Interview with Stéphanie Çabale, Digital Marketing and Customer Commitment Manager at Orange
Data is a structuring asset that can enable operators to evolve from mass marketing to personalized marketing. Yet data collection and analytics tools are not enough. Real innovation requires an open, collaborative data-driven culture.
Why is customer data usage a big challenge for Orange Group's digital marketing?
S.C. Orange has access to vast amounts of more-or-less real-time data about its networks and subscriber types, habits and paths. Once transformed into information exploitable by our different business units (Marketing in particular), they provide an invaluable foundation for better understanding of consumers and their expectations and experiences, and allow us to personalize our proposals and recommendations. From a customer experience point of view, this is a powerful advantage in developing customer value, satisfaction and loyalty. To drive this personalized marketing, we operate like an internal digital agency serving affiliates in all the countries where Orange operates. We help them create more digital interactions with their customers so as to increase the weight of digital channels in the customer path. After seeking the consent of customers and committing ourselves to respect their privacy, we analyze the data from their digital interactions in order to develop a 360° customer approach. These efforts are part of a strategic customer data analytics program supervised by the Orange Committee Executive.
Which specific means are you using to activate these data?
S.C. We build a database that we call our user data lake based on usage on our websites and applications. We also employ social listening on the web to capture public opinions about Orange products, services, interfaces and paths, for example in forums, social networks, the media and other open sites. In short, we try to hear the consumer's voice in real time to be able to adapt our marketing actions in an agile, reactive and relevant manner.
We launched a Data Studio in May 2016, which is a space for testing new ways of using data for marketing purposes. It's a kind of Fab Lab for acculturation and collaborative learning, open to all our businesses and in particular to marketers. People learn how to recover data (with the users' consent), purify them, translate them into information exploitable in a study or a campaign, reconcile customer data with usage data, and so on.
We launched its digital equivalent, MyDataStudio, in December 2016. All personnel can access this data resources portal to acquire raw data or data-driven studies conducted by colleagues, or to create and share their own data analytics. This collective co-construction spirit is very visible in the dialogs of the "data studio" community on our internal social network Plazza.
Looking beyond tools and methods, what factors make this approach a success?
S.C. Data is not the prerogative of our technical experts: all our businesses can benefit from this important market and customer insight. Our challenge is to create a data-driven culture within our Group, to sweep aside people's complexes about Big Data, make them understand that our data are accessible to everyone and encourage them to experiment with them. This is why we located the data studio in the midst of our operational teams in the Orange Gardens innovation campus, a place where lots of people meet. More than 800 staff have already received training there. Our goals are to stimulate curiosity, provide tools and methods, and spur collective emulation through co-creation workshops. There are lots of ways of making data talk; we just have to discover them!
Can you give us examples of data analytics improving customer experience?
S.C. Having analyzed the centers of interest of Orange France followers on Twitter, we were able to adapt our advertising campaigns by better targeting customers' preferred subjects and interactions. We also studied user tweets with the aim of improving our messages in Google Adwords advertising campaigns. The result was a 25% increase in click rate! Our data-driven campaigns have clearly been more hard-hitting and our customers have received information that really interests them.