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11th Annual Customer Experience Management in Telecom Summit


VP Customer Information & Personalization

Questions For Laurent Rigaut

Which KPIs are driving customer experience at your company?

At a corporate level, we do have a specific index, considering the main aspect of customer experience, we monitor on a quarterly basis (it includes connectivity, interactions, offers, price, etc.).
The main objective is to position Orange against competition and monitor progress. We have an objective to be the 1st operator in customer experience in more than 2/3 of our countries.
These countries have additional KPIs to monitor, to drive operations, but as a group we need to have a consolidation to ensure CX is integrated in local strategy/operations.

How do you attract customer’s attention?

We encourage countries to define 3 to 5 main differentiations/competitive advantages, ensuring they’ll always focus on customer attraction.
The two basic questions that you need your customers to answer are:
Why should I join Orange?
Why should I stay with Orange?

How are you implementing the Omnichannel approach in the customer journey?

Implementing an omni-channel journey without a clear vision on how it will impact your business operations & customers has no meaning. Situation can be different from country to country, methodology to implement an omni-channel strategy is however always the same.
What are the main business benefits you want to deliver to your customers?
What are the most critical journeys you want to cover? (Most critical for your operations? Your customers?) You need to prioritize and move forward with additional journeys in a pragmatic & iterative way, which is always better than trying to get everything at once.
There is also another way to manage, but it could be longer, costly and complex to demonstrate the benefits. This situation could be different if you were starting a new business and you could think omni-channel from day 1, but when you do have a legacy, large number of offers & channels, it is quite complex to make it happen unless you rebuild your IS & Strategy globally; but who would accept to fund it?

Laurent Rigauthas 20 years’ experience in the telecommunication industry with a variety of international assignments in Sales, Marketing, Online, CRM, & CEM Operations.
Just after getting his Master’s degree in Marketing & Strategy and some experience in USA (Insurance & NBA Franchise), Laurent started his career at France Telecom as a Head of Marketing in regional business unit. Then he joined corporate activities in 2002.
After an assignment at Orange France as a Customer Knowledge Manager, he was asked to lead Orange group CRM activities (B2B then B2C). Then he got the responsibility of Order to Delivery process optimization program, launching & managing a mutualized e-commerce solution across footprint. This deep and wide background made him the ideal candidate to have a leadership role in Orange group to lead one of the strategic programme on “Information based strategy”.
Laurent is currently managing customer information & personalization team as well as”corporate mutualized” digital enablers (operational & analytics) and 360 degree view & CEM programme to help operations to get all the needed information to consider customer on all decisions.


Customer Journey Director

Questions For Barbara Dymerska

Which KPIs are driving customer experience at your company?

We have different KPIs driving Customer Experience.
First one is NPS – Net Promoter Score.
It is a perceptional index to measure whether our customers recommend us to others. It allows our company to compare ourselves with other telco operators.
We also measure NPS on operational level in “hot survey” after interaction. It helps us see how the contact channels perform in different Customer Journeys.
The next KPI is CES – Customer Effort Score. Why? To know whether our processes and Customer Journeys based on them are easy and efficient for our Customers.
And finally – churn. All I have mentioned above is for keeping our Customers happy and loyal. I mean – churn shows us whether we are on the good way to keep our customers at Orange.

How do you attract customer’s attention?

We have a set of offers adjusted for different types of Customers and different types of needs including a low-cost brand. Our strategy is an increase of convergent customer base. We have a wide portfolio of services (mobile voice & broadband, fix services and internet), and we can offer our Customers a combined product – unique in the Polish market.
We also offer the fastest internet – FTTH, and over 1M of Orange Customers are in the coverage.
I’d also like to mention a special group of Customers – the Seniors. We call them “Young by heart”. They’re fourth part of our base, and because of their special needs we treat them in a special way – i.e. we have dedicated Customer Service and people trained to serve seniors, dedicated standard in point of sale, bigger font on invoices, etc.. We have received an independent certificate “OK Senior” confirming that our services are senior friendly.

How are you implementing Omni channel approach in the customer journey?

We have a long journey behind us and still a lot to do.
Our direction is to ensure that our Customers are able to buy and find solution in each contact channel.
We’ve built one common tool “OMNI” – available for our employees in the Contact Center and shops as well as for our Customers. We make sure we deliver the same information to the Customer and have the same processes in all touch points.
We want our Customers to start and finish their journey in the channel which is preferred by them. One of the examples is the “pick up store” standard. It means that Customer can start purchasing via Call Center or online shop, but receives the device in the closest shop.
Our direction is to ensure a Seamless Customer Experience. The strong point is digitalization (i.e. Mobile First strategy – mobile access to self-service or mobile app) and AI solutions which help us recognize Customers’ needs proactively or deliver the best solution reactively.

Barbara has joined Orange Polska 19 years ago as a call center consultant, then she managed B2B Contact Center teams. Later, she was in charge of the strategy and segmentation team for the business market. In the period from 2014 to 2017, she performed managerial function in the area of processes and Customer Service quality for the mass market.
Currently, Barbara is responsible for Orange customers experience in the areas of purchase, usage and technical help. She works with both continuous improvement and creating new experiences.
During her career, she has conducted numerous projects to improve customers experience and to optimize e2e processes in the organization. Her priority has always been the Customer Perspective. She strongly believes that Customer Experience Management is improving the business conditions. Moreover, Barbara had carried out advisory project for one of the medical care networks in Poland, which resulted in the introduction of process management aimed at customer experience improvement.
Her real passion is sport and healthy lifestyle – in private life, she is a fitness instructor and enjoys winter swimming.


Customer Journey Director

Questions For Hassan Jaafar

Which KPI’s are driving customer experience at your company?

While we have been tracking regular business KPI’s like NPS, subscriber acquisition cost (SAC), attrition rates, web traffic and campaign conversions, one of the additional ones that we have introduced recently in the company is the customer effort score. This new metric helps to directly help us understand amount of effort customers are putting in regular engagement across multiple channels that they approach our brand for transactional activities.

How do you attract customer’s attention?

Everyone knows importance of “content”, which is built on basis of good copywriting and creative output. With increased experimentation and A/B testing best content is easy to develop. For us “contextuality” is extremely important and hence reaching out to customer when he is either exploring the brand, interacts, engages or shows sign of diss-engagement is extremely importantly.

How are you implementing Omni channel approach in the customer journey?

Consistency in providing same level of optimum user experience across all channels is a now not a luxury but a necessity. While most of our customers are acquired offline, however for transactions we keep seeing them switching between digital and offline channels. Hence as part of our digital optimization, omni-channel is one of key ingredients

Hassan Jaafar has extensive global industry and consulting experience in areas of Strategic Planning, Analytics and Insights, Customer Value Management, Brand Management and Go to market with industry leading and challenging brands spanning across 3 continents in growing & saturated markets. His experience largely includes working in subscription business in shape of Telecommunications and Media but additionally has spent 3 years in Retail sector with P&G. Currently he is heading CRM & Insights team at Lebara and is globally responsible for CRM related capability development, increasing customer engagement and improving retention

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11th Annual Optimising Contact Centres Summit
11th Annual Customer Experience Management Summit