___ Case Study

Leading Telecom Brand Cuts Online Costs By Automating CX 67% Via AI

iAdvize has supported Orange Spain in the enhancement of their digital customer experience and live commerce strategies since 2021. The global telecom brand now uses the platform to accompany their e-commerce website visitors from the initial browsing stage through subscription or the purchase of a product.

CHALLENGE

Offer Streamlined Contact Channels Adapted to Each Customers’ Preferences

Prior to 2021, Orange Spain's customer experience strategy relied on phone calls as their primary contact channel. This was a costly strategy that didn’t correspond with the rapid digitalization spurred by the pandemic. The brand was looking for a new, innovative approach to improve pre-sales support for its prospects and enhance the efficiency of its sales teams.

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Convert prospects with a more personalized online customer experience strategy.

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Reduce customer service costs by improving targeting criteria for different contact channels.

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Our old strategy was holding back digital and was a source of significant call costs. That's where the iAdvize solution came in to tackle the problem.

Thibault Bonneton

Digital & Telesales Director at Orange Spain

SOLUTIONS

Improve Pre-Sales Strategy Through Omnichannel Accessibility & Precise Targeting

When initially implementing the iAdvize Conversational Platform, Orange Spain was looking to differentiate their communication channels and tailor their choices to their sales funnel. Voice remains their preferred channel for customers at the conversion stage, while less expensive messaging is now their go-to for pre-sales. Leveraging messaging at this stage makes it possible to optimize costs by automating the qualification processing of incoming requests.

Intelligent Targeting

The brand implemented precise targeting to optimize the use of its various contact channels and offer customers assistance at the right moment in their shopping journey. Visitors are contacted by chat, chat & phone, or phone, depending on where they are in the sales funnel.

Omnichannel & Automation

Orange Spain has moved from a predominantly voice-based customer service system to an omnichannel conversational experience. The brand now uses a mix of messaging, voice, and automation via AI chatbots to qualify incoming requests and redirect them to the best respondent.

Personalized Engagement Via WhatsApp

The telecom leader delivers their mobile customer experience via WhatsApp, the top messaging channel for Spanish customers. It enables rich interactions and gives the brand the ability to set up proactive outbound messaging campaigns to engage and re-engage their audience.

RESULTS

A Significant Increase in Customer Engagement & Conversions

67%

partially or fully automated conversations*

16%

conversion rate via messaging**

30%

customer engagement rate after sending a proactive WhatsApp message*

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After A/B testing, we realized that the strategy implemented with iAdvize was more effective in terms of the number of interactions, and, above all, achieved better conversion.

Thibault Bonneton

Digital & Telesales Director at Orange Spain

*iAdvize data

**Indicates increase in performance whereby an agent can handle up to 5 conversations at once

Going Further With Generative AI

Orange Spain plans to continue improving their customers' digital shopping experience. In the near future, the brand wants to deploy bots equipped with the latest generative AI technology to help automate their online sales process.

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Messaging has rapidly established itself as a fundamental channel for Orange. Today, messaging is the fastest growing channel, even faster than the internet. It corresponds to new uses that are developing among our customers.