Telstra Reduces Its CRM Costs With Data Warehouse Solution
In a move that is expected to provide substantial savings on operating costs, Telstra has announced that its Retail and
OnAir divisions would deploy a data warehousing solution to improve the efficiency and effectiveness of their customer
relationship management (CRM) programs.
The solution, to be provided by Teradata (a division of NCR Corporation), will include the integration and migration of
data from Telstra's existing Management Information Systems (MIS) to the Teradata data warehouse and the subsequent
decommissioning of Telstra's incumbent systems.
Telstra Retail's Chief of Marketing, Ms Holly Kramer, said the Teradata platform would give substantial cost savings
through the integration of the old systems and play a vital role in Telstra's strategy to enhance customer relations by
providing intelligent business information for management and operational decision making.
"The bringing together of all of our customer information under the same platform serves a number of important purposes.
It will assist us in managing our customer information privacy requirements, help us evaluate and improve our customer
facing activities and most importantly provide CRM operating efficiencies," Ms Kramer said.
Vice president of Teradata, Mr Julian Beavis, said that the announcement came close on the heels of a separate
arrangement with Telstra Wholesale and that Teradata was excited to be further strengthening its relationship with
Telstra.
"Just as Teradata develops its technology and business solutions with its customers in mind, Telstra's implementation of
an integrated data warehousing program reflects the focus and importance of a customer care strategy and that seeks to
deliver on customer expectations," Mr Beavis said.
Teradata databases and data warehousing solutions are being used by many global telecommunications companies including
SBC Communications, Sprint Communications, Bell South, Verizon, Vodafone, AT, France Telecom and NTT DoCoMo.
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