Measuring and managing customer satisfaction with AI

The Net Promoter Score (NPS) is a key indicator for Orange France’s B2B market, central to loyalty and value maximization efforts. In a universe demanding fluid, personalized, omnichannel relations, data becomes a central lever to understand, anticipate, and act swiftly. Here’s how this approach is structured within the Voice of the Customer.

A robust customer listening system

The system relies on a NPS Barometer, complemented by transactional surveys at key moments. This approach enables large-scale listening, with about 14,000 interviews quarterly for Enterprise clients and 70,000 for ProPME clients.

A structured and hybrid data foundation

Architecture & governance

Ensures proper governance and source traceability, facilitating smooth data exploitation and precise multiaxial analysis. By cross-referencing customer data, journeys, support, and transactions, teams have a coherent view for reporting and personalized analysis.

Hybrid approach

Combines operational data (delays, service quality, incidents, SLAs) with customer value data (impact on revenue, retention, loyalty). This informs diagnosis and prioritization, identifying rupture thresholds and process triggers.

Anticipation and prediction of NPS

Beyond simple monitoring, mechanisms for anticipation and prediction are under development. The «churn risk score» serves as an early warning signal, enabling preventive actions before dissatisfaction turns into churn or value loss, with a 75% prediction accuracy. Additionally, modeling NPS trajectories, based on scores and verbatim analysis, helps forecast trends and prioritize high-impact levers. For example, a 10-point variation in customer relations can impact nearly 4 points of NPS, emphasizing the importance of these levers.

Verbatim analysis for key drivers

Text analysis, enhanced by NLP tools (LLMs), identifies themes and drivers cited by customers. This facilitates categorization into actionable areas such as support quality, delivery times, product reliability, clarity of information, or technical assistance.

Cost optimization

This pragmatic approach significantly reduced verbatim analysis costs—from around €50,000 annually to a few hundred euros.

Visualization & Monitoring

Power BI offers robust dashboards for executive and operational reporting, integrating NPS, satisfaction, and performance by segment, with clear visualizations and drill-down options. QlikSense complements with agile ad hoc analysis, scenario testing, and data enrichment, enabling quick hypothesis testing and impact estimation.

Data visualization: management and analysis

Power BI is a robust platform for executive and operational reporting. It allows the creation of dashboards incorporating NPS, satisfaction, performance by segment, with clear visualizations and drill-dow

Complementarity with QlikSense

QlikSense, on the other hand, offers great agility for ad hoc analysis, scenario creation, and on-the-fly data enrichment. It is an ideal tool for quickly testing hypotheses, running simulations, and estimating the potential impact on NPS.

Tool synergy

The combination of Power BI and QlikSense ensures a stable and controlled vision for strategic management, while still allowing for rapid exploration to support daily decision making. This complementarity addresses the diverse needs of stakeholders, from executives to operational teams.

Business proximity: informing action priorities

The use of NPS and Satisfaction data is carried out in close collaboration with the business units to turn insights into concrete and measurable actions. The results are implemented through operational action plans, in synergy with the Customer Relationship and Marketing departments.

Data Governance & feedback

Loop A data governance framework and prioritization process ensure structured initiatives. The feedback loop—insights, actions, results, re-analysis—supports continuous improvement aligned with customer and financial indicators. To summarize, Predictive NPS is a strategic and operational lever. It projects ambi tions, mobilizes the organization around common goals, and enables targeted actions to prevent detractors. By identifying at-risk customers early, Orange can act proactively to improve relationships, strengthen loyalty, and maximize customer value