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Orange

Orange: Retention Case Study

€200,000 Annual Savings by Identifying Churning Customers

CUSTOMER BASE

2 mil.

RETAIL STORES

100+

CALL CENTRE AGENTS

100+

DURATION

04/2017 →

customer experience strategy

Goal

To identify customers who think about leaving for competition and retain them.

customer experience

Problem

Random recalling could not identify all unhappy customers and other feedback solutions were low-performing. Orange needed a quality satisfaction check on as many retail and call centre interactions as possible.

Methodology

After every visit or call, we request customer feedback via SMS/email. Besides measuring the CSAT metric, we provide the opportunity to leave spontaneous insights. The automated semantic analysis then identifies customers thinking about leaving the brand.

Top Solutions Used

Staffino Standard Feedback
Staffino Semantic Engine
Staffino CSAT

Results

Contact volume surveyed in transaction survey
562 358
Conversion Rate
7 %
Feedback volume
38 365
Negative feedback %
12 %
Negative feedback volume
4 724
Reactive retention cases % (based on our benchmark)
15 %
Reactive retention case volume
708,57
Success rate of reactive retention
70 %
Average life-cycle of subscription
21
ARPU
18,00 €
Value of 1 saved customer
378,00 €
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Total saved value

187 487,91 €
Per one month subscription
8 928,00 €

“More than half of all reactive retention cases that we capture via Staffino, we wouldn’t have ever caught without it. For us, it’s a completely new channel, helping us to retain our customers. Thanks to its simplicity, and ability to discuss internally every single case directly in the app, we are able to retain 70% of all customers that are identified as likely to leave.”

Vladislav Kupka

Board Member, Orange Slovakia
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