Case Study: Deutsche Telekom Drives In-Store Visits With Greater Brand Visibility

Managing accurate information for nearly 500 locations is no small task.

Each store has its own opening hours, holiday schedules, special hours, relocations, and renovations. As the network grew, manual updates became increasingly difficult to manage — and nearly impossible to scale.

At the same time, Telekom needed to maintain accurate information across a wide range of platforms. Business directories, Yellow Pages, and Das Örtliche still play an important role in how customers discover brands, particularly among older audiences.

Before Yext, Telekom managed its brand data through Excel spreadsheets, bulk uploads, and individual contacts with each platform. The process was time-consuming, error-prone, and fragmented. The team needed a centralized solution that could improve both automation and data quality.

Telekom selected Yext as a strategic partner to centrally manage location data, reviews, and structured information — and to publish updates automatically across all relevant platforms.

Telekom maintains all location information in its own internal system. An interface ensures that all data is synchronized once a day, including opening hours, services, photos, and languages spoken. Changes related to public holidays or relocations are automatically applied.

Review management has also become more streamlined. Store teams can respond to feedback quickly and consistently, using on-brand messaging. Customer feedback is systematically analyzed, supporting both service improvements and internal quality management.

At the center of this setup is the Yext Knowledge Graph, which serves as Telekom's structured data foundation. By organizing and managing data in a consistent way, Telekom strengthens its visibility not only in traditional search, but also across AI-driven search, voice assistants, and platforms like ChatGPT.

Telekom and Yext continue to expand their partnership with a focus on emerging search experiences. AI-driven discovery is reshaping how customers find and evaluate brands. In this environment, structured data and clear information architecture matter more than ever.

Telekom is also exploring the use of Yext Scout to gain deeper location-level insights and benchmark performance more precisely. Plans are underway to further enrich its data structure with more detailed service and location attributes.

As Tilman Schlieper, Project Manager Operating Office at Telekom, puts it:

Deutsche Telekom's approach shows what's possible when brands with large physical footprints centralize their data, modernize review management, and prepare for AI-driven search. With Yext, Telekom has built a scalable foundation that improves operational efficiency today — and positions the brand for what's next.

To learn more about Yext's offerings, book a demo today.