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Business Case Overview

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Business Case from Orange –Enhancing CX for Orange Livebox customers

Only ~50% of the customers

returning to the store actually have a faulty Livebox device !

Orange estimates that servicing customers with non-faulty Livebox

devices at store causes 2% increase in OPEX

Revenue loss occurs due to loss on

purchase potential when a customer brings the box to the store

Negative impact on Net Promoter Score due to difficulties in

returning the product

Orange Livebox is an ADSL/Fiber Optics wireless

router available to customers of Orange's Internet

services

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Catalyst goals to support Orange’s business case

24*7 Omni Channel Access and Support Availability for Livebox customers to reach out to Orange

Proactive issue and fix identification for faulty LiveBox devices and accurate implementation of fixes

100% Right first time and faster / well informed customer journey for LiveBox subscribers facing trouble

Prevention of customers with non faulty LiveBox devices from visiting the store

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Catalyst Solution - Use Case definition and TM Forum Assets Utilization

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Orange Livebox Product Return Journey - Use Case Definition

Link to CurateFX for detailed descriptions of each use case element

Gather information from omni channel

and send for further diagnostics

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We utilized the TM Forum assets in describing the process phases for an omnichannel return product journey

Engaging Using Evaluating

Be Aware Interact Choose

Sele

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Ord

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Ren

ew

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Man

age

Pro

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Consume Manage Settle Review Share DecidePh

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Experience Events

Insights and KnowledgeSatisfactionUser needs Behavior Preferences DeviceDelivery and InformationWebsite efficiency Sentiment SegmentationInterests

Rev

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Service used Call Customer CareService failed Cancel Contract

Jou

rney

Ph

ases

ChannelsSocial MediaUSSD, SMS, MessagingWeb, Device, EmailJo

urn

ey

De

tails

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Frameworx mapping of the catalyst solution

CurateFX link for detailed Frameworx and DSRA mapping (SID,TAM,Metrics)

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Catalyst Solution - Overview and Components

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So as to deliver an enhanced customer experience to Orange Livebox customers, the following factors are essential:

Providing 24 hrs support would need automation of business processes with human intervention, when necessary

Think RPA !

Omni channel access will require a platform that can support

consistent experience across channels Also need an intelligent platform that can understand unstructured data to keep human intervention minimal

Faster/accurate resolutions need faster identification and

qualification of issues with advanced diagnostics capabilities

Zero touch workflows needs to be enabled by converting

unstructured data into actionable information for RPA

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Catalyst conceptualization – How the components are put together to deliver an end to end solution

Leverage Intelligent robots to orchestrate end to end business processes to provide round the clock / on demand high quality customer service

Billing processes

Fulfillment Processes

Service Assurance Processes (with auto diagnostics)

Network Assurance Processes (with auto diagnostics)

24*7 omni channel access to subscribers

Enterprise Intelligence: NLP/AI/ML Business Rules for Robots

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Leverage RPA as the backbone for automation purposes

Multi-system integration

Repetitive tasks

Process reconciliation

Data validation / Quality

Processing simple business rules

Automated Data Entry

are computer coded software

Enableautomation of repetitive rule-based processes

mimic interactions of users

work across functions and applications

Robots

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Provide 24*7 Omni Channel access to subscribers

24*7 omni channel access to subscribers

Analytics

Content

Integration

Monitoring

Cloud

Free choice of how to communicate with OrangeInc. Voice

Real timerobot integration

TM Forum Open Digital ArchitectureHorizontal Integration

Orange Network

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Leverage a Cognitive Automation Platform that can understand & action the intents, emotions, entities in every message.

The Enterprise

Intelligence System

Converting natural language

communications (unstructured data) into

structured data & rules that can trigger

Blue Prism robots.

UNSUPERVISED LEARNING

Automatically learns from data, discovering

hidden patterns across multiple channels

UNSTRUCTURED-TO-STRUCTURED

Machine-readable annotations of intents,

emotions and entities contained in every

message

AUTOMATION

Fully automated digital end-to-end processing.

Cognitive + RPA

CX ANALYTICS

Omni-channel insights into customer relationships

PROCESS INTELLIGENCE

Automatically discover manual processes and

operational silos.

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Catalyst conceptualization –Component 4. Auto Diagnostics

Service provisioning and business process automation

• Single service & device repository – for all subscribers and device types including LiveBox.

• Automate diagnostics and determine root cause -removes dependency on CSR / NOC

• Automate resolution – no manual intervention; update customer via digital channel of choice

Any service Voice Internet Video Residential Commercial IoT M2M

Any device(CPE-vCPE) CMTS Gateway Set-top-box Cable Modem Optical Terminal 4G Modem M2M

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Orange Livebox Product Return Journey - Use Case Definition

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Prodapt to add final catalyst architecture – channels, databases, APIs etc re

Use Case - Architecture

AlexaFacebook Messenger

Direct Email re:Infer platform

Incognito

Structured Data given to DB

Telebots trigger for a diagnosis

Email Server

Pre-integration with Blue Prism (converts unstructured data to business rules that can be used by robots)

SAC & Other Incognito applications in backend

Telebots trigger inputs for diagnosis

API Push Notification by Telebots to AwareX

Email(notify customer)

Diagnosis orchestrated by Telebots

Email via AwareX Mobile App

AwareX Mobile App (UI) AwareX

Backend Platform

Notify FB, Alexa and Apps (via AX backend platform)

Re:infer API Call

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Catalyst Outcome and Benefits

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Expected key benefits delivered to Orange through this catalyst by leveraging TM Forum assets are listed here

Estimated increase in NPS

10 to 15%

Estimated cost savings per year for Orange France BU

40 Mn Euros

% reduction in number of CPE returns

60%

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Switch to demo

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Thank You

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Appendix

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Ecosystem design of the catalyst solution