Telstra To Build Data Warehouse

Telstra executive is pushing his lieutenants to focus on individual customers by segmenting the company’s customers base and build a huge data warehouse which will allow all aspects of a customers dealings with the behemoth to be viewed in an integrated fashion.

Backed up by extensive market research designed to understand what customers are looking for from a telco, the company hopes to reduce churn and increase customer share of wallet by pro-actively offering enhanced services at every point of customer contact.

Bill Stewart, Group Managing Director Strategic Marketing explained that the company hopes to achieve future growth through improved sales, Improved ARPU from better customer satisfaction. Integrated services will help to reduce churn and lower customer acquisition costs.

Customer segmentation will determine how and where customers are marketed to with segmentation determined by the manner in which the customer relates to the company.

Stewart outlined a three phase roll-out beginning with needs identification, then customer identification and finally references where the outcomes will be implemented in the form of advanced marketing practices integrated with interactive voice recognition and routing capabilities and campaign management in the data warehouse.

The company plans to take advantage of its broad reach of services to increase differentiation over its competitors. The company plans to deliver simple, easy-to-use, one click applications with intuitive functionality and navigation across common interfaces to allow a higher degree of personalisation and shared application services.

Stewart highlighted the following benchmarks for improvements. Campaign Execution will be reduced by 75 per cent, Labour productivity will be improved by 20 per cent. Cross selling and up selling will be increased by 30 per cent and churn reduced by 10 per cent.