Orange pushes customer service, deploys 10 000 workers to meet customers.

Orange Middle East and Africa unveils’ My Customer, My Boss, a mobilisation programme involving 10,000 workers to meet with customers.

The initiative aims to improve customer listening at all levels of the business by mobilising over 10,000 employees from all functions on the same day to meet with 15,000 consumers in 120 cities and villages.

Orange says that the operation is a first on a continental scale for a business of this magnitude, inspired by a successful project started in Sierra Leone.

The strategy, according to the company, represents a new era in Orange Middle East and Africa's management culture, with every employee, regardless of role in the firm, being an actor in customer happiness, whether in large cities and outlying places.

The initiative is scheduled to become an annual event. According to Orange, the feedback obtained in the field will be evaluated using modern artificial intelligence technology and translated into tangible actions during internal hackathons held in each nation.

Gofiled, a Tunisian start-up from the Orange Digital Centre, developed a mobile application to help in data collection.

“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,” says Brelotte Ba, deputy CEO of Orange Middle East and Africa.