Winning loyalty in Denmark’s tough telecom market.

Next, YouSee replaced isolated email campaigns with more than 10 always-on journeys that dynamically adapt across touchpoints with Adobe Journey Optimizer. Customers now enjoy a consistent experience across channels, creating continuity instead of fragmented interactions. By connecting online and offline interactions into a single experience, YouSee has observed stronger conversion performance within selected upgrade journeys compared with traditional email-led engagement.

“Customers don't think in channels,” says Schmidt. “Adobe Journey Optimizer helps us make one coordinated decision across every interaction instead of restarting the journey every time someone changes channels.”

For example, campaigns used to rely heavily on scheduled batch emails instead of real-time customer behavior. Now, a customer approaching their mobile data limit receives a personalized upgrade recommendation through email or the YouSee app. If they don’t act immediately, the same offer reappears later within the self-service portal or surfaces in real time when they contact customer support or visit a store. This has helped create more relevant interactions and improved commercial outcomes across selected customer journeys. For key segments this has helped increase average revenue per user by 25%.

Frontline agents also receive real-time recommendations directly within their systems through Journey Optimizer widgets integrated into YouSee’s assisted channels. They can complete customer upgrades immediately or trigger follow-up journeys through email or SMS. With customers receiving more relevant, timely offers, self-service adoption increased significantly. Customers can resolve more interactions digitally, freeing service teams to focus on more complex inquiries.

By reducing the variation between digital and human-assisted experiences, YouSee is helping customers feel understood regardless of where the interaction begins. “Adobe helps us bring digital and human interactions together so customers receive a more consistent experience, whether they engage online or with one of our advisors,” says Steffen Lundgren Kristensen,  Senior Vice President & Chief Marketing Officer at YouSee.

Getting sales, service, and digital teams onto the same playbook.

YouSee quickly learned that customer decisioning at scale requires more than technology. Success depends on shared governance, common objectives, aligned KPIs and a consistent customer view across teams. With Adobe Customer Journey Analytics, the company created a unified view of journey performance that enables analyst, marketing, product, and customer experience teams to collaborate around journey insights and attribution. YouSee also uses Adobe Target to test and refine messaging across digital touchpoints based on customer behavior and engagement patterns.

No longer optimizing for individual channels, as customer engagement increasingly shifted toward measurable digital interactions, YouSee was able to reallocate investment from traditional channels toward more targeted and measurable engagement models, reinvesting in more measurable digital engagement. “Adobe gives us a shared understanding of what customers are experiencing across channels,” says Schmidt. “That helps our teams align around the customer journey instead of making decisions in silos."

As more journeys moved across channels, that alignment became both harder and more important. For example, the company discovered that locally optimized KPIs sometimes conflicted with broader customer experience goals. A sales channel might prioritize upsell revenue while service teams focused on call deflection or operational efficiency.

“Adobe Experience Platform gives us one decisioning foundation across digital, retail, and service channels,” says Schmidt. “That consistency is essential in a market where customers can switch providers so easily.”

These efforts are already contributing to stronger retention outcomes, including retention improvements of up to 53% in selected customer segments and use cases .

Where customer loyalty is won on every pitch.

Football fans may stay loyal through decades of wins, losses, and rebuilding seasons. But Schmidt knows that telecom customers are far less patient.

His team continues to expand its decisioning capabilities across channels while building the operational maturity, governance frameworks and measurement capabilities required to support more predictive and AI-assisted experiences. With Experience Platform at the core, YouSee can evolve alongside customer expectations instead of reacting to them channel by channel.

As the company scales those capabilities, the focus shifts toward stronger attribution models, clearer governance, and tighter coordination between digital and assisted experiences around a shared customer view. In a market where switching providers is easy, consistency and relevance matter more than one-off campaigns or short-term promotions.

While individual use cases have delivered encouraging results, YouSee views the most significant outcomes as the broader business transformation achieved across marketing, digital sales, customer engagement, and customer experience. This transformation has contributed to 60% growth in online sales, while establishing the foundation for scalable customer decisioning and future AI-driven engagement.

“What we’re building is really about earning trust interaction by interaction,” says Schmidt. “In this industry, customers always have another option. Adobe Experience Platform gives us a way to keep improving the experience every time they engage with us.”