their customer insights; giving a personalized feel for the customer can
increase loyalty and thus increase sales. Researching ways which best suit the
customer is deemed very important in today’s business world.
Insight Centre (CIC) which is a huge upgrade from their last center. The CIC
has many new age features such as a 300-person auditorium which has a 4K screen
and surround-sound system, hands-on tech demonstrations of wearable devices and
3D printers and much more including a robot called Jed that can guess a
person’s age (I guess in case the person had forgotten how old they were). However
the technology for Jed shows the move Telstra have made towards robotics and
machine learning technology as a big part of their future.
customer meetings that Telstra have a year. The number was an impressive 9,700
last year and thanks to the new focus on customer needs Telstra are expecting
to welcome a larger number of business customers ranging from small to large
businesses. A range of initiatives and changes have been put in place across
the organization that has made them more customer focused.
have already carried out a two week ‘discovery’ in order to find out the
customer’s needs. This way the meeting and tour of the center can be personalized
to suit the requirements and preferences of the customer. Andy Bateman the
Director of Segment Marketing for Telstra, describes the CIC as beyond just a
show and tell experience but ‘an understanding of insights in their industry, insights
from outside of their industry, insights about their customers, and insights
about what their business challenges and opportunities might be through the
lens of telecommunications and technology.’
of what is possible in their field of business. The customer experience as a
journey is paramount to giving them a unique relationship with Telstra. They
bring together leading-edge technologies such as the ‘Insight Ring’ which is an
introverted 360?? video ring which surrounds the visitor with the digital
insights that Telstra have gotten from their pre-researched knowledge of the
markets, customer and industries.
insights; however many companies do not have the resources or funds to invest
in such a venture. Nevertheless, the fundamental elements needed for creating
an improved customer experience is clear to see. By doing the research and
making an experience that is unique for a customer is the key to building
sustainable long term growth and a competitive advantage for the customer.
About the Author:
Harry Kempe, a marketing intern at IIR USA, who works on various aspects of the
industry including social media, marketing analysis and media. He is a recent
graduate of Newcastle University who previously worked for EMAP Ltd. and WGSN as
a marketing assistant on events such as the World Architecture Festival, World
Retail Congress and Global Fashion Awards. He can be reached at hkempe@IIRUSA.com.