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. The aim was to streamline and strategically adjust the portal to make it more user-friendly and intuitive. Shorter navigation paths adapted to customer needs were introduced – and significantly reduced the average waiting time. The interplay of research, design, strategy and management strengthens the company through a holistic service experience.