Case Study: Orange Business Services achieves 30% productivity gain with SAS Customer Intelligence

Customer relationship management boosts productivity 30%

Orange Business Services (OBS), operator of the world’s largest IP VPN with 323,000 access points and customers from freelancers to multinational corporations, faced a fragmented view of clients across diverse services and markets. To grow revenue, reduce churn and sharpen its competitive edge, OBS needed a unified CRM approach to understand and anticipate customer needs and to coordinate multichannel sales and marketing.

Using SAS Customer Intelligence to build its “One CRM” program, OBS created a business data warehouse and a faster-access data mart with some 500 precalculated indicators for campaign, sales and segmentation analysis. The integrated solution gave front-line teams timely customer insight, improved flexibility, and measurable impact—raising productivity by about 30% and boosting the company’s responsiveness and proactivity across multiple countries.

Orange Business Services

Gaëlle Vallée

Operational Data Mining Team Manager