Thursday, February 19, 2015

Telstra Leads the Way in the Future of Consumer Insights

More companies today are looking towards the improvement of 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.

Telstra recently unveiled their new multi-million Customer 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.

The center is predicted to greatly increase the number of 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.

Before the customer will visit the CIC, Telstra staff will 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.”

The idea of the center is to shift customers’ expectations 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.

The CIC launched by Telstra is a look into the future of customer 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

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