Orange: at the customer’s service on social networks

Orange is one of the biggest telecommunications operators in the world. With presence in 29 countries, the Group serves more than 250 million customers all over the world, as of 31st March 2015.

The challenge

Discussion about the operator is widespread, whether it be on social networks, blogs or forums. In 2010, Orange France decided to take back control of its corporate communication and to create a framework to improve the cohesion of its different web pages. The aim was clear: to be present and relevant in spaces where customers express themselves. Orange has more than 8 million likes on its Facebook page and there are 58,000 followers on the @Orange_conseil account.

As a service provider, and within a highly competitive environment, Orange’s priority remains customer relations. As the number of messages and channels rose and rose, the brand wanted to industrialise its system of responding to customers. To do this, they were looking for a tool to manage all these conversations on their various channels on one interface for all advisers. RingCentral Engage was the answer.

“RingCentral Engage is the Social CRM player that has been able to integrate the complex and demanding requirements of our trade: to conciliate the demands of community marketing, communication and customer relations needs.”
Marie-Hélène Albertini, Head of Forums & Social Media – Customer Relations, Orange France

Results

Orange set challenging goals and the Engage experts assisted the brand to help achieve results that make the operator a leading example in digital customer relations.

  • 50,000 messages received every month
  • 90% of tweets answered in less than an hour
  • 81% satisfaction rate (percentage of positive evaluations in customer satisfaction questionnaires)

Discover the Orange success story

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About the author

Grégoire Blouet

Social Media & Content Manager