Our priority is to provide the best omnichannel experience, based on the preferences and capabilities of our customers and our business goals, which is to increase the share of digital channels, primarily our Voice & Chatbot Max and My Orange.
My Orange is both a mobile app and an account available on our Orange.pl website, which provides customers with service information and management functionalities. 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. The framework for our activities for the development of digital channels is a dedicated digital programme, launched in 2020 and continued last year.
Artificial intelligence (AI) and robotization 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 all calls to our service infolines and supports outbound campaigns concerning 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.
As for improving traditional channels of service, our priority was further standardization 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, which encompasses customer operations enterprisewide rather than concentrating on the efficiency of individual locations.
