Monday, 03 March 2014 14:49

Customers number one, says Thodey, as Telstra rolls out Digital First strategy Featured


Telstra is ramping up its strategy designed to make it a dominant player in the digital marketplace with CEO David Thodey announcing today that the telco will extensively change the way it interacts with its customers through significant investment in new digital technology over the next three years.

Speaking today at the Australia-Israel Chamber of Commerce (AICC), Thodey said Telstra was “accelerating” its move to become a “Digital First company”, extending its broadened digital agenda beyond sales, service and marketing to all parts of the business.

He outlined the next phase of the company’s digital strategy and said that, as part of the rollout of the strategy, every Telstra product and service will be looked at to see if there is a way they can be provided through digital channels as well as in-store or over the phone.

Thodey said the company-wide Digital First program will deliver major customer improvements, giving greater control over accounts, services, technical appointments, support options and product features to customers.

And, to support the digital agenda and investment in the digital future, Telstra is establishing Digital Transformation Centres in Sydney and Melbourne which Thodey said would be dedicated to delivering digital services under the Digital First program. He said there would be new positions in the centres for technologists and business experts.

“We have listened to our customers and know many of them want the convenience of dealing with us on their terms in their own time. Improving and simplifying our online relationship with them will help to deliver this.  

“We are challenging the way we do things to make life simpler and more convenient for our customers, giving them greater control in managing their telecommunications needs whether that be through our Telstra stores, contact centres or digitally.

“This month, we will commence the rollout of a new, enhanced technical support model. ADSL and mobile customers will be sent a unique code with their modem or mobile device which will allow us to provide tailored information so they gain the information they need faster and with fewer contact points.”

And, we have all experienced the frustration of having to wait at home for long periods of time for a tradesman or serviceman to undertake an installation or repairs.

So, in Telstra’s case, Thodey said today that under Digital First, Telstra will review ways to improve field force customer engagement, including introducing initiatives to “better automate job allocation and integrated mapping to get technicians to jobs quicker and more efficiently, while keeping customers updated on the estimated arrival time.”

“This will provide greater convenience and remove the need for customers to be available at home for large blocks of time,” Thodey said.

“Digital First will build on the digital improvements we have made in the past two years, which include increasing the number of self service options on our MyAccount service and offering 24/7 Live Chat options, however we know we can do even more in the digital arena to make life simpler and more convenient for our customers.”

Thodey said Telstra now has more than six million unique visitors to each month – “making this our single biggest contact channel.”

According to Thodey, 44% of Telstra service transactions are now managed online, up from 26% in 2011, and the Telstra 24x7 App has been downloaded more than 3.5 million times.

Read 4665 times

Please join our community here and become a VIP.

Subscribe to ITWIRE UPDATE Newsletter here
JOIN our iTWireTV our YouTube Community here


The past year has seen a meteoric rise in ransomware incidents worldwide.

Over the past 12 months, SonicWall Capture Labs threat researchers have diligently tracked the meteoric rise in cyberattacks, as well as trends and activity across all threat vectors, including:

Encrypted threats
IoT malware
Zero-day attacks and more

These exclusive findings are now available via the 2022 SonicWall Cyber Threat Report, which ensures SMBs, government agencies, enterprises and other organizations have the actionable threat intelligence needed to combat the rising tide of cybercrime.

Click the button below to get the report.



It's all about Webinars.

Marketing budgets are now focused on Webinars combined with Lead Generation.

If you wish to promote a Webinar we recommend at least a 3 to 4 week campaign prior to your event.

The iTWire campaign will include extensive adverts on our News Site and prominent Newsletter promotion and Promotional News & Editorial. Plus a video interview of the key speaker on iTWire TV which will be used in Promotional Posts on the iTWire Home Page.

Now we are coming out of Lockdown iTWire will be focussed to assisting with your webinars and campaigns and assistance via part payments and extended terms, a Webinar Business Booster Pack and other supportive programs. We can also create your adverts and written content plus coordinate your video interview.

We look forward to discussing your campaign goals with you. Please click the button below.


Peter Dinham

Peter Dinham - retired in 2020. He is a veteran journalist and corporate communications consultant. He has worked as a journalist in all forms of media – newspapers/magazines, radio, television, press agency and now, online – including with the Canberra Times, The Examiner (Tasmania), the ABC and AAP-Reuters. As a freelance journalist he also had articles published in Australian and overseas magazines. He worked in the corporate communications/public relations sector, in-house with an airline, and as a senior executive in Australia of the world’s largest communications consultancy, Burson-Marsteller. He also ran his own communications consultancy and was a co-founder in Australia of the global photographic agency, the Image Bank (now Getty Images).

Share News tips for the iTWire Journalists? Your tip will be anonymous




Guest Opinion

Guest Interviews

Guest Reviews

Guest Research

Guest Research & Case Studies

Channel News