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Strategy and solutions

"This project shows how Accenture is collaborating with Telefónica to build capabilities that create remarkable digital experiences, resulting in an enhanced digital relationship between Telefónica and its clients. This is a big step in transforming the way we connect with the customer to compete in the market today."

— NEREA IDIRIN, Managing Director, Accenture Consulting

Digital marketing

Focusing on SEO, SEM, social campaigns, and paid media, Accenture Interactive brought best-in-class digital tools and design to create a holistic customer experience across all touchpoints.

Digital experience

Using a service design approach, Accenture’s Fjord team aligned Telefónica’s digital properties with the customer journey to solve problems and improve the overall experience. Melding data and creativity, they employed analytical tools to understand user behavior and optimize design based on KPIs and real-time evaluation.

Personalized content

Content was optimized and personalized to increase qualified traffic. The centralization of assets and production expertise accelerated content rollout and streamlined global distribution, helping Telefónica complete the sales process more effectively.


End-to-end analytics based on anonymized data monitored the customer journey from traffic generation to conversion, where sales were optimized through digital assistant platforms and call center support.

"Accenture collaborated with Telefónica in the development and transformation of our digital agenda. Its digital capabilities and expertise have been a clear catalyst for our digital strategy, helping us to get closer to our customers and to continue to make great strides in becoming the telco of the future."

— MARIANO DE BEER, Chief Commercial Digital Officer, Telefónica S.A.


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