CASE STUDY: ORANGE
LISTENING FOR ORANGE: IDENTIFYING INSIGHTS,
SUPER CONTRIBUTORS, AND SENTIMENT
UNDERSTANDING ONLINE CONSUMERS
Orange, a major player in the telecommunications market in Europe, partnered with
Synthesio to better understand the opinion and expectations of its online consumers.
Orange telecommunications initially started out on the web by implementing a FAQ on
they might have had. Online for a dozen years or so, the objective was to respond to
The FAQ sent site visitors to the right answers – and averaged 6 million visits per
month! However, the problems faced by Orange were multiple.
Clients and corporations don’t use the same language – so customers spent time searching for
SOLUTION #1 : THE ORANGE FORUM
others just like them.
The forum has received over 5 million visits over the past year, a number that can be partially translated into service calls
that Orange doesn’t have to answer themselves. They started to save money in their Hotline department almost immediately.
forum responses and
estimate that over 100,000 people have viewed them. That’s a potential 100,000 fewer Hotline calls. What’s more, the Stamp
more and more often.
More than 10 000 responses posted by Orange’s community managers
More than 1000 keywords tracked
11 topics analyzed and tonalized (positive, negative, neutral, ambivalent)
TV VAT impact, etc.
CASE STUDY: ORANGE
SOLUTION #2: A TEAM OF WEB CONSULTANTS
However, Orange realized that they could – and should – go a step further. Instead of
online with Synthesio, watching and learning how people interacted on forums and
what they were talking about.
“One of our main challenges was to collect millions of opinions on a brand that
has the same name as a fruit,”
listening to conversations on the web, they were able to develop a chart of guidelines for intervening (or not) in forum
For example even before intervening, the Orange team asks permission from forum administrators so as not to
Since the implementation of Synthesio’s monitoring, Orange has been able to identify and solve numerous “collective
Orange rapidly corrected the problem and alerted clients to the correction. This information allowed them to realize
ADDED BENEFITS: MONITORING COMPETITORS’ CONVERSATIONS
was complained about by a number of forum visitors, and avoided making the same mistake, themselves.
of the Orange Open calling plan and gives customers unlimited calling capability for a certain number of contacts.