The Telstra Consumer and Small Business team is in the process of transforming the customer experience. The aim is to deliver a seamless customer experience powered by the Salesforce Customer 360 across sales and service. Telstra has now enabled more than 20,000 frontline agents with Salesforce and agents share a single view of the customer.
“Our vision is to build a connected future so everyone can thrive, and that means everyone, which is a big aim. Salesforce Customer 360 is central to our strategy and brings together all of our customer interactions across sales, service, and marketing,” said Michael Ackland, Group Executive, Consumer and Small Business. “We have a hundred years worth of customer data, so one of our biggest challenges has been working through that legacy so we can always know exactly who we are talking to and connect all of the things they are doing with us.”
The in-store experience provided by agents has been streamlined with Telstra working to reduce the time it takes for customers to order, upgrade, or make changes to their services.
“So many Australians can relate to the experience of going to a Telstra shop on a weekend and spending up to two hours filling out forms and waiting around,” said Karen Hughes, Executive, Networks & IT, Consumer and Small Business at Telstra. “We have now brought that time down considerably and freed up our agents to provide a better service. They can have proactive conversations about what other pain points we can solve or simply let customers get on with their day.”
Some of these time savings are the result of a new agent console which is powered by Salesforce and provides agents with a complete view of the customer. Agents can see which products and services customers have used in the past and leverage Einstein Next Best Action to see what they should recommend next. The console also streamlines the ordering process and removes the need for customers to fill in paper-based forms.
Communications Cloud also helps to power Telstra’s ecommerce experience which can be accessed right from the store agents’ view of the customer or by customers purchasing their plans online.
All customer interactions and journeys are tracked through Marketing Cloud Interaction Studio, while Journey Builder ensures a consistent experience across SMS and email, with information based on where customers are in their journey with Telstra. For example, if customers are due to update their phone, they will receive an email with a suggested plan upgrade.
“Salesforce has really enabled us to put the customer first in everything that we do, even down to enabling our engineers to quickly get new capabilities out to our frontline. Salesforce has also helped us to establish a rapid feedback loop, so we are constantly getting feedback from customers and agents and embedding that into our products,” said Hughes.