The DigitalButtonDown: How Orange Got the Missing 6 in Customer Experience to Succeed

In the today's fast-paced world dominated by digital tech, the rise and survival of a company depend heavily on the exemplary customer experience they provide. An ideal customer experience is built upon the 6 building blocks as coined by ICMI. One such case study is of Orange, a leading telecommunications company that inculcated the missing 6th element to transform its customer experience.

About Orange

Orange is a French multinational telecom corporation founded in 1994 by the merger of several domestic and international businesses. Today, it operates in 30 countries on three continents under the brand names Orange or via partnerships. The company aims to provide personalized, seamless, and innovative services to its customers, strengthening customer relationships while building brand loyalty.

The Imperative Role of Customer Experience

In the competitive telecom market, maintaining secure customer relationships and driving growth is crucial. Leveraging advanced technologies like AI, machine learning (ML), and the cloud can elevate customer experiences but aren't standalone solutions. Encompassing all six key components of customer experience— Employee Engagement, Customer Engagement, Process and Organization, Technology Stack, Physical Evidence, and Brand is vital. While many companies focus on delivering excellent customer value, operational efficiency, and visibility during customer transactions, some may overlook the significance of the others such as persistent employee engagement and a strong brand.

The Missing 6: A Strategy Shift for Orange

Orange, witnessing the importance of customer-centricity, embarked on a journey to incorporate the elusive 6th element. They knew technology was a powerful tool but didn't guarantee success in itself. The advertisements, marketing, and sales strategies enthralling customers intrigued only up to a certain point. Orange wanted a plan of action where employees were fully involved in every phase of customer interaction, leveraging their collective expertise and humanity. This strategy was pivoted around ensuring employee engagement.

Right Tools, Right Time

A comprehensive look at the challenges Orange faced would reveal that outdated communication channels led to dissatisfaction among employees and customers. This resulted in a slower response rate to customer queries—a concerning trend. After understanding the power of effective communication, Orange opted for digital transformation to fix this issue. They peped up their outdated customer service systems with advanced platforms designed for improved employee engagement.

Employee Self-Service Systems
Chatbots with context-aware conversations
Real-time employee training modules for sales, customer service, and technical issues

The Road to 360-Degree Customer Experience

With employee engagement in check, Orange implemented its customer-centric strategy. Rapid deployment of omnichannel services – including physical, digital, and touchless channels – gone were the days of clunky legacy systems. Let the customers choose how they wanted to interact with Orange- across website pages, in-store visits, social media platforms or phone calls. For the first time, Orange became multi-faceted, ready to meet every customer’s diverse needs.

Advancements in Brand Building

Time to shelve off the stereotype of Orange being an unapproachable telecom company. The brand decided to craft a personal story, revolve around 2 friends sharing and celebrating special moments with Orange, executed through targeted digital ads. Changing with evolving customer perceptions allowed the brand to clear the ambiguity around Orange. Investing in experiences beyond selling mere services positioned Orange as an essential compromise in customer appreciation.

The Outcome

The measures undertaken and the unwavering focus on employee, process, technology, physical and brand engagement revitalized Orange’s place as industry leaders in the realms of digital customer experience solutions. Transforming Orange installed new experiences resulting in superlatively high customer satisfaction rates.

Conclusion

With customer experience being critical, Orange used an innovative approach that resonates with the customer. Adopting advanced technologies while emphasizing the need for effective employee engagement and transparent communication practices helped the company fortify its relationship with its customers. The outcome is anything but disappointing, but the implementation remains an inspiring example for similar organizations in the industry to analyze and follow.

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