With your head in the stars, but your feet on the ground.
Thursday, September 19, 2019: 70 brands, professionals and experts in the Customer Relations and new technologies sector were gatehered for the 2nd edition of innso Day, with IBM Watson, TotalEnergies, Orange, Edenred, Crédit Agricole, Ernst & Young, and Direct Assurance among them. At the crossroads of inspiration and operations, this event brings together business issues and technological innovations, and brings out new ideas and best practices from working pratice.
Combining feedback, round tables, and collaborative product creation workshops, presentations dealt with the technologies of the future without giving way to premature enthusiasm. How? By giving pride of place to concrete, day-to-day applications of transformative innovations. Let’s take a look at what continental telco giant Orange and automotive backbone TotalEnergies had to say.
In the face of complexity, the strength of a simple tool.
One year after the Go-Live of innso’s solution at Orange France, Jean-François Oberhauser, Customer Service manager, takes stock. It’s a most positive assessment.
The history of the Orange group (an association made up of traditional telco France Telecom, internet service provider Wanadoo, and mobile network Orange) has led to great diversity of internal IT systems, he explained. Five challenges result: harmonizing back office business, improving customer experience, optimizing performance and resources, professionalizing talent, and, finally, simplifying key processes.
Deployment of the innso platform proved to be a Big Bang moment for the French teleco, said innso’s Managing Director, Ana Athayde: “It was a profound difference for the operational teams who left one work tool on Friday and came back to a different one on Monday morning.”
Orange’s objective was to consolidate management of cold flows from across all regions—40 internal contact centers and 750 advisers—to better manage activity at the regional, national and local level, Athayde continued. Previously, each region processed its own data, specifies Oberhauser: 40,000, even 50,000 cases per month. Orchestrating this case volumeThis challenge that was successfully met thanks to the simplicity of the tool, the integration and adoption of which was carried out smoothly and required no downtime.
The other challenge, and not the least, was to launch an application quickly on the workstation while respecting a so-called agile TTM (Time to Market), and a decisive characteristic of the Innso solution is indeed to erase integration constraints with existing IT systems which slow down the project.
“After a series of pilots launched in different regions, we realized that Innso answered our challenge. But we also had to change the habits of our advisers,” adds François Oberhauser. The Innso and Orange project teams therefore traveled across all regions to train the managers of the contact center teams, who were then responsible for training their advisers. Finally, on D-Day and the following days, a technical support bridge was open all day for managers. „The start-up went well and today Innso is part of our customs.”
Orange and the Innso teams are now developing the axis of improving the customer experience through the integration of conversational channels. „I strongly believe in it,” insists Jean-François Oberhauser. The conversational sms will be managed by our back office advisers and will streamline the entire customer experience. The latter will no longer find himself having to multiply calls to different services. On the other hand, we will upgrade the skills of our back-office advisers to position them in relationship positions with higher added value.”
Activating this type of channel to improve a customer journey is not a purely technical project, says Ana Athayde. The effectiveness of the canal stems from its strategic use. We must therefore start from the good use cases. In addition to their technical and functional experts, Innso’s consultants work closely with Orange teams to identify areas of suffering, and define how and when to place this channel, determining the KPIs that allow to measure the effectiveness of the device; see whether or not it works. „It may not be suitable for all types or all activities,“ she tempers. It is important to operate in test and learn mode, to take the time to analyze the operational terrain and to engage all your advisers so as not to have to abandon a project because of a lack of support.” More than a tool to deploy, Innso offers a deployment method.
A method that has proven its worth at Total, of which AS 24 is one of the seven European subsidiaries that markets petroleum cards for companies with fleets of carriers. The challenge was of a whole different order.
“You need to have a few key figures in mind,” explains Daniel Korb, Total’s Head of Subsidiary Support in the Europe Cards Department. We have 500,000 customers and 14,300 service stations in Europe for whom 3.5 million cards and 80,000 electronic badges are active. 40 advisers operate on this activity, which represents 40,000 calls per year, calls that can take place in 4 different languages, and this 24/24, 7 days a week.”
Since the introduction of the heavy goods vehicle tax in several European countries, including France and Belgium, drivers are subject to very severe penalties if it turns out that the card or the electronic badge no longer works and they can rightly title implicate Total. The business is changing in a critical way: “Calls are becoming more complex. It is no longer just a matter of card processing and opposition, but of complaints and hot assistance in relation to a defective card, terminal or electronic badge. With the penalties incurred, this demands immediate intervention.” Very quickly, you have to be able to identify the card number, the vehicle registration and the driver, knowing that the latter can speak to the advisor in French, Dutch or Spanish.”
Support for the advisor and the client.
Thanks to the Innso front-office solution, advisers benefit from ‚a „web services“ tool that allows them to access AS24’s IS and quickly find the customer from a letter or number that he can transmit by image (which avoids him having to spell, with all the errors that this implies). Once the customer and the electronic badge have been identified and the diagnosis has been made, the tool offers the advisor dynamic scripts that will guide him throughout his support of the customer.
Furthermore, in a sector where the staff is changing a lot, it is important that all the source information is kept in the tool, facilitating the transfer of knowledge.
The deployment of Innso opens up other perspectives, in particular messaging, a tactical channel that unleashes customer relations to create a close relationship with them and accelerate the processing of their request which may occur. anytime, anywhere. So a simple URL referring to a video tutorial pushed via WhatsApp, for example, could replace a long explanation of procedure, and avoid errors.
Satisfaction is felt by drivers who at 3 a.m., when they are in the middle of nowhere and facing a hefty fine, know they can rely on service that is both improved and accelerated ; one does not come at the expense of the other. In addition to the feeling of being better taken care of and always connected to a single point of contact – which promotes the personalized relationship, they appreciate the professionalism of the counselors‘ discourse thanks to the dynamic scripts that evolve and enrich themselves. As for them, the advisers live a more serene and rewarding professional experience; and Total’s brand image is positively reinforced for both the customer and the employee.
To relive this highlight of this day, we offer you a replay „The challenges met to successfully deploy a unified approach in a context of transformation“:
moderated by Ana Athayde, General Manager EMEA, in the company of:
Daniel Korb, Head of Subsidiary Support Department in the Europe Cards Department at Total AS24
Jean François Oberhauser, Customer Service Manager at Orange France
By Raoul Roy|2021-07-26T15:54:55+02:0017 Februar 2020|