Optus' new charm offensive

Optus boss Kevin Russell is hoping to win the hearts and minds of customers with the latest consumer-centric strategy shift. But in order to be successful the telco needs to under promise and over deliver.

Optus CEO Kevin Russell isn’t mincing his words when it comes to how poorly Australian consumers have been served so far by their telcos. And after a candid performance on stage at the Australia Israel Chamber of Commerce (AICC) lunch last week, a suitably contrite Russell told ABC’s Inside Business on the weekend that it was time telcos stopped lining their pockets by punishing their customers.

Nothing wrong with that sentiment and in fact, Optus is doing its bit with its customers paying no more than $200 for exceeding their domestic caps and $500 for going over global roaming limits.


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