Challenge

During omnichannel journeys Telekom customers receive numerous automated messages and notifications to guide them through the process.

Dentsu Creative’s experience design team joined forces with Telekom’s internal product squad and design chapter to find a way to guarantee personalized, helpful, coherent and targeted messaging throughout the entire journey in the pursuit of greater customer satisfaction and increased operational efficiency.

The challenge was increased by the numerous specialised backend systems and the mixture of channels involved.

Solution

We came up with a simple idea: “What if we build a centralized communications system that handles all transactional messaging towards our customers that our backend systems can use as a standalone service?”

Besides the obvious advantages of saving on both development and maintenance resources by avoiding the duplication of notification capability in each individual system, there is an important customer experience (CX) benefit as well.
Such a system would provide an end-to-end view of customer journeys along with the exact messaging used at each touchpoint. This tool could enable a move away from siloed communication to a coherent cross-channel customer experience.

Results

As part of a phased rollout, select journeys were transitioned to the new application and as of late 2020 the system already handles 1m+ transactional messages per month.

Customers now receive relevant, personalized, and consistent messaging throughout their full journey.

Using the new application Telekom CX professionals gained an unprecedented overview and level of control on customer messaging, and - in a broader sense - about user journeys. The browser-based drag and drop journey builder is easy to work with, while built-in templates ensure an efficient workflow.

As an additional benefit, the application’s analytics module helps to evaluate company performance at specific messaging touchpoints and identify opportunities for improvement.