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The second challenge will be to generate the competencies required for operators to transform themselves into software companies. This will necessitate a massive upskilling of employees at all levels of the organisation. Code is at the foundation of the digital transformation, and is like a new language… It will therefore be crucial for all employees to learn the basis of this new widespread language and to get used to the new software culture and agile processes. This represents a complete shift in the way we work today. Some employees will need to learn to use software as a tool in their day-to-day work, without necessarily being software engineers.
How will these evolutions impact the way operators interact with their customers? The challenge here will be to find ways to give our customers what they are expecting, which is a hyper-personalized, tailored 1-to-1 experience. Two things will help us achieve this. The first will be the digitalization of the customer relationship to acquire a true end-to end view of their activities, habits, needs and pain points. The other will be the capability to empower customers to drive their own experience. Which means providing them with the tools they require to build and personalize their own customer experience, letting them choose the relevant data they accept to share with us. The use of Big Data and Artificial Intelligence will be key then, to process, analyse and use this relevant data. At Orange, we already use these technologies to improve the quality of our services, as it allows us to optimize network coverage where it counts for our customers.
ORANGE’S DIGITAL PHILOSOPHY THE HUMAN INSIDE
How does Orange plan to lead the digital transformation? Our digital innovation philosophy, which we call ‘Human inside’, resides around two key prerequisites: ‘My innovation is useful and of value to my customers’ and ‘My innovation is useful to the collective, to as many of my customers as possible, so that it represents a real progress’. In addition, we give ourselves the objective to be as close to our customers as possible, so we can enable their own digital transformation in a very personalized and humane manner.
What are the key success factors in this evolving digital world? Let’s focus on one of them which is key: diversity. I think that ensuring diversity in the work environment is a colossal battle that we must keep fighting. We are currently building the world of tomorrow which will be composed of 50% women and 50% men of all ages and cultures. I believe our organizations must reflect this diversity as much as possible. It is therefore crucial for women to get trained now in the new professions around digital technologies. If we don’t allow them to take their place and play a role in defining what our future looks like, the world of tomorrow will not reflect the rich diversity of human kind. This is also true when it comes to fostering diversity in terms of age and culture. We will only create a successful digital future for our society by working together: together we can achieve anything.
T HE L A DY C O MM A NDER S
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