In 2016, Orange became the first European company to equip its 2,000 sales representatives dedicated to the Enterprise market in France with a 100% digital and mobile work environment. A look back at this innovation that has reinvented the customer relationship and enhanced the seller experience.
What were the challenges behind the digitalization of the B2B salesforce’s work environment, launched in 2016?
We wanted to meet the expectations of our salespeople, who needed a work environment better suited to their needs—more modern, user-friendly, mobile, and efficient. Additionally, this project gave us the opportunity to introduce more flexible, mobile, and collaborative work methods into our organization. It also served as a launchpad to promote broader digital adoption, supported by workshops on how to use professional social networks like Twitter and LinkedIn. Finally, it was a way to embody our ambition to become “the trusted partner for our clients’ digital transformation”: this innovative work environment would serve as a showcase of our expertise and the first “business case” to present to our clients.
What are the features of this new digital and mobile work environment?
Our salespeople are now equipped with 4G-connected tablet-PCs that combine and communicate between our traditional business software and a new collaborative application ecosystem. The classic mode, with a keyboard, supports PC usage at the office, while the touchscreen mode allows smooth and secure access on the go to new business apps that enhance their expertise, as well as a suite of collaborative tools included in our client offering (videoconferencing, virtual meeting rooms, file storage and sharing, security).
To make this innovation appealing to the sales force, we defined several criteria such as weight, size, performance, and design. We focused heavily on the application environment, which is highly digital, interactive, and client- and business-driven—both to meet our sales teams’ needs and to exemplify digital transformation for our clients.
You also involved the sales teams in this transformation and supported them throughout the process…
Indeed, we involved future users in the selection and testing of the devices and, more importantly, in the co-design of the entire environment, so that it would perfectly meet their needs while building digital fluency. By applying agile, human-centered methods, we delivered the solution in under six months. At launch, each salesperson autonomously migrated their old work environment to the new one.
We also emphasized the managerial support necessary for the digital transformation, as working methods and postures were changing. A training program—including e-learning, hands-on workshops, and training in digital posture—supported the rollout of the new workstation.
How has the tablet changed the salesperson’s approach?
One of the project's goals was to encourage the salesperson to sit next to the client rather than across from them, using the tablet-PC to collaboratively navigate and share relevant, expert content in an engaging and interactive way. Mission accomplished! Thanks to this lightweight, touchscreen-enabled environment with intuitive, customizable apps, salespeople can prepare meetings with a 360° view of the client. In just a few clicks, they can share updates, identify client needs, conduct dynamic demos, bring in experts via video call, and co-build commercial proposals in real time. The salesperson now delivers greater value—more information, services, personalization, and agility—adopting the role of a sales consultant.
How does this new setup reinvent the customer relationship?
This new workspace enhances the experience of well-informed B2B clients by promoting closeness, active listening, interactivity, and responsiveness. In a competitive market, it allows salespeople to act as true consultants—accurately interpreting client needs and constraints, and collaboratively developing tailored, real-time solutions.
Moreover, our innovation created a “Wow!” effect with clients, helping them envision their own transformation projects. It built trust and helped our sales teams develop the expertise needed to guide clients through business transformation topics, supporting them in their decision-making within a B2B2C approach.
Two years after deployment, what’s the feedback on this transformation?
Our internal barometer shows a high level of satisfaction among salespeople, aligned with our goal of improving the employee experience. The new digital environment also freed up managerial time, allowing for better team support. From a client perspective, we saw increased sales of hybrid tablets and a significant boost in client transformation projects.
As technology continues to evolve rapidly, we are committed to continuously improving this innovation to simplify our sales force’s daily work. Artificial intelligence is one of the levers we will leverage to help our salespeople refocus on their core activities and spend more time supporting their clients.
