customers experience

Measuring the quality of the customer experience

The Customer Experience Tracker (CET) was first implemented in 2008. It is a quarterly barometer which guides our actions. Focusing on four thematic areas (offers, quality, customer relations and emotions), it allows us to compare the quality of the Orange customer experience with those of our competitors (for the entire customer journey). We regularly update it to ensure that it is in line with our customers’ needs.

The CET has been implemented in 11 European countries (France, the United Kingdom, Poland, Spain, Belgium, Switzerland, Romania, Slovakia, Austria, Moldova, and Armenia) and also in the Dominican Republic and since 2010 has been integrated into the calculation of senior executives’ pay awards.

To meet the specific needs of our business customers, for several years Orange Business Services has been implementing a customer satisfaction improvement programme: the “Outstanding Customer Experience” programme.

simplifying offers for customers

This is a key customer demand. We are striving to ensure the reliability and simplicity of our offers and to develop high quality assistance services that support our customers throughout their Orange journey. A wager? In 2011, we removed over 1,000 products from our catalogue to simplify our offering. We also pursued our customer journey optimisation approach and we were able to optimise over 80 journeys in 21 countries.

competent, motivated teams

Orange customer services teams are the first point of responsibility for the quality of the service delivered to customers. To achieve the objectives of excellence set in this area, the Group has launched two initiatives to strengthen skills and increase the involvement of employees that come into direct contact with customers:

the Orange certification programme offers customer services employees a two-level accreditation recognising their professional qualifications
the “Orange customer champions”, a new international initiative launched in 2010 to reward the best customer services employees. The largest internal competition ever launched by the Group, these awards reflect the Group’s ambitions in relation to service quality

customers at the heart of the offering design process

In 2011, the “Time to Market” (TTM) launch pro-cess for offerings brought the customer’s eyes and voice into the design phase of new products and services.

For each new offering, a customer satisfaction manager is responsible for organising:

pre-launch tests among potential customers
a qualitative study on customer moments as perceived by the customer and a post-launch survey to measure customer satisfaction on the spot, analyse the roll-out of the launch and if necessary embark immediately on a plan of improvement. 26 of the Group countries had implemented “Time to Market” by the end of 2011