Telstra's Handle on Truth in Advertising

Telstra, Telstra, Telstra. Can nothing go right for Telstra? Today a report in The Age, that Telstra pulled a series of advertisements about its Next G mobile telephone network after the Australian Competition and Consumer Commission (ACCC) raised concerns regarding the validity of particular statements. The statements in question – “Everywhere you need it" and "Get the coverage you need" were of particular interest to the ACCC.

When the ACCC head, Graeme Samuel, says "when the whole of Australia is not covered and coverage is not always available where consumers need it" – it comes across not only as a critic of Telstra’s advertising, its a damning critic of Telstra’s services and products.

No matter what you are selling, a product, service or yourself - you have to be careful in what you promise that you can deliver. Nothing is worse than a “let down”, and nothing destroys integrity and authenticity like false claims and incorrect brand positioning.

On the whole “truth in advertising” topic just a couple of random points:

1. Your Consumers can handle the truth. In fact we crave it and when we don't get we are disappointed.

2. Consumers are great at taking the piss out of you brand - and in the process redefines your brands image...FOR THE WORSE! Check out these good examples from valley of the geeks…

3. The Heart Foundation Tick of approval. A friend of mine worked one of the campaigns for the Heart Foundation Tick. The original copy for the ad was "the Heart Foundation Tick - the label that can't be bought". After some due diligence, the lawyers worked out that they couldn't say this, because companies do have to purchase the right to have the tick displayed on their products packaging, even though the food also has to meet other nutritional requirements. That is the label can be bought, and in fact, is bought. So they had to revise to the new tagline: “the tick that can't just be bought". I thought this is good anecdote that highlights sometimes how fickle all this truth in advertising can be. I am sure Telstra will live and learn…well at least live!

Telstra blocks facebook

So Telstra has got some more headlines in the news this week. It seems the have blocked their employees (all 49,000 of them) from accessing the social networking site facebook. Check the article on techcrunch.

For a company that should be at the cutting edge of technology (and perceived that way by both employees and users) and encouraging consumers to get online, this is a ridiculously short-sighted decision from the management boffins at Telstra.

Telstra (or any company for that matter), aside from the fact that they should be trying to ensure employees are treated respectfully and engaged with, should be encouraging their employees to use the products that the company either sells or actively enables (obviously as a Broadband internet provider this would include all the cool things that one might be able to do and interact with online).

Get you employers immersed in your business, submerged in the industry of you business and in love with what your companies products and services can do to enhance their lives and experiences. Encourage them to experiment, look for insights, build social networks and share ideas. This way not only will your employees be true advocates for your company and brand (imagine an entrenched sales culture at every point of your organisation) but they will constantly be looking for better ways, everyday, to do their job and run your business.

BigPond - Customer Service Slobs

A Phone Call I had with Bigpond (Telstra) yesterday

(BigPond / Telstra Phone Rep) Emily: Hello, welcome to Bigpond. How can I help you?
Me: Hi Emily, how are you?
Emily: Good thank you, how can I help you?
Me: I have an DSL home account with bigpond, and I have reached my monthly download limit.
Emily: ok
Me: I was wondering if I could buy a data block to up my speed until the next refreash cycle. Do you guys do Data Blocks
Emily : No we don’t
Me: you don’t
Emily: No
Me: hmmm
Emily: whats a data block?
Me : right. Thank you…

Just another great example of customer service representatives more eager to end a call than provide good customer service and solve a customers problem. Seth Godin does some great post on this (one of my favourites here…)

It is astronomical how many companies are guilty of this. Yes, cost are a concern, but we must realise that every touch point of our organisation is a marketing opportunity (however subtle or instantaneously unfruitful).

Heres an idea – perhaps instead of calling your company's customer servives reps just that, perhaps call them customer problem solvers or customer mechanics, or customer Einsteins. Change your reps view of themselves, how they view their job and how they exceed at their job (satisfiing customers rather than measuring number of calls taken) and make them feel empowered to help people. Its true – but helping people is rewarding and empowering – even if it is your job.

Aside: for some info on how telstra views its customer reps (and ultimately their customers), check out the Four Corners report here!)