Telstra had discovered their customer satisfaction was at an all-time low. They identified millions of people that were feeling undervalued and unappreciated. The entire company needed to revolutionise the way it connected with it’s customers and empower every employee to make a difference.
Instead of offering freebees and extravagant win backs, one simple sentiment was identified that Telstra had never communicated to it’s customers – saying ‘thank you’. So the wheels were set in motion to personally thank 1 million disgruntled customers with a personal phone call. This challenge could not be handled by the call centre alone, so a company-wide digital experience was created to give every employee a way of getting involved.
Every employee was made aware of the new Thanks-A-Million initiative and invited to participate. Celebrities visited Telstra HQ to help make thank you calls and motivate staff.
Each employee was given personal access to the Thanks-A-Million portal, where they received a personal allocation of customers to call. They could track progress, customer satisfaction, see recent success stories and receive ‘Thanks Back’ rewards for completing their calls.
Other digital and offline channels were used to deliver 'thanks' in addition to the phone calls.
91% satisfaction during customer calls
