About how Telefónica Germany unified customer data and digital experiences to enable true omnichannel personalisation and measurable growth.

Telefónica Germany is one of the country’s leading telecommunications providers, serving over 45 million mobile lines and 2.3 million broadband customers. The company’s vision centres on creating seamless, personalised experiences across all digital and physical touchpoints, from web and apps to retail and call centres, to help customers shape their digital lives.

Telefónica’s mission is to create a seamless, personalised customer experience across all digital and physical touchpoints by unifying fragmented data and activating real-time personalisation. Through a centralised data and experience platform, Telefónica aims to transform how customer journeys are orchestrated—delivering consistent, adaptive, and measurable engagement at scale:

• Data Unification: Integrate all customer data sources into a single, trusted foundation using Adobe Real-Time CDP.

• Journey Orchestration: Enable adaptive, real-time customer experiences through Adobe Journey Optimizer.

• Content Consistency: Deliver cohesive content across channels via Adobe Experience Manager Sites as a Cloud Service.

• Experience Optimization: Continuously refine engagement through experimentation and A/B testing with Adobe Target.

• Omnichannel Personalisation: Build scalable, data-driven campaigns that ensure every customer interaction feels seamless and connected.

The first major initiative targeted shopping cart abandonment — a common friction point in telecom e-commerce. Coordinated web banners, personalised emails, SMS, and app notifications enabled customers to resume purchases seamlessly. If customers reached out via the call centre or visited retail stores, agents could access real-time cart data, continuing the same interaction without disruption. Within the first year, Telefónica sent over 100,000 personalised messages, and 21% of customers who had abandoned their carts returned to complete their purchases within 30 days.

Cross-functional teams from Marketing, BI, and Technology collaborated through a centralised data environment. This structure empowered teams to:

• Access the same customer data and insights across all systems
• Run experiments and A/B tests with shared visibility of results
• Measure performance and iterate campaigns with real-time analytics

I developed a roadmap to expand personalisation and predictive engagement. Using A/B testing and analytics from Adobe Target and Journey Optimizer, teams continuously refined messaging and UX flows, improving both conversion rates and customer satisfaction. Offline data from call centres and retail locations was fed back into the system, closing the loop and enabling true omnichannel experimentation.

Breaking down data silos required strong coordination between Marketing, IT, and Data Privacy teams. I established governance standards for GDPR-compliant consent management, data transparency, and responsible data-driven personalisation, ensuring trust while scaling automation.

• 21% of abandoned-cart customers returned within 30 days
• Unified customer data across nine digital and physical touchpoints
• Established one central platform for real-time personalisation and analytics
• Enabled omnichannel consistency, from web and app to retail and call centre
• Launched a scalable experimentation culture using Adobe Target and Journey Optimizer