Telstra Case Study: Businesses think in channels, customers don't

In this exclusive webcast from Forrester CX APAC 2022, Telstra’s Brendon Power and Medallia’s Aarron Spinley explain why and how Telstra, Australia’s largest telco, is rethinking the way it engages customers.

The fundamental problem: Businesses think in channels, customers don’t.

Telstra knows that customers communicate with a brand whenever and wherever they want. But, like most businesses, they are organised around channels. This causes friction. Only by thinking beyond channels and acknowledging that the customer is in charge has Telstra truly been able to put the customer first.