Customer Management

Orange launches pan-African customer experience initiative

Orange launches pan-African customer experience initiative

Pan-African operator Orange says it has launched the first-ever 'My Customer, My Boss' initiative simultaneously in its 17 subsidiaries in Middle East and Africa.

Called “an unprecedented operation”, this is described as a first on a continental scale for a company of this size. It aims to strengthen customer listening at all levels of the organisation, by mobilising, on the same day, more than 10,000 employees from all functions, to go directly to meet 15,000 customers located in 120 cities and villages.

Inspired by a successful initiative launched in Sierra Leone, this approach marks a new stage in the management culture of Orange Middle East and Africa (Orange MEA) – making every employee an actor of customer satisfaction, whatever their role in the company.

In large cities as well as more remote areas, teams talked with general customers, companies, Orange Money users and partners to better understand their expectations and uses.

This initiative, which is set to become an annual event, is part of a process of continuous improvement of the customer experience to assess customers’ satisfaction, understand their expectations and continue to improve the services intended for them.

The feedback gathered in the field will be analysed using the latest artificial intelligence technologies and transformed into concrete actions during internal hackathons organised in each country.

To facilitate data collection, a mobile application was developed by Gofiled, a startup from Orange Digital Centre in Tunisia.

Brelotte Ba, Deputy CEO of Orange Middle East and Africa, comments: “With My Customer, My Boss, we demonstrate that our commitment to serve is collective, concrete and forward-looking by organising for the first time, on a continent scale, a collective mobilisation of this magnitude.”



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