Abstract:

This paper addresses the CRM experience of Orange France, a mobile phone service provider, in assessing the customer care experience of its 18 million customers. Within a highly competitive market, French customers increasingly consider that price, network, and distribution channels are not considerably different between the three mobile phone operators and define the difference as the quality of customer care. The requirements of Orange France in developing a CRM approach are defined and in turn the methodology developed for Orange in listening to client opinions and receiving quick feedback on responses is reviewed. Scorange® is a new methodology using sampling and fieldwork for a quick results delivery survey. Scorange® satisfaction measurement offers each CRM level in the company the tools for permanent improvement of quality service while also providing Orange Executives with a daily management report of quality in customer centres.