In order to provide the best experience for customers and employees, it is necessary to implement digital tools and simplify processes within the company, which contribute to building an efficient, cost-effective organisation. In an interview with Olga Zlotnicka, executive director of Transformation and Efficiency at Orange Polska, we find out how the company is using modern technologies such as artificial intelligence, data analytics and automation to streamline sales and customer service processes.
BrandsIT: How is Orange Polska using modern technologies such as artificial intelligence, data analytics and automation to improve sales and customer service processes?
Olga Złotnicka, Orange Polska: Orange Polska has been in a digital transformation for many years. In many places, we have already replaced traditional tools with digital tools. The transformation is also accompanied by the simplification of the company’s processes to make them more user-friendly. Transformation thus goes hand in hand with efficiency, including savings. At Orange, we are building a digitally agile organisation to provide the best experience for every customer and employee and a data-driven working environment. Digital transformation at Orange is the answer to the needs of customers who expect convenient, digital solutions from their telecoms provider.
We have been using AI for customer contact in Orange Polska for five years – the call centres are operated by Voicebot Max. It knows what issue the customer is calling about, effectively recognises and authorises it and accurately determines – if it cannot help on its own – which advisor to direct the call to. Max is available to customers calling almost all of our hotline numbers. With MAX helping with simple and repetitive issues, advisers can focus on issues that are complex and require a more individual approach. Between 2020 and 2023 Max our customers will have made 73 million phone calls to Max. We also use AI in biometrics. Voice authentication is already available to Orange customers using the call centre. Instead of entering a customer code or answering verification questions, all you have to do is talk to Max or an advisor for a few seconds. In this way, the customer will be recognised. So far, 40,000 Orange customers have already used the new authentication method.
BrandsIT: Does Orange Polska’s digital transformation also affect the development of employees’ skills in sales and customer service? How does the company support the development of its employees’ digital competencies?
Olga Złotnicka, Orange Polska: Yes, digital transformation at Orange Polska has a significant impact on the development of the skills of sales and customer service employees. We focus on educating our teams on both end-to-end ICT solutions to support digital transformation at our customers and in the area of cyber security. In addition, we place a strong emphasis on developing customer service skills in remote channels. 90% of our training is conducted remotely. In doing so, we use modern technologies such as VR (Virtual Reality) to make training as interactive and effective as possible. It is also a priority to teach employees how to function effectively in distributed teams, using tools such as Microsoft Teams, Jira, Kanban and other similar systems to support group and project work. At Orange, we set up the ‘Doit4me’ programme at the beginning of 2023 with the aim of democratising robotisation. This means that we want to bring every employee closer to the use of robots, i.e. the automation of the processes that operate in our company, so that in a few years’ time robotisation will be treated by the employee as Excel is treated today.
“We are focused on educating our teams on both end-to-end ICT solutions to support digital transformation at our clients and in the area of cyber security.”
BrandsIT: What benefits does Orange Polska’s digital transformation bring to customers, especially in terms of process automation and access to user-friendly digital solutions?
Olga Złotnicka, Orange Polska: The aim of digital transformation is to build a digitally agile Orange, which will be able – based on data analysis and its appropriate application – to prepare the best digital experience for customers. Digital transformation is primarily speeding up the customer service process. On our call centres, it is possible to talk to Max, the voicebot Thanks to Max, customers can receive simple information such as the amount of their bill faster. Relieved of the burden of simple and notifications, hotline employees can devote their time to more complex matters. Digital tools for customers also simplify contacts by allowing them to manage technician appointments when installing Orange services. Digital solutions also ensure continuity of access to deal with issues (e.g. switching on/off services, paying for services, etc.) and contact with Orange, I mean all the self-service solutions we have in Orange, including those accessible from the My Orange mobile application. It is worth emphasising that these are implemented based on customer feedback and their needs – it is very important that digital solutions are implemented with real customer needs and convenience in mind.
“The aim of the digital transformation is to build a digitally agile Orange, which will be able – based on data analysis and its appropriate application – to prepare the best digital experience for customers.”
BrandsIT: Does Orange Polska plan to develop its commitment to digital education and social programmes in 2024? What are the main objectives in this area?
Olga Złotnicka, Orange Polska: For years, the Orange Foundation has been working to help children and young people to function consciously and responsibly in a social and digital environment. To this end, it runs social and educational programmes aimed mainly at teachers who support children and young people in developing competences that are important in a world full of technology. Under their guidance, young people develop healthy digital habits, learn moderation in the use of screens, learn the basics of online safety, protection against harmful phenomena such as hegemony, pathotreting, deepfake-i, grooming or cyberbullying, but also learn social and emotional competences. Among other things, the Foundation runs the MegaMission programme for grades 1-3 in primary schools (for which recruitment is currently underway), and MegaMission for Kindergartens. The programme explains important topics through fun and age-appropriate activities for children, with virtually no use of screens. The Foundation also supports teachers on topics that are extremely timely, an example being the #Brainstorm, an e-learning programme in which participants examine how artificial intelligence affects our lives and everyday choices from a more social and ethical angle. The Foundation continues to support the Orange Workshops, which provide a place for local communities to meet and work together. In total, more than 100 Workshops have been established since the programme’s inception. The Foundation is also active in the field of children’s rights and subjectivity in the social and digital environment, educating schools and parents on, among other things, the protection of children’s images.
BrandsIT: How does Orange Polska protect customer data and ensure security in the context of digital transformation, especially in view of the growing number of cyber threats?
Olga Złotnicka, Orange Polska: First and foremost, protection for our customers is provided by the Cyber Shield – an integral part of our network, powered by multiple sources and supported by artificial intelligence. It is an indispensable element of protection in Polish cyberspace. Cyber Shield is a mechanism for detecting threats on Orange’s network, protecting against their consequences and providing information to endangered Internet users. The work carried out on a daily basis by the experts and analysts of the Orange Polska CERT team, who take care of the security of our customers, cannot be overestimated. It is not only protection against threats, but also consistent education carried out by them – both in social media and traditional media.
We also offer our customers commercial solutions to strengthen the security of individual users, e.g. CyberProtection, as well as comprehensive services for companies and institutions.
