TELSTRA CASE STUDY
In this exclusive webcast from Forrester CX APAC 2022, Telstra's Brendon Power and Medallia's Aarron Spinley explain why and how 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.
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Speakers
Brendon Power
Marketing and Personalisation Technology Lead
Telstra
Brendon has designed, delivered, and optimised customer-centric experiences for 15 years. Initially specialising in single and cross-channel journeys (e.g. Digital, Messaging, Chatbots), he's now on a mission to bring it all together at Telstra, where they are rethinking everything they do to put customers first and make the complex simple.
Aarron Spinley
Senior Vice President, APAC
Thunderhead (by Medallia)
Featured internationally as a keynote speaker, writer, and adviser in disruptive marketing and customer experience, Aarron leads Thunderhead's Asia Pacific business as part of the Medallia group. Responsible for market research and development, strategic partnerships, and customer engagement, he brings 20 years of experience in customer strategy, futures methodology, and digital businesses.
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