Business model

Customer care

Delivering exceptional customer care across all channels of communication with Orange remains one of our key priorities, and we continue to improve and strengthen this area. We have aligned our approach to customer relationship management with the proven customer journey methodology. In line with this approach, we review all our actions in terms of their impact on the overall customer experience. We want this experience to be a key differentiator, marking us out as the best on the market, as well as uniform and consistent across all touchpoints.

Mix of friendly contact channels

We provide a cost-effective mix of top quality communication channels, adapted to customer needs and expectations.

We are the only telecom provider in Poland to hold the prestigious international COPC (Customer Operations Performance Center) certificate. It attests to the highest quality in customer care management. We have implemented the COPC standard, particularly with regard to efficiency monitoring, quality and employee recruitment & development, in all our contact centres (which numbered 22 at the end of 2018)

Orange Polska’s customers frequently choose newer channels, like social media platforms or mobile apps, for communication.

• Over 1.5 million customers use the ‘My Orange’ mobile app (vs. 1.2 million in 2017). They can quickly and easily check their credit balance, activate or deactivate services, review details of fees and charges or pay invoices.
• Our customers held almost 920,000 conversations with consultants through chat in 2018 (compared to almost 800,000 in 2017).
• Over 75% of our customers already use e-invoices, which confirms that customer contacts can go digital.

Due to the development of these channels, the number of customer contacts with Orange via more traditional means has dropped, thus reducing our customer care costs.

Customer contact channels mix

*USSD – Unstructured Supplementary Service Data. After choosing the selected menu on the handset screen, the customer activates another menu that includes the information they need. The menu is visualised (available on the phone screen).
**IVR – Interactive Voice Response. A system allowing interactive caller support. The caller, after hearing the recorded messages, selects the chosen items from the menu

Customised service

Our customers responded positively to the service approach we implemented in 2016, tailored to their lifestyles and needs. We continued this in 2018 and will maintain it in the coming years. More than 8 out of 10 issues reported by residential customers were resolved within 48 hours. Customised service allows us to offer our customers the right approach for them:

• Senior citizens (over 65): Orange Polska is the sole telecommunications company in Poland to hold the ‘OK Senior’ certificate (renewed in 2018) for our dedicated infoline.
• Premium customers (subscribing to at least seven services): They are offered dedicated and personalised customer care.
• Fibre service customers: A dedicated team of experts handles all customer matters from start to finish.
• Customer service in our sales outlets is carried out according to proven standards, which enables us to resolve almost 9 out of 10 customer issues straight away.