Editing Telstra (section)

=== David Thodey era (2010–2015) ===
Under the leadership of [[David Thodey]], Telstra embarked upon a transformation agenda to become more sales and service focused.
As part of that, an ambitious customer service agenda was defined.<ref>{{cite news|author=Damon Kitney|title=Thodey goes undercover to discover the real Telstra|url=http://www.theaustralian.com.au/business/thodey-goes-undercover-to-discover-the-real-telstra/story-e6frg8zx-1225952347489|access-date=5 October 2011|newspaper=The Australian|date=12 November 2010|url-status=live|archive-url=https://web.archive.org/web/20110119072312/http://www.theaustralian.com.au/business/thodey-goes-undercover-to-discover-the-real-telstra/story-e6frg8zx-1225952347489|archive-date=19 January 2011}}</ref>

In 2014, Telstra was named "most respected company" by the [[Australian Financial Review]] newspaper.<ref name="afr.com">{{cite web|url=http://www.afr.com/p/boss/telstra_tops_list_of_most_respected_sg3rucOMVZGJ4t1DR2sAMK|title=Telstra tops list of Most Respected Companies 2014|work=Financial Review|url-status=live|archive-url=https://web.archive.org/web/20141116030808/http://www.afr.com/p/boss/telstra_tops_list_of_most_respected_sg3rucOMVZGJ4t1DR2sAMK|archive-date=16 November 2014}}</ref>

==== Market share recovery ====
Early in 2010, Telstra announced the creation of a $1&nbsp;billion "fighting fund" to be used in a concerted effort to win back market share in key product categories. This effort seems to have paid off with strong sales momentum announced in February 2011.<ref>{{cite news|author=Mitchell Bingemann|title=Fighting fund pays off|url=http://www.theaustralian.com.au/australian-it/fighting-fund-pays-off/story-fn7uxxqa-1226005543654|access-date=5 October 2011|newspaper=The Australian|date=22 February 2011}}</ref>

==== Customer service recovery ====
As part of its new strategy, Telstra announced that its "goal is for customer service to be fundamental to everything we do".<ref>{{cite web|title=Using the customer's voice to design Telstra's new customer service initiatives|url=http://www.telstra.com.au/abouttelstra/media-centre/speeches/using-the-customers-voice-to-design-telstras-new-customer-service-init.xml?searchYear=2010|work=Telstra|access-date=3 December 2013|author=Jenny Young|date=8 October 2010|url-status=dead|archive-url=https://web.archive.org/web/20131206105956/http://www.telstra.com.au/abouttelstra/media-centre/speeches/using-the-customers-voice-to-design-telstras-new-customer-service-init.xml?searchYear=2010|archive-date=6 December 2013}}</ref> In August 2011, Telstra Digital announced expansion of customer service into social media with 24/7 coverage.<ref>{{cite news|url=http://www.theaustralian.com.au/australian-it/telstra-reveals-social-networking-strategy/story-e6frgakx-1226116285981|title=Telstra reveals social networking strategy|last=Lee|first=Tracy|date=17 August 2011|access-date=5 October 2011|newspaper=The Australian|url-status=live|archive-url=https://web.archive.org/web/20110822035157/http://www.theaustralian.com.au/australian-it/telstra-reveals-social-networking-strategy/story-e6frgakx-1226116285981|archive-date=22 August 2011}}</ref> By November 2012, Telstra claimed 140,000 live chats for the month and a growth rate of this service of 600% p.a.<ref>{{cite web|url=http://www.news.com.au/money/money-matters/consumers-swamp-social-media/story-e6frfmd9-1226523983207|title=Shoppers put big demands on social media|last=Elsworth|first=Sophie|date=26 November 2012|publisher=News.com.au|access-date=10 February 2013|url-status=live|archive-url=https://web.archive.org/web/20130627183748/http://www.news.com.au/money/money-matters/consumers-swamp-social-media/story-e6frfmd9-1226523983207|archive-date=27 June 2013}}</ref> In October 2013, Telstra announced that it had grown its Live Chat workforce to 600 and its social media workforce to 30.<ref>[http://www.brw.com.au/p/tech-gadgets/telstra_target_leading_on_social_2FH5CFK8m2AgyHJsz473tJ Telstra, Target leading on social media customer service] {{webarchive|url=https://web.archive.org/web/20160113023949/http://www.brw.com.au/p/tech-gadgets/telstra_target_leading_on_social_2FH5CFK8m2AgyHJsz473tJ |date=13 January 2016 }}. Brw.com.au. Retrieved 12 April 2014.</ref> Customer Service became a pillar of the corporation’s social responsibility ethos according to Telstra’s head of social services Gerard Devan and the Telstra foundation. 

The following table shows total complaints handled by the Telecommunications Industry Ombudsman (TIO) 2010–2015, and of those, the ones made against Telstra.{{cn|date=May 2025}}

{| class="wikitable sortable"
|- style="background:#d8d8d8;"
! Year || Total complaints || Complaints about Telstra 
!Percentage of all complaints|| Source
|-
| 2010
| style="text-align:center;"| 167,772
| style="text-align:center;"| 78,611
| style="text-align:center;"|47%
| style="text-align:center;"|<ref>{{cite web |url=http://www.tio.com.au/__data/assets/pdf_file/0016/141262/AR_2010_complete.pdf |title=2010 Annual Report |access-date=2023-04-24 |language=en |archive-url=https://web.archive.org/web/20140222005217/http://www.tio.com.au/__data/assets/pdf_file/0016/141262/AR_2010_complete.pdf |archive-date=22 February 2014 }}</ref>
|-
| 2011
| style="text-align:center;"| 197,682
| style="text-align:center;"| 78,949
| style="text-align:center;"|40%
| style="text-align:center;"|<ref>{{cite web |url=http://www.tio.com.au/__data/assets/pdf_file/0003/28470/TIO_2010-11_AR.pdf |title=2011 Annual Report  |access-date=2023-04-24 |language=en |archive-url=https://web.archive.org/web/20140222024402/https://www.tio.com.au/__data/assets/pdf_file/0003/28470/TIO_2010-11_AR.pdf |archive-date=22 February 2014 }}</ref>
|-
| 2012
| style="text-align:center;"| 193,702
| style="text-align:center;"| 69,991
| style="text-align:center;"|36%
| style="text-align:center;"|<ref>{{cite web |url=http://www.tio.com.au/__data/assets/pdf_file/0017/141263/AR_2012_complete.pdf |title=2012 Annual Report  |access-date=2023-04-24 |language=en |archive-url=https://web.archive.org/web/20140222005247/http://www.tio.com.au/__data/assets/pdf_file/0017/141263/AR_2012_complete.pdf |archive-date=22 February 2014 }}</ref>
|-
| 2013
| style="text-align:center;"| 158,652
| style="text-align:center;"| 57,298
| style="text-align:center;"|36%
| style="text-align:center;"|<ref>{{cite web |url=http://www.tio.com.au/__data/assets/pdf_file/0018/141264/2013-AR.pdf |title=2012{{ndash}}2013 Annual Report  |access-date=2023-04-24 |language=en |archive-url=https://web.archive.org/web/20140222005235/http://www.tio.com.au/__data/assets/pdf_file/0018/141264/2013-AR.pdf |archive-date=22 February 2014 }}</ref>
|-
| 2014
| style="text-align:center;"| 138,946
| style="text-align:center;"| 58,009
| style="text-align:center;"|42%
| style="text-align:center;"|<ref>{{cite web |url=https://www.tio.com.au/__data/assets/pdf_file/0005/162662/TIO-2014-Annual-Report-WEB.pdf |title=2013{{ndash}}2014 Annual Report  |access-date=2023-04-24 |language=en |archive-url=https://web.archive.org/web/20150227223034/http://www.tio.com.au/__data/assets/pdf_file/0005/162662/TIO-2014-Annual-Report-WEB.pdf |archive-date=27 February 2015 }}</ref>
|-
| 2015
| style="text-align:center;"| 124,417
| style="text-align:center;"| 55,529
| style="text-align:center;"|45%
| style="text-align:center;"|<ref>{{cite web|url=https://annualreport.tio.com.au/|title=Telecommunications Industry Ombudsman|website=annualreport.tio.com.au|url-status=dead|archive-url=https://web.archive.org/web/20160201070125/https://annualreport.tio.com.au/|archive-date=1 February 2016|access-date=25 January 2016}}</ref>
|}

==== Telstra Digital ====
In February 2011, Telstra announced the formation of [[Telstra Digital]] under the leadership of [[Gerd Schenkel]] who was hired from [[National Australia Bank]]/[[UBank]].<ref name="=tmedia-expand">{{cite web|title=Telstra to expand online service and add more than 100 new stores|url=http://www.telstra.com.au/abouttelstra/media-centre/announcements/telstra-to-expand-online-service-and-add-more-than-100-new-stores.xml|work=Telstra|access-date=5 October 2011|date=21 February 2011|url-status=dead|archive-url=https://web.archive.org/web/20110928045020/http://www.telstra.com.au/abouttelstra/media-centre/announcements/telstra-to-expand-online-service-and-add-more-than-100-new-stores.xml|archive-date=28 September 2011}}</ref><ref>{{cite news|last=Bettersby|first=Lucy|title=Telstra wants to get more customers online|url=https://www.smh.com.au/business/telstra-wants-to-get-more-customers-online-20110220-1b10v.html|access-date=5 October 2011|newspaper=The Sydney Morning Herald|date=21 February 2011|url-status=live|archive-url=https://web.archive.org/web/20110825114437/http://www.smh.com.au/business/telstra-wants-to-get-more-customers-online-20110220-1b10v.html|archive-date=25 August 2011}}</ref><ref>{{cite web |author=Charis Palmer |url=http://technologyspectator.com.au/industry/internet/self-service-makes-sensis |title=Self-service makes Sensis |publisher=Technology Spectator |date=6 February 2012 |access-date=10 February 2013 |url-status=dead |archive-url=https://web.archive.org/web/20121015162331/http://technologyspectator.com.au/industry/internet/self-service-makes-sensis |archive-date=15 October 2012 }}</ref>  Gerd reported to [[Karsten Wildberger]] who was Group Managing Director of Telstra Consumer, and was ultimately appointed to be the new minister for digitization of Germany in 2025. <ref>{{Cite news |last=Gnirke |first=Kristina |last2=Rosenbach |first2=Marcel |date=2025-04-29 |title=Karsten Wildberger: Ein Technikfreak wird Digitalminister |url=https://www.spiegel.de/politik/karsten-wildberger-ein-technikfreak-wird-digitalminister-a-1185a6f9-5b81-4684-9974-a0e59ad46396 |access-date=2025-05-03 |work=Der Spiegel |language=de |issn=2195-1349}}</ref><ref>{{Cite web |last=Timmler |first=Vivien |date=2025-04-28 |title=Mediamarkt-Chef wird neuer Digitalminister: Wer ist Karsten Wildberger? |url=https://www.sueddeutsche.de/politik/karsten-wildberger-digitalminister-mediamarkt-saturn-li.3243206?reduced=true |access-date=2025-05-03 |website=Süddeutsche.de |language=de}}</ref>

Telstra Digital's initial purpose was to improve the use of digital channels for customer service. In April 2011, Telstra Digital relaunched its web homepage design.<ref>{{cite web|last=Schenkel|first=Gerd|title=The new face of t-t-t--telstra.com|url=http://exchange.telstra.com.au/2011/04/19/telstra-website-redesign/|work=Telstra Exchange|access-date=5 October 2011|date=19 April 2011|archive-date=11 September 2011|archive-url=https://web.archive.org/web/20110911111727/http://exchange.telstra.com.au/2011/04/19/telstra-website-redesign/|url-status=dead}}</ref> In July 2011, Telstra Digital launched "CrowdSupport", an online forum to crowd source customer service.<ref>{{cite web|url=http://itechreport.com.au/2011/07/08/telstra-turns-to-crowd-sourced-support-launches-crowdsupport/ |title=Telstra turns to crowd-sourced support, launches CrowdSupport |publisher=Itechreport.com.au |access-date=10 February 2013 |url-status=dead |archive-url=https://web.archive.org/web/20120628173500/http://itechreport.com.au/2011/07/08/telstra-turns-to-crowd-sourced-support-launches-crowdsupport/ |archive-date=28 June 2012 }}</ref> As of July 2017, Telstra's "CrowdSupport" had 463,000 posts.<ref>[http://crowdsupport.telstra.com.au/ Telstra Crowdsupport – Telstra Crowdsupport] {{webarchive|url=http://archive.wikiwix.com/cache/20140415225852/http://crowdsupport.telstra.com.au/ |date=15 April 2014 }}. Crowdsupport.telstra.com.au. Retrieved 28 July 2017.</ref> It was also cited as an example of "scaling at the edge" by [[Deloitte]]'s Centre for the Edge.<ref>{{YouTube|5Vaq6GyAz4w|Telstra Crowdsupport}} (23 April 2013). Retrieved 20 August 2013.</ref>

In September 2011, Telstra Digital launched a new account services portal to help achieve its goal of managing 35% of Telstra's transactions.<ref>{{cite news | url=http://www.theage.com.au/business/telstra-aims-to-close-online-gap-with-rivals-20110930-1l179.html | location=Melbourne | work=The Age | title=Telstra aims to close online gap with rivals | date=30 September 2011 | url-status=live | archive-url=https://web.archive.org/web/20160101191728/http://www.theage.com.au/business/telstra-aims-to-close-online-gap-with-rivals-20110930-1l179.html | archive-date=1 January 2016 | df=dmy-all }}</ref> In October 2011, Telstra Digital announced a new mobile smartphone optimised version of its website.<ref>{{cite web |url=http://exchange.telstra.com.au/2011/10/28/say-hello-to-the-new-mobile-face-of-telstra-com/ |title=Say hello to the new mobile face of Telstra.com – Mobile, Website, Internet, Smartphone, Consumer &#124; Telstra Exchange |publisher=Exchange.telstra.com.au |access-date=10 February 2013 |archive-date=15 October 2013 |archive-url=https://web.archive.org/web/20131015134556/http://exchange.telstra.com.au/2011/10/28/say-hello-to-the-new-mobile-face-of-telstra-com/ |url-status=dead }}</ref> In November 2011, Telstra Digital launched an iPhone app on a trial basis<ref>{{cite web|url=http://itechreport.com.au/2011/11/07/telstra-preps-my-telstra-iphone-app/ |title=Telstra preps My Telstra iPhone app |publisher=Itechreport.com.au |access-date=10 February 2013 |url-status=dead |archive-url=https://web.archive.org/web/20121105174028/http://itechreport.com.au/2011/11/07/telstra-preps-my-telstra-iphone-app/ |archive-date=5 November 2012 }}</ref> as well as a new online mobile phone shop.<ref>{{cite web |url=http://exchange.telstra.com.au/2011/11/08/who-wants-to-shop-online/ |title=Who wants to shop online? – Consumer, Goods, Services, 24 hours, Delivery &#124; Telstra Exchange |publisher=Exchange.telstra.com.au |date=14 November 2011 |access-date=10 February 2013 |archive-date=6 July 2012 |archive-url=https://web.archive.org/web/20120706235951/http://exchange.telstra.com.au/2011/11/08/who-wants-to-shop-online/ |url-status=dead }}</ref>
In July 2012, Telstra Digital launched smartphone and Facebook apps for customers to manage their Telstra accounts<ref name="telstra247">{{cite web |url=http://www.arnnet.com.au/article/432194/telstra_launches_24x7_app_facebook/#closeme |last=Gee |first=Mike |date=31 July 2012 |publisher=ARN |title=Telstra launches 24x7 App on Facebook |access-date=25 September 2012 |url-status=live |archive-url=https://web.archive.org/web/20120809085413/http://www.arnnet.com.au/article/432194/telstra_launches_24x7_app_facebook/#closeme |archive-date=9 August 2012 }}</ref> and in November 2012, Telstra claimed that over 700,000 customers had downloaded those apps.<ref>{{cite web |url=https://www.facebook.com/Telstra24x7/posts/514186995267184 |title=Come, join over... |via=Facebook |access-date=10 February 2013 |url-status=live |archive-url=https://web.archive.org/web/20150904025323/https://www.facebook.com/Telstra24x7/posts/514186995267184 |archive-date=4 September 2015 }}</ref>{{Primary source inline|date=August 2020}} In August 2013, Telstra revealed that the apps reached 2.5&nbsp;million downloads.<ref>{{cite web |url=http://www.telstra.com.au/abouttelstra/download/document/tls878-transcript-of-presentation-2013.pdf |title=Telstra – About us, investors, media, community & environment and our company |access-date=3 October 2013 |url-status=dead |archive-url=https://web.archive.org/web/20131005013048/http://www.telstra.com.au/abouttelstra/download/document/tls878-transcript-of-presentation-2013.pdf |archive-date=5 October 2013 }}</ref>

At a results announcement, CEO David Thodey remarked that "the group's new online strategy was delivering" in the context of a 28% reduction of inbound service calls.<ref>{{cite web |author=Charis Palmer |url=http://technologyspectator.com.au/emerging-tech/social-media/telstra-details-benefits-social-media-service-strategy |title=Telstra details benefits of social media service strategy |publisher=Technology Spectator |date=9 February 2012 |access-date=10 February 2013 |url-status=dead |archive-url=https://web.archive.org/web/20120213153915/http://technologyspectator.com.au/emerging-tech/social-media/telstra-details-benefits-social-media-service-strategy |archive-date=13 February 2012 }}</ref> Telstra estimated that its digital program will provide productivity benefits of $100&nbsp;million in the 2013 financial year from lower printing costs, decreasing commissions to third parties, and reduced dependence on call centre staff.<ref>{{cite web|url=http://www.afr.com/p/technology/telstra_aims_for_more_digital_transactions_wPtHga50KKvG0dtA4Rl1TL|title=Telstra aims for more digital transactions|work=Financial Review|url-status=live|archive-url=https://web.archive.org/web/20140116063011/http://www.afr.com/p/technology/telstra_aims_for_more_digital_transactions_wPtHga50KKvG0dtA4Rl1TL|archive-date=16 January 2014}}</ref>

In October 2012, Telstra's CEO [[David Thodey]] stated, "The rise of online and social media had 'fundamentally changed the way' which the company communicated with its customers".<ref>{{cite web |url=http://www.cio.com.au/article/439170/telstra_reports_26_per_cent_drop_customer_complaints/ |title=Telstra reports 26 per cent drop in customer complaints |date=16 October 2012 |publisher=CIO |access-date=10 February 2013 |url-status=live |archive-url=https://web.archive.org/web/20130512201202/http://www.cio.com.au/article/439170/telstra_reports_26_per_cent_drop_customer_complaints/ |archive-date=12 May 2013 }}</ref> In a 2015 [[Deloitte]] report, Telstra disclosed that its "CrowdSupport" service community had generated 200,000 pieces of user-generated content.<ref>{{cite web |url=http://d2mtr37y39tpbu.cloudfront.net/wp-content/uploads/2015/01/Tech-Trends-2015-FINAL_1.pdf |title=Tech Trends 2015 |date=2015 |access-date=2023-04-24 |language=en |archive-url=https://web.archive.org/web/20150206223500/http://d2mtr37y39tpbu.cloudfront.net/wp-content/uploads/2015/01/Tech-Trends-2015-FINAL_1.pdf |archive-date=6 February 2015 }}</ref> In August 2016, Telstra disclosed that "more than 60%" of visitors to "CrowdSupport" manage to find an answer on the community.<ref name="slideshare.net">{{cite web|url=http://www.slideshare.net/capgemini/digital-transformation-review-9|title=Digital Transformation Review 9: The Digital Strategy Imperative #DTR9|last=Capgemini|date=20 July 2016|url-status=live|archive-url=https://web.archive.org/web/20160812124234/http://www.slideshare.net/capgemini/digital-transformation-review-9|archive-date=12 August 2016}}</ref>

In February 2013, Telstra introduced the ability to pay its bills via PayPal.<ref>[http://exchange.telstra.com.au/2013/02/28/telstra-partners-with-paypal-for-bill-payments/ Telstra partners with PayPal for bill payments | Telstra Exchange] {{webarchive|url=https://web.archive.org/web/20160101191729/http://exchange.telstra.com.au/2013/02/28/telstra-partners-with-paypal-for-bill-payments/ |date=1 January 2016 }}. Exchange.telstra.com.au. Retrieved 20 August 2013.</ref> And in June 2013, Telstra launched a new website, including the ability for customers to link their online accounts to their Facebook identity.<ref>{{cite web|url=http://exchange.telstra.com.au/2013/06/18/your-new-and-improved-telstra-com-has-landed/|title=Your new and improved telstra.com has landed|work=Telstra Exchange|url-status=live|archive-url=https://web.archive.org/web/20160101191729/http://exchange.telstra.com.au/2013/06/18/your-new-and-improved-telstra-com-has-landed/|archive-date=1 January 2016}}</ref><ref>{{cite web|url=http://crowdsupport.telstra.com.au/t5/Announcements/Log-in-to-My-Account-with-Facebook-is-here/ba-p/168598|title=Log in to My Account with Facebook is here|work=CrowdSupport|url-status=live|archive-url=https://web.archive.org/web/20130710094428/http://crowdsupport.telstra.com.au/t5/Announcements/Log-in-to-My-Account-with-Facebook-is-here/ba-p/168598|archive-date=10 July 2013}}</ref>

In March 2014, Telstra announced a new digital development program called "Digital First" with a stated aim to conduct 65 to 70 percent of its transactions online.<ref>{{cite news|title=Telstra in online push for sales, service |url-access=subscription |url=https://www.afr.com/companies/telecommunications/telstra-in-online-push-for-sales-service-20140304-ixnpe|access-date=30 March 2014|date=4 March 2014|author=James Hutchinson|url-status=live|archive-url=https://web.archive.org/web/20140308104213/http://www.afr.com/p/technology/telstra_in_online_push_for_sales_4qNepudkR6yWgOMngIaG7K|archive-date=8 March 2014 |work=[[Australian Financial Review|The Australian Financial Review]]}}</ref> Telstra published a [[white paper]] sharing some key metrics of its digital program:<ref>{{cite web|title=Creating a Brilliant Digital Future|url=http://www.telstra.com.au/business-enterprise/download/document/digital_first_discussion_paper.pdf|type=Telstra white paper|work=Telstra|access-date=30 March 2014|author=Gerd Schenkel|year=2014|url-status=dead|archive-url=https://web.archive.org/web/20140520230334/http://www.telstra.com.au/business-enterprise/download/document/digital_first_discussion_paper.pdf|archive-date=20 May 2014}}</ref>
{| class="wikitable sortable"
|- style="background:#d8d8d8;"
! Metric || 2011 || 2013 || 2015 || June 2015 || June 2016 || August 2016
|-
| Digital service transactions share
| style="text-align:center;"| 26%
| style="text-align:center;"| 44%
| style="text-align:center;"| 50%
| style="text-align:center;"| 52%<ref name="telstra.com">{{Cite web |url=http://www.telstra.com.au/uberprod/groups/webcontent/@corporate/@about/documents/document/uberstaging_296462.pdf |title=Our Brilliant Connected Future |date=2015 |access-date=2023-04-24 |language=en |archive-url=https://web.archive.org/web/20150924114606/http://www.telstra.com.au/uberprod/groups/webcontent/@corporate/@about/documents/document/uberstaging_296462.pdf |archive-date=24 September 2015 }}</ref>
| style="text-align:center;"| 56%<ref name="telstra.com" />
|
|-
| Digital customer contacts per month
| style="text-align:center;" | 10m
| style="text-align:center;" | 23m
| style="text-align:center;" | 33m (monthly average)
| style="text-align:center;" | Not disclosed
| style="text-align:center;" | 48m (grossed up from weekly)<ref name="ReferenceA">{{cite web |url=https://www.telstra.com.au/community/digital-story |title=Telstra – Telstra's Digital Story |access-date=22 October 2016 |url-status=dead |archive-url=https://web.archive.org/web/20161007190102/https://www.telstra.com.au/community/digital-story |archive-date=7 October 2016 }}</ref>
|
|-
| MyAccount users
| style="text-align:center;" | 0.5m
| style="text-align:center;" | 2.6m
| style="text-align:center;" | Not disclosed
| style="text-align:center;" | Not disclosed
| style="text-align:center;" | 2.5m<ref name="ReferenceA" />
|
|-
| Regular 24x7 mobile app users
| style="text-align:center;"| 0.0m
| style="text-align:center;"| Not disclosed
| style="text-align:center;"| 2.1m
| style="text-align:center;"| 2.3m<ref name="telstra.com" />
| style="text-align:center;"| 2.6m<ref name="ReferenceA"/>
| style="text-align:center;"| 2.9m<ref name="slideshare.net"/>
|-
| Digital payments transaction share
| style="text-align:center;"| Not disclosed
| style="text-align:center;"| Not disclosed
| style="text-align:center;"| 75%
|
|
|
|-
| Digital prepaid recharge share
| style="text-align:center;"| Not disclosed
| style="text-align:center;"| Not disclosed
| style="text-align:center;"| 50%
|
|
|
|-
| Monthly live chat sessions
| style="text-align:center;"| Not disclosed
| style="text-align:center;"| Not disclosed
| style="text-align:center;"| Not disclosed
| style="text-align:center;"| 350,000<ref name="telstra.com" />
|
|
|}

In September 2014, Telstra announced the opening of a "Digital Transformation Centre" in Sydney to design and built new digital tools for its service systems.<ref>{{cite news|url=https://www.zdnet.com/home-and-office/networking/telstra-takes-major-step-on-digital-first-path/|title=Telstra takes major step on Digital First path|author=Leon Spencer|publisher=ZDNet|url-status=live|archive-url=https://web.archive.org/web/20140912114433/http://www.zdnet.com/telstra-takes-major-step-on-digital-first-path-7000033604/|archive-date=12 September 2014 |date=11 September 2014}}</ref><ref>{{cite web|url=http://exchange.telstra.com.au/2014/09/12/opening-of-the-telstra-digital-transformation-centre-in-sydney/|title=Opening of the Telstra Digital Transformation Centre in Sydney|work=Telstra Exchange|date=12 September 2014|url-status=dead|archive-url=https://web.archive.org/web/20140915135010/http://exchange.telstra.com.au/2014/09/12/opening-of-the-telstra-digital-transformation-centre-in-sydney|archive-date=15 September 2014}}</ref>

In June 2014, Telstra disclosed that it had 3 million customers on "electronic billing" saving it $3&nbsp;million per month in costs.<ref name="cmo.com.au">{{cite web|url=http://www.cmo.com.au/article/547998/quick_wins_culture_technology_behind_telstra_digital_strategy/|title=Quick wins, culture and technology behind Telstra's digital strategy|work=cmo.com.au|date=19 June 2014 |url-status=live|archive-url=https://web.archive.org/web/20140619230353/http://www.cmo.com.au/article/547998/quick_wins_culture_technology_behind_telstra_digital_strategy/|archive-date=19 June 2014}}</ref> Telstra also mentioned that live chat accounted for 10% of total contact centre activity.<ref name="businessspectator.com.au">{{cite news|url=http://www.businessspectator.com.au/news/2014/6/20/technology/telstra-working-uber-system-improve-maintenance-calls|title=Telstra working on 'Uber-like' system to improve maintenance calls|date=20 June 2014|url-status=live|archive-url=https://web.archive.org/web/20140622231521/http://www.businessspectator.com.au/news/2014/6/20/technology/telstra-working-uber-system-improve-maintenance-calls|archive-date=22 June 2014 |first=Harrison |last=Polites |work=Business Spectator |via=[[The Australian]] Business Review}}</ref>

In December 2015, Telstra Digital launched customer service on [[Periscope (app)|Periscope]].<ref>{{cite web|url=http://www.adnews.com.au/news/periscope-to-stream-live-in-twitter-ecosystem|title=Periscope to stream live in Twitter ecosystem – AdNews|url-status=live|archive-url=https://web.archive.org/web/20160114061545/http://www.adnews.com.au/news/periscope-to-stream-live-in-twitter-ecosystem|archive-date=14 January 2016}}</ref>

In October 2016, the executive director of Telstra Digital Gerd Schenkel left Telstra<ref>{{cite news|url=http://www.theaustralian.com.au/business/margin-call/its-not-you-its-us-rice-exits-nine/news-story/581748ee5ed16add5a779052179b77af |url-access=subscription |title=It's us, not you: Rice exits Nine|work=[[The Australian]]|access-date=14 January 2017|archive-date=1 June 2021|archive-url=https://web.archive.org/web/20210601035313/https://insight.adsrvr.org/track/up?adv=vrges6n&ref=https%3A%2F%2Fwww.theaustralian.com.au%2Fsubscribe%2Fnews%2F1%2F%3FsourceCode%3DTAWEB_WRE170_a%26dest%3Dhttps%253A%252F%252Fwww.theaustralian.com.au%252Fbusiness%252Fmargin-call%252Fits-not-you-its-us-rice-exits-nine%252Fnews-story%252F581748ee5ed16add5a779052179b77af%26memtype%3Danonymous%26mode%3Dpremium%26v21suffix%3D414-b&upid=rjdl4pv&upv=1.1.0|url-status=live}}</ref> to become CEO of a fintech company.<ref>{{cite news|url=http://www.afr.com/technology/tyro-turns-to-gerd-schenkel-as-new-ceo-to-disrupt-the-banks-20161019-gs5rva|title=Tyro turns to Gerd Schenkel as new CEO to disrupt the banks|date=19 October 2016|url-status=live|archive-url=https://web.archive.org/web/20161022143511/http://www.afr.com/technology/tyro-turns-to-gerd-schenkel-as-new-ceo-to-disrupt-the-banks-20161019-gs5rva|archive-date=22 October 2016 |url-access=subscription |first=James |last=Eyres |work=[[Australian Financial Review|The Australian Financial Review]] |quote=Australia's newest bank, Tyro, has appointed the founder of National Australia Bank's UBank and Telstra Digital, Gerd Schenkel, as its new chief executive, in a sign the payments disrupter plans to ramp up its attack on the big banks' small business lending customers.}}</ref>

==== Retail store network ====
[[File:Telstra in Chadstone Mall 2017.JPG|thumb|Telstra Store in [[Chadstone Shopping Centre]], Melbourne]]
[[File:Telstra Store in the Sturt Mall (1).jpg|thumb|Telstra Store in the Sturt Mall in Wagga Wagga]]
Telstra owns and operates a series of retail stores known as Telstra Stores. Some are directly owned and operated by Telstra and some are operated by licensees.<ref>[http://www.seekcommercial.com.au/Business/Profile.aspx?ClientId=2620&t=0 Telstra – License For Sale] {{webarchive|url=https://web.archive.org/web/20140305140039/http://www.seekcommercial.com.au/Business/Profile.aspx?ClientId=2620&t=0 |date=5 March 2014 }}. SEEK Commercial (1 January 2013). Retrieved 29 October 2013.</ref>

As of May 2016, Telstra has a total of 360 retail stores across Australia.<ref>{{cite web|url=https://careers.telstra.com/Career-Paths/Retail|title=Telstra Retail Careers|access-date=18 May 2016|url-status=live|archive-url=https://web.archive.org/web/20160531224554/https://careers.telstra.com/Career-Paths/Retail|archive-date=31 May 2016}}</ref> This includes several new 'Discovery' stores, where Telstra has invested millions in redesigning key stores based on local requirements. These designs include new displays, accessory shops, digital tickets and free baristas.<ref>{{cite web |url=http://ausdroid.net/2015/11/30/telstra-today-launches-its-innovative-new-melbourne-discovery-store/ |title=Telstra Retail Careers |author=Alex Dennis |date=10 November 2015 |access-date=18 May 2016 |url-status=live |archive-url=https://web.archive.org/web/20160605052820/http://ausdroid.net/2015/11/30/telstra-today-launches-its-innovative-new-melbourne-discovery-store/ |archive-date=5 June 2016 }}</ref>

109 of Telstra's stores are owned and operated by [[Vita Group]], a publicly listed company with a market capitalisation of approximately $600m (June 2016).

In February 2011, Telstra announced the creation of an additional 100 retail stores within three years.<ref name="=tmedia-expand"/><ref>{{cite web|url=http://www.crn.com.au/news/how-vita-cracked-100-telstra-stores-while-mac-sales-sunk-401253|title=How Vita cracked 100 Telstra Stores while Mac sales sunk|website=CRN Australia|url-status=live|archive-url=https://web.archive.org/web/20160917120024/http://www.crn.com.au/news/how-vita-cracked-100-telstra-stores-while-mac-sales-sunk-401253|archive-date=17 September 2016}}</ref>

The carrier opened the world's first [[Android (operating system)|Android]] store, called "[[Androidland]]", on [[Bourke Street]], Melbourne, Australia, in December 2011.<ref>{{cite web |url=http://apcmag.com/meet-androidland-australia-opens-world-first-android-store-in-melbourne.htm |title=Meet Androidland: Australia opens "world-first" Android store in Melbourne |access-date=10 December 2011 |url-status=live |archive-url=http://archive.wikiwix.com/cache/20111210221904/http://apcmag.com/meet-androidland-australia-opens-world-first-android-store-in-melbourne.htm |archive-date=10 December 2011 }}</ref>

These developments built on Telstra's T[life] concept stores it had launched in the early 2000s.<ref>{{cite web|url=http://www.cnet.com.au/telstra-unveils-tlife-melbourne-339290139.htm|title=Telstra unveils T Life Melbourne|publisher=cnet.com.au|access-date=15 May 2011|url-status=live|archive-url=https://web.archive.org/web/20120405132427/http://www.cnet.com.au/telstra-unveils-tlife-melbourne-339290139.htm|archive-date=5 April 2012}}</ref>

==== Share price development ====
In November 1997, the Australian government sold the first tranche of its Telstra shares, 4.29 Billion shares, publicly at a price of $3.40 per share to institutional investors and $3.30 to retail investors. This sale is commonly referred to as "T1".<ref name="aph.gov.au">[http://www.aph.gov.au/About_Parliament/Parliamentary_Departments/Parliamentary_Library/Publications_Archive/online/TelstraSale Telstra Sale – Parliament of Australia] {{webarchive|url=https://web.archive.org/web/20160121165425/http://www.aph.gov.au/About_Parliament/Parliamentary_Departments/Parliamentary_Library/Publications_Archive/online/TelstraSale |date=21 January 2016 }}. Aph.gov.au. Retrieved 12 April 2014.</ref> In October 1999, the Australian government sold the second tranche of its Telstra shares under the "T2" program for $7.80 per share to institutional investors and $7.40 to retail investors.<ref name="aph.gov.au"/> In November 2006, the government sold a third tranche of its shares, "T3", at $3.60 per share.<ref>[http://www.asxshareprices.com.au/telstra-share-price/ Telstra Shares | Telstra Share Price] {{webarchive|url=https://web.archive.org/web/20160101191729/http://www.asxshareprices.com.au/telstra-share-price/ |date=1 January 2016 }}. Asxshareprices.com.au. Retrieved 12 April 2014.</ref>

Since its privatisation, Telstra shares have hit a low of just over $2.50 per share in late 2010.<ref name="au.finance.yahoo.com">[http://au.finance.yahoo.com/q/bc?s=TLS.AX&t=5y&l=on&z=l&q=l&c= TLS.AX Basic Chart | TELSTRA FPO Stock – Yahoo!7 Finance] {{webarchive|url=http://archive.wikiwix.com/cache/20160206162505/http://au.finance.yahoo.com/q/bc?s=TLS.AX&t=5y&l=on&z=l&q=l&c= |date=6 February 2016 }}. Yahoo! Finance.com (27 October 1998). Retrieved 12 April 2014.</ref> Since then, Telstra shares have risen to $5 per share in December 2013<ref name="au.finance.yahoo.com"/> and $6 per share in December 2014.<ref>{{cite web|url=http://www.fool.com.au/2014/12/22/telstra-share-price-hits-6/|title=Telstra share price hits $6 – Motley Fool Australia|work=The Motley Fool|date=22 December 2014|url-status=live|archive-url=https://web.archive.org/web/20141222164341/https://www.fool.com.au/2014/12/22/telstra-share-price-hits-6/|archive-date=22 December 2014}}</ref>
On 17 May 2019 the shares closed on the ASX at $3.56 up from a twelve-month low of $2.547 per share<ref>{{Cite web | url=https://www.asx.com.au/asx/share-price-research/company/TLS | title=Share Price & Information – ASX | access-date=19 May 2019 | archive-date=10 September 2019 | archive-url=https://web.archive.org/web/20190910231752/https://www.asx.com.au/asx/share-price-research/company/TLS | url-status=live }}</ref>

In February 2014, Telstra raised its dividend from 14c to 14.5c per share.<ref>[http://www.abc.net.au/news/2014-02-13/telstra-raises-dividend-amid-profit-growth/5256916 Telstra raises dividend amid profit growth – ABC News (Australian Broadcasting Corporation)] {{webarchive|url=https://web.archive.org/web/20140224183924/http://www.abc.net.au/news/2014-02-13/telstra-raises-dividend-amid-profit-growth/5256916 |date=24 February 2014 }}. Australian Broadcasting Corporation (13 February 2014). Retrieved 12 April 2014.</ref>

Amid the global pandemic crisis of the coronavirus in 2020, Telstra was one of three companies of the ASX 200 to gain in the week starting 15 March. It increased by 1.8 percent on the Australian Securities Exchange.<ref>[https://www.abc.net.au/news/2020-03-16/coronavirus-fears-see-australian-market-slump-to-start-new-week/12058904 ASX 200 posts biggest fall on record, Reserve Bank flags further measures amid coronavirus fears – ABC News (Australian Broadcasting Corporation)] {{Webarchive|url=https://web.archive.org/web/20200415002201/https://www.abc.net.au/news/2020-03-16/coronavirus-fears-see-australian-market-slump-to-start-new-week/12058904 |date=15 April 2020 }}. Retrieved 23 March 2020.</ref>

==== Sale of Sensis ====
In January 2014, Telstra announced its intention to sell 70% of [[Sensis (company)|Sensis]] to [[Platinum Equity]] for $454&nbsp;million.<ref name="theaustralian.com.au">{{cite web|url=http://www.theaustralian.com.au/business/mergers-acquisitions/telstra-to-sell-70pc-of-sensis-to-platinum-equity/story-fn91vdzj-1226800410576|title=Telstra does $454m directories deal|date=13 January 2014|url-status=live|archive-url=https://web.archive.org/web/20140116021937/http://www.theaustralian.com.au/business/mergers-acquisitions/telstra-to-sell-70pc-of-sensis-to-platinum-equity/story-fn91vdzj-1226800410576|archive-date=16 January 2014}}</ref> Sensis was said to have once been "one of Telstra's most lucrative businesses" and reportedly "has been under pressure in recent years amid competition from more agile digital alternatives such as Google".<ref name="theaustralian.com.au"/>

In February 2014, Telstra was reportedly seeking to reduce Sensis employment by 400 to 1,000 positions.<ref>{{cite web|url=http://www.afr.com/p/telstra_to_cut_sensis_jobs_union_QvVWGJOUSrqHwq4YMyO1wI|title=Telstra to cut 400 Sensis jobs: union|date=17 February 2014|last1=Smith|first1=Paul |work=Financial Review|url-status=dead|archive-url=https://web.archive.org/web/20140222174125/http://www.afr.com/p/telstra_to_cut_sensis_jobs_union_QvVWGJOUSrqHwq4YMyO1wI|archive-date=22 February 2014}}</ref><ref>{{cite web|url=http://www.afr.com/p/national/telstra_tipped_to_outsource_another_NqoBjEp8hdOGZYbUQds16N|title=Telstra tipped to outsource another 1000 jobs|work=Financial Review|url-status=dead|archive-url=https://web.archive.org/web/20140222174122/http://www.afr.com/p/national/telstra_tipped_to_outsource_another_NqoBjEp8hdOGZYbUQds16N|archive-date=22 February 2014}}</ref>

==== New health business unit ====
In September 2013, Telstra launched a new health business unit – Telstra Health and hired Shane Solomon as the head.<ref>{{cite web|url=http://www.afr.com/news/policy/industrial-relations/telstra-hires-kpmgs-solomon-in-healthcare-push-20130215-ji6i8|title=Telstra hires KPMG's Solomon in healthcare push &#124; afr.com|url-status=live|archive-url=https://web.archive.org/web/20160304091555/http://www.afr.com/news/policy/industrial-relations/telstra-hires-kpmgs-solomon-in-healthcare-push-20130215-ji6i8|archive-date=4 March 2016}}</ref>

In September 2016, Telstra Health was awarded a $220m government contract amidst claims of "lack of transparency".<ref>{{cite web|url=https://www.smh.com.au/federal-politics/political-news/concerns-over-220-million-telstra-health-contracts-lack-of-transparency-20160928-grqavu.html|title=Concerns over $220 million Telstra Health contract's 'lack of transparency'|first=Amy|last=Remeikis|date=28 September 2016|via=The Sydney Morning Herald|url-status=live|archive-url=https://web.archive.org/web/20170331204932/http://www.smh.com.au/federal-politics/political-news/concerns-over-220-million-telstra-health-contracts-lack-of-transparency-20160928-grqavu.html|archive-date=31 March 2017}}</ref>

Shane Solomon left Telstra in Nov 2016.<ref>{{cite web|url=http://www.itnews.com.au/news/telstras-inaugural-health-boss-resigns-440712|title=Telstra's inaugural Health boss resigns|website=iTnews|url-status=live|archive-url=https://web.archive.org/web/20170116182533/http://www.itnews.com.au/news/telstras-inaugural-health-boss-resigns-440712|archive-date=16 January 2017}}</ref>

===== Telstra Health Acquisitions =====
{| class="wikitable"
|-
! Year !! Name !! Amount !! Comments !! Reference
|-
| 2013|| HealthConnex|| $44m || Rebranded from DCA eHealth Solutions, Previously Database Consultants Australia ||<ref>{{cite web|url=http://www.computerworld.com.au/article/524919/telstra_expands_health_portfolio_another_acquisition/|title=Telstra expands health portfolio with another acquisition – Computerworld|date=28 August 2013|url-status=dead|archive-url=https://web.archive.org/web/20160303033701/http://www.computerworld.com.au/article/524919/telstra_expands_health_portfolio_another_acquisition/|archive-date=3 March 2016|access-date=25 February 2016}}</ref>
|-
| 2013|| Verdi|| ~$1M || Rebranded from IP Health ||
|-
| 2013|| HealthEngine || $5m || 50% Investment made with Seven West Media ||<ref>{{cite web|url=http://www.pulseitmagazine.com.au/index.php?option=com_content&view=article&id=1572:healthengine-looks-to-expand-with-telstra-seven-investment&catid=16:australian-ehealth&Itemid=328|title=Pulse+IT – Pulse+IT|url-status=live|archive-url=https://web.archive.org/web/20160229055547/http://www.pulseitmagazine.com.au/index.php?option=com_content&view=article&id=1572:healthengine-looks-to-expand-with-telstra-seven-investment&catid=16:australian-ehealth&Itemid=328|archive-date=29 February 2016}}</ref>
|-
| 2013|| Fred IT || $50M || 50% Investment made ||<ref>{{cite web|url=http://www.pulseitmagazine.com.au/index.php?option=com_content&view=article&id=1605:telstra-makes-strategic-investment-in-fred-it&catid=16:australian-ehealth&Itemid=328|title=Pulse+IT – Pulse+IT|url-status=live|archive-url=https://web.archive.org/web/20160301040113/http://www.pulseitmagazine.com.au/index.php?option=com_content&view=article&id=1605:telstra-makes-strategic-investment-in-fred-it&catid=16:australian-ehealth&Itemid=328|archive-date=1 March 2016}}</ref>
|-
| 2014|| iCare Health || $26M || ||<ref>{{cite web|url=http://www.icarehealth.com.au/blog/telstra-health-announces-acquisition-icarehealths-australian-operations/+|title=Telstra Health announces acquisition of iCareHealth's Australian operations – iCareHealth|url-status=dead|archive-url=https://web.archive.org/web/20160305162337/http://icarehealth.com.au/blog/telstra-health-announces-acquisition-icarehealths-australian-operations/|archive-date=5 March 2016}}</ref>
|-
| 2014|| Emerging Systems || $15m || ||<ref>{{cite web|url=http://www.pulseitmagazine.com.au/news/australian-ehealth/2580-emerging-systems-to-integrate-charm-into-ehs?highlight=WyJ0ZWxzdHJhIiwidGVsc3RyYSdzIl0=|title=Pulse+IT – Emerging Systems to integrate Charm into EHS|date=30 July 2015|url-status=live|archive-url=https://web.archive.org/web/20160826095311/http://www.pulseitmagazine.com.au/news/australian-ehealth/2580-emerging-systems-to-integrate-charm-into-ehs?highlight=WyJ0ZWxzdHJhIiwidGVsc3RyYSdzIl0=|archive-date=26 August 2016}}</ref>
|-
| 2014|| Orion Health || $18m || 2% Investment made  ||
|-
| 2015|| EOS Technologies || Not Disclosed || Merged into HealthConnex ||<ref>{{cite web|url=http://www.telstra.com.au/aboutus/media/media-releases/Telstra+Health+to+acquire+client+&+resource+management+solution+business,+EOS+Technologies|title=Telstra Health to acquire client & resource management solution business, EOS Technologies|url-status=dead|archive-url=https://web.archive.org/web/20161030190432/http://www.telstra.com.au/aboutus/media/media-releases/Telstra%20Health%20to%20acquire%20client%20%26%20resource%20management%20solution%20business%2C%20EOS%20Technologies|archive-date=30 October 2016}}</ref>
|-
| 2015 || IdeaObject/Cloud9 || $19m || Merged into Cloud9 ||<ref>{{cite web|url=http://www.businessspectator.com.au/news/2015/1/5/technology/telstra-health-picks-cloud-medicine|title=Telstra Health picks up cloud medicine &#124; Business Spectator|url-status=live|archive-url=https://web.archive.org/web/20160304151706/http://www.businessspectator.com.au/news/2015/1/5/technology/telstra-health-picks-cloud-medicine|archive-date=4 March 2016}}</ref>
|-
| 2015 ||[[Dr Foster Intelligence]] || ~$40M-$50M || ||<ref>{{cite web|url=http://www.pulseitmagazine.com.au/index.php?option=com_content&view=article&id=2347:telstra-health-buys-uk-health-analytics-firm-dr-foster&catid=16:australian-ehealth&Itemid=328|title=Pulse+IT – Pulse+IT|date=26 March 2015|url-status=live|archive-url=https://web.archive.org/web/20160229054021/http://www.pulseitmagazine.com.au/index.php?option=com_content&view=article&id=2347:telstra-health-buys-uk-health-analytics-firm-dr-foster&catid=16:australian-ehealth&Itemid=328|archive-date=29 February 2016}}</ref>
|-
| 2015 || Medinexus || $4M || ||<ref>{{cite web|url=http://www.pulseitmagazine.com.au/index.php?option=com_content&view=article&id=2002:telstra-buys-medinexus-as-dca-ehealth-rebrands&Itemid=327|title=Pulse+IT – Pulse+IT|date=28 July 2014|url-status=live|archive-url=https://web.archive.org/web/20160301052832/http://www.pulseitmagazine.com.au/index.php?option=com_content&view=article&id=2002:telstra-buys-medinexus-as-dca-ehealth-rebrands&Itemid=327|archive-date=1 March 2016}}</ref>
|-
| 2015 || Anywhere Healthcare|| Not Disclosed || ||<ref>{{cite web|url=http://www.businessspectator.com.au/news/2015/4/1/technology/telstra-health-goes-anywhere-new-acquisition|title=Telstra Health goes Anywhere with new acquisition &#124; Business Spectator|url-status=live|archive-url=https://web.archive.org/web/20160304134026/http://www.businessspectator.com.au/news/2015/4/1/technology/telstra-health-goes-anywhere-new-acquisition|archive-date=4 March 2016}}</ref>
|-
| 2015|| Health IQ|| Not Disclosed || ||<ref>{{cite web|url=http://www.pulseitmagazine.com.au/index.php?option=com_content&view=article&id=2589:hic2015-telstra-health-adds-to-analytical-capability-with-health-iq&catid=16:australian-ehealth&Itemid=328|title=Pulse+IT – Pulse+IT|date=15 August 2015|url-status=live|archive-url=https://web.archive.org/web/20160301055706/http://www.pulseitmagazine.com.au/index.php?option=com_content&view=article&id=2589:hic2015-telstra-health-adds-to-analytical-capability-with-health-iq&catid=16:australian-ehealth&Itemid=328|archive-date=1 March 2016}}</ref>
|}

==== National Broadband Network (NBN) ====
In December 2014, Telstra signed an agreement with the federal government's A.C.N. 86 136 533 741 (NBN Co) Limited. This agreement is said to retain the $11b value for Telstra of the original agreement from October 2011 and will see the company progressively sell its copper and [[Hybrid fiber-coaxial]] networks to A.C.N. 86 136 533 741 (NBN Co) Limited.<ref>{{cite web|url=https://www.smh.com.au/business/telstra-signs-new-11-billion-nbn-agreement-20141214-126vqv.html|title=Telstra signs new $11 billion NBN agreement|work=The Sydney Morning Herald|url-status=live|archive-url=https://web.archive.org/web/20141214150007/http://www.smh.com.au/business/telstra-signs-new-11-billion-nbn-agreement-20141214-126vqv.html|archive-date=14 December 2014}}</ref>