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Case Study: Orange
 

Case Study: Orange

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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, a major player in the telecommunications market in Europe, partnered with Synthesio to better understand the opinion and expectations of its online consumers.

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    Case Study: Orange Case Study: Orange Document Transcript

    • 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. THE CHALLENGE: 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 RESULTS: 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. KEY FIGURES 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 discussions. For example even before intervening, the Orange team asks permission from forum administrators so as not to THE RESULTS: 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.