SYDNEY – September 16, 2013 – Vision Critical, a leading provider of insight community technologies, and its client Telstra have been named NSW State Winners of the Consumer Insights category in the 2013 Australian Marketing Institute Awards for Marketing Excellence.
Vision Critical and Telstra won the award for their entry “Half a million more smiles: the powerful impact of the simplest insight”, a simple but extremely powerful and effective initiative that provided customers with an easy-to-understand summary of their Telstra plan on one sheet of paper.
“We’re delighted to have won the Consumer Insights category for NSW with Telstra,” said Vision Critical Australia and New Zealand Managing Director, Peter Harris.
“Vision Critical is very proud to be working with Telstra to help drive its customer satisfaction and advocacy priorities with the help of pioneering insight community technologies which we’ve developed with the company,” he said.
In partnership with Vision Critical, Telstra investigated the role of customer communication in driving satisfaction and its subsequent flow-on effects into enquiries and advocacy as well as complaints and churn.
A simple insight around the importance of Keeping Customers Informed inspired Telstra to create My Offer Summary (MOS) – a document that provides customers with a concise summary of their plan on a single sheet of paper.
After further testing and refinement in customer research, MOS proceeded to a staged implementation. By tracking satisfaction levels of the same customers over time through its proprietary online insights community My Telstra Experience, Telstra was able to measure a 17% increase in satisfied customers since launch. With around 9 million customers and a MOS penetration level of approximately 30%, it is estimated that this initiative helped to deliver half a million more satisfied Telstra customers.
Telstra Director of Research, Insights and Analytics, Elizabeth Moore, said: “In another effort to simplify our business and put the customer at the centre of everything we do, the initiative provided customers with an easy-to-understand summary of their Telstra plan on one sheet of paper.”
“Our team is thrilled to have won this award, which shows that ideas based on simple insights, when effectively communicated and easily implemented, will generate the top to bottom support required to drive effective action.”
Telstra’s My Offer Summary was used as the model for the industry to provide greater clarity of information and for consumers to feel confident they have the right product plan.
Telstra and Vision Critical will now move forward into the National round of the 2013 AMI Awards, the results of which will be announced on October 16.