DB Dialog

Launch 2017


Over 5.5 million people yearly contact Deutsche Bahn’s customer telephone service. Callers to the German railway have wide-ranging concerns. In recent years, however, the phone portal has become increasingly complex and compartmentalized. Callers have had to navigate through more and more menu items to reach a qualified customer service person.

The task for why do birds was then to streamline and strategically adjust the portal to make it more user-friendly and intuitive. Shorter navigation paths adapted to customer needs were introduced.

The streamlining of the portal structure significantly reduced the average waiting time. Callers are lead in a service-oriented and friendly way to the desired customer service representative.

Deutsche Bahn also wanted to increase customer satisfaction by optimizing the processes within the telephone portal from dialing the number to the call with the service staff. The announcements and waiting areas will be accompanied by Deutsche Bahn’s corporate sound, which was designed by why do birds in 2014.

  • UX Design Award 2017, Nominee
  • German Design Award 2019, Nominee

Jens Lunze, team leader of DB Dialog GmbH, said:

“In the course of the restructuring we have intensively analyzed the portal structure as well as the processes. The findings gained in this respect were especially valuable to precisely address the respective questions of the customer. Now, we can guarantee that callers will be connected to the right contact person within a few steps.”

Jennifer Reiter, Sales & Sales Director Services at DB Dialog GmbH, added:

 “Our telephone portal is an important point of contact and a major communication interface with our customers. We have modernized the portal structure and optimized the telephone portal processes with why do birds as a strategic partner. The results were tested before the start date by an independent marketing institute and we were very satisfied with the responses. We are happy that our customers can now experience our new telephone portal live.”