Name: Sandra Hilmer. Company Name: Telstra. Category 5: Internal/Change Management Communication. Entry Name: Connecting with Words

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1 Name: Sandra Hilmer Company Name: Telstra Category 5: Internal/Change Management Communication Entry Name: Connecting with Words The Issues. Improving customer advocacy is Telstra s number one strategic priority (see attachment 1). We ve publicly committed to listen to our customers, improve the customer experience, and put customers at the centre of everything we do. A review of internal data (see attachment 2) and customer survey feedback (see attachment 3) revealed an opportunity to improve customer advocacy by improving our employees communication skills. The 2013 Internal Communications Survey revealed employees rated communications at Telstra as: Formal (28.9%); Authentic (24.3%); One way (40.3%); Consistent (39.5%); Conversational (28.5%); Relevant (32%); and Engaging (23.2%) (see attachment 2). Additionally, in May 2013, 6,100 customers provided feedback on the communication skills of our employees as part of a broader customer survey that measured how Telstra is tracking against its strategic goal of improving customer advocacy. Data showed customers were dissatisfied with employees communications skills and 54 per cent assigned ratings below the target rating of nine or 10 out of 10. Verbatim feedback was also poor, with employee communications often described as being confusing, impersonal, or rude (see attachment 3). As Telstra sends more than 46 million individual written customer communications each year, and more than one billion s, we had a significant opportunity to improve customer advocacy by improving our communication skills at Telstra. The need to improve communications at Telstra was also recognised and discussed via internal social media (Yammer) (see attachment 4). This was reinforced by the CEO in face-to-face meetings and via his internal blog (see attachment 5).

2 From the research we recognised that changing the way we communicate with customers and colleagues, would improve our customers experience of Telstra, positively impacting customer advocacy. A key challenge was how to measurably, and cost-effectively, improve the communications skills of our employees - a diverse group, numbering more than 30,000, geographically dispersed across Australia, and more than 30 international locations. Another challenge was developing one size fits all training that would be relevant, engaging, useful and could immediately upskill employees regardless of role, responsibility, seniority or geography - in order to boost customer advocacy. Strategy. Our solution was to partner with the Organisational Development team (responsible for training) in HR and introduce two online, voluntary communications trainings courses (covering written and spoken communications) for all our staff. Training programs would be delivered via our internal, intranet-based learning management platform (called Learn.Achieve) which is accessible by 100 per cent of employees. However, additional research showed that although the intranet is a preferred and used channel by staff to receive information (see attachment 6) that this did not translate into a preference for doing intranetbased training. Less than 2.5 per cent of employees had voluntarily enrolled in an online Learn.Achieve course (see attachment 7) and both voluntary and enterprise-wide compulsory Learn.Achieve courses were generally rated poorly by staff (see see attachments 8, 9 & 10). To overcome these issues, we realised we needed to: deliver voluntary, training that was of superior calibre to other Learn.Achieve courses; and inform, raise awareness and promote our courses as engaging, interactive, beneficial and relevant. Execution. We developed two training courses under the banner of Connecting with Words: 1. Connecting with Words: Module 1: POWER when you Write 2. Connecting with Words: Module 2: POWER when you Speak

3 (see attachment 10 for logon instructions and attachment 11 for screen shots). The training covers: education on why we need good communication skills; how it will benefit them, our customers and Telstra; how good communications helps achieve our strategic goals; plus skill-specific training to help employees improve their own communications. To drive participation in the training, we developed a comprehensive communications strategy/plan (see attachment 12) to raise awareness, gain endorsement and drive participation in the voluntary training and overcome widespread resistance to doing voluntary, online courses in Learn.Achieve. There was specific focus on engaging internal stakeholders - ranging from the CEO (see attachment 13) to Yammer influencers (see attachment 14) to build endorsement and drive enrolment, and developing communications that leveraged existing and employees preferred channels (e.g. face-toface, and leadership messaging which also offered the greatest reach - see attachment 6). Communications consistently re-enforced that the training was engaging, interactive, and relevant, with a call to action to enrol, and, that this was an important initiative that would help us achieve our strategic customer advocacy goal. A key message carried throughout the communications (see attachments 15, 15a, 16, 17, 18) and training was: Changing the way we talk to customers, will change the way they talk about us. Stakeholders from the Executive, Communications and HR teams were consulted frequently during the process: from inception and design, through to the build and launch. Pilot participants included a cross section of these stakeholders to validate approach, calibre of the training courses, relevance, appeal and usefulness in building communications skills that would also improve customer advocacy a strategic business goal. The timeframe from start to launch was April to October A budget has been provided separately. Innovation *zoom in to see pictures clearly* INSTRUCTIONS TO VIEW THE ONLINE TRAINING COURSES 1) Use this link to access the online training courses:

4 2) Enter your Username please note: a. 12 Usernames have been created for the judges to log in (see below list) b. These Usernames can be re-used and shared between the judging panel as needs c. If a Username has been used already by another judge previously, the online training course will start at the same place where the previous user ended. If this occurs, please use the Open Menu button (at the bottom of the page) and select Welcome to return to the start. Username: judge1 Username: judge2 Username: judge3 Username: judge4 Username: judge5 Username: judge6 Username: judge7 Username: judge8 Username: judge9 Username: judge10 Username: judge11 Username: judge12

5 3) Enter the password = password Note: The password for all is password. 4) Click on the List icon (see below screen shot)

6 5) You will then see a list of the two Connecting with Words training courses:

7 6) Select which course you wish to review. 7) You will then be taken to the launch screen (see below). Double-click the name of the module on the left (highlighted in the screen shot) to launch the module. Note: Clicking "Home" at the top right of the screen (also highlighted in the screen shot), will take you back to the screen where you first login to and you can use the same process to access the other training course. Note: Subtitles are available by clicking the Audio button in the courses ATTACHMENT 11: CONNECTING WITH WORDS ONLINE TRAINING SCREEN SHOTS Course 1: Written communications training: POWER when you Write

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12 COURSE 2: SPOKEN COMMUNICATIONS TRAINING COURSE SCREEN SHOTS

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16 Results and Evaluation. The Connecting with Words training programs significantly exceeded all our targets (see attachment 19)

17 Just over 10,000 staff have enrolled making it the most popular training course to date. And 9/10 staff who completed the training and subsequent evaluation survey, agree or strongly agree the training: - immediately improved their communications skills - would make them better communicators - would enable staff to better serve customers. (See attachment 20) A three per cent increase in the number of customer advocacy ratings for employee communications followed the training. The courses were rated highly by employees at +45 and +52 versus a benchmark of +20 and launched on time and to budget. The courses themselves have also changed the way Telstra approaches the design and content of online training and have now become the benchmark for our Learn.Achieve online training courses. This initiative highlights internal communications can measurably support strategic change and meet a critical business need to boost advocacy.

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