Telstra looks to the web for feedback loop

Looks to harness the views of 18,000 customers to improve customer service.

Telecommunications incumbent Telstra has invited a subset of its customers to take part in a twice-monthly customer satisfaction survey.

The online survey is part of CEO David Thodey's push to improve levels of customer service at the telco.

Telstra is hoping to lure 18,000 customers to the panel with the promise of monthly cash prizes of $250 and a subscription drive contest giving away $2500.

Customers will be queried on their relationship with the carrier, including "the ease of looking for information on Telstra websites, which features or services customers find most useful, what people think of Telstra's stores and how Telstra manages customer complaints", the company said in a statement.

"While participation is voluntary and unpaid, panellists can make a real difference to Telstra's service, and will go into draws for monthly cash prizes. Members can come and go from the panel as they please."

Interested customers are asked to visit a new website, http://www.mytelstraexperience.com.au/, from where they can fill out a short survey to determine whether they are eligible for the survey.

The telco has ensured it won't have competitors or other interest parties participate by asking the following question during qualification:

"Do you or any member of your household or immediate family, currently work in any of the following industries?"

Choosing the option of "Internet Service Provider"  or "Telecommunications" appears to cut the screening process short, providing this explanation:

"Your opinion is very important to us, but unfortunately we have had a strong response from people who share your profile."