Orange is reeling from findings of a wide-ranging customer survey, which has concluded that it faces major problems on four fronts.
An internal memo to Orange staff states: 'Recently, things haven't been that rosy.' The network surveyed its customers, as well as customers from rival mobile operators and broadband providers.
The memo reveals:
• 'Pay-monthly customers say we've lost the sparkle we used to have.'
• 'Broadband customers are confused with all the changes and are yet to be convinced of the benefits of being part of Orange.'
• 'Business customers are asking for better account management and customer services.'
• 'Pay-as-you-go customers say we're OK, but could do better.'
The revelations have prompted the company to launch an internal campaign called 'Dave', to continually monitor customer feedback. This name is used because 'Dave' is the most common name among Orange customers.
Orange's director of customer base management, Alex Ford, told Mobile: 'Part of the reason for being perceived to “have lost that sparkle” is that we are not listening to customers as we should be.'
He said many of Orange's strengths have been copied by rivals: 'O2 has taken the freshness of Orange, and it is a world of difference from Cellnet. It is now a people company, rather than a technology company.'
Ford added: '[Orange] has been through a lot of change in the last 18 months with all the integration of France Telecom's fixed and mobile assets.'
Some have blamed Orange's parent, France Telecom, for diverting its focus away from what matters to the customer.
Ford said: 'We are part of FT and we have tough targets, but there is a general internal belief that we want to deliver for the customer.'
The Dave campaign is intended to redirect Orange's attention back onto customers, Ford claimed.
The memo also states: 'If we charge a little bit more, our products and services have to be better than everyone else's.'