Telstra Marketing Communications

Telstra Marketing Communications
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Telstra Marketing Communications
Telstra utilizes various marketing communication strategies to enhance value proposition creation. Customer experience and satisfaction are vital elements in developing value proposition strategies. The two essential strategies that Telstra utilizes are Telstra 2022 Makeover strategy and the Telstra customer contact strategy.
1 Telstra 2022 Makeover Strategy
Telstra aims to strengthen its customer experience, modify its operational structure and reduce costs through the strategy. The strategy's main focus makes a reflection on significant aspects of marketing. Telstra aims to create "InfraCo," a wholly-owned enterprise to enhance sustainable performance and create future options for merging through the post-NBN period (Gerrand, 2019). Through restructuring, the infrastructure unit, InfraCo, split into three business units; InfraCo Fixed, which manages fixed-line assets; InfraCo Towers that manage the mobile infrastructure; and ServeCo, which owns mobile phones and spectrum assets (Adhikari, 2020). The Company also strategizes at strengthening customer experience through the transformation of its pricing mechanism and customer plans. Cost-cutting measures in their productivity program will increase to $2.5 billion by FY22, with an additional 8,000 net decrease in workers and contractors and management layers (Telstra, 2018). It also aims to improve its balance sheet statement by monetizing its assets up to two billion U.S. dollars. The Company set itself as a premium brand to continue leading and dominating the 5G network sphere.
The new strategy that Telstra aims to utilize has four significant pillars. According to its CEO, the method eliminates and reduces pain points for its customers by transforming the nature of telecommunication products and services globally (Penn, 2019). The four vital pillars include; simplification of its operational structure and working conditions to empower its workforce and customers; enhancing portfolio management and creating effective cost reduction initiatives in the industry; simplifying its products, addressing customer challenges, and creating digital experiences; developing a feasible infrastructure entity to improve performance (Telstra, 2018). Technological innovation and competition are progressively driving the industry's level and rate of growth. Traditional businesses that do not adapt will be the most harmed in this environment. The workforce and entire staff have put more effort into ensuring the Company becomes feasible and survives in the dynamic environment. To maintain its position as the nation's top telecommunications business, it must take bolder actions to improve customer experience and broaden its market share (Penn, 2019). 
The Company's management, led by the CEO, is building a brand-new Telstra that's ready to take the market by storm. Smaller, more focused teams capable of adapting quickly to change will be the norm in the future, as will be the organizational structure and working methods. As a result, specific roles are eliminated, while others will be modified to enhance the Company's operations in boosting its customer engagements and experiences. According to the CEO, the employees feel the effects of these changes, and that's why, before making any final choices, the management team consults with those affected to ensure they have the resources they need to get through this time (Telstra, 2018). As a result, the Telstra2022 plan is based on a network that is the world's largest, most secure, and most efficient. Technology platforms for consumer and small enterprise businesses are being developed as part of the modernization effort (Penn, 2019). These new technology platforms will be the foundation for future new products.
Telstra 2022 Strategy
Pillars

Radically simplifying product offerings, eliminating customer challenges, and creating digital experiences.

Establishing a standalone business unit to enhance performance and create optionality into the NBN

Simplification of operating structure and working ways to empower employees and serve customers

Efficient cost reduction program and improved portfolio management

Delivering

Market-leading customer experience and simplifying products and processes.

Extend network superiority and 5G leadership

Achieve Global High-performance score in employee and customer engagement

Growth of net cost productivity in its investments

Telstra 2022 Pillars
The first pillar entails simplifying its products, addressing customer challenges, and enhancing digital experiences. As the Company revealed, customer service for Telstra's Consumer and Small Business clients will undergo significant changes (Reichert, 2018). This will be different from anything on the market right now, and it will answer the need to make Telco products easier to use, more transparent, and more satisfying for customers. In the future, Telstra's approach to product development, sales, and customer service will be significantly altered. Telstra is leveraging its digitalization investment to simplify its products and remove complexities in addressing crucial problem areas for customers (Telstra, 2018). Telstra's peace of mind data will be affordable to most customers due to its reduced data charges.
Telstra offers the most effective digital solutions to its customers through the strategy. The Company has established and grown to be a renowned entity for B2B technology needs. The strategy helps the Company in reducing its product portfolio. The new approach emphasizes the digital-first paradigm by utilizing the Internet of Things and other software platforms (Telstra, 2018). Telstra’s current product portfolio has been greatly reduced in recent years, making them focus on creating simplified products to enhance customer experience. Moreover, a digital-first paradigm supported by various software platforms and IoT technology will be emphasized in the new approach. Telstra is projected to benefit from its long history of success with large clients, expanding into emerging markets, and gaining more market share. Thanks to the new technology stack Telstra has developed for markets and enterprise clients, these adjustments will be possible over the previous years. The Company also aims at using natural strength to transform customer preferences and make them shift to new product lines.
Second, Telstra focuses on developing a feasible infrastructure entity to improve performance. Telstra InfraCo has evolved and transformed to harbor quality network infrastructure such as domestic fiber, exchanges, data centers, copper, and poles (Telstra, 2018). The wholesale customers, NBN entities, and Telstra form the customer base for the InfraCo business unit. The importance of telecommunications infrastructure is growing as technology innovation significantly depends on connectivity. A high-quality, reliable, and secure communications network is essential to nearly every technological advancement that is taking place today. The infrastructural assets are becoming more valuable in today's global economy. Management and optimization of assets are achieved by establishing a separate business unit dedicated to infrastructure.
Telstra InfraCo will stay integrated with Telstra's core client with a focus on segmented business to enhance the Company's network diversity. This is crucial for the Company’s mobile business as it implements its 5G agenda. The new infrastructure model will provide Telstra with more control and transparency over its underlying infrastructure. The arrangements will also tighten the group's capital allocation discipline. After the NBN implementation, Telstra InfraCo will provide great flexibility for strategic investors' entries and demergers (Telstra, 2018). The strategy enhances creating a value proposition by establishing digital experiences for its customers.
Third, modifying its operational structure and working techniques to drive employee productivity and better service delivery to customers remains a core strategy component. Telstra has implemented a streamlined operating framework and system to simplify working patterns and relations in the organization (Penn, 2019). The focus of the transformations is to increase quality service delivery, enhance product leadership, and attain sizeable change. The new Telstra Global Business Service Group created besides InfraCo enhances large-scale processing through technology (Telstra, 2018). This reduces costs incurred from operations of the significant functions and departments. The Company has elevated its product development and management aspect to improve leverage and facilitate smooth exchange of technical efforts collectively. Through the strategy, Telstra has accelerated its production and simplification of processes with the intent of achieving reduced operating costs. New engineering technologies are in place through labor cost reduction, including software engineering, enhanced information systems management, and cyber security.
Lastly, portfolio management and effective cost reduction programs serve as a vital strategy pillar. The Company has monetized its portfolio up to $2 billion (Penn, 2019). Through increasing productivity, a reduction in fixed costs is being achieved. Its total costs curve is expected to flatten or reduce despite incurring additional expenses for shifting to NBN (Reichert, 2018). Simplified product sets, adoption of legacy operations, and introduction of new products in the market are the vital drivers for increased productivity (Telstra, 2018). Digital sales channels and enhanced procurement methods also boost its productivity. The Company creates its value proposition through the new products, production processes, and technological improvements. To create a customer experience, delivering the products through safe and secure channels and at an appropriate time is essential.
The T22 strategy’s objectives, activities, and targets are as follows:
* Customer Service
Its key objective is to offer an industry-leading customer experience. The Company focuses on eliminating customer challenges and pain points and digitizing sales and service delivery channels (Pearson, 2019). This aspect emphasizes availing services to customers in customized units conveniently. The Company also motivates and empowers its employees and staff to offer quality service to its customers. By creating customized service experiences, the Company aims to reduce the annual customer calls.
* Product and Pricing
The key objective is to have simplified products and price offerings in the market. Telstra uses a competitive pricing technique for its varied combo packages. To achieve the objective, it aims to ensure that most Australians have better access to the 5G network (Pearson, 2019). It also focuses on minimizing mobile plans to improve its outlook and rating score. Telstra creates "peace...