Customer care

To do this, we use the Orange Group’s proven customer journey management methodology. Continuing the strategic priorities set out in previous years, and adapted to the pandemic situation, we focused on the development of remote and digital channels of customer care in 2020.

My Orange enables customers to quickly and easily check their credit balance, activate or deactivate services, and review details of fees and charges on their own. As an additional boost to the development of digital channels, we launched the Digital Boost programme in Q2 2020, which aims to support the active use of digital channels by Orange customers.

Artificial intelligence (AI) and robotisation have played a major role in the development of our customer service channels:

• Since 2019, our customers have been supported by Max, the AI voice of Orange. Max answers 100% of calls to our service infolines. In 2020, the scope of assistance of our voicebot Max was extended to include outgoing calls regarding service purchase offers, overdue payment handling and situations in which customers are not satisfied with how their matter has been handled through traditional contact channels.
• Our customers are increasingly using chat functions. As at the end of 2020, Max was used in all customer service chats, successfully resolving over 15% of all issues without the need for follow-up by a consultant.
• In 2020, we continued to expand the automation and robotisation of customer service processes (RPA), providing for top service quality coupled with cost effectiveness in further processes.

As for improving traditional channels, our priority was further standardisation and related improvement of service quality. We are the only telecom provider in Poland that has been operating in compliance with the global COPC (Customer Operations Performance Center) standards for a number of years. The COPC certificate attests to the highest quality in customer care management, particularly with regard to efficiency monitoring, quality, and employee recruitment and development. Our special pioneering achievement was the implementation of the COPC Enterprise standard in the second half of 2020, which encompasses customer operations enterprise-wide rather than concentrating on the efficiency of individual locations.

The pandemic had a major impact on our decisions regarding customer care organisation in 2020. In order to maintain the availability and high quality of customer care, we had to reorganise the functioning of our customer service team. The key change involved migration of our infoline consultants to remote work. Over 95% of our first-line customer service employees were transferred to remote work over just four weeks at the end of the first quarter and beginning of the second quarter of 2020. Moreover, within a short time we reinforced and expanded the scope of assistance offered to customers through digital channels.

At the end of 2020, we were ranked the #1 operator in terms of customer satisfaction, which had also been our strategic ambition. The highest ever absolute level of NPS is a consequence of our prolonged and consistent efforts to improve all the elements of the ‘customer journey’, from network connectivity to portfolio structure, sales and customer care. Due to the pandemic, the consumer moods on the entire market in the second half of the year were slightly worsening, which is why we have even greater reason to be satisfied.

Digital

• Orange.pl
• My Orange online account
• My Orange mobile app
• Our Orange community
• Social media, such as Facebook and Instagram
• Chat
• Email
• Voicebot with artificial intelligence (Max)
• Chatbot (Max)
• Web applications for business customer self-service*

Automated

• IVR**
• USSD*** 

Human

• Call centre
• Point of sale
• Delivery courier
• Field technician

* Premium Support Portal and Fleet Manager – are free self-service systems for B2B customers, enabling them to submit requests, verify data, view invoices and manage agreements.
• Premium Support Portal is a system dedicated to Fibre Business Package, Business Package, data services and advanced services.
• Fleet Manager is a system dedicated to mobile services.
**   IVR – Interactive Voice Response. A system allowing interactive caller support. The caller, after hearing the recorded messages, selects the chosen items from the menu.
*** USSD – Unstructured Supplementary Service Data. After choosing the selected menu on the handset screen, the customer activates another menu that includes the information they need. The menu is visualised on the screen (if the phone has one).

We customise our service to the needs of various groups of customers:

• Senior citizens (over 65).
• People with disabilities.
• Customers preferring digital channels.
• Premium customers.

(Upper-tier business customers are offered dedicated and personalised customer care.)

As a result of this customisation, we can handle customer matters much better, aptly adapting to the customer’s age, individual needs or required access features.