The Deutsche Telekom is one of the leading telecommunications providers in Europe and operates not only classical customer touchpoints but also automated messaging channels on the web, in the MeinMagenta app, and via WhatsApp.
Together, we have further developed the "Ask Magenta" chatbot within an innovation project to enable fully automated sales processes alongside service inquiries.
Context-based sales channels as a foundation for tailored customer engagement
From Proof of Concept to Solution – Development over three funding phases
POC Phase: Review of assumptions and technical setup
The goal was to check whether existing customers are willing to purchase Telekom products via a chat (WhatsApp). To this end, a dialog-based sales process focusing on speed upgrades for fixed-line was implemented. Result: Customers accept the chatbot for initiating purchases but prefer to complete the transaction through the official website.
MVP phase: Expansion to new touchpoints
The optimised process went live on additional channels: ‘Ask Magenta’ on telekom.de and in the MeinMagenta App. At the same time, it was tested which products – alongside speed upgrades – are also suitable for chatbot sales.
Acceleration phase: Dialogue becomes a TV experience
The dialog-based sales logic has been successfully transferred to the TV. This allows TV packages to be booked directly on the device with minimal waiting time – thanks to cross-departmental collaboration.
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.
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