Orange innovates and adds a new interaction channel for its customers by integrating conversational apps including WhatsApp

Orange Luxembourg simplifies customer interaction with WhatsApp. The operator has rethought the way it communicates with its customers in order to adapt to new uses and to become more conversational.

Luxembourg, 12 October 2023 - Orange Luxembourg advisors can now be reached via WhatsApp to answer any questions or offer a personalised service.

Aligning with consumer habits

Our aim in rethinking the way we interact with our customers has been to get as close as possible to their habits," explains Mustapha Rahem, Head of B2C sales at Orange Luxembourg. Today, 70% of people's interactions are via instant messaging solutions. Yet all too often, the communication channels offered by brands are limited to email and a call centre number. This is one of the paradoxes of the customer experience that we wanted to address.

In this way, Orange Luxembourg is adapting to the prevailing habits of the population, inviting everyone to 'converse' with the brand from now on. The operator has reviewed the way in which it interacts with its customers, implementing an omnichannel approach. Regardless of how customers contact the brand, whatever their needs, the company has organised itself to respond to their requests in the most efficient way.

Providing a direct response to the customer, whatever the need

Whether customers need to contact technical support or want information about an offer or a smartphone, they simply contact Orange via their preferred communication channel," continues Mustapha Rahem. They will quickly be put in touch with the person best placed to provide a solution. Behind these interfaces are the technical support teams as well as the sales agents, ready to help each person according to their request. If the conversation involves several distinct requests, it can be seamlessly transferred from one adviser to another.

While interactions take place via digital channels, the aim is to direct consumers as efficiently as possible to the right advisor or technician. Orange Luxembourg has chosen not to use chatbots (conversational robots).

Extended functionalities

"The approach also allows us to take advantage of features such as the possibility of launching an audio or video call at the start of a conversation, if that proves easier to meet the customer's needs. The solution also complements the Fibre video technical support service, supported by artificial intelligence, launched by Orange Luxembourg in January. "These conversational approaches enable us to be more responsive," continues Mustapha Rahem.

Continuous improvement of the customer experience

The operator has been experimenting with these channels since the beginning of the summer, in partnership with iAdvize. The service is directly integrated into the WhatsApp messaging platform, which is completely secure. The official WhatsApp contact number is 661 888 222. Orange customers or future customers can directly send a message with the question they wish to ask.

"The aim of our strategic partnership with Orange Luxembourg is to optimise customer service productivity and enhance the customer experience through an innovative omnichannel approach. This strategy integrates the most popular messaging platforms (live chat on orange.lu, WhatsApp, Messenger, etc.). This collaboration contributes to positioning Orange as the number 1 digital operator in Luxembourg," explains Julien Hervouët, CEO iAdvize.