Orange

In 2019, Orange, one of Poland’s leading telecommunications providers, began modernising its store network to improve customer flow management, reduce waiting times and create a more consistent customer service environment. Technology was intended to support both operational efficiency and service quality.

The main challenge was to manage customer flow efficiently across a large network of stores and reduce waiting times.

Existing queue management systems relied primarily on paper tickets and served mainly an organisational purpose. Waiting time was not being used effectively, while informational and marketing communication operated independently.

The project also had to accommodate the needs of different customer groups, including multilingual support and different ways of receiving queue status updates.

We began by analysing the customer journey and designing an infrastructure that combines queue management with digital communication.

We integrated a queue management system with a digital signage network comprising 1,624 devices. Customers can select the purpose of their visit using touchscreen kiosks, navigate a multilingual interface and choose their preferred ticket format. With SMS tickets, customers receive queue status updates without having to remain near a specific service desk, allowing them to move freely around the store.

The digital signage system combines queue information with marketing communication. Screens display queue calls alongside content promoting Orange’s products and services. We were responsible for the solution architecture, system integration, interface optimisation and infrastructure rollout across the entire store network.

Operational efficiency: The solution enabled centralised management of customer flow and communication across the entire store network. Advisors receive information about the purpose of each visit before speaking with the customer, making the service process more efficient.

Sales support: Waiting time became an additional opportunity for communication. On‑screen content supports cross‑selling and upselling while increasing the visibility of services and promotions.

Brand positioning: Orange created a modern customer service environment. SMS tickets, clear communication and greater freedom during visits improved customer comfort and created a more consistent brand experience.