Already a market leader in Austria, Magenta Telekom aims to build greater customer loyalty while embracing innovation responsibly. The company modernized its contact center infrastructure with the Genesys Cloud CX® solution, which reduced hold times and repeat calls while supporting its broader goals for AI-ready, energy-efficient operations.
Notable decrease in
hold times and repeat calls
More personalized and shorter
sales and service interactions
Greater optimization
of agent utilization
Magenta Telekom (T-Mobile Austria GmbH), part of the Deutsche Telekom Group, is a leading telecommunications provider in Austria known for prioritizing customer care and sustainability. The company’s transformation initiatives, from network optimization to service innovation, are guided by a belief that great technology and responsible progress go hand in hand.
To maintain that position, the company aimed to modernize its contact center while balancing customers’ preference for voice with growing demand for digital interactions.
“In Austria we’re number one in service quality — and we intend to stay there,” said Francois Mairey, SVP of IT at Magenta Telekom.
“We wanted stability, great quality and a quick implementation. Genesys Cloud brings all those.”
Francois Mairey
SVP of IT, Magenta Telekom
The move to the Genesys Cloud™ platform was part of the company’s broader transformation strategy to simplify processes, unlock AI, and empower agents to provide fast and personalized interactions — while also accelerating sustainability. Cloud-based operations reduce the carbon footprint associated with legacy infrastructure and contribute to energy-efficient scalability.
Previously, legacy technology and processes limited operational efficiency at Magenta, as well as creating unnecessary complexity in routing and agent scheduling. So, the company sought a cloud-based solution with modern functionality such as copilots and intelligent routing.
Magenta Telekom conducted thorough due diligence and pilot projects before selecting Genesys Cloud. Technical excellence ranked paramount during the pilots, as well as the ease of integrating Genesys and Salesforce. Another factor for Magenta was the strength of its existing partnership with Genesys.
“We wanted stability, great quality and a quick implementation,” said Mairey. “Genesys Cloud brings all those.”
“Customers know that when they contact us, they’ll receive helpful answers quickly. The Genesys solution is an essential part of this.”
Francois Mairey
SVP of IT, Magenta Telekom
The integration between Genesys Cloud and Salesforce has allowed Magenta Telekom to streamline customer interaction management. Voice interactions in Genesys automatically create cases in Salesforce and provide agents with customer context, regardless of interaction channel. This has enabled Magenta Telekom to both personalize and shorten sales and service interactions.
“We’re very focused on guiding call discussions towards a potential upsell and getting more value from each interaction,” added Mairey. The company’s 750 customer care employees manage service quality, customer retention, and sales targets.
Magenta is also using the Salesforce integration for case routing. All non-voice cases are routed through a unified logic, enabling agents to handle both calls and non-voice cases in a single tool. This simplifies their work and improves efficiency.
“We wanted to rethink our strategy for managing all these different customer care channels and integrating them into our case management,” said Mairey. “Making it simple for agents by using an integrated solution is crucial.”
Previously, Magenta had a complex IVR with many business rules. The company now uses a dynamic, skills-based approach to routing, which can be quickly updated based on business requirements and customer needs. This approach ensures that customers reach the best suited agent for their interaction. It also helps Magenta optimize agent utilization across the contact center — eliminating inefficiencies where some teams would be overloaded while others were underused.
Enhanced callback functionality improves efficiency as well, while addressing customer preferences for flexibility. “Reducing average hold time is an important KPI,” said Mairey. “Enabling customers to choose to be called back is working.”
“Making it simple for agents by using an integrated solution is crucial.”
Francois Mairey
SVP of IT, Magenta Telekom
The focus on high availability, call quality and feature enhancements that meet customer needs is paying off for Magenta. The company has reduced both hold times and repeat calls, which improve customer experience.
“Customers know that when they contact us, they’ll receive helpful answers quickly,” concluded Mairey. “The Genesys solution is an essential part of this.”
To learn more about the solutions featured in this case study, visit www.genesys.com.
