Building Brand Advocacy and Customer Contentment

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Customer Relationship Management
Customer Experience
Though many companies are product or service driven, customers remain at the heart of every operation. In most instances, consumers have numerous options when it comes to the companies they interact with, and in today's increasingly competitive market, price no longer reigns as the deciding factor--customer service trumps all.

Though many companies are product or service driven, customers remain at the heart of every operation. In most instances, consumers have numerous options when it comes to the companies they interact with, and in today's increasingly competitive market, price no longer reigns as the deciding factor--customer service trumps all.For Orange Polska, winner in the Customer Experience Excellence category of this year's Gartner & 1to1 Media CRM Excellence Awards (EMEA/APAC region), incorporating customer feedback became the key component in its effort to realign the brand's focus to gain a market advantage. The telecommunications provider, which offers a broad range of services, including mobile, fixed broadband, and television for both B2C and B2B markets, decided to focus on internal changes in the face of high mobile adoption, downfall trends in fixed voice services, and strong competition within the Internet market. Thus, Orange Polska embarked upon its ambitious journey toward becoming the most-loved operator by the end of 2015.

By refocusing its product-oriented mindset on customer centricity, building brand awareness and commitment across the entire organization, Orange Polska specifically sought to boost its customer relations approach by treating each customer with special care. With the brand's "We want to delight our customers" mantra solidly instilled across the organization, Orange Polska's primary goal became enabling employees to positively surprise customers and encourage them to recommend the brand's services. These efforts encouraged employees to draw upon superior service skills in the name of customer satisfaction.

Through its dedication to customer excellence, Orange Polska empowers employees to work and ensure customer satisfaction, enabling customer insight specialists to actively investigate the key drivers of promoters and detractors to understand the customer's perspective as part of the brand's "we listen--we change" initiative. This process now allows Orange Polska to pinpoint issues, track them back to their source, and apply improving actions. Such customer insight clearly highlights the brand's top priorities, enhancing the overall customer experience excellence. As a result of these efforts, Orange Polska increased perceptional NPS from -10,2 to -4,5 and convinced employees to recommend Orange products and services (internal NPS +10), clearly highlighting the benefits of superior customer service and centralized customer care that aims to please.

Download the e-book with the Gartner & 1to1 Media CRM Excellence Awards 2013 EMEA/APAC winners.

EXPERT OPINION
EXPERT OPINION