and small
business customer services Australia wide. Through our national call centres and more than
4,800 Telstra shops, Telstra licensees, dealer and retailer points of presence, we offer the most
comprehensive range of communication products, services and applications in Australia. TC&M
is also responsible for the management of our brand, major advertising and commercial
sponsorships, fixed and mobile marketing and multi-product bundling initiatives.
Customer focus
Our aim is to consistently exceed customer expectations by offering the best combination of
value, service and features on the latest range of communications products. Through a total
customer focus we also aim to improve customer retention and loyalty and increase the
number of customers with multiple Telstra products and services.
‘One Number One Voice®’, one of the world’s most sophisticated natural language speech
recognition systems, celebrated its first year of operation. This system handled more than
30 million customer enquiries. In addition we made significant improvements to telstra.com® with
the goal of making it easier for customers to access the majority of their Telstra services online.
Our dedicated inbound call centres serve over half a million customers a week. Via foreign
language consultants our call centres provide customers with options of nine languages
other than English. As part of our commitment to listening and responding to our customers’
feedback we have further simplified customer contracts for fixed line, mobile, broadband and
dial-up services.
Telstra’s branded store ‘refresh’ program is a national program to progressively improve the
customer experience by de-mystifying technology through highly trained staff capable of
supporting the most extensive product range in our industry. During the year we renegotiated
mobile agreements with the majority of our dealer network, who form an essential part of our
customer sales and service operations.
Customer innovation
New products, new services and innovative new calling plans were a highlight of our
marketing activities during the year.
Only with Telstra can our customers now send an SMS from their home phone and use our
popular Telstra Home Message 101® service. We recently introduced two exciting new offers
8
Our new fixed line phones
enable customers to send
SMS messages via their
home phone.