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Case study:

Erfolgreiche Rollenwechsel in einer komplexen, globalen Organisation:
Die Deutsche Telekom setzt auf
Sparrks Coaching

Introduction

Deutsche Telekom is one of the world’s leading telecommunications companies, employing around 200,000 people in more than 50 countries. As a global corporation, it connects people, businesses, and markets with a strong focus on digitalization and technological excellence. This international footprint places high demands on leadership and collaboration.

At Deutsche Telekom, leadership transitions are complex and highly demanding. New roles often emerge in an international and dynamic environment, involving diverse stakeholders, cultural differences, and high visibility. Deutsche Telekom realized that without targeted support it is challenging for its leaders to navigate the strategically critical first months in a new role effectively and with confidence.

Objectives

Deutsche Telekom views role transitions as a strategic development opportunity and has made individual Sparrks Coachings a core element of this approach. Coaching unfolds its full impact particularly during the transition phase: coachees show a high willingness to learn, goals are clearly defined, and the transfer into day-to-day practice happens immediately.

The objective of the Sparrks Coaching program is to significantly shorten the time it takes for leaders to become fully effective in their new roles at Deutsche Telekom.

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A confident young woman stands in a modern office in front of a whiteboard and symbolizing empowering employees to take ownership and act independently.
A diverse group of managers, executives and employees gathered around a table in a modern office, discussing collaboratively in front of a laptop – visual representation of leadership development, team collaboration and executive coaching in a corporate setting.

Implementation

As part of a role transition, Sparrks Coaching is available to all executives at Deutsche Telekom. Through a dedicated internal booking page, leaders can independently and easily initiate their Sparrks Transition Coaching. In addition, HR Business Partners actively support the process and draw attention to the offering, ensuring that coaching is seamlessly integrated into the transition.

Sparrks takes full responsibility for administration, coordination, and delivery of the coaching program, ensuring maximum impact for executives with minimal effort required from HR.

Target group

Sparrks Coaching is designed for all national and international executives at Deutsche Telekom who are taking on a new leadership role - whether through promotion, a change in function, or relocation. Leaders across all global locations receive targeted support to ensure a successful start in their new role.

Results

At Deutsche Telekom, executives who complete a Sparrks Transition Coaching consistently demonstrate strong development outcomes. Within a short period of time, they strengthen key competencies such as self-reflection, self-confidence, resilience, and agility, enabling them to position themselves quickly and confidently in their new, often complex environment.

The result: A clear, effective, and sustainable start in the new leadership role.

5,8 → 8,1

+39% average individual competency improvement

96%

Would recommend Sparrks and want to use it again

9,5/10

Net Promoter Score for Sparrks coaches

Client feedback

“Sparrks is our central partner for supporting top talents and executives during the transition into new roles. The feedback has been consistently enthusiastic.”

Katja Chilian

HR Group Leadership | Deutsche Telekom

Voices from the Coachees

“My understanding of my role and my priorities is now much clearer.”

“I approach my new role with greater self-confidence and motivation.”

“My coach helped me tremendously in navigating typical pitfalls during the initial phase.”
“My perspective on the challenges of the new role has changed, and I now have additional tools at hand.”

“I have gained greater awareness of my role as a leader, particularly with regard to leadership style, strengths, and communication.”

“I am now taking more time to reflect intentionally and feel well prepared for upcoming challenges.”

Conclusion

With Sparrks Coaching, Deutsche Telekom has established a tailored solution to provide targeted support for leaders at a critical stage of their careers. The Transition Coaching demonstrates proven impact: Executives become effective more quickly, position themselves confidently in their new roles, and lead their teams through change with clarity and confidence. At the same time, HR is significantly relieved through Sparrks’ end-to-end process ownership.

Sparrks has thus proven to be a strategic building block in leadership development within Deutsche Telekom’s complex and international environment.

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A young woman confidently presents to her team using a notebook and receives applause – symbolizing clarity and ownership in a new role.

Images: Deutsche Telekom AG, Sparrks GmbH

Questions?

Get in touch with us!

Portrait einer lachenden Führungskräfte Coaching Expertin

+49 (0)30 52014961

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info@sparrks.de

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