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How Orange Increased Conversions with Persado’s AI Language Platform

Orange is France’s leading mobile and internet operator and one of the top 10 largest telcos in the world.

The Challenge

France is one of the most competitive telecom markets in Europe. Orange is currently the market leader and to maintain market share and develop new business, Orange is focused on keeping customers engaged while minimizing churn.

 

“It’s always complicated to rework both the content and the text with each campaign to make it fresh,” said Xavier Gourlin, Director of Orange’s B2C Direct Marketing. “Furthermore, the effectiveness of communication also depends upon the use of an emotional tone. We have to reach our customers at the heart of their interests and desires, and be more effective in the messages we wish to convey. “

The Solution

Orange engaged Persado to move away from developing messages and creative based on intuition and gut feel to a more data-driven creative process where they could prove impact on conversion rates and ARPU.

Orange realized significant benefits by using AI to choose and use the right words, resulting in a 40% lift in conversion rate and impact on additional engagement metrics.

Orange’s marketing team used Persado’s artificial intelligence platform to pinpoint the most effective word choices for the messages it wanted to convey. Gourlin noted that Persado delivered better direct response results, including conversions, compared with Orange’s control messages. Customers engaged more with the content because the company used more effective language, which led to fuller product order pipelines.

Results

Orange realized significant benefits by using AI to choose and use the right words, resulting in a 40% lift in conversion rate and impact on additional engagement metrics. “Persado offers a solution that allows us to better understand customer behavior and, in particular, what resonates with them on an emotional level and to be more effective, more relevant, and more impactful,” Gourlin noted.

The Future

Gourlin identified a vast field of opportunities to leverage Persado’s AI platform which included producing more personalized marketing messages, deploying the solution on more channels, and at the same time enriching the customer experience.