The genesis of a "simple, yet revolutionary" idea
You, me, a company, an individual. We have all needed to contact customer service at some point. An order, a question, a complaint, dissatisfaction, a need for reassurance or advice. But when it's necessary to call back, often there's a hitch. The agent is not the same, everything needs to be explained again. Time is wasted and sometimes tempers flare.
And what if this crucial aspect of companies' customer relationships was finally addressed? Eager to continuously improve its customer service, Orange Business came up with a unique solution: My Dedicated Agent. The principle? The ability to generate a temporary phone number specifically dedicated to a customer who, after initial contact, may need to call back a customer agent. A number just for them, plus the certainty of reaching the same agent who assisted them initially.
"I remember a customer's remark when we told them about My Dedicated Agent: 'What you're presenting is simple and revolutionary,'" says Michaël Brakha, Customer Relationship expert at Orange Business. Orange France initially used this idea for its own customer services. By the end of 2022, 6,000 users had already benefited from it. The solution was then offered to business customers.
There are two 'wow' effects for the customer. The first one is when the agent tells them that they can contact them directly on a special number: it's the first time this has happened to them. The second 'wow' effect happens when the customer dials the number and the agent picks up and remembers them.
Christophe Outier, Deputy General Manager of Nordnet
Creating positive emotions
Nordnet, a French Internet service provider, was one of the first companies to adopt My Dedicated Agent.
"In our mission statement, we have expressed our desire to provoke positive emotions," explains Christophe Outier, Deputy General Manager of Nordnet. "My Dedicated Agent creates positive emotions among our customers who expect quality, personalized, responsive service. What could be better than assigning them a phone number at that very moment?"
"The goal of companies who adopt this solution, like Nordnet, is to take customer service to the next level in terms of quality," adds Michaël Brakha. "At Orange Business, we designed this solution to put the human element at the center of the customer relationship, especially during critical moments."
Multiple use cases for even greater proximity
Let's take an example. A Nordnet customer has subscribed to a satellite Internet service that requires a satellite dish that they will install themselves. It's highly likely that the customer will need assistance to navigate through the various installation steps. After an call to Nordnet's customer service, the agent they initially speak with will provide them with a unique phone number – the precious key to reaching the same agent again without having to explain everything anew. It's simple and reassuring.
"In other cases, the customer may be in conversation with an agent, have an urgent matter, and need to hang up. Yet, they would like to continue the conversation later," adds Christophe Outier. "Here too, the My Dedicated Agent solution allows the agent to create a personal connection by providing a dedicated phone number."
Order and tracking, equipment installations, complaints, claims management, etc., My Dedicated Agent meets the imperatives of many companies in various sectors. It has even proven its effectiveness in sales with a significant conversion rate.
Satisfaction is guaranteed
The number may seem paradoxical, and yet, "At Orange Business, we found that 8 out of 10 customers who had an agent's number no longer called," notes Michaël Brakha, "simply because the majority of calls were previously made for reassurance." That means time saved for everyone.
But it's in terms of satisfaction that My Dedicated Agent truly stands out. "There are two 'wow' effects for the customer," reveals the Deputy General Manager of Nordnet. "The first one is when the agent tells them that they can contact them directly on a special phone number; it's the first time this has happened to them. The second 'wow' effect happens when the customer dials the number and the agent picks up and remembers them." Impressive.