My Telstra Experience is an Agent of Change: How Telstra is Changing Through Simpler Customer Experience

Frederic Anne and Bob Sharma
Telstra, Australia

Peter Harris
Vision Critical Australia/New Zealand

OVERVIEW

The future success of research relies on simplicity, collaboration and community. Each of these lead to a closer customer connection and depth of understanding. Our story includes each of these aspects and demonstrates the power of a close working partnership between Client and Agency.

This paper presents a very recent case study where one of Australia's largest and most complicated companies increased the value of research through simplicity. Instead of focusing on what researcher's do, we focus on how we made the customer experience simpler for giving feedback in a collaborative, co-creative and iterative fashion that has resulted in fresher insight generation and accelerated innovation.