Telstra officially debuts new customer loyalty program

Telstra Plus part of T22 transformation strategy to win over customers in the next-generation era of telecoms and 5G networks

Telstra has officially taken the wrappers off its new tier-based loyalty program giving customers the opportunity to earn points and rewards based on spending.

As previously reported by CMO, the ASX-listed telco announced its intention of launching a customer loyalty program last year as part of its wider T22 transformation strategy aimed at simplifying products and services, removing legacy systems and processes and furthering digitisation.

The new tiered Telstra Plus offering kicks off officially from 14 May and will see customers accumulating points they can exchange for discounts on devices and accessories. They’ll also have access to benefits like sport and movie ticket discounts, complimentary extras and VIP services; offerings which were previously available via the ‘Telstra thanks’ loyalty initiative.

According to Telstra, more than 13 million discounted movie tickets and two million concert tickets have been sold since Telstra thanks’ debut in 2013.

As a sweetener between now and 30 June, those signing up to the new Telstra Plus program will earn 10 points for every $1 spent on monthly account and pre-paid recharges.  Telstra is estimating about 8 million consumers will be able to access the Telstra Plus offering.

“Australians have more choice than ever before when it comes to their telco provider and millions of our customers choose to join and stay with Telstra for their connectivity, technology and entertainment needs,” Telstra CEO, Andy Penn, said during an event in Melbourne to launch the new program.

“In addition to the better value we provide our customers through our larger network coverage and data speeds, we’re upping the ante through rewarding our customers for their loyalty over time. Every service, subscription or hardware repayment will see customers earn points towards new technology, and we think that’s a pretty powerful offer.”

Alongside the new loyalty program, Penn said Telstra is gearing up to launch “radically” simplified mobile plans in June 2019. The plans come off the commitment last year to simplify the product range to just 20 core connectivity offerings with no lock-in contracts.

Penn said the Telstra Plus launch also comes as the telecoms industry prepares for the launch of 5G technology, promising faster speeds and services.

“Telstra Plus is our way of saying thank you for being with us today as we move through an exciting time,” Penn continued. “The first 5G devices will be available with Telstra soon, opening up even more opportunities for Australians to get more out of life through technology and helping our customers take advantage of all our network has to offer.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu 

 

 

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Tags Telstracustomer experience managementcustomer loyalty programs

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