By using digital technologies, we can support our customers 24/7, make them feel special, satisfied and help them easily find the answer to their question.
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Entry submitted by: Remigiusz Franek, Piotr Malżycki (Community Managers)
Community: Orange Poland
Lithy category: Support Savings Titan
Orange Polska is Poland’s leading telecommunication provider, operating in all segments of the Polish telecom market. Orange Polska had over 23 million customers of different services (mobile, fixed voice, broadband, TV) at the end of 2015). We achieved revenue of 11.8 billion PLN, EBITDA margin at 29.7% and organic cash flows of 952 million PLN at the end of 2015. We own the largest technical infrastructure in Poland supporting our key operations.
Our customer care goals
2016 was a breakthrough for us. First, in May 2016 we implemented Lithium Social Media Management (SMM) for Service and then in August 2016 we implemented the Lithium-powered Nasz Orange Community.
We did not start from scratch because Orange has a very strong position in Social Media e.g. our previous forum had close to 600k visits per month. We also have a wide range of applications for customers chat, click to call, website, social media, others.
We decided to use a SSO so that Orange customer had one account from his perspective, additionally we have a wide knowledge about Community users.
From the other hand, SSO is an enabler to growth i.e. connecting with other services, notifications feed. Just now thanks to SSO we integrated Community with mobile app and ~5% traffic is from My Orange.
The advantage of a single Lithium platform allows us to further reduce operating costs as well. Handling single queries is very expensive and inefficient. Thanks to technology and one tool, we can improve it and the content itself is repeatedly consumed.
Thanks to using Community with Lithium, we provide digital assisted channel which does not require our agents presence but still the customer can meet human being helping him.
To simplify, we provide service without typical customer care engagement.
How our customer care organization is evolving
Nasz Orange Community is developing constantly. We are testing different solutions, gamification, super user program, ideation etc.
Community allows us to share the customer voice with our organization. It brings great customer insights to improve customer experience in different areas. It is an integral part of communication model with our users as they love testing our new features.
One example: one of our super users detected more issues than regular testers.
In the long term, we would like to build relationship and improve our image. Community gives us transparency and trust among Customers - we can translate negative opinions into positive ones.
Our ambition is to engage customer in to product, process design working side by side. Additionally, we can see an increase in efficiency of our agents. They resolve more cases in the same amount of time.
Our results
We are a quite young community, having launched in August last year. Let me introduce some of our results.
Community results:
Looking at Lithium SMM for Service, apart from the reduce in service time, the great benefit are the following:
- we have information about customer and the entire conversation history
- we know the scope of the topics "tags"
- we can help the customer in any situation
- we have agent efficiency reports
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