Orange has launched its pioneering “My Customer, My Boss” initiative simultaneously across its 17 subsidiaries in the Middle East and Africa, marking a continental first for the company. The program aims to enhance customer satisfaction by involving over 10,000 employees, from various functions, in direct interactions with 15,000 customers spread across 120 cities and villages.
Inspired by a successful model in Sierra Leone, this initiative marks a significant shift in Orange’s management culture in the region, making customer satisfaction a responsibility for every employee, regardless of their role within the organization. Teams across large cities and remote areas engaged with general customers, businesses, Orange Money users, and partners to understand their needs and expectations better.
The initiative, which will become an annual event, is part of Orange’s ongoing effort to improve the customer experience. By gathering direct feedback from customers, Orange aims to assess satisfaction levels and enhance the services provided. The feedback collected will be analyzed using advanced AI technologies and converted into actionable insights through internal hackathons organized in each country.
To streamline data collection, a mobile app developed by Gofiled, a startup from the Orange Digital Centre in Tunisia, was used.
Brelotte Ba, Deputy CEO of Orange Middle East and Africa, emphasized the collective commitment to customer service, saying, “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.”
