GLOBAL B2C CUSTOMER EXPERIENCE MANAGEMENT FRAMEWORK
Following the introduction of a strategic customer experience function within the group, Orange’s leadership team were keen to embrace a pragmatic and proven methodology for managing customer experience across its B2C European operations.
Orange selected CGA’s Customer Heartbeat® as the ideal methodology, especially for its ability to translate Voice of Customer insights into tangible and prioritised areas of action based on what matters most to customers.
CGA adopted a phased delivery approach, focusing firstly on establishing proof of concept in the UK market before adoption across the rest of its European operations.
Over an 18 month period CGA conducted a number of experience programmes across all customer segments, channels and products in the UK B2C market. The result was an experience blueprint for the business that could be applied universally.
Underpinning this blueprint was a dashboard of touchpoint measures that connected advocacy measurement (Net Promoter Score ) to the things that mattered most to customers, along with clearly defined Moments of Truth designed to secure greater levels of customer engagement and advocacy for Orange.
CGA’s short term focus was to identify scenario-specific clues to improve customer satisfaction, through individual customer episodes e.g.
- Ideas for innovative solutions fix within channel
- Priority for fix by segment
- Tone and manner to manage the fix by product
The longer-term, strategic focus had a number of clear deliverables;
- Cross-Scenario “How-To” Moments of Truth to improve CSAT by framing experience
- Defining priority scenario groups to focus on
- Defined pathways to encourage joined-up Orange behaviour
- A unique and consistent Orange brand style
The programme delivered a common methodology for adopting B2C experience management across Orange, underpinned by 5 Moments of Truth to improve the overall experience, alongside 93 tactical initiatives to fix customer pain points.