Telstra refines long-term strategy

Australian telecommunications provider Telstra has unveiled changes to its long-term strategy. Telstra’s strategy now has three pillars evolving from the previous four pillars: improve customer advocacy, drive value from the core, and build new growth businesses. Speaking at a Telstra investor day in Sydney, chief executive David Thodey said Telstra must continue to focus on its core Australian business while exploring new opportunities domestically and internationally, particularly across the Asia region. As part of the realignment, Telstra announced new staff appointments. 

Improving customer advocacy reflects progress from customer satisfaction and retention and is a stand-alone proposition across the company. There are four major sub-pillars: Telstra’s use of the Net Promoter System, product differentiation, process improvement focus and creating a uniquely positive customer service experience.

Driving value from the core concentrates on customer and revenue growth, network superiority and driving productivity through simplifying the business. This pillar has four key focus areas in 2013-14: mobiles, fixed broadband, transitioning Sensis to a digital business, and broader productivity improvements through simplification plans.

Building new growth business is centred on network services, Asian expansion, e-health and longer term growth opportunities such as digital media and global applications and platforms. These will change over time while the focus on growth opportunities remains constant.