Telstra and Optus have released a new version of their Telmarketing Market Assessment tool, which they hope will provide better insight into the telco’s customer experience.
The tool, called Telmarket, is aimed at helping telcos to identify the best way to sell their services to customers.
Telmarket is based on the Telmarket survey, which has been the industry’s standard measure of telco customer satisfaction since its introduction in 2012.
In 2017 Telstra, Optus and Telstra’s own Market Assessment Centre released a separate tool called TelMarket Scorecard, which tracks a range of customer feedback from customers across the telcos.
A review of Telmarket Scorecard data found that the telcoms survey was “generally accurate and robust”.
However, it also revealed that the TelMarket survey was based on a “single, self-selected sample of subscribers”, which was “unrepresentative of the Australian population as a whole”.
In the 2017 Telmarket report, Telstra said the tool could help it identify “the right strategy for the telcoin industry to succeed in the 21st century”.
“While the survey data was based solely on a single sample of Telcoin customers, we believe that the sample size is robust enough to provide a meaningful insight into how Telcoin customer experiences are currently managed and how this will change over time,” Telstra wrote.
“This tool also helps us to develop a strategy for Telcoin, in consultation with our customer base.”
Telco Market Assessment: A guide to the best ways to sell your telco service article Telcos are increasingly relying on the market assessment tool to assess the market they serve.
However the Telmarkets survey has not been universally well-received.
The Telmarket scorecard was criticised in the Australian Competition and Consumer Commission’s (ACCC) 2017 Telcoin Report, where it noted that “the survey is only valid for one quarter and does not reflect a broader population of Australians”.
“[The] respondents’ responses to questions about the telnet service are not representative of the telcoins userbase,” the report said.
“The respondent responses provide an indication of the average level of Telcoins satisfaction and indicate a lack of awareness of Telcos’ customer experiences.
This makes it unlikely that the respondents have a more accurate insight into telcoin customer expectations than the telex data available to the respondent.”
“There is no doubt that the use of a single, self selected sample is a problematic approach,” Telmarket’s CEO Peter MacQuarrie told News.org.au.
While the Telmalls survey was not the first to use a randomised, survey-based methodology, the telmarket scorecards have also faced criticism from industry experts.
“[A]s the telmarkets scorecard has become an industry standard, the use has increased in scope and frequency, and the questions have become more complex,” Craig O’Connor, CEO of the telecommunications and communications advisory firm Telstra Customer Engagement and Marketing, told News Australia.
MacQuarries comments on the survey were echoed by Telstra Chief Executive Greg Combs.
It has become “an unnecessary exercise in consumer monitoring and measurement”, Mr Combs said in a statement to News.au on Wednesday.
‘I’ve never been a customer of a telco before’The Telmarkets report was published in 2017, with Telstra releasing a second version this month.
According to the latest version of the report, which was released on Wednesday, the company believes it has been successful in identifying the “right strategies” for telcoin.
“(The) Telmarket Survey is a unique and valuable tool to assist in the telxcoin market assessment,” Mr Combers said.
“I believe that Telmarket is an effective and reliable measure of consumer sentiment.
I have never been an customer of Telco before.
But the Telmatics report has never been based on Telmarket scores, and this report is designed to be a comprehensive report covering all aspects of telcoin.”
A Telmarket spokesman said the company “does not support any form of market measurement” and was “not in the business of being a consumer’s agent”.
Telmacos latest survey is not only based on customers, but also “on their experience of Telcoms service, their expectations of Telmacos, and how they think Telmacs service should be delivered”, the spokesman said.
“It’s our view that Telmac’s survey, in fact, has never captured what customers really think about Telmac, what Telmac customers want, or what they actually think Telcos service is good for.”
The telmarket report was criticised for its methodology.
Critics of the Telmac survey said the telmacs data was collected by “unaccountable and unrepresentative” companies.
And some experts said it was difficult to gauge how consumers actually responded