Case Study: Deutsche Telekom drives customer-centred cultural change with Smaply

How choosing a customer-centred strategy can help drive innovation

Deutsche Telekom, a major telecommunications provider, faced the challenge of becoming more innovative and customer-focused in a highly competitive industry. To drive this cultural shift, they partnered with the vendor Smaply and adopted service design methodologies, specifically utilizing journey mapping to better understand customer needs.

Smaply's solution involved empowering a community of internal "CX navigators" who acted as service design ambassadors, supported by executive leadership. This approach helped embed customer-centric practices into daily work. The results for Deutsche Telekom were highly positive, culminating in them winning the "Systemic and Cultural Change in the Private Sector" award from the Service Design Network in 2016 for their successful transformation.

Deutsche Telekom

Maik Medzich

Service Designer