
Orange is a distinct and envied brand, which France Telecom wishes to use across its portfolio of acquired and developed Telco businesses. However many of these businesses are different and have their own de facto brands– with cultural legacies, service standards, systems, business practices etc. David made a critical diagnosis for its Polish subsidiary in preparation for rebranding, defining key initiatives required to transform customer experience and move Net Promoter score from a high negative to a group standard positive score.
Telecom Poland (TP) was formed from businesses – the old state monopoly and a mobile operator – that delivered poor service relative to competitors, poor net promoter scores and received a very high level of complaints. TP’s board hired PwC, prior to rebranding, to deliver major improvements to the customer experience in web, telephone, retail and face-to-face channels, aligning these to group standards. Specific movement of TP’s Net Promoter Score from a negative score was required. David designed the project proposed to TP, drawing on PwC expertise in customer service and experience, culture, organisation and process change, to develop a scope covering diagnosis, definition of a programme of initiatives, business case and implementation support and management.
In delivery, David was responsible for assessing TP’s customer operations, with over 7,000 employees in over 50 locations, using a tried and tested diagnostic toolset. Management’s key hypotheses were (1) poor systems and rigidities were primarily responsible for customer service issues and (2) major improvements in customer experience were impossible without major systems replacement.
David’s analysis of operational performance showed that 15% of TP’s people were able to delight consistently customers, despite using the same systems and business rules as more poorly performing peers. This showed that if staff had the correct attitude and competencies, an excellent customer experience could be delivered despite real systems constraints. It disproved management’s key defensive hypotheses.
Using compelling evidence and insights from data analysis, David built a consensus that an initiative focused on coaching, training and personal accountability for delivering customer experience would improve NPS significantly. PwC built detailed designs for the change initiatives needed and supported its implementation to deliver a improvements in NPS.