Telstra is revising its product and services portfolio in a bid to become more digital on the customer interaction front.
The move is part of the implementation of a company-wide, three-year program, Digital First, which will assess how these products and services can be more effectively delivered through digital channels as well as in-store and on the phone.
Telstra said its Web site registers more than six million visits each month, making it its primary contact channel. A total of 44 per cent of all service transactions are managed online, up from 26 per cent in 2011. The Telstra 24x7 app has been downloaded more than 3.5m times.
The telecommunications provider claims the three-year program, Digital First, will provide customers with more control over accounts, services, technical appointments, support options, and product features.
The program will kick off this month as Telstra rolls out a new technical support model which will see ADSL and mobile customers receive a unique code to allow the telco to provide tailored information through fewer contact points.
"Digital First will build on the digital improvements we have made in the past two years, which include increasing the number of self service options on our MyAccount service and offering 24/7 Live Chat options, however we know we can do even more in the digital arena to make life simpler and more convenient for our customers," chief executive officer, David Thodey, said.
Telstra will establish Digital Transformation Centres in Sydney and Melbourne to deliver services under Digital First and therefore support its digital strategy. The facilities will result in new positions for technologists and business experts.