Orange is one of Europe
and Africa's leading telecommunications brands,
and we recently launched an ambitious data and AI program
to personalize our marketing activities
using artificial intelligence as a key lever
to accelerate our transformation.
We needed to solve a key challenge:
how to promote the right product
to the right customer at the right time
across a wide variety of customizable products and services.
With the support of BCG, we transformed our thinking
from product-centric to customer-centric strategies.
We established an AI-powered automated marketing ecosystem
that has driven a 6% increase in existing sales
by offering the most relevant product offer
to each customer across all channels.
To do this, first, we built a customer 360 data platform,
leveraging all available customers' data,
and then we proceeded to sequentially integrate the data
with a focus on data that could be discovered.
With BCG X, we developed an AI factory
with advanced machine learning operation capabilities
to enable rapid scaling of more than 50 individual
AI propensity models updated daily;
responsive AI support to explain each model
for each data level in production;
advanced optimizers to transform predictions
into campaign decisions,
taking into account business input at scale;
data connectors to support real-time data updates
with shared quality controls;
and an integrated feedback loop allowing
for gradual improvements over time
based on previous interactions.
We've reimagined our approach to individualized marketing
by automating personalized recommendations
and taking the guesswork out of content creation.
Using the AI factory and custom automated learning engine,
we built three custom optimizers
that recommend the next best action
based on the business specificities,
and objectives of each key channel.
For direct marketing,
instead of choosing the right bunch
of customers for each campaign,
we focus on sending each customer the text messages
or emails that are most likely to pique their interest.
Automating the process also allows us
to massively increase the volume of campaigns we send
and the number of customers we reach.
On our website, we adapt the content
of web displays according
to each incoming customer's likelihood to purchase it.
And on our physical channels, we highlight customers
with a strong appetite for an offer in the user interface
to help our advisors adapt their upsell
and cross-sale speeches in real time.
The process of co-creating the solution with BCG
gathered the methodology, tools, and skills
to support our data and AI transformation.
We conducted a collaborative
and agile process to co-develop,
continuously improving machine learning algorithms
and to build an integrated end-to-end recommendation system
activated through our existing tools
in all our activation channels.
We also created data quality solutions, all fully integrated
into Orange's technology ecosystem,
leveraging our ongoing move to cloud.
BCG and BCG X's blend of expertise
in telco, marketing, data engineering,
and data science, enabled us to deliver value efficiently
and quickly, while enabling our teams to acquire new skills
and adopt new ways of working.
We started this project
with five to seven full-time employees per use case,
and the program now includes 150 full-time employees.
Thanks to the support of BCG and BCG X,
this bold transformation where we thought big
and thought business first from the start
has demonstrated a significant impact.
We have seen a 6% increase in existing client upsell
and cross-sell across both digital channels and store.
And we are just getting started.
We are expanding our approach to personalized offers
down to the individual price tiers
and product features, and reduce client churn.