Orange Loses Sparkle

[Guest darrengf]

http://www.mobiletoday.co.uk/content/16476...men=2⊂=6

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.'

[Guest barrybryce]

Orange?

Oh yeah, that company that used to be not bad that a lot of us used to be with...

[Guest darrengf]

Orange?

Oh yeah, that company that used to be not bad that a lot of us used to be with...

Yep that company. The one that now they have just relised what customers have been saying for 2 years, but they had the heads up there on a*ses so they didnt hear the customers until now.

Oh well its better late than never.

2 years of damage takes 5 years to put right.!!

See Consumer power, the company listens now it has now customers left!!

[Guest barrybryce]

It takes a lot for you to undertake the hassle of moving company.

I left Orange because... actually; where do I start? I'm ashamed it took me so long to leave, I realise now it was actually over two years from when things started to go wrong to me leaving. On that basis, heaven knows how they can ever manage to entice anyone back in good numbers.

[Guest pjheliking]

It takes a lot for you to undertake the hassle of moving company.

I left Orange because... actually; where do I start? I'm ashamed it took me so long to leave, I realise now it was actually over two years from when things started to go wrong to me leaving. On that basis, heaven knows how they can ever manage to entice anyone back in good numbers.

accordin to the current market share orange have aquired more new customers in the last 2 quaters than tmobile and o2. orange is good for somethings but really really really terrible at others as many of u know. if u never have to phone customer services your sorted lol.

[Guest James]

Its a shame Orange has gone the way it has, i jumped ship 2005 to T-Mobile after being with orange for 7..

I used to feel part of Orange when i was with them, i used to be on a £50 Prem contract and would get all the latest WM handsets for free and the end of my contract etc... but when it came to upgrading at the end of 2005 i told them i was considering leaving (as always so i could get a better deal) and they did not even care! so here i am, with T-Mobile!

[Guest hockeyump]

accordin to the current market share orange have aquired more new customers in the last 2 quaters than tmobile and o2.

Good to see the marketing people can sell up failure. It is critical to note that although they may be signing up new customers there is absolutely no mention on how many are leaving.

I was with Orange from 6 months after they started and left for T-Mobile last year when I couldn't work out what animal did what or how much I would pay. I couldn't get through to customer services to have it explained so I took the easy option. Flex-T 35 with Web 'n' Walk. You really have lost the plot when you can lose customers of long standing so easily.

[Guest UndeadDevil]

accordin to the current market share orange have aquired more new customers in the last 2 quaters than tmobile and o2. orange is good for somethings but really really really terrible at others as many of u know. if u never have to phone customer services your sorted lol.

Does that include their New Broadband Customers as well by any chance? Because if you include the Broadband then of course they will be.

[Guest darrengf]

Does that include their New Broadband Customers as well by any chance? Because if you include the Broadband then of course they will be.

What orange arnt telling you, yes they signed up a few customers, but more left them.

and know Orange Broadband app is a flop at the moment, loads of customers are complaing about it

If they Ditch the stupid Animal Tarrifs too then more customers would go back.