In this interview with We Are Tech Africa, Karine Doret, Customer Experience and Digital Director for Orange Middle-East and Africa, expands on the operator’s goals with its digital customer service. She also presented the investments made by Orange to increase network coverage and increase customer satisfaction in its African markets.
Orange recently digitized its services and offers to its African clients. Why such a revolution?
With the coronavirus pandemic, new uses have emerged across the continent and our customers’ needs, uses and expectations have evolved. During the health crisis, telecommunication infrastructures proved to be more essential than ever for governments, businesses, and families. At the beginning of the crisis, we saw data traffic increase by 60% in some countries. In 2020, mobile data consumption per user almost doubled.
The digital sector offers numerous opportunities. For instance, in the education sector, MOOCs are gradually becoming the norm. Also, the use of mobile financial services continues to grow, with two-thirds of mobile money transactions worldwide taking place on the African continent (source: Financial Industry Summit 2021). Businesses are giving increased importance to remote work, which is also becoming the norm. This coronavirus-fueled acceleration of digital adoption is not slowing down. Far from that, our customers’ digital needs and expectations are rising.
At Orange Middle East and Africa, we truly believe that digital technologies can help Africa grow faster, train its youth, empower its entrepreneurs, and overcome the lack of infrastructure and transportation. Accelerating this adoption is essential to addressing the many challenges facing the continent.
As an operator, Orange must be a leader in this area. Customers expect digitalization to drive simplicity in every aspect of their lives. This is what we strive for by digitizing all of our customer paths and interactions. Cameroon is a tangible example of our efforts in that area. We have a Whatsapp chatbot that facilitates the collection of subscribers’ identification documents. The process is simple, secure, and efficient. They only need to take a picture with their smartphone. So, there is no need for them to go anywhere and waste time. Subscriber satisfaction increased by more than 100 percent in that area thanks to the simplicity of the path and almost real-time processing.
What are currently the services already digitalized by Orange and which countries are concerned?
Currently, the array of services and offers already digitalized by Orange is quite large. Let's start with our mobile applications. To date, 13.5 million subscribers use "My Orange" to easily manage their mobile and fixed lines. The free application, launched in 2016, is available for Android and iOS devices. It also has a web app. It is available in 17 countries, offering services like voice and data subscriptions, money transfers, balance checking, etc. In 2021, a new service, "My Place" service was added to the application. The service is available in eight countries and offers content (films and series, games, music, news, etc.).
We also have an Orange Money application to digitalize our subscribers' financial transactions. It is an e-wallet that allows our subscribers to transfer funds nationwide or to international parties, and pay their bills or merchants simply and securely. In several countries, we have enhanced the application with a QR code that simplifies their experience. In countries like Côte d’Ivoire, Madagascar, and Senegal, they can also subscribe to microloan offers.
In 12 countries, our subscribers can order their cellphones as well as telecom and internet accessories online. And since March 2022, Orange Cameroon has created a Business space allowing professional customers to access a catalog of dedicated offers. This e-commerce proposal is enriched with proposals of a fully-digitalized customer journey, from order to delivery, and similar assistance offers. To date, this offer is available in Jordan, with "Jood", but also in Morocco. Similar offers are planned in Egypt, Côte d’Ivoire, and Senegal.
Our digitalization effort is not limited to offers and services, we are digitizing our entire customer relationship. Bots are available in 12 African and Middle Eastern countries, namely Morocco, Jordan, Senegal, Guinea Conakry, Guinea Bissau, Ivory Coast, Cameroon, Burkina Faso, Egypt, Tunisia, Mali, and recently the Democratic Republic of Congo.
The bots are accessible on the web portal, WhatsApp, Facebook Messenger, Twitter, and in the My Orange application. Initially designed for informational purposes (checking one's offer, voice and data balance, etc.), they are now evolving towards transactional purposes (money transfers, top-ups, etc.). In Guinea, Cameroon and Jordan, in addition to customer assistance, our chatbots enable the purchase of products and services. We have also digitalized B2B offers by developing self-care tools for professional clients.
In Africa, internet penetration is around 30 percent. How is Orange planning to enable access to its digital services for everyone?
We invest nearly €1 billion in our infrastructures and networks every year. Our 2G/3G networks are deployed in all of our 17 African markets and provide connectivity to 139 million subscribers. Orange 4G is available in almost every one of our markets and over 40 million subscribers have access to this technology. We also plan to soon launch 5G, which is already being tested in several countries. 5G will relieve congestion on saturated 2G and 3G mobile networks, especially in densely populated areas.
We also invest heavily in ultra-high-speed fixed broadband, particularly in fiber optic, to meet governments’ and businesses’ strong connectivity demands. We have already deployed FTTx fiber for households and businesses in seven countries: Morocco, Egypt, Jordan, Côte d'Ivoire, Senegal, Burkina Faso, and Mali.
To support the growth in data consumption, our investments are also directed towards international infrastructures, both submarine and terrestrial. The ACE, Main One, 2Africa, and Djoliba submarine cables are projects that illustrate our commitment to strengthening connectivity in Africa. Orange is part of the "2Africa" consortium with Facebook and China Mobile. That consortium is financing the construction of a 45,000-km subsea cable -the world's longest subsea cable to date- that will boost connectivity across Africa.
For your subscribers who have no access to your digital services, what alternatives do you offer to let them benefit from quality customer service?
Customer experience is the core of our strategy. We are operating a human-centered digital transformation. We aim to democratize digital services as much as possible while remaining close to our subscribers daily thanks to our 5,000 customer service employees.
The mission of our customer service staff is to assist clients in their usage and new tech adoption. We adapt to our subscribers’ new usage. For instance, subscribers can now contact our agents by phone, or via Whatsapp or Facebook messenger. In every one of our markets, subscribers choose what suits them best.
What are your digital achievements in the social sector?
We have launched Orange Digital Centers which are ecosystems entirely dedicated to innovation. Each Orange Digital Center includes a coding academy, a Fablab Solidaire, Orange Foundation's digital fabrication workshop, and Orange Fab, the corporate start-up accelerator. All of these programs are free and open to all. They provide digital training to young people, support project leaders, accelerate their growth, and invest in them. To date, we have equipped more than 100,000 young people with digital skills in those centers.
Wherever we are in Africa and the Middle East, we have a strong societal commitment, which is reflected in our business activities. The commitment is also reflected in the many actions carried out by our local foundations, including 1,400 digital schools and more than 170 digital literacy centers built to teach digital skills to women.
Interview by Muriel Edjo
