Orange (www.Orange.com) launched the first-ever 'My Customer, My Boss' initiative simultaneously in its 17 subsidiaries in Middle East and Africa. This unprecedented operation is a first on a continental scale for a company of this size. It aims to strengthen customer listening at all levels of the organization, by mobilizing, on the same day, more than 10 000 employees from all functions, to go directly to meet 15 000 customers located in 120 cities and villages.

Inspired by a successful initiative launched in Sierra Leone, this approach 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. In large cities as well as more remote areas, teams exchanged with general customers, companies, Orange Money users and partners to better understand their expectations and uses.

This initiative, which is set to become an annual event, is part of a process of continuous improvement of the customer experience to assess their satisfaction, understand their expectations and continue to improve the services intended for them. The feedback gathered in the field will be analysed using the latest artificial intelligence technologies and transformed into concrete actions during internal hackathons organized in each country. To facilitate data collection, a mobile application was developed by Gofiled, a startup from Orange Digital Center in Tunisia. 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.”

Through “My Customer, My Boss”, Orange makes proximity, listening and collective commitment the main pillars of its approach to customers on the continent.