Effortless and friendly customer experience

Optimal sales channel mix

Our commitment To make it easy for our all customers to access our products and services through different channels of contact.

KPI Performance Number of POS Number of POSs adjusted to customers with disabilities Number of Smart Stores

Delivering on our commitments in 2018

Optimisation and increasing the effectiveness of our sales channels
Our key objectives include further development of our online sales channel as well as the optimisation and modernisation of our sales outlets to align with market and consumer demands, as this is directly reflected in customer satisfaction and further efficiency gains.

The rapid development of online sales, combined with omnipresent digitalisation, influences the expectations and purchase preferences of our customers. As a result, sales outlets are losing their dominance as the main contact channel through which most customers new to Orange make their purchase decisions. On the other hand, most existing customers who want to buy additional services still choose retail outlets. That means we need to invest in the development of our point-of-sale network. In the Best Retail Network project, within three years we will modernise the entire network of our sales outlets, refreshing their appearance and implementing modern solutions. The new-look stores will enable customers to experience Orange products and services more interactively, which we expect to drive purchases. We are implementing a customer-centred philosophy, and removing barriers between customers and products. In our outlets, we want customers to feel as comfortable as at home, ensuring the most positive brand experience and providing for clear segmentation of products, including accessories. Notably, our Best Retail Network project involves changes not only in the POS appearance, but also in the consultants’ attitude towards customers. This is effected through a new training programme and IT tools, particularly laptops to increase mobility and a new queue management system.

We had a chain of 731 points of sale, including 23 Smart Stores, at the end of 2018. A total of 146 Orange outlets are fully accessible to the disabled. Our own retail outlets are complemented by chains of independent distributors, such as Media Markt or Media Expert. In 2018, cooperating with them gave the Orange brand a presence in 509 additional points of sale, offering a complementary service to consumers interested in buying a device. The only difference is that when selling mobile services, we offer vouchers for purchasing devices from our partner’s range, instead of handsets on instalment schemes. Our sales strategy is driven mainly by our customers’ evolving purchasing preferences and the shift to digital channels. In order to address this trend, we focused on improving the online customer experience, upgrading the Orange portal and the My Orange mobile application. Our strategic ambition is to make online the first-choice contact channel for customers to search and buy Orange services. That is why we introduced new sales tools on our website, as well as a more responsive design. We also implemented the new version 4.0 of our mobile application, providing users with an editable dashboard, a new offers section, dynamic banners with personalised offers as well as additional functionalities (e.g. booking an appointment at an Orange POS). We also continued to work on other digital innovations to support our sales strategy. In 2018, we optimised sales processes at our orange.pl website, adopting agile project management methodologies (Scrum) and further developing unassisted sales based on personalisation tools. This resulted in a significant increase in sales through this channel. The effects of these changes can be already seen. The sales to mobile and fibre customers via our orange.pl website jumped by 63% and 91% respectively (from January 2018 to January 2019).

The telesales channel is used to contact customers mainly for retention and cross-selling. In 2019, we will implement e-agreements in our remote channels, which will considerably accelerate Orange service activation. Customers who order handsets or other devices through this channel can request a home delivery or pick them up in one of our stores. Following our massive investments in the FTTH network, we have continued to develop our door-to-door sales channel, which enables us to effectively reach non-Orange customers and quickly saturate an area with our fibre services. Cooperation between all our contact channels has allowed us to gradually implement cross-channel solutions, helping to ensure a uniform, seamless customer experience regardless of the channel.

Making the customer journey easy and friendly

Our commitment To improve the customer experience by offering attractive products and services, accompanied by improvements in customer service and sales channels, both traditional and online. To be innovative and flexible in responding to our competitors’ moves.

KPI Performance NPS position * In 2018 the Net Promoter Score (NPS) increased and the gap to the market leader was the smallest ever. We achieved second score on the market, but we took third position as the first place was taken by two companies. Orange NPS

To provide security for Internet users at Orange Polska network

Numbers of activations of our safety solutions

Delivering on our commitments in 2018

Focus on continuous improvement in customer experience

In 2018 we achieved our NPS (Net Promoter Score) objective and our gap to market leader was the smallest ever. We had the second overall score in the market, but we took third position as there were two operators ranked first at the end of 2018. Customers have growing confidence in us, which produces tangible benefits for the Company. It is important to note that our score has been steadily growing year-on-year. The increase in our NPS has been driven by growing sales of our fibre services and Orange Love bundle, as well as specific improvements in customer experience, including: the simplification of both mobile and fixed line offers; automation and robotisation of selected processes; increased capacity of our LTE network in 12 big cities; implementation of the Smart WiFi solution; and increased coverage of our mobile and fixed line networks (almost 11,000 LTE base stations and approx. 3.4 million households and businesses, including almost 1,500 schools, connectable with Orange fibre). We continued the high standards of customer care. In 2017 this was reflected in the Top Quality Customer Care in Remote Channels Award, which we won for our customer service through a call centre, chat, ‘Our Orange’ community and the ‘My Orange’ mobile app.

Furthermore, we received the Customer Service Quality Star for our nju offer infoline support for three years in a row. These awards vindicate the process of our transformation and our daily commitment to building customer satisfaction and loyalty.

Top standards in customer relationship management

Since 2014, we have maintained the international COPC (Customer Operations Performance Center) certificate, which through annual audits confirms our high efficiency and top standards in customer care management.

The primary purpose of the COPC standard is to improve customer experience by ensuring consistency in all customer journeys and across all communication channels – both assisted (call centre, chat) and unassisted, where we offer AI-based solutions (voicebot Max instead of IVR) or self-service (‘My Orange’ app, e-care).

Compliance with the COPC guidelines and benchmarks results in direct benefits experienced by both customers (quality improvements and related customer satisfaction growth) and the organisation itself (cost optimisation, increased sales).

Orange Polska leads the way in implementing the COPC standard within the Orange Group, and according to auditors, “compliance with standards is part of Orange Polska’s corporate DNA.” In the auditors’ opinion, we have very effective methods for identifying, reviewing and implementing improvements in all customer service channels.

In 2019, we intend once again to revise our procedures based on the COPC standard, in order to ensure even higher operational efficiency and to flexibly adapt to both internal and external developments.



User-friendly contact channels

We offer a wide selection of contact channels, which we constantly improve to best meet the expectations of our customers.

In 2018, we introduced further improvements:

• We became the first telecom operator in Poland to implement a smart voice assistant in our call centre. It replaced a traditional IVR system (tone selection of menu options with the phone keypad). The assistant, which introduces itself as Max – the AI voice of Orange – talks to customers in natural language. If it cannot help the customer on its own, Max requests a call to a consultant, choosing one competent in the matter raised by the caller. The Max software engine is based on machine learning (ML) and natural language processing (NPL) algorithms.
• We consistently implemented our strategic aim to replace human-assisted contact channels with digital ones. Consequently, 60% of all customer interactions took place via fully digital communication channels.
• We expanded the ‘Our Orange’ community, which doubled in 2018.
• The effectiveness of our customer care improved. For example, in the business segment, the first contact resolution (FCS) was up 5% and the number of transfers (internally forwarded calls) decreased by 30%.
• We expanded our provision of 24-hour self-service solutions. In 2018, the volume of issues resolved by our business customers on their own, using the app, jumped 62% year-on-year.

Modern CRM systems

In 2018, more and more customers and consultants used our new sales and customer service platform OMNI, which offers convenient and effective customer care with respect to all our products, especially our flagship offer Orange Love. Listening to feedback from our customers and consultants, we continually enhance the platform by adding new processes and increasing the ergonomics of solutions we have already implemented. As a result, the platform acts as an integrated environment, providing uniform customer experience across all communication channels (for example, offering the same automated diagnostic options for sales outlets, call centres and self-service).

As planned, we implemented a new knowledge base, which is available to both employees and customers. By providing context-based content and articles, it facilitates handling of contacts and execution of sales and customer care processes. The content is the same for both parties, which significantly enhances the quality of communication.

Contact Channels

POS Showrooming Try or test products Buy products and services Obtaining information Pick up order Customer care Online Product reviews and comparisons Price and availability Discover new products Offers and promotions Customer care Mobile Price and availability Offers and promotions Mobile applications Location based services Customer care Call Centre Product and payment information Request changes in services and the account Buy new services and renew the agreement Customer care (complaints, technical issues, payments) Discuss any service-related problems with a consultant Social media Product and services information Share experience Demand information Customer support (not related with account details) Demand opinions

Personal data security

We control a vast amount of customer and employee data. Personal data are one of the categories of confidential information which, together with data protected by the telecommunication secret and proprietary information, are covered by our Information Security Management System. This system complies with the ISO 27001 international standard, for which we hold certification.

At each stage of data collecting and processing, we ensure that customers are informed about the purpose and scope of data processing, as well as their right to access and rectify their personal data. No fines were imposed on the Company for breach of personal data protection regulations in 2018.

Orange Polska’s activities may trigger the loss, disclosure, unauthorised communication to the general public or third parties or inappropriate modification of the data of its customers. Such losses could arise from (i) malicious acts (including cyber attacks), particularly aimed at theft of personal data, or (ii) potential negligence within the Group or its external partners.

Recourse to liability proceedings is facilitated by the General Data Protection Regulation (GDPR), which became applicable on May 25, 2018. For infringement of GDPR protection rules, administrative fines of up to 4% of the annual global turnover may be imposed. Such incidents could have a considerable impact on the Group’s reputation and a heavy impact on its liability, potentially including criminal liability, and hence have an adverse impact on Orange Polska’s future financial performance. In accordance with GDPR, ISO 29134:2017 and the Article 29 Working Party guidelines, we have implemented a process to identify and prevent violation of rights and liberties of data subjects. We have also delivered dedicated training for Orange Polska’s employees and partners.

Data security

Rapid development of new technologies is accompanied by new forms of crime, a danger which most customers are not capable of coping with themselves. We try to counteract these threats, guaranteeing the security of our services to users and offering them essential knowledge on how to use our services safely. We carry out educational campaigns regarding the internet, we provide technological tools to strengthen data and system security and we monitor threats to internet users, particularly children.

Monitoring online threats is the responsibility of CERT Orange Polska. This team responds to threats as they show up and supports Internet users. In 2018, the systems monitoring the Orange Polska network recorded as many as 9 billion incidents monthly, out of which 1,115 could be considered actual security incidents. The most frequently analysed incidents were related to “dissemination of offensive or illegal content”, including phishing and spam. This category accounted for almost half of all incidents. Another significant group (almost 20%) was DDoS / DoS attacks, which involve flooding the attacked system with massive amounts of data. CyberShield, a proprietary solution to protect Orange Polska’s network users, protected close to 2.6 milion customers from malware in 2018 and the anti-phishing solution had been triggered 2.3 milion times.