TELSTRA

ONE PLACE

 
 

Background

Telstra came to us as they had a strong desire to build software, however, their delivery was underwhelming as their complex organisational constructs made it hard to execute and innovate.

Problem

Telstra customers want more from Telstra than just a broadband or mobile service. Inclusions provided, such as Netflix or Apple Music, create a point of differentiation and increased stickiness.

The inclusion which was to be provided was Microsoft 365.

Telstra was already bundling Microsoft Office 365 with some of their more expensive plans for their new small/medium business customers to encourage them to buy that plan. Their customers, however, weren’t taking up the offer. Or even if they did, the vast majority didn’t seem to follow through and activate it, let alone use it after activation.

Initial research in to end-to-end process

  • Examination of user journey as it was

  • MicroLand analysis (who onboard/facilitate the uptake of Microsoft 365 with Telstra customers)

  • Competitive analysis

  • Service blueprint including research into systems and workflows used

  • Analysis of data points

  • Cross-functional sessions crafting new user journeys & user experiences

  • 6 rounds of customer research / interviews

  • Analysis of Microsoft API’s

  • TAM (Telstra Apps Marketplace) investigation

  • Digitisation/Architecture workshops

  • NPS analysis

Customer Journey as at the start of the project

Original user journey

 

What we learnt after initial investigation

  • Offer is below fold / CTA button

  • Only 1% buy online

  • In store sales agents don’t mention bonus inclusions

  • First realisation of bonus is from a SMS or cold call from India

 

Learnings from speaking with Microland

We found that ‘leakages’ were a large problem throughout the customer journey.

 

NPS SURVEY - overall customer dissatisfaction

“I then received about five emails saying I had joined when I had done nothing.”

“Installed apps that were not requested or wanted.”

“No payments were explained to me.”

“I did not order this product, it was shoved onto me and was even placed on my bill.”

“Useless thing they sold me.”

“Lied to me, didn’t listen.”

“Angry doesn’t even begin to describe how I felt.”

“The free cloud service is not something I wanted or will ever use.”

The One Place Persona

 

User Research Round 1

User research via appear.in

“I didn’t know Telstra offered Office”

“This [page with all O365 options] is the point when I pick up the phone or go to a store”

“Office365 bonus didn’t make a difference when choosing my plan”

 

User Research Round 2

User interview at the Telstra labs; view from behind the 2-way mirror

“I have Office, not sure which type, I bought it outright, own it now”

“Don’t think of Telstra as a place to get software / productivity apps; only phone, internet, great network/coverage”

 

Summary of learnings thus far

  • SMB Customers already have the non-subscription version of Microsoft Office

  • Complicated product that requires assistance (they will call Telstra - something that Telstra wants to avoid)

  • Point of purchase for Office 365 is when they buy a new computer ie: Telstra is competing with JB Hi-Fi and Harvey Norman, who offer 365 at this point.

  • Not looking to buy software when buying a phone

  • Customers don’t understand O365 and the value-add

  • A landing page proved to be successful in explaining the offering

 

User Research Round 3

  • Text message to notify of the deal

  • Collection of email address

  • Instructions to email for ease of download to their chosen device

  • Landing Page with information about O365 will help conversion

Text message to be sent to customers

Following email sent to customers

Landing Page for Customer Inclusions

Landing page explained

  • Product Demo needed as users were unsure of differences between traditional MS Office and O365

  • Users interested in cost savings and number of devices

  • Value for current Microsoft Office users explained

  • Value prop for small businesses

  • Help text enabling easy completion of form

 

In Summary, why was the offer not doing well?

The content does not address the following

  • What is Office 365?

  • How will this help me?

  • Cold call creates mistrust (they ask personal questions, that the customer assumed Telstra should already have)

    • Name (they only had the email address)

    • Date of Birth

    • ABN

  • SMS sent to inactive SIMs - 40% of customers are not aware of the offer

  • Poor experience on current landing page - no CTA etc.

  • TAM’s broken process - multiple emails, voucher code problems

 

We then started to push the solution further…

  • Introduction of a scheduled call to negate trust issues with MicroLand

  • Research suggests a customer initiated call results in higher uptake

  • A pseudo-digital solution to get details to Microland more efficiently

 

Quick change implemented during the project

Resulted in increased number of customers registering

 

Can we build a digital solution?

No.. why not?

TAM has no API’s

  • Application of voucher codes adds complexity

  • Microsoft product construct is very complex therefore difficult to integrate (AppDirect/TAM exist for that reason)

  • Customers need hand holding in this complex journey - Validated

 

Another design solution was a call scheduler

Positive reaction from call scheduler

"Do I want to spend 20-25 mins to do this now?...Oh I can schedule a time"

"I'm assuming they are going to help me understand how to sync files"

"I feel my time is respected"

"Not on the offensive when I get this call"

"Very respectful - get my buy in"

"Much nicer than the other one"

 

Insights on why a call is necessary

  • Phone call is appreciated, customers have many questions specific to their situation

  • "The call scheduler is good as you get to ask questions"- Users want to talk to someone to confirm details of the offer

  • “If it ain’t broke don’t fix it” - challenging to convince customers to switch to O365 especially older demographic

  • Customers have used call back services before and have loved those experiences

  • Employees would have the signup flow interrupted as they'd have to call work to find out Admin - problematic when working remotely

 

Final Solution: a landing page and call scheduler

Call scheduler prototype

 

Proposed metrics for success

 

Final Insights on the Solution

Customers will be much happier with the revised solution of a call scheduler, as can be seen through the results of testing. The reality about Microsoft Office 365, however, was that it was not a strong need for Telstra SMB customers. As such we advised that alternative inclusions would increase adoption and stickiness to a higher degree.