Orange has launched its groundbreaking ‘My Customer, My Boss’ initiative, simultaneously across its 17 subsidiaries in the Middle East and Africa. This unprecedented initiative mobilized over 10,000 employees from all functions to meet 15,000 customers in 120 cities and villages, strengthening the company’s commitment to customer satisfaction.
Inspired by a successful program in Sierra Leone, this initiative is a significant shift in the management culture of Orange Middle East and Africa, making customer satisfaction a responsibility for every employee, regardless of their role. Teams engaged with general customers, businesses, Orange Money users, and partners to better understand their needs and expectations, both in large cities and remote areas.
Set to become an annual event, ‘My Customer, My Boss’ is part of Orange’s ongoing effort to continuously improve the customer experience. The feedback collected during the initiative will be analyzed using advanced AI technologies and transformed into actionable insights through internal hackathons in each country. A mobile app developed by Gofiled, a startup from the Orange Digital Center in Tunisia, helped facilitate data collection.
Brelotte Ba, Deputy CEO of Orange Middle East and Africa, emphasized the company’s collective commitment to customer service, stating, “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 continental 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.”
