Brand analysis
Telsta has slipped into fourth in this wave’s Telecommunications in Australia table as TPG adds +2 points to take third.
Telstra did add +1 point to its Overall Effort Score wave on wave and has maintained or grown its scores in all four pillars – but that hasn’t been enough to keep up with TPG’s pace.
There are still positives for Telstra to be found in the data. The brand still holds joint-second in the Style of Communication pillar, with a score of 58.
However, it is Speed of Resolving Problems and Valuing the Customer where there is a growing gap between TPG and Telstra.
In February, Telstra attracted some heat in the press for increasing service pricing and making changes to its billing system, which “caught Aussies by surprise”. How Telstra communicates to its customers that they are still valued despite the changes will be critical in the months ahead.