This month we have reached a tipping point in Telstra – more than 50 percent of all service transactions were done digitally.
Whether it was paying a bill, updating an address, activating Extra Data or checking data usage more than half of these actions were performed online. This is really quite remarkable when you consider four years ago this number was 26 percent.
So what has driven the change in our customers’ behaviour? Firstly, we’ve moved to where our customers want us to be. Launched in 2012, there are now more than 2.1million regular users of the Telstra 24×7 App. More service transactions are now done through our App than through My Account, showing our customers have a clear preference for managing their lives on the go.
In just the past year alone we’ve added new functionality to the Telstra 24×7 App such as the ability to recontract handset, recharge via Paypal and manage direct debits to help customers do more of what they want where they want.
To cater to the on the go preference we are mobile optimising My Account, making it as user friendly on a mobile device as it is from a large screen.
But it’s not just about the technology, it’s about human behaviour. Whether it is ordering a ride through Uber, booking a nights’ accommodation through Airbnb or navigating with Google Maps consumers have an increasing expectation they will be able to self-serve – after all “There’s an app for that”.
Using digital tools, customers are able to interact with Telstra when and where it’s convenient for them.
In fact we had 400 million customer contacts online this year. If you consider that each of these take an average of two minutes that is approximately 1522 years of contact that was handled through our digital channels
Ultimately it’s about offering choice and being where our customers want us to be when they want to deal with us – and increasingly that’s online.
Top five things you can do online
79% of all Extra data transactions completed through online channels
75% of all payments are digital
50% of all pre-paid recharges are digital
84% of Telstra 24×7 App users are viewing/managing call and data usage
More than 500,000 customers have used our ADSL troubleshooting tool
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