Telstra is the firm that operates in the telecommunication industry in Australia. This company deals with range of products and services such as broadband, mobile phones, internet and data connection, voice calls facilities etc. Telecom is the industry which cannot be imagined with the involvement of information technology in it (Davenport, 2013). This is because telecom is itself the form of IT field. Telstra need IT in different forms. As the company operates in telecom industry, there is a need for implementation of IT tools in the fields like customer service, internal communications, communication with the market etc. the need for IT for the company has been generated because it is very much important to be updated in the field of technology in order to compete with the competitors (Tallon, 2007). This is the major concern of the companies these days as the advancement in the technology and the involvement of the same in the life of the people is also increasing.
Importance of IT for Telstra:
Enhances internal communication: internal communication can be defined as the communication between the internal departments of the company. It is very important to enhance the internal communication in the fir so as to make the flow of information very efficient. Information technology tools help the company to enhance its internal communication. The portals made for the employees of the firm help the employees to exchange information very easily with each other (Applegate, Austin and McFarlan, 2007). This also helps making the employees involved in the internal dialogues and the views of each and every employee can be considered.
Enhances customer’s service: Telecom companies need to design the customers service department (Turban, Leidner, McLean and Wetherbe, 2008). This department helps the customers to resolve their issue regarding the services. Involvement of information technology in customers service departments help the employees to get the data of the customers who needs to be targeted in order to market the customize offers to them.
Requirements for applying IT tool:
Cost: It is very much important for the company like Telstra to take decision over the cost of implementing and design the IT tools. the cost involves the training cost, designing cost for the IT software, implementation cost etc.
Planning: planning can be termed as the process of mapping out the activities that are required to achieve a particle goal. Planning is one of the major set that is required to implement any new programs or strategy into the organization (Turban, Leidner, McLean and Wetherbe, 2008). Telstra is the company that focus on making the plans. The company identifies the need of IT tools and then plan out the whole process from designing to implementation of the same.
Designing; It is referred to as the processor designing the overall tool. Telstra is the firm that uses the software called Telstra tools. It is the tool for the customers. this tool is designed in such a way so that the customers can manage their portal along with the services.
Equipment: Any IT tools or the software cannot be run without installation of the hardware, these hardware is known as equipment’s that are associated with the IT tools. The equipment’s general requires to run the basic IT tools are computers, telephones, wires, cables etc.
Installation: Installation is the process that deals with implementation of the IT tools in the company (Buhalis and Law, 2008). It is the most important process or step for using IT tools in the company.
Training: Installation of the IT tools is not enough to make use of it. The employees as well as the customers also needs to be trained in order to make use of those tools that are being installed for their facilities. This require the firm to provide training for the same (Kohli and Grover, 2008). The employees are trained according to the technology that has been installed and thus the training sessions are conducted simultaneously at the time of installation. Training improves the ability of the employees to use the tools and this results in efficient utility of the tools installed.
Use of IT in Telstra:
The Telstra is using a socialized IT tool in order to deal with many internal situations faced by the employees. The employees of the company use the tool called as Telstra Clear (Celuch, Murphy and Callaway, 2007). The company required the more efficient tool that should be better than the intranet facility and thus implemented Telstra Clear in the company. using this tool has following aims:
- Reduction of email traffic for the employees
- Alerting employees in the situation of emergency
- Circulating the information regarding the change in business strategies to the staff
- marketing and customers offers by the company.
This software called TelstraClear use a tool known as Snapmag tool. This tool helps the company to circulate the digital newsletter to the dashboards of the employees. Along either this the pop up message also blinks the scree to provide the important information that provides the feel of a magazine. Screen saver strategy is also being used by this tool to show the information reading offers, customer profile etc (Oliveira and Martins, 2011). the company wants to make its IT tool look attractive so that it can draw the attention of the employees.
It is not the internal communication that is focused by the company but the external communication is also equally important. For that the company has made several Telstra tools, that has been sued by the customers (Dao, Langella and Carbo, 2011). The portal is used to make the customers account one which the customers can manage their bills, can avail online offers, can see the data usage, their overall usage etc. There are different types of dashboards that are available for the customers. The mobile dashboards help the customers to know about their data usage, the details and the offers that are available for them. the customers can also generate the service requests in order to resolve any issues faced by them or to avail any offers (Mithas, Ramasubbu and Sambamurthy, 2011). The most important ability of this app is that it allows the user to deals with the services themselves without contacting the customers service personnel. This is because or becomes more hectic for them to call and talk about their issue.
Benefits of IT tools:
More satisfied customers: It has been identified that after implementing the dashboard services that is Telstra tools for the customers, the satisfaction level of the Telstra customers has increased, it somehow increases the brand value of the company and help the firm to acquire more customers base (Schwalbe, 2015). The major problems that has been faced by the customers from the telecom company is that they fail to resolve their issues. Providing the customers with the automatic portal helps the customers to change their plans, their offers etc.
Flexibility: Enhance the flexibility is also one of the benefits that has been enjoyed by the firm. This is with regarding to external as well as internal environment of the company. In case of internal environment, the employees can use the TelstraClear anytime and get update with the information provided to them. in events of external communication, the portal or the dashboard facility provided to the customers allow the customers to have the flexibility to avail the services anytime. Colling to customers care and resolving the issue is a burden for the customers which has been removed by Telstra with the help of Telstra tools (Schubert and Leimstoll, 2007).
Efficient planning and effective data collection: It has bene analyzed that the portal for the customers help the company to collect the data about the customers and their choices. This helps the firm to customize the services and the offers for them. the company can know about the calling and the data use behavior of the customers very well (Koellinger, 2008). With the help of this precise information, the company can conduct the targeting advertising strategies that will, be very effective as it is based on the precise data analysis. In addition to all these benefits, the company can respond the way the market is behaving.
Risks associated with IT:
Information technology is field that allow the companies and the individual to conduct the activities very easily by reducing human efforts. But, there are many risks and the issues associated with the installation and the use of IT tools in business. Some of them are discussed below:
privacy risks: this is the major risk that has been associated when the company uses any IT tools. In case of Telstra, the customers have eth fear that they may lost their personal data or their data that has been shared by the company may not be secured enough and thus do not take the online services provided to them (Nickels, McHugh and McHugh, 2008).
security issues: Telstra is the firm that does work with many third-party companies. This creates a security issue. This is because the third arty may break the security or may leak the data of the company that is stored on the clouds that is also being used by the third-party firm on shared basis.
Maintain and monitor IT tools:
Maintenance and monitoring is very important for the firms like Telstra so that they can evaluate the effectiveness of their IT tools that have been implemented. Monitoring means checking the efficiency of the tools and analyzing their relevancy with the requirement of the company (Chen, Mocker, Preston and Teubner, 2010). Monitoring IT tools can be done by taking various steps such as regular checking on the outputs of the usage of IT tools. Evaluating the outputs helps in determining the effects of the usage of IT tools on different functions of the company. updating the technology is very important. This helps in maintaining the technological tools that are used by the company.
It has been concluded from the above study that IT plays a very important role in company’s functions. Communication is the firm that is very much dependent on IT tools of the business. The communication could be internal or external but the IT tool used are very much effective for enhancing the same. Telstra is the firm that is very efficiently using the IT tools in order to conduct their functions. The main use of IT for Telstra is in the internal and the external communication. The company has installed the tools so that it can enhance its communication with the internal as well as the external stakeholders. This helps the company to ultimately increase its sales and achieve the ultimate target of the company.
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