Marketing campaign with branded, rich media carousels and CTA buttons strengthens cross-sell opportunities for the operator
Bonn & Munich, February 2022 – Telekom Deutschland, one of the largest mobile network operators in Germany, has expanded its partnership with global communication provider Infobip, using its Rich Communications Service (RCS) offering to create dynamic marketing campaigns and stronger cross-sell opportunities.
Traditionally, Telekom Deutschland has relied on SMS to communicate with existing customers, but this was resulting in declining engagement and conversion rates. The telco provider came to Infobip looking for a fresh way to cross-sell and announce a free trial with its audio streaming partner, using a marketing campaign that would both inform customers about the latest offer and initiate conversion.
Telekom Deutschland already had RCS enabled, which is where Infobip came in, using its omnichannel engagement and customer service platform to create an end-to-end customer engagement journey. Customers were sent a branded, eye-catching message consisting of rich media carousels and CTA buttons to their SMS inbox. If a customer engaged with the message, enquiries were directed straight to the customer service team, where agents were empowered with a single view of the customer’s interaction.
“It was great to work alongside Infobip right from the implementation process to ensure the creation of a rich media marketing campaign that would engage customers and convert them into audio streamers. The team at Infobip understood the campaign objectives, so pairing this with their unrivalled technology expertise, meant we could use RCS business messaging to communicate with customers the same way we would interact with friends.”Thomas Welzel, Senior Proposition Manager Messaging at Deutsche Telekom
Telekom Deutschland’s customer base with RCS enabled on smartphones is approaching 50% – giving it a competitive advantage over other native rich messaging channels. The RCS campaign performed two times better than the traditional SMS campaign that ran at the same time, resulting in more customers engaging with the chatbot and subscribing to online music streaming service. A second iteration of the campaign, with improvements in messaging and campaign flow, ensured further success, with a +26% higher open rate and a +66% higher engagement rate.
Rafal Nowak, Senior Operator Partnerships Executive at Infobip, concludes: “Our RCS solution combines the power of SMS with the richness of mobile apps and the interactivity of messaging apps. This combination of technology and creativity meant we could help Telekom Deutschland deliver an exciting, conversational customer experience that would not only meet business objectives but surpass them. Thanks to the successful rollout of this campaign, the operator is looking to drive RCS channel adoption for the wider German market”.
Infobip is a global cloud communications platform that enables businesses to build connected experiences across all stages of the customer journey. Accessed through a single platform, Infobip’s omnichannel engagement, identity, user authentication and contact center solutions help businesses and partners overcome the complexity of consumer communications to grow business and increase loyalty. With over a decade of industry experience, Infobip has expanded to 65+ offices across six continents. It offers natively built technology with the capacity to reach over seven billion mobile devices and ‘things’ in 190+ countries connected directly to over 700 telecom networks. Infobip was established in 2006 and is led by its co-founders, CEO Silvio Kutić, Roberto Kutić and Izabel Jelenić. www.infobip.com
Deutsche Telekom AG is one of the world’s leading integrated telecommunications companies present in more than 50 countries, with 242 million mobile customers, 27 million fixed-network lines, and 22 million broadband lines. It provides fixed network/broadband, mobile communications, internet and IPTV products and services for consumers, and information and communication technology (ICT) solutions for business and corporate customers. www.telekom.de/start