Telstra's National Telemarketing Centre

Abstract

Telstra – until recently Australia's only telecommunications carrier – is internationally recognized within the industry for providing a world-class telecommunications service to a highly dispersed and isolated population under challenging environmental conditions. In 1990, the Australian Government announced that it would end Telstra's monopoly and move towards a deregulated telecommunications industry. The first step was a competitive duopoly and, in 1991–1992, a private carrier – Optus Communications – became Telstra's first competitor in the Australian market-place. On 1 July 1997 the industry was fully deregulated. Over this period, Telstra has undergone enormous changes – none of which is more dramatic than the shift from an engineering-driven organization, to one with a marketing focus. The shift in emphasis from engineering to marketing is clearly reflected by the establishment of Telstra's National Telemarketing Centre (NTC). Though originally created in response to deregulation and the threat of its first competitor, the NTC has grown to become a major national marketing channel for Telstra, as well as providing national customer and product support services. This case examines the function of the NTC within Telstra, the role of technology at the NTC and the way call centres affect organizational flexibility and change the relationship between Telstra and its customers.