As part of Denmark's largest mobile network operator, Telmore serves more than 740,000 customers with mobile voice and mobile broadband subscription services. Telmore’s success has always been rooted in delivering great products and a strong service. However, as customer expectations evolved, so did our need to create even more relevant, personalized experiences. We wanted every customer to feel like they had the best deal, the best service, and the best experience. That’s why we partnered with Adobe: to unify our sales approach across all digital channels and ensure our marketing efforts reached the right people, at the right time, with the right message. And the results speak for themselves.
Telmore’s results after partnering with Adobe.
Since enhancing our marketing infrastructure with an integrated Adobe stack, we’ve seen:
- 25% increase in cross-sales to existing customers
- 11% purchase rate with triggered email campaigns
- Up to 11% lift in conversions on AI-powered personalization
But it’s not just about the numbers. AI capabilities in Adobe systems have made it possible for us to use customer propensity models to rank offers to the individual customer. The result? Telmore won “The Transformer” category at the 2025 Adobe Experience Maker Awards for rethinking how our people, processes, and technology work together.
This success didn’t happen overnight. To fully understand Telmore's transformation, let’s go back to where we started.
From a solid foundation to a unified customer approach.
Before partnering with Adobe, we already had multiple systems that worked well individually. However, we saw opportunities to connect our data more effectively and unlock its full potential. While we had valuable customer insights, integrating them across channels in real-time remained a challenge.
By bringing everything under one roof with Adobe, we gained the ability to create highly personalized content and targeted offers at scale. Today, we serve over 1.5 million unique customer profiles with relevant, data-driven experiences — ensuring that every interaction feels tailored.
https://video.tv.adobe.com/v/3457929t1/
AI that boosts sales and reduces churn.
At the core of our strategy is Adobe Experience Platform, Real-Time CDP, Journey Optimizer, and Customer Journey Analytics — plus AI-powered testing with Adobe Target and Customer AI. These tools don’t just help us reach customers. They help us reach them with something that matters in real time.
One of our focus points has been developing our next-best offer (NBO) model and integrating it with Adobe, which predicts the most relevant offer to the individual customer. In addition, we’re about to implement our next level NBO-model inside Adobe through JupyterLab.
Lessons from our transformation.
Looking back, three key things made the biggest difference:
- One step at a time — Digital transformation isn’t a sprint. Instead of rolling out Adobe Experience Cloud everywhere at once, we started with sales, marketing, and customer lifecycle management. This phased approach helped us learn, adapt, and scale smarter.
- Buy-in is everything — Even the best tech won’t help if your teams don’t use it. We proved value early with quick wins like A/B testing and data-driven personalization. We also brought in Accrease as an implementation partner to make sure that we have a solid technical foundation.
- Give teams room to experiment — Transformation isn’t just about tools. It’s about mindset. We encouraged teams to push the limits of Adobe Experience Cloud, even if it meant rethinking old ways of working. The result? A team that doesn’t just use this powerful technology but embraces it.
What’s next?
Telmore’s transformation isn’t over. AI-driven personalization is only going to get smarter, and we’re committed to staying ahead of the curve, continuing to inspire with our way of doing things.
Jonas Reimer Christiansen is head of customer base management at Telmore, one of Denmark’s leading mobile service providers. He is part of the team working with customer insights and personalization through Adobe Experience Cloud and is significantly invested in the implementation of Telmore’s next best offer model. Christiansen is passionate about bridging technology and business to create impactful customer experiences and measurable results.
