Telstra Productivity Indicator 2010 Report
Australia’s productivity gap – the difference between productivity expectations and action – has widened from 29 per cent in 2009 to 34 per cent this year, according to new Telstra research.
Underlining the findings of the Government’s Intergenerational Report, the Telstra Productivity Indicator research found that improving customer service and productivity are the key priorities for Australian organisations, ranking 78 per cent and 76 per cent respectively
The Productivity Indicator also found that only 42% of decision makers measure productivity, have a target and know what that target is compared with 49% in last year’s report.
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Howorth and Telstra unearth the Australian productivity gap
Challenge
To create a versatile thought leadership platform relevant for finance and information executives. To create a robust platform for Telstra to communicate its ‘productivity’ value proposition and expertise to the corporate sector.
Insight
The key benefit of Telstra’s ICT solutions is achieving more with less resources, so Howorth identified an opportunity for the client to become a thought leader on the topic of productivity.
Creative idea
To bring the topic to life, Howorth recommended Telstra commission independent research to investigate how productivity is viewed by decision makers in Australian business and government organisations. The report, The Telstra Productivity Indicator, identified the phenomena of the ‘productivity gap’, where senior managers place high value on productivity but don’t have tools to effectively measure or manage it. The report was complemented by a white paper commissioned by ACIL Tasman, looking at the role of ICT in delivering productivity benefits.
Campaign
The research was launched to media via a series of high level media briefings supported by third party case studies demonstrating productivity initiatives. The Howorth team also reached out to social media to ensure Telstra was associated with the productivity conversation.
Outcome
Telstra took public ownership of the productivity debate and the term “productivity gap’ become part of the media vernacular during the first news cycle. The innovative idea also became the foundation for all of Telstra’s employee and customer communication. Impressively, Howorth achieved 75% of the annual coverage target in just four weeks
