Buyer Conversations: How Telstra Is Using Social Selling to Improve NPS and Sales

Buyer Conversations: How Telstra Is Using Social Selling to Improve NPS and Sales

This IDC Buyer Case Study shares insights from the Telstra's Social Selling Program. In late 2013, Telstra embarked on a social selling program to improve its NPS and sales by incorporating social media into the sales process. It has had a positive impact so far, including a 2.4+ improvement in NPS, and the company is about to enter phase 3 of this program.

The case study is based on IDC's ongoing conversations with Telstra, particularly with Jarther Taylor, GM, Telstra Business, and Carl Naessens, Digital Lead –Telstra Business.

It also provides insights from a recent IDC study done in partnership with LinkedIn to assess the online social habits and preferences of B2B buyers across different regions. The results were presented by IDC in October 2014 at the LinkedIn Sales Connect event in Sydney.

The insights that follow can guide any organization selling in a B2B environment in the implementation of similar initiatives.

Please Note: Extended description available upon request.

IDC Opinion
In This Buyer Case Study
Situation Overview
Organization Overview — Telstra
Improving Customer Experience
Challenges and Solution
Social Selling in Telstra — Improving NPS and Sales
From Proof of Concept to Extended Pilot
Future Outlook
Customer Experience and Social Selling (Pilot +)
Essential Guidance
Actions to Consider
Lessons from Telstra's Program
Advice for Buyers
Learn More
Related Research
Figure: How to Create a Lasting Customer Experience
Figure: Social Selling Results in Increased Sales Opportunities

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