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❮ All Customers

❮ All Customers

Driving better customer experiences with AI at Orange.

95%

of AI interactions resolved
without escalation.

80%

of interactions
intelligently filtered.

+5%

increase
in sales conversion.

Hero Orange

Accelerating AI innovation in customer experience.

As a global telecommunications leader recognized for customer satisfaction, Orange serves millions of customers across a complex ecosystem of more than 20 brands worldwide.

With Talkdesk, Orange can test AI experiences in real-world pilots, understand customer needs in real time, and continuously refine its approach. The result is a more agile path to AI adoption, improved customer interactions, and measurable business impact.

Orange is the first telecommunication operator in Spain for customer satisfaction. We also have a very complex ecosystem with more than twenty brands. We have a huge customer base. So for us, it's very important that our customers are satisfied. For Orange, it was very important to select a partner that understood our business, our passion, because we were learning with AI. It's very important to test it in pilot and see how the customer reacts with this technology. With Talkdesk CXA it was so easy because Talkdesk built all the things that we need around our system. And they gave us the confidence to test all the tools. We can see everything and we can change a piece of the puzzle and improve all the content that we have. These initiatives are vital for us for improving the customer experience. It's important also to understand that when you take some kind of risk like with AI, we needed a partner that has the flexibility for work with us, for getting the same target, and to share the same emotion that we had when the AI initiative goes through and we're in production. In this initiative, in this solution, what we get is this complete system that gets all the conversation we know in real time, the needs and the problems that the customers are experiencing in less time than traditional IT systems. Talkdesk is one of the best partners that you can have because they work with a lot of different industries and give you different perspectives. They make all the difference for our customers.

Orange is the first telecommunication operator in Spain for customer satisfaction. We also have a very complex ecosystem with more than twenty brands. We have a huge customer base. So for us, it's very important that our customers are satisfied. For Orange, it was very important to select a partner that understood our business, our passion, because we were learning with AI. It's very important to test it in pilot and see how the customer reacts with this technology. With Talkdesk CXA it was so easy because Talkdesk built all the things that we need around our system. And they gave us the confidence to test all the tools. We can see everything and we can change a piece of the puzzle and improve all the content that we have. These initiatives are vital for us for improving the customer experience. It's important also to understand that when you take some kind of risk like with AI, we needed a partner that has the flexibility for work with us, for getting the same target, and to share the same emotion that we had when the AI initiative goes through and we're in production. In this initiative, in this solution, what we get is this complete system that gets all the conversation we know in real time, the needs and the problems that the customers are experiencing in less time than traditional IT systems. Talkdesk is one of the best partners that you can have because they work with a lot of different industries and give you different perspectives. They make all the difference for our customers.

Building confidence in AI, one experience at a time.

For Orange, customer satisfaction is more than a performance metric. It is a core differentiator in a highly competitive telecommunications market. Serving millions of customers across more than 20 brands requires an experience that is responsive, consistent, and continually evolving.

As the company explored AI, it needed more than technology. It needed a partner that understood its business, shared its ambition, and could support an iterative approach to innovation.

“It’s very important to test it in pilot and see how the customer reacts with this technology,” says María Jesús Martínez, Director, Strategy & Sales at Orange.

Rather than committing to a fixed approach, Orange wanted the flexibility to experiment, learn from customer interactions, and improve its AI experiences before scaling them further.

Testing and optimizing AI with CXA.

Talkdesk CXA gives Orange the flexibility and visibility to experiment with AI and continuously improve the customer experience. By integrating with its existing ecosystem, Talkdesk helps the team monitor interactions, identify customer needs, and make targeted adjustments to improve performance.

For Lara González, Digital Technology Specialist, the ability to see what is happening and make changes is central to the value of the platform.

“With Talkdesk CXA it was so easy because Talkdesk built all the things that we need around our system. And they gave us the confidence to test all the tools. We can see everything and we can change a piece of the puzzle and improve all the content that we have.”

This iterative approach helps Orange move from experimentation to production with greater confidence. Teams can learn from real customer conversations, understand emerging needs and problems, and refine AI experiences without treating every change as a major technology project.

Turning conversations into insights.

Beyond automating interactions, Orange is gaining a clearer, more timely understanding of what customers need. The solution provides visibility into conversations and helps the team identify customer needs and problems faster than traditional IT systems.

These insights support more informed decisions about how AI experiences should evolve, helping the company respond to customer expectations while continuing to optimize its service operations.

For Orange, this is a critical part of modernizing customer experience: combining intelligent automation with the flexibility to learn from real interactions and make improvements continuously.

Delivering measurable results.

Orange’s approach to Customer Experience Automation is already delivering results across customer interactions and sales performance.

95% of AI interactions are resolved without escalation, demonstrating the potential of AI to address customer needs independently.
80% of interactions are intelligently filtered, helping the organization better manage customer interactions.
Sales conversion has increased by 5%, connecting AI initiatives to measurable commercial impact.

These results reflect a broader strategy to make AI a practical driver of customer experience and business performance—not simply a technology experiment.
project.

A partner for what’s next.

For Orange, successful AI adoption depends on having a partner that can adapt alongside the business. Experimentation involves risk, and the ability to test, learn, and adjust is essential to bringing new experiences into production.

“Talkdesk is one of the best partners that you can have because they work with a lot of different industries and give you different perspectives. They make all the difference for our customers.”

By partnering with Talkdesk, Orange is building the confidence, flexibility, and operational insight needed to keep advancing its AI strategy. With Customer Experience Automation, the company can continue evolving its customer experiences, responding to changing needs, and turning innovation into meaningful outcomes for millions of customers.