Service redesign for a telco's enterprise network business

Telstra's Enterprise Data & IP portfolio was under sustained pressure, with revenue down more than 18% over two years to churn and price compression. In response, Telstra launched a self-disruption program, Adaptive Networks, to unbundle access, introduce flexible contracts and reprice its back book. As Service Design Lead, I led a team of service designers to validate the strategy with customers and identify the biggest experience risks.

Research with nine customers and four channel partners, plus Telstra's own NPS data, showed the business underperforming customer expectations end to end. Digging into cycle times, I found even simple orders took 8 to 10 weeks to activate, because every order ran through the same undifferentiated process — a gap that, benchmarked against competitors, was an order of magnitude wide. I used those insights to map service blueprints and prioritised user scenarios, shaping a company-wide improvement program endorsed at CEO leadership level, then led delivery of a digital quoting tool and the case for a single customer portal.

Adaptive Networks launched in September 2020, scrapping lock-in contracts for enterprise customers — a first for Telstra that drew national press coverage — and generated $8m in sales and more than $50m in pipeline within six months.