Orange

Case study summary

A qualitative customer panel designed to put the customer at the heart of the business.

Challenge

Orange believes passionately in research. Developments to the brand, communications, customer service and new propositions are all tested with customers. Orange wanted to take this a step further, by putting the customer at the centre of employees’ thoughts and actions at all times, stimulating development ideas and driving the creation of customer-driven propositions.

Solution

• A qualitative customer panel, involving regular face-to-face, telephone and online interviewing
• Providing continuous in-depth feedback about how customers think and behave, and what they want and need from Orange
• A customer website, real-life case studies, newsletters, quotes from customers, films, cartoon strips, an insight wall all bring the customer to life

Action

• Insight used in development and testing of tariffs and new propositions
• Feedback enables changes to contact strategy, account management and customer service
• Stimulus used to develop new ways to communicate and interact with customers