Telekom.de serves as the distribution channel for many different products in Telekom’s portfolio. Naturally, each team has its own sales targets, leading to a competitive battle for the user’s attention — who is bigger, louder and more conspicuous?
The conflicting goals and silo structure of the company were resulting in a fragmented experience for the end-user. To align all decisions towards a customer-centric experience, we needed to inspire a shift in perspective and give them the north star to allow different teams to develop in the same direction.
Experience Loops
Finding the right context for each offer can reframe it from being a potentially annoying advertisement to an actual service offering — A win-win for the customer and the sales team.
Our challenge was to help teams overcome the pain and friction of removing their offering from a “prime” location like the homepage where it is less relevant, and instead place it exactly where it is needed by the user.
To facilitate adding another core product to the user’s purchase, all sales funnels were streamlined such that cross-promoted products could be easily added without breaking the flow of the journey.
For Telekom.de, these funnels are expressed as 3 types of “loops” which can follow the initial purchase intention: Bundle loops, upsell loops, and cross-sell loops.
This way, different offerings can be shown to the customer such that they keep moving forward in a way that makes sense to them, without reaching a dead end or doubling back.