Last month in
'no fear - the TELUS Web enable story', we told you how we wanted to not only talk
about the Web as a competitive resource, but to prove it by transforming our own company. This
month, we reveal key initiatives, as well as some real numbers and the strategy behind this program.
building a performance culture
Our goal was nothing short of colossal. How to profoundly change the way 23,000 plus employees
work and interact with each other while eliminating regional differences, time zones, language
and technological barriers almost overnight?
We began by giving employees access from their desktop to a centralized hub of information, paving
the way for collaboration, knowledge sharing and empowerment.
With access, we were able to re-energize our employee lifecycle using Web-based solutions bringing
a myriad of HR services online. We began actively using the Web to find talent, foster performance
and career development, and enabling employees to self-manage their own services.
In two years, over $1.2M in cost reductions to HR related services have been realized. Online
recruitment now accounts for over 96% of new hires and over 34,000 online courses have been taken
since our e.learning tool was implemented in Q4 2001.
streamlining the supply chain
In short, we wanted a Web-enabled end-to-end supply chain - one that would reduce warehouse supply
and moving costs. Some initiatives we embarked upon included: online collaborative forecasting,
electronic procurement, logistics process reengineering and fully automated Web-based financial
transactions.
We were able to realize even greater benefits by further streamlining the materials procurement
process. We connected our employees directly to suppliers by establishing an online marketplace. As
part of the solution, we created a national travel booking process that allows real-time travel
planning online.
Over $174M in benefits have been realized over a two-year period and more than 74% of expense
transactions were completed online in 2002. As well, in excess of 86% of TELUS' air travel was
booked online over a 6-month period following launch of the e.travel tool.
online customer care
So, what about online client care and streamlining customer relationship management processes
through electronic channels?
Our solution began with redesigning the customer interface and navigational architecture of
telus.com with people in mind, making it easy for potential and existing customers, employees
and influencers to find information and interact with us.
Site traffic and the number of identified customers have doubled year-over-year since inception.
e.marketing & sales
Our first priority was to strengthen telus.com as an e.commerce engine by implementing a real-time
interface between telus.com and our main systems, products, services and capabilities, significantly
reducing site-processing times.
We then began the work of enhancing our customer profile database, integrating it with the site's
personalization platform. As well, we introduced a simple, cost-effective electronic campaign
tool to enable targeted e-mail marketing.
Since we began, we have seen a 65% year-over-year increase in telus.com revenue. Over 2.7M direct
marketing e-mails have been sent since Q4 2001 using our online campaign tool bringing us over
$2.2M in savings compared to a traditional direct marketing spend.
Stay tuned for more next month when we break out the successes (and struggles) of our Web enable story.
printer friendly version
