Customer convenience and privacy globally for millions of couriers
It aims to deliver cross-border parcels within five working days and collaborates with 3,000 logistics partners and 3 million couriers.
Headquartered in eastern China, Cainiao is universally acknowledged as the world’s largest cross-border e-commerce logistics company. Its solutions include express delivery and global supply chain services.
The company aims to deliver a 1kg package anywhere in China within 24 hours and worldwide within 72 hours. Real-time updates are essential to provide customers with visibility into their packages.
Enhance customer convenience and privacy protection
To enhance customer experience and ensure privacy and security, establishing a privacy call platform was a priority for the company.
Cainiao rationalizes telephony services across the globe
Orange Business has created a bespoke service for Cainiao based on the Orange Business Talk. This has enabled the company to rationalize its telephony services using Orange Business Talk, which provides number activation in multiple countries.
The company sought to establish a privacy call platform for its couriers and parcel recipients, supporting direct callback for missed calls. The service would allow couriers to contact senders or recipients before picking up or delivering packages.
A service in China that supports direct callbacks was not readily available to support overseas markets.
Cainiao wanted the platform to use an intermediary number to protect the privacy of both parties, so they do not need to know each other's real phone numbers.
This intermediary number is printed on the package or can be accessed directly through the app, preventing the disclosure of real phone numbers during delivery, protecting everyone’s privacy, and improving communication.
When a courier contacts a consumer through the APP, the APP displays this intermediate number. The courier’s call process is recorded and used as assessment evidence for phone communication in Standard Operating Procedures.
The solution for Cainiao will notify customers of parcel pick-up and drop-off. Utilizing intermediary numbers ensures the privacy of recipients and couriers. When the customer system receives the call request, it initiates a new number and places a domestic outbound call to the recipient’s real number.
Enabling local reach with global access
The Orange system incorporates local voice services (LVS), eliminating the need for multiple local telecom providers by consolidating voice services into a single, centralized solution. This is especially useful for an international company like Cainiao, which is looking to offer local support and accessibility.
Orange Business provided Intermediary numbers to protect personal contact information, improving security for the company’s employees and customers. LVS has the advantage of integrating with VoIP systems and cloud communication platforms, enabling unified communications for business use.
Ensuring privacy and security
Direct Inward Dialing (DID) integrates with Orange Business Talk to ensure caller anonymity.
The company’s employee and customer personal numbers remain private as the DID numbers act as an additional privacy layer, enhancing security and preventing the use of personal contact information.
Having local DID numbers in different regions improves Cainiao’s accessibility while improving customer trust.
Enhancing flexibility, security and trust
The intermediary number allows recipients to contact couriers or companies directly, eliminating the need for repeated contact with customer service. For couriers, direct callback options make resolving issues faster and more efficient, improving overall delivery performance and customer satisfaction.
Localized city specific DID numbers are provided in Spain and France, with a call answer rate of around 70%, which is comparable to the connection rate of couriers using local mobile numbers for outbound calls.
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Cainiao
Cainiao, headquartered in Hangzhou, China, is a global leader in e-commerce logistics and the largest provider of cross-border e-commerce logistics services. Founded by Alibaba Group in 2013 to address the growing requirements for logistics services on the Alibaba Group’s e-commerce platforms.