With subscriber numbers increasing Orange started to think about a new customer self-care strategy. Orange knew that IVRs were not popular amongst its customer base and call centers are quite expensive, so they looked for alternate solutions to save costs.
The objective included offering customers real added value, making them feel at home on the Orange network while generating more revenue and saving costs from IVRs and call centers.
The self-care system needed to apply to both the pre- and post-paid customers, with access to be very convenient and services differentiable. Orange wanted to offer premium services to its prepaid customers, but still keep dedicated offerings for postpaid subscribers to ensure the system added value to the entire subscriber base.
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