Orange France, Orange Spain and Google Cloud at the Adopt AI Summit – Reinventing customer relationships in Telco

Orange France handles 70 million customer interactions annually, with 25 million through calls and 5 million through written conversations. The company emphasizes digital channels, with 100 million interactions being digital. They aim to optimize costs, improve customer satisfaction, and increase revenues through specialized internal agents focusing on specific expertise.

“We began with AI and now we are improving the use case with generative AI to enhance the messages and recommendations we send to customers, resulting in increased click and transformation rates.”

Anne-Laure Commault, Chief Digital, Data & AI officer at Orange France

Google Cloud supports Telcos globally in overcoming customer care challenges by implementing advanced AI use cases. These include next-generation infobots, real agent assistance, and enhanced analytics for content improvement. The AI applications also extend to marketing, personalized content generation, and capacity planning in network management.

Orange Spain has prioritized AI-driven customer care enhancements, focusing on augmented agents. They have implemented three key AI use cases: smart summaries to assist agents in managing multiple conversations, a chat GPT-like co-pilot providing suggested responses and technical information, and hyper-personalization of customer interactions, which analyzes daily conversations to extract insights and improve service.

“The reliability of AI has improved enormously over the last year, but still, those are systems that by default, by design, are probabilistic.”

Thibault Bonneton, Chief Digital Officer at Orange Spain

Generative AI has transformed customer relationship management at Orange France. They have developed recommendation engines and infobots, which have been integrated across various channels, including shops and digital interfaces. This approach has resulted in significant improvements in revenue, click rates, and customer conversion rates. They have also utilized AI to generate personalized messages, enhancing customer engagement.

Challenges in AI implementation for customer care include ensuring high reliability and building trust in AI systems. Google Cloud’s Vertex AI platform offers solutions such as model management, large context windows for sending more data to models, and grounding AI results with Google Search to enhance accuracy. Industrialization and supervision are critical to maintaining accuracy and effectiveness in AI deployments.