Telekom
'Frag Magenta' chatbot automates sales processes, improves the customer experience and increases revenue.
Concept and Strategy
DAYONE develops a conversational sales strategy that integrates automated sales processes into the existing "Frag Magenta" chat interfaces.
UX and Conversational Design
The chatbot’s guidance is made intuitive and personal: customers switch within the same chat between advice and checkout without having to leave the app or channel.
Validation and optimisation
DAYONE continuously measures how customers interact with the chatbot and adjusts dialogues to increase the conversion rate and lead more users to complete their purchase.
Stakeholder Management and Pitch Support
DAYONE closely aligns requirements with Telekom’s internal teams and supports the project’s presentation to the committees for each subsequent funding phase.
Deutsche Telekom, one of Europe’s leading telecommunications providers, had previously handled fixed-line and TV sales conversations through human advisors, while the „Frag Magenta" chatbot only dealt with service enquiries. DAYONE evolved the chatbot over three funding phases into an automated sales channel for WhatsApp, the app and TV. Result: a 4% conversion rate in dialogue-driven sales, and advisors taking on fewer manual sales conversations.
- Client
- Deutsche Telekom
- Industry
- Telecommunications
- Services
- Digital strategy · UX/Conversational Design · Conversion optimisation · Stakeholder management
- Outcome
- 4% conversion rate in the conversational sales channel for fixed line and TV
Starting point
The "Frag Magenta" chatbot at Telekom only handled service enquiries. Sales conversations for fixed-line and TV products were still handled by advisers, and it was unclear whether existing customers would buy via chat at all.
Context-based sales channels as a foundation for tailored customer engagement
From Proof of Concept to Solution – Development over three funding phases
POC phase: Testing purchase intent in chat
DAYONE and Telekom first tested whether existing customers were willing to buy Telekom products via WhatsApp. To do this, a dialogue-based sales flow was created focused on speed upgrades for fixed line. The test showed: customers accept the chatbot for initiating a purchase, but still prefer to finalise the purchase on the official website.
MVP phase: Rollout to telekom.de and the MeinMagenta app
The optimised process went live on more channels: "Frag Magenta" on telekom.de and in the MeinMagenta app. In parallel, DAYONE tested which products beyond speed upgrades are also suitable for chatbot sales.
Acceleration phase: Selling directly on the TV
DAYONE successfully transfers the dialogue-based sales logic to TV. Customers now book TV packages directly on the device, with minimal waiting time, because teams from different areas at Telekom work closely together.
Outcome
4%
Conversion rate in the conversational sales channel (fixed line & TV)
Measurement method not specified
Advisers handle fewer manual sales conversations because the chatbot takes care of automated sales processes for fixed-line and TV products itself.
Since the acceleration phase, customers book TV packages directly on the TV instead of completing the purchase via a separate channel.
Our contribution to the fully automated sales touchpoint via Frag Magenta
With the following services, we were able to strategically support and operationally implement the development and expansion of the dialogically oriented sales touchpoint – through various fundraising and financing phases up to final implementation. Based on our consulting and design standard DIaaS (Design Innovation as a Service)).
Concept and Strategy
Development of a dialogic sales strategy for integrating automated sales processes into existing chat interfaces.
UX and Conversational Design
Designing an intuitive and personalised user guidance for a seamless customer experience within the chatbot.
Validation and Optimisation
Continuous measurement and adjustment of chat interactions to increase conversion rates and improve user acceptance.
Stakeholder Management and Pitch Support
Close collaboration with internal teams to align requirements and support the presentation of the project for subsequent funding phases.
Frequently asked questions
How does a service chatbot become an automated sales channel?
DAYONE takes a phased approach: a POC phase tests purchase intent on a single product, an MVP phase rolls the process out to additional channels, and an acceleration phase transfers the logic to new touchpoints such as the TV.
Why did DAYONE test chatbot sales first only with speed upgrades for fixed line?
A tightly scoped product makes the core assumption quickly testable: will existing customers actually buy via chat? Only once proven does DAYONE expand chatbot sales to additional products and channels.
What happens if customers use a chatbot for advice but prefer to complete the purchase in the traditional way?
That’s exactly what the POC phase at Telekom showed: customers accepted the chatbot to initiate a purchase but preferred to complete it on the website. DAYONE carries such a finding into the next phase rather than reframing it as a positive result.
How does DAYONE ensure the conversion rate in chat continues to rise after launch?
Validation is an ongoing part of the collaboration: DAYONE measures how customers interact with the chatbot, adjusts dialogues and tests new variants to lead more users to complete their purchase.
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