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Customer advocacy critical to business success: Telstra

Adam Bender | Aug. 12, 2013
Businesses must meet and surpass rising expectations for IT to turn customers into advocates, according to Janine Modaro, Telstra director of integrated service management, network applications and services.

Such an approach was employed when Modaro was a general manager at Commonwealth Bank, she said. "Their business goal was to become number one in customer satisfaction. There were incentives for all the teams and all the service provider groups in that ecosystems to help them achieve that goal."

Visibility means giving customers access anywhere, she said. "We want to let our customers engage with us, wherever they are."

"If you really want to wow your customers on visibility and access, then there's no better way than to give them visibility of your service information in their systems."

Finally, innovation is at the pinnacle of the customer needs pyramid, Modaro said. "Innovation often comes from challenging the status quo."


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