Orange CEO spells out battle plan

Orange CEO spells out battle plan

Orange’s new UK CEO, Tom Alexander, will slash 450 head office jobs and open 50 more stores this year. He will also bring the operator’s entire call centre business to the UK over the next few years, as part of his first major moves to transform the company.

Alexander (pictured) outlined his long-awaited plans this week, which placed customer experience at the centre of his strategy.

The new stores will take Orange’s total to 400. Alexander will also shift call centres for pay-monthly customers from India to the UK this year. The changes are expected to create 500 new retail and call centre jobs.

New systems are being introduced to give more power to store staff to fix customer service problems.

A new staff training programme will be introduced in the coming weeks, as well as new incentives for retail and call centre staff based on customer satisfaction scores.

Alexander has also unveiled a radical restructure of the whole UK business, splitting it into consumer and business, and scrapping the previous divisions of mobile and broadband.

‘We had people working in silos before with lots of departments, and that’s no longer relevant to the current market. It needed a change,’ said Alexander.

He said that some Orange employees were working to ‘individual plans’ and ‘disparate projects’ before the changes. He is now making all jobs ‘accountable for the customer’, and added: ‘I won’t tolerate needless bureaucracy.’

Mike Newnham, formerly the broadband chief, will be the head of a wide-ranging consumer team that encompasses broadband, mobile, prepay, postpay and any forthcoming consumer services. Jean-Pascal Van Overbeke will be in charge of all sales and retention as part of the new structure.

The marketing unit has been removed, but the individuals have been spread across the business.

Alexander said there was a considerable amount of duplication in roles in different parts of the organisation, and several departments were not working to meet the demands of consumers.


Written by Mobile Today
Mobile Today


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