How Telstra fuels customer advocacy with its people-first culture

Customer advocacy demands more than excellent service; it requires organizations to prioritize their employees’ wellbeing, and thus empower them to create exceptional customer experiences.

This principle lies at the heart of Andrew Mulero’s strategy as senior lead of customer service delivery at Australian telco Telstra. Speaking at All Access: Customer Contact Center Trends and Technology APAC 2024, Mulero detailed how a people-first approach in the contact center enhances customer advocacy, improves service outcomes, and fosters brand loyalty.

Prioritizing the people behind the service

For Mulero, the formula for amplifying customer advocacy starts with employee experience (EX). “A happy staff strength often, at times, gives a happy customer base,” he said.

It is important to create an environment where employees feel supported, heard and empowered. During the interview Mulero outlined several strategies for building this foundation, including:

• Surveying and listening: Beyond employee engagement surveys, Telstra has embraced a culture of active listening. Data gathered from surveys, interviews, and feedback loops is not just collected but acted upon, ensuring employee concerns are addressed promptly and effectively. Regular engagement surveys also signal to employees that their voices matter, which fosters trust and loyalty.
• Personalized engagement: Just as companies tailor solutions for their customers, Mulero advocates for personalized activities to engage employees based on their preferences. Team-building exercises, seminars, and customized learning programs can be designed to resonate with staff on an individual level. This approach creates a sense of belonging, which is critical to fostering loyalty and advocacy.

Driving continuous service Improvement

Mulero also highlighted the critical need for continuous improvement in the contact center environment, driven by evolving technology and customer expectations. He emphasized the importance of aligning internal objectives with organizational goals to maintain focus and relevance.

Key steps in this process include:

• Leveraging technology: Tools like artificial intelligence (AI) and data analytics are instrumental in identifying service gaps and enabling faster, smarter decision-making. As Mulero noted, AI isn’t here to replace workers but to complement their efforts by streamlining tasks.
• Piloting new initiatives: Before rolling out widespread changes, Telstra employs pilot programs to test new processes and identify areas for refinement. This approach minimizes disruption while fostering innovation.
• Encouraging adaptability: Change is inevitable in customer service improvement. Mulero emphasized that involving employees in identifying and implementing changes not only builds trust but also creates a sense of ownership over the outcomes. By empowering employees to participate in new initiatives, Telstra seeks to ensure buy-in and long-term success.

Expanding responsibility to frontline workers

One of the most transformative aspects of Mulero’s strategy is empowering frontline employees with greater responsibility and decision-making authority. This shift challenges traditional hierarchies and places trust in those closest to the customer.

“Leaders are often wrong if they think frontline staff are too young or inexperienced to contribute to decision-making,” Mulero observed.

 He argued that frontline engagement leads to faster buy-in for new initiatives and fosters a culture of leadership within teams.

Strategies for expanding frontline responsibility include:

• Providing training and development: Employees should be equipped with the skills needed to make informed decisions, whether through technical training or leadership development programs.
• Introducing ad hoc Tasks: To combat monotony and encourage critical thinking, Telstra assigns occasional projects that go beyond daily responsibilities. These tasks not only improve engagement but also help employees develop problem-solving skills.
• Defining clear boundaries: Employees are given autonomy within predefined guidelines, ensuring their decisions align with the company’s values and objectives. By setting clear expectations, organizations can balance empowerment with accountability.

Enhancing EX to improve CX without cutting costs

Mulero shared examples of how enhancing employee experience can directly impact customer service quality without requiring budget cuts.

• Comprehensive training programs: Employees across all roles can be trained in product knowledge, sales techniques, and customer service skills. This approach improves cross-functional collaboration and equips staff to address customer needs more effectively. Employees with broader skills can also step in to support different functions, reducing bottlenecks and improving overall service quality.
• Flexible work schedules: It is also important to recognise the benefits of hybrid work models, balancing in-office collaboration with remote flexibility. These models reduce employee stress and increase satisfaction, translating to better interactions with customers. By prioritizing employee wellbeing, organizations can boost productivity without sacrificing quality.
• Actionable employee feedback: At Telstra, quarterly engagement surveys are taken seriously, with responses reviewed by senior executives. This commitment to transparency and accountability has been pivotal in maintaining Telstra’s position in the telecommunications industry. Suggestions from these surveys have informed strategic decisions, further ensuring employees feel heard and valued.

Overcoming challenges in people-first approaches

Mulero acknowledged that prioritizing EX is not without its challenges. For example, addressing large backlogs while maintaining a people-first approach requires creative solutions. He suggested tasking experienced employees with identifying the root causes of backlogs and proposing actionable solutions, rather than simply demanding faster resolution times.

Similarly, balancing the adoption of hybrid work models with concerns about data privacy and confidentiality necessitates robust security measures. Mulero emphasized the importance of investing in tools that limit access to sensitive information and create secure environments for remote work.

By embracing these challenges and empowering employees to take ownership, Telstra has fostered a culture of continuous improvement and mutual respect.

Long-term vision for advocacy

Looking ahead, Mulero advocated for a dual focus on short-term and long-term strategies. Quick wins, such as rewards and recognition programs, can boost morale immediately. However, sustainable advocacy requires investment in technology, streamlined processes, and meaningful cultural changes that align with organizational goals.

“Customer experience is very important,” Mulero concluded, “but you only get the best customer experience when your employees are also having a great experience.”

By creating an environment where employees feel valued, engaged, and empowered, organizations can unlock the full potential of their workforce to deliver exceptional customer advocacy.

Experience alignment

By aligning employee experience with customer experience, businesses can foster a people-first culture that drives engagement, innovation, and loyalty. The strategies outlined by Mulero are not only practical but also adaptable, making them valuable for organizations across a range of industries.

With a clear focus on empowering employees and investing in continuous improvement, Telstra’s approach exemplifies the transformative power of putting people first. Organizations that embrace this ethos will not only unlock the ability to provide superior customer experiences but also build a resilient and motivated workforce fit for long-term success.

Quick links

• Unlocking potential in contact centers with AI and workforce management
• Workforce management for the contact center
• All Access: WFM for contact centers in 2025

All Access: The AI Revolution in CX & Contact Centers APAC

All Access: The AI Revolution in CX & Contact Centers APAC from 11-12 March 2025 will showcase case studies and provide the tools needed to deliver personalized, efficient, and seamless customer interactions, helping you thrive in a market where diversity and evolving customer preferences present distinct challenges.
 

Register Now