How Orange scaled writing quality across 1,000+ customer advisors

Orange is committed to standing out through premium customer service,reflected in every written interaction.

Delivering great customer experiences is not just about fast responses. It’s also about how those responses are written. That means

• Advisors who are fully engaged and can deliver on Orange’s service promise
• Clear responses that every customer can understand instantly
• Flawless written language in every interaction, with no errors or ambiguity

With more than 1,000 advisors, maintaining this standard had relied on very manual processes: individual reviews, on-the-fly corrections, a heavy cognitive load to avoid mistakes, and a constant risk of inconsistent tone across advisors.’attention pour éviter les erreurs, et un risque constant d’incohérences de ton entre conseillers.

“JUntil now, advisors handled all corrections and rewrites by hand…”

Annie-Claude Tracol, Digital division @Orange

The Customer Service team needed a tech solution to turn this standard of excellence into an operational reality. They were looking for a solution that could:

• Standardize writing quality across all customer service centers
• Keep the Orange voice and tone intact
• Scale easily while simplifying advisors’ day-to-day work

Orange didn’t just roll out a solution, they partnered with a committed team. From day one Arthur Ollier, MerciApp’s CEO and teams worked side by side with Orange co-creating and providing continuous support.

The MerciApp writing assistant works right in-browser, helping advisors with every message without changing their tools or workflow.

“MerciApp helps advisors focus on tough questions and reply faster.”

Annie-Claude Tracol, Digital division @Orange

With MerciApp, advisors can:

• Use the assistant any interface with the browser extension
• Correct messages automatically or manually with Correct
• Rewrite phrases or full messages in seconds with Transform
• Insert pre-written, pre-validated brand-aligned responses with Expand

Result: Advisors focus on the message, client relationship and complex cases instead of typos or micro-corrections.

Orange enjoys the full benefit of everything MerciApp has to offer: :

Correct

Real-time spelling, grammar, and syntax corrections. Automatic or on demand. Advisors write confidently and consistently.

Transform

Smart message rewriting in seconds. Clear, fluent, and on-brand without any extra work for advisors.

Expand

Standardized, ready-to-use snippets for common questions. Saves time and keeps messaging consistent with the Orange brand.

With MerciApp, Orange doesn’t just improve message quality. The impact shows in both productivity gains and a better working experience for advisors.

Customer service teams work more efficiently while strengthening the promise of premium customer service.

Measurable gains

• 1,700 days saved per year through automated corrections and rewrites, freeing up multiple full-time equivalents for higher-value tasks.
• Significant reduction in time spent on low-impact tasks like spelling, micro-edits, and repeated reviews, with no compromise on quality
• Direct contribution to Orange being named Customer Service of the Year, in a context where language quality and writing precision are key evaluation criteria.

MerciApp in 3 words ?

“Automatic corrections are instant. Manual corrections take just a few seconds. Advisors save an estimated 1,700 days per year.”