Learning from the people who know best: our customers

To mark International Customer Experience Day in Africa and the Middle East, our employees stepped away from their usual workplaces to talk with the people who use or sell our products and services. The conversations give us a clearer picture of how people use our services, what they expect from us, and where they run into difficulties. These insights will help guide improvements in each country. 


A collective effort on the ground
 

  • 1 day
     

  • 17 countries
     

  • 10,500 employees
     

  • 155 cities, regions, and local communities
     

  • 40,000 customers met
     

 

The approach is simple: the better we know our customers, the better we can meet their needs.

Staying close to customers as digital services grow in Africa and the Middle East

Africa and the Middle East are at the heart of the Orange Group’s growth strategy, where the adoption of mobile and ultra-high-speed fixed broadband continues. By 2028, we aim to add 40 million new fixed-line and mobile customers, particularly in this region. We are convinced that growing our customer base depends not only on the deployment of our networks and digital services. It also depends on our ability to listen to local expectations, simplify the process of purchasing and using our services for our customers, and adapt our offerings to closely meet their needs, in line with our “Trust the Future” strategic plan.

The “My Customer, My Boss” initiative puts our strategy into practice. By reaching out to customers, partners, and distributors, Orange teams gather insights that inform the improvement initiatives carried out in each country.

Visuel My Customer My Boss

Turning customer feedback into practical improvements

The feedback collected during “My Customer, My Boss” will be reviewed by local teams to see what matters most to customers and where improvements can make the biggest difference.

The first edition, held in April 2025, has already produced results. In Mali, customers raised concerns about how quickly their mobile data allowances seemed to run out. Their feedback prompted the development of Max It Check, a feature within the Max It super-app. Customers can now monitor their data consumption, see how much data each app uses, and activate a data-saving mode. The feature is now being rolled out gradually across the region.  

 

"My Customer, My Boss" is not just a slogan; it is a state of mind: listening, kindness, challenge and the constant search for ways to offer a better experience to every customer

 

Yasser Shaker, CEO of Orange Africa and Middle East

Global expertise, local understanding

Orange operates in 18 countries across Africa and the Middle East, with more than 185 million customers as of 30 June 2026. The region is the Group’s largest source of growth, with revenue reaching €8.4 billion in 2025.

Orange’s multi-local model plays an important part in this growth. It allows us to draw on the resources and expertise of an international Group while adapting to the way people live and use technology in different markets. From connectivity and Orange Energies to Orange Money and Max It, we develop solutions that respond to everyday needs in each country.


Giving customers a better experience is everyone’s job

Whether it’s the quality of the network, how easy an offer is to understand, the digital experience, or the support customers receive afterward, every part of Orange has a role to play. “My Customer, My Boss” reminds us that every interaction counts. Improving the customer experience is something we work on together every day, with an understanding of what matters in each market. 

Visuel My Customer My Boss

FAQ

The initiative gives employees who don’t necessarily interact with customers every day the chance to understand how people use our services and what they expect from us. It helps employees across Orange develop a closer understanding of customers, even if their usual work doesn’t bring them into direct contact.

Teams speak with people who use Orange services, as well as those who sell or distribute them. This includes individual customers, businesses, and distribution partners. Together, their experiences give us a fuller picture of what it’s like to be an Orange customer.

Feedback is reviewed in each country to identify common concerns and decide which improvements to prioritize. Local teams then use the findings to guide their work on the customer experience.

Max It is one of the digital services developed by Orange in Africa and the Middle East. Max It Check is an example of customer feedback leading to a practical solution that helps people manage their mobile data usage.

"My Customer, My Boss” supports the Customer Intimacy ambition of Trust the future. By listening more closely to customers, Orange aims to build relationships that are more personal and responsive while developing digital services that better reflect local needs.

Cette journée permet aux équipes qui n’échangent pas nécessairement avec les clients au quotidien de mieux appréhender leurs usages et leurs attentes. Elle favorise une culture commune de la proximité client, au-delà des seuls métiers en contact direct avec le public.

Les échanges concernent les personnes qui utilisent les services Orange, mais aussi celles qui les commercialisent ou les distribuent : clients grand public, entreprises, partenaires et clients entreprises. Cette diversité de points de vue permet de mieux comprendre l’ensemble du parcours client.

Ils sont analysés dans chaque pays pour faire ressortir les attentes récurrentes et identifier les priorités d’amélioration. Les enseignements alimentent ensuite les chantiers locaux dédiés à l’expérience client.

Max It est l’une des offres numériques développées par Orange en Afrique et au Moyen-Orient. L’exemple de Max It Check illustre comment une attente exprimée par des clients peut être traduite en fonctionnalité concrète, conçue pour mieux maîtriser les usages de données mobiles.

« My Customer, My Boss » incarne l’ambition de proximité client de Trust the future. Orange veut rendre ses relations avec les clients plus personnelles, attentives et proactives, tout en développant des services digitaux adaptés aux besoins locaux.