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centralized communications system


transactional messages per month


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.


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.


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.

Dentsu Creative and Telekom experts worked together in an agile team to design and implement this central notification service. The cross-functional team approach combined with Dentsu Creative’s involvement from the earliest conceptual phase, allowed for the delivery of user experience design and user interface artwork in a very short timeframe.

Despite the ambitious timing, quality control targets set by the agile team at the outset guaranteed that only outstanding user experience was acceptable even if it meant more design exploration – something often compromised when it comes to developing internal software tools at large corporations. Through the use of interactive prototypes we enabled the squad to rapidly iterate on design solutions, perform effective follow-up user-testing sessions and synchronise learnings amongst the team.

Dentsu Creative

Part of Dentsu, Dentsu Creative is a Global Creative Network that transforms brands and businesses through the power of Modern Creativity. Led by Global Chief Creative Officer Fred Levron, 9,000 experts across the globe work seamlessly together to deliver ideas that Create Culture, Shape Society and Invent the Future. Dentsu Creative was launched in June 2022 to address a client need for simplicity and will be Dentsu’s sole creative network by the end of 2022.

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