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
- Results
- 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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