WEBVTT 00:00:05.720 --> 00:00:07.320 Orange is one of Europe 00:00:07.320 --> 00:00:10.040 and Africa's leading telecommunications brands, 00:00:10.040 --> 00:00:13.520 and we recently launched an ambitious data and AI program 00:00:13.520 --> 00:00:15.520 to personalize our marketing activities 00:00:15.520 --> 00:00:18.720 using artificial intelligence as a key lever 00:00:18.720 --> 00:00:20.360 to accelerate our transformation. 00:00:20.360 --> 00:00:22.920 We needed to solve a key challenge: 00:00:22.920 --> 00:00:24.960 how to promote the right product 00:00:24.960 --> 00:00:27.320 to the right customer at the right time 00:00:27.320 --> 00:00:31.320 across a wide variety of customizable products and services. 00:00:31.320 --> 00:00:34.960 With the support of BCG, we transformed our thinking 00:00:34.960 --> 00:00:37.920 from product-centric to customer-centric strategies. 00:00:37.920 --> 00:00:41.840 We established an AI-powered automated marketing ecosystem 00:00:41.840 --> 00:00:45.440 that has driven a 6% increase in existing sales 00:00:45.440 --> 00:00:47.920 by offering the most relevant product offer 00:00:47.920 --> 00:00:50.680 to each customer across all channels. 00:00:50.680 --> 00:00:54.880 To do this, first, we built a customer 360 data platform, 00:00:54.880 --> 00:00:57.520 leveraging all available customers' data, 00:00:57.520 --> 00:01:01.600 and then we proceeded to sequentially integrate the data 00:01:01.600 --> 00:01:04.720 with a focus on data that could be discovered. 00:01:04.720 --> 00:01:07.440 With BCG X, we developed an AI factory 00:01:07.440 --> 00:01:10.800 with advanced machine learning operation capabilities 00:01:10.800 --> 00:01:14.320 to enable rapid scaling of more than 50 individual 00:01:14.320 --> 00:01:17.400 AI propensity models updated daily; 00:01:17.400 --> 00:01:20.840 responsive AI support to explain each model 00:01:20.840 --> 00:01:23.520 for each data level in production; 00:01:23.520 --> 00:01:26.480 advanced optimizers to transform predictions 00:01:26.480 --> 00:01:27.960 into campaign decisions, 00:01:27.960 --> 00:01:30.640 taking into account business input at scale; 00:01:31.560 --> 00:01:34.520 data connectors to support real-time data updates 00:01:34.520 --> 00:01:36.880 with shared quality controls; 00:01:36.880 --> 00:01:39.600 and an integrated feedback loop allowing 00:01:39.600 --> 00:01:41.840 for gradual improvements over time 00:01:41.840 --> 00:01:44.040 based on previous interactions. 00:01:44.400 --> 00:01:47.640 We've reimagined our approach to individualized marketing 00:01:47.640 --> 00:01:50.480 by automating personalized recommendations 00:01:50.480 --> 00:01:53.560 and taking the guesswork out of content creation. 00:01:53.560 --> 00:01:57.440 Using the AI factory and custom automated learning engine, 00:01:57.440 --> 00:01:59.400 we built three custom optimizers 00:01:59.400 --> 00:02:01.320 that recommend the next best action 00:02:01.320 --> 00:02:03.320 based on the business specificities, 00:02:03.320 --> 00:02:05.960 and objectives of each key channel. 00:02:05.960 --> 00:02:07.240 For direct marketing, 00:02:07.240 --> 00:02:08.720 instead of choosing the right bunch 00:02:08.720 --> 00:02:10.520 of customers for each campaign, 00:02:10.520 --> 00:02:13.600 we focus on sending each customer the text messages 00:02:13.600 --> 00:02:17.240 or emails that are most likely to pique their interest. 00:02:17.240 --> 00:02:19.360 Automating the process also allows us 00:02:19.360 --> 00:02:22.760 to massively increase the volume of campaigns we send 00:02:22.760 --> 00:02:25.120 and the number of customers we reach. 00:02:25.800 --> 00:02:27.600 On our website, we adapt the content 00:02:27.600 --> 00:02:29.160 of web displays according 00:02:29.160 --> 00:02:33.040 to each incoming customer's likelihood to purchase it. 00:02:33.040 --> 00:02:35.840 And on our physical channels, we highlight customers 00:02:35.840 --> 00:02:39.240 with a strong appetite for an offer in the user interface 00:02:39.240 --> 00:02:41.320 to help our advisors adapt their upsell 00:02:41.320 --> 00:02:43.720 and cross-sale speeches in real time. 00:02:43.720 --> 00:02:46.800 The process of co-creating the solution with BCG 00:02:46.800 --> 00:02:49.920 gathered the methodology, tools, and skills 00:02:49.920 --> 00:02:52.680 to support our data and AI transformation. 00:02:53.080 --> 00:02:54.720 We conducted a collaborative 00:02:54.720 --> 00:02:57.560 and agile process to co-develop, 00:02:57.560 --> 00:03:00.600 continuously improving machine learning algorithms 00:03:00.600 --> 00:03:04.760 and to build an integrated end-to-end recommendation system 00:03:04.760 --> 00:03:07.160 activated through our existing tools 00:03:07.160 --> 00:03:09.680 in all our activation channels. 00:03:09.680 --> 00:03:13.800 We also created data quality solutions, all fully integrated 00:03:13.800 --> 00:03:16.400 into Orange's technology ecosystem, 00:03:16.400 --> 00:03:18.840 leveraging our ongoing move to cloud. 00:03:20.160 --> 00:03:22.600 BCG and BCG X's blend of expertise 00:03:22.600 --> 00:03:24.760 in telco, marketing, data engineering, 00:03:24.760 --> 00:03:28.000 and data science, enabled us to deliver value efficiently 00:03:28.000 --> 00:03:32.880 and quickly, while enabling our teams to acquire new skills 00:03:32.880 --> 00:03:34.720 and adopt new ways of working. 00:03:34.920 --> 00:03:36.400 We started this project 00:03:36.400 --> 00:03:39.880 with five to seven full-time employees per use case, 00:03:39.880 --> 00:03:44.880 and the program now includes 150 full-time employees. 00:03:44.960 --> 00:03:48.000 Thanks to the support of BCG and BCG X, 00:03:48.000 --> 00:03:50.640 this bold transformation where we thought big 00:03:50.640 --> 00:03:52.920 and thought business first from the start 00:03:52.920 --> 00:03:55.360 has demonstrated a significant impact. 00:03:55.360 --> 00:03:58.920 We have seen a 6% increase in existing client upsell 00:03:58.920 --> 00:04:02.120 and cross-sell across both digital channels and store. 00:04:02.120 --> 00:04:03.600 And we are just getting started. 00:04:03.600 --> 00:04:06.960 We are expanding our approach to personalized offers 00:04:06.960 --> 00:04:09.120 down to the individual price tiers 00:04:09.120 --> 00:04:12.320 and product features, and reduce client churn.