Case Study: Telstra achieves deeper customer insight and stronger lifetime value with Vision Critical

How Telstra innovates with customers to improve lifetime value

Telstra, Australia’s leading telecommunications provider, wanted to transform from a telecom company into a technology company while improving customer lifetime value. To do this, Telstra used Vision Critical’s customer intelligence software to power My Telstra Experience (MTE), a customer insight community that could help test ideas, products, and services and bring the voice of the customer into major decisions.

With Vision Critical, Telstra launched and scaled MTE with more than 11,000 customers and over half a million customer engagements, generating long-term insights and faster feedback. The program helped Telstra launch Go Mobile Swap Plans, which improved retention, captured a strong share of sales within a year, and enabled more competitive pricing, while also strengthening brand trust and customer relationships.

Telstra

Ross McLelland

General Manager, Customer Insights and Market Research