Customer Story

Deutsche Telekom increases customer interactions with Yext despite pandemic

2.5x more "make an appointment" clicks
24% average monthly star rating increased from 3.8 to 4.7
101% more website clicks via Yext Listings on search endpoints including Google
Industry
Telecomms
Locations
400+
HQ
Bonn, Germany
The Challenge
Despite restrictions and new regulations every day, Deutsche Telekom was able to score points with its customers during the pandemic with the best service and accurate information.

Deutsche Telekom, Germany’s leading telecommunications company, has been working with Yext since 2018. Thanks to the collaboration, the company, headquartered in Bonn, was able to increase visibility of its digital listings and end the year on a high despite pandemic-related temporary branch closures. To achieve this, Telekom uses Yext Listings, Pages, Managed Duplicate Suppression and Reviews products to correctly manage approximately 400 Telekom stores across Germany online, with correct information including opening hours, services and products. 

“Today, the smartphone acts like a kind of remote control that determines where I am and what is in my vicinity. Customers are online at all times,” explains Björn Weidenmüller, Managing Director Operations, Deutsche Telekom Privatkunden-Vertrieb GmbH. “For us as a company, it is therefore important to be listed early in search results and for our content to be ideally positioned to capture future interest.”

“The customer journey is constantly changing, as is the way consumers gather information before making their purchasing decisions,” says Tobias Dahm, Senior Vice President EMEA Central at Yext. “Today, before visiting a store, they find out online specifically what products and services are offered locally and when the stores are open. They also look closely at the reviews of other customers – increasingly, purchasing decisions are influenced by the experiences and ratings of other customers,” adds Dahm. According to Dahm, this behaviour has only increased during the pandemic, with location listings regularly checked before venturing out, in order to avoid the risk of being faced with closed doors. 

Investment in digital solutions pays off in the Coronavirus pandemic

Telekom recognised the importance of digital visibility long before the pandemic. They have been working for several years to position themselves on the web with consistent and up-to-date information, and keep up to date on changes in the digital world and search behaviour. This commitment has paid off, especially in the year of COVID-19. “We are seeing much more traffic than we did a few years ago, and thanks to our digital initiatives and the support of Yext, we are able to manage our online data intelligently. Our customers thus receive correct data on our stores when they search for them on the Internet,” says Weidenmüller.

At the height of the pandemic, the guidelines for retailers, and therefore also for Telekom stores, changed almost daily. This information had to be communicated transparently on a daily basis. 

“The pandemic and the associated measures were defining examples of how important it is to be found online with the right data. That was the only way we could provide our customers with up-to-date information – more important than ever in these challenging times.” Manual maintenance of location data simply would not have been feasible during this time. Using the Yext platform, the data could be updated with just a few clicks and displayed on 150+ relevant platforms, including Google, Bing and Facebook. 

‘Today we experience much higher traffic than we did a few years ago, and thanks to our digital strategy and the support of Yext, we can manage our online data intelligently. Our customers receive accurate information on our locations when they search for them online..’
Bjorn Weidenmüller Managing Director of Private Customer Sales, Deutsche Telekom

Appointment booking option as an essential factor.

Luckily, as Telekom had already deployed Yext Pages, online appointment booking was already possible before the pandemic. This investment in digital meant that the brand was already prepared for the significant increase in online inquiries. 

“The possibility of booking appointments was an elementary factor in keeping our stores open for our customers, ” says Weidenmüller. Bookings peaked at 80,000 appointments per month nationwide during the pandemic, and since 2019, the total number of clicks on the “Make an appointment” CTA grew 2.5x each year.1 Weidenmüller still sees potential for the continuation of the measures: “If services such as Click & Meet or Click & Reserve continue to be in demand from customers, the digital infrastructure we need already exists.” Due to this, customers can avoid unnecessary wait times in-store. “The measures we’ve taken have been greatly appreciated by our customers and have really proven their worth during this time. We’re ideally positioned for the future,” adds Weidenmüller. 

Yext Reviews provides Telekom with an overview of all the ratings that customers leave online, centrally, via the Yext dashboard. “Star ratings are an important decision-making criterion when choosing a suitable telecoms provider. High ratings can influence a positive outcome. Customers feel valued and we can respond flexibly to any criticism.”

Successful despite the pandemic

Despite the pandemic and a difficult year in 2020, 2021 turned out to be a very successful year for the Yext and Telekom relationship. Both visibility and website clicks, as well as the conversion rate, increased year over year. 

Unbranded clicks on all links via Google grew by 95%2, while all clicks on Telekom’s websites from listings via Google increased by 101%3. These positive developments can be attributed in part to Yext Pages, which are specifically optimised for search engines, and the increased number of reviews. 

In total, Telekom has been able to track more than 82k reviews since the start of the collaboration, respond to more than 15k reviews and improve its average monthly star rating by almost a whole star: from 3.8 to 4.74. This improvement has also helped drive traffic toward conversions and away from competitors; it saw a 31% increase in unbranded CTR from search engines to Telekom’s local pages over the past two years.2 

Total views of Telekom’s local pages have also increased by 3.1 times.5 This indicates that customers find local pages helpful, regardless of where they come from: search engines, direct traffic, other Telekom pages or elsewhere.

Technology partnership goes from strength-to-strength

Results aside, the teams at Telekom and Yext work closely and have formed exceptional professional relationships. Yext’s expertise in search and forward-thinking vision allow Telekom to be inspired and contribute to a truly successful collaboration. 

1 Compared May-July figures from 2019, 2020, and 2021. 

2 Compared the average figure from November 2019 – December 2019 with the average figure from May 2021 – July 2021.

3 Compared the period from January 2019 – July 2019 with the period from January 2021 – July 2021.

4 Compared the period from January 2018 – July 2018 with the period from January 2021 – July 2021.

5 Compared the period from May 2019 – July 2019 with the period from May 2021 – July 2021.

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