Telstra was faced with unprecedented challenges in driving customer loyalty and revenue growth within their existing 690,000 Small to Medium Enterprise (SME) segment. At the time, the telecommunication landscape in Australia was entering a new era in competition, giving SMEs a broader range of alternative service providers to choose from.
Telstra recognised that a change was needed to reinvigorate revenue, continue growing and to develop a new point of differentiation, through a new ‘packaging’ solution paradigm for mass market SMEs.
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