corporate social responsibility complete report France ... - Orange

gaining our
customers’ loyalty
Orange’s goal is to be our customers’ favourite brand; the one they recommend to friends and family.
To achieve this, the Group seeks to form a lasting relationship built on quality, in line with the values of
simplicity and proximity that the brand represents.
quality of service:
an absolute priority
In a world where customers are increasingly
well-equipped, quality of service becomes a
major element for building customer loyalty
and standing out from the competition. Our
aim is to become the benchmark telecommunications
operator in terms of quality of
service. The quality of service offered to all
our customers (private, professional or business)
is subject to ongoing measures in all
markets. A survey-based tool comprising
specific studies, customer demand analysis
and performance-indicator monitoring
results in targeted improvement plans. The
goal is to optimize service and foster a relationship
built on trust to establish customer
loyalty to the Orange brand.
Achieving this goal means training our staff
and developing their skills, which is the
basis for full and rewarding customer dialogue.
This is supplemented by an ongoing
operational improvement process: for example,
in Switzerland, a callback service means
that the caller does not need to keep holding,
while in Poland, a problem resolution
procedure has been implemented on first
contact. Customers are dealt with more
efficiently, which improves their satisfaction
and loyalty.
anticipating demands
The quality of our customer relationships
also depends on the efforts made upstream
to improve their experiences with our services.
In 2009, this resulted in a decline in the
number of technical calls in the Group’s
core markets. In three countries, a new line
analysis and configuration tool (DLM) has
significantly improved the quality of service
rendered to online customers. This application
will be rolled out to seven other countries:
in the first nine months of 2009, the
call rate has already fallen by 50% in Poland
and by 20% in Spain.
Home installation and shorter delivery times
have also contributed to this result, as has
clear and accessible information. For example,
the Group’s websites are developing
new ways of dealing with questions (e.g.
forums, blogs, direct chats, etc).
All these improvements and good practices
are implemented Group-wide and shared
with our subsidiaries. As a result, Mobistar
in Belgium and Orange in Austria have been
able to carry out an in-depth review of the
content and ergonomics of their websites to
anticipate their customers’ demands.
meeting the demands of businesses
For Orange Business Services, quality of
service is specific in that it addresses two
segments with different needs: business
telecommunication managers and end
users. Orange Business Services works
continually on these two segments. In
2009 for example, we launched a dedicated
concierge service for video conferencing:
someone is on hand 24 hours a
day for reservations, technical implementation
and user support. We have also
launched “Multi-Solution Deployment”, a
service based on a commitment to availability
and delivery time when a telephony
project begins.
dealing effectively with emergencies
The Group is committed to continuity of
service. Our crisis management process
ensures a fast and effective response to
emergency situations. This approach
proved effective during the storm that hit
southwest France on January 23 and 24,
38 / experiencing the world with confidence