Orange is France’s leading mobile and internet operator, with 22 million mobile contracts and 11 million internet customers. The company seeks to build and deliver personalized and targeted messages to its customers as a means to drive revenue and retention performance.
However, France is one of the most competitive telecom markets in Europe, it faces significant competition from rivals seeking to lure customers away with competitive price offers.
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 said 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.