Telekom Deutschland: Boosting Campaign Performance with RCS Business Messaging
Technology Category
- Analytics & Modeling - Real Time Analytics
- Robots - Wheeled Robots
Applicable Industries
- Electrical Grids
- Telecommunications
Applicable Functions
- Sales & Marketing
Use Cases
- Time Sensitive Networking
About The Customer
Deutsche Telekom AG, operating as Telekom Deutschland, is one of the world’s leading integrated telecommunications companies. The company has a presence in more than 50 countries and boasts 242 million mobile customers, 27 million fixed-network lines, and 22 million broadband lines. Telekom Deutschland provides a wide range of services including fixed network/broadband, mobile communications, internet, and IPTV products for consumers. Additionally, the company offers information and communication technology (ICT) solutions for business and corporate customers. The company was looking to cross-sell and announce a free trial of Spotify in Germany, aiming to create a rich and engaging campaign to increase conversion rates.
The Challenge
Telekom Deutschland, one of the world's leading integrated telecommunications companies, was faced with the challenge of creating dynamic cross-sell campaigns to increase conversion rates. The company wanted to announce a free trial of Spotify, the largest audio streaming provider in Germany, in a rich and engaging manner. The goal was not only to inform their customer base about the Spotify Premium offer but also to initiate conversion. Traditionally, Telekom Deutschland used SMS to communicate with existing customers. However, this method resulted in stagnating engagement and low conversion rates. The company realized that to promote their Spotify Premium offer effectively, they needed a digital channel that was as interactive and transformative as the streaming service itself.
The Solution
In order to create a rich and engaging marketing campaign, Telekom Deutschland collaborated with Infobip to leverage RCS Business Messaging. This solution combined the power of SMS with the richness of mobile apps and the interactivity of messaging apps. It allowed the company to add a dynamic flavor to the campaign with images, carousels, and the ability to start a conversation. Telekom Deutschland already had RCS enabled and was looking for ways to leverage this owned channel. Infobip's Moments, an omnichannel customer engagement hub, helped set up the flows, automate the campaign, and send the message at the right time. Additionally, Infobip's Conversations, a digital-first contact center, allowed customers to effortlessly contact an agent from the RCS message to know more and activate their Spotify premium membership.
Operational Impact
Quantitative Benefit
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