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Success story
Technology|Brand and Customer Experience|United Kingdom|English

Customer experience insights enhanced with tracking


Our research has become an integral part of Orange’s customer experience strategy.

Orange is a global telecommunications operator with more than 230 million customers.


Orange’s existing benchmark, which used a customer value analysis (CVA) methodology, was no longer meeting its needs. The group wanted a new, consistent and cost-effective way to measure the consumer’s experience across its key markets and gauge its performance against its competitors.


Our research included regular interviews with:

  • prepaid and postpaid mobile subscribers in eight key markets (France, Spain, Poland, Romania, Slovakia, Moldova, Armenia and Belgium)
  • fixed-line broadband users in three countries (France, Spain and Poland)

Our sample included Orange customers and those of rival network operators. We delivered quarterly reports and management dashboards to stakeholders in each territory. Once we established the study, we started to look at ways to enhance the program. For example, we created a "what-if" simulator that combines tracker results with internal data to model the impact of potential changes to the customer experience on revenues and profitability.


Orange and its local operating companies regard the research as an integral part of the customer experience strategy. The telecom group uses the tracking study to monitor progress towards a major strategic milestone, as well as to assess the performance of its senior managers.

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