Telstra is a leading telecommunications company based in Australia. It is the largest telecommunications provider in the country, offering a wide range of services including mobile, fixed-line, and internet connections.
In May 2023, Telstra Australia launched a new advertising campaign that encouraged customers to schedule in-store appointments online prior to visiting their point of sale (POS) locations. This initiative was implemented in response to Telstra's recent demand for in-store appointments.
The advertisement was prominently displayed on trains throughout Sydney. From a customer experience perspective, a few observations and improvements can be suggested.
The advertisement effectively targeted the audience and called for immediate action. It was evident that the purpose of this campaign was not solely to promote Telstra's brand, but rather to alleviate long queues at their retail stores.
However, the placement of the ads could have been enhanced by incorporating a QR code into the banner for two primary reasons. Firstly, interested customers could have booked an appointment promptly without having to navigate to Telstra's websites, thereby maintaining a seamless customer journey. Secondly, by including a personalised QR code or a similar mechanism, Telstra would have had the opportunity to analyse the number of customers who signed up for in-store appointments via their advertisement. Additionally, Telstra could have identified which trains individuals were using and could have determined the time of day when most bookings were made.
Overall, by implementing these improvements, Telstra would have been able to optimise its advertising campaign, streamline the appointment booking process for customers, and gather valuable data to inform its marketing strategies.
