The operator despatched 10,000 employees from all functions to meet 15,000 customers in 120 cities and villages, on the same day, to gain a better understanding of what they want
Orange has launched an initiative called My Customer, My Boss simultaneously in its 17 subsidiaries in Middle East and Africa. The intention is to improve listening to customers at all levels of the organisation, by sending more than 10,000 employees from all functions to meet 15,000 customers in 120 cities and villages, on the same day.
The initiative was piloted in Sierra Leone and, Orange says, “marks a new stage in the management culture of Orange Middle East and Africa, making every employee an actor of customer satisfaction, whatever their role in the company”.
Employees listened to customers in large cities and more remote areas, including individuals and companies, Orange Money users and partners “to better understand their expectations and uses”.
The initiative is set to become an annual event. How successful it proves to be depends on how well the telco acts on the feedback it garnered, which will, of course, be analysed using AI and “transformed into concrete actions during internal hackathons organized in each country”.
There’s an app for that
The Gofiled app was used for data collection, developed by a startup from Orange Digital Centre in Tunisia. According to the press statemet, this “collaboration illustrates Orange’s desire to combine local innovation, social impact and business performance, by mobilizing its entrepreneurial ecosystem to meet the needs of the field”.
Brelotte Ba, Deputy CEO of Orange Middle East and Africa, comments, “Customer experience is everyone’s business, every employee, without exception, is committed to meeting our customers’ expectations with excellence.
“With My Customer, My Boss, we demonstrate that our commitment to serve is collective, concrete and forward-looking by organizing for the first time, on a continent scale, a collective mobilization of this magnitude. I would like to thank all the employees who volunteered to meet our customers and partners with professionalism, listening and enthusiasm.”
