Orange has signed deals with Salesforce and Vlocity in a bid to improve the customer experience of its subscribers in Belgium and Poland.

CRM specialist Salesforce and Vlocity, which provides a range of software services, will help the France-based operator to deliver an omnichannel experience for customers and enable staff to sell products and services in a “smarter” way.

Orange Belgium CEO Michaël Trabbia said: “Next to renewing certain levels of our order management, we will now start strengthening our CRM capabilities and unifying our digital channels.”

The opco, which saw sales tick up 0.8 percent last year but EBITDA fall 4.3 percent, has over three million subscribers.

Its bigger sister company in Poland, with over 12 million customers, saw sales and EBITDA fall 1.4 percent and 4.8 percent respectively last year.

Orange Poland CEO Jean-François Fallacher said: “Having reached a significant level of consolidation of its digital and sales channels, Orange Polska now aims to offer a differentiating customer experience.

“This partnership will enable us to meet our customers’ expectations for simple, transparent, easy-to-use and easy-to-manage offers.”

According to European Communications’ most recent survey, improving customer experience was ranked as the most important digital transformation goal by operator respondents, but also as the hardest aim to achieve.

Another survey, published last week by Forrester and Virtusa, found operators lag behind other industries when it comes to digital transformation.

Read more: “We have to go to the markets and explain why we're creating value," says Orange CFO

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