The company, which is Australia’s most hated company in terms of complaints, will today ask 10 million account holders to volunteer in what will be the nation’s largest brains trust.

The move is an attempt of new CEO David Thodey to combat increasing dissatisfaction levels as official complaints about Telstra doubled in the last financial year.

Executive director for market-based management Gloria Farler said they know that Telstra has disappointed customers, and understand that the company has not lived up to their own standards.

The Telecommunications Industry Ombudsman received a total of 104,000 complaints about Telstra in the 2008-09 financial year, compared with 51,000 in 2007-08.

Mr Thodey has set the ambitious goal of making his customers the most satisfied in the telecommunications sector.

Since taking on the top job of lifting service standards, Mr Thodey has reportedly offered $40 million in bonuses to staff if there is even a slight improvement in satisfaction levels.

Ms Farler continued by saying that it was not entirely altruistic, if the company has low customer satisfaction that means low customer loyalty.

Customers who choose to sign up to the My Telstra Experience program will be asked to complete online surveys and participate in discussion forums on existing and new Telstra products.