Reaping the rewards of
a customer-centric focus

Where does Orange Belgium stand in the residential market one year after launching as the Orange brand? Following the public’s immediate acceptance of the Orange brand announcement in 2016, brand awareness, perception, preference and power have all risen steadily in 2017.

Achieving the 100,000 Love customer milestone

During 2017, Orange Belgium’s entry into the convergent market rapidly grew into an unqualified success as the ambitious target of 100,000 Love customers was achieved by the end of the year. The emotional appeal of the Love campaign differentiated the Orange offer in the first place, and topping 100,000 customers is a major milestone, establishing Orange Belgium as a full convergent player on the Belgian market. With the best price-quality, Orange’s internet and TV offer is proving to be a real alternative on the fixed market.

The new frontier: mobile data

In addition to the success in the convergent market, 2017 saw the continual evolution of Orange Belgium’s strong mobile offers. The discontinuation of roaming fees in Europe in the middle of the year had a positive effect on the ongoing growth of mobile data usage. The Orange prepaid registration process went smoothly, identifying over 95% of Orange’s active prepaid customer base; while postpaid achieved significant growth − 79% year-on-year − over the 2016 figures. Positioned between prepaid and postpaid, the Zen subscription, introduced in 2017, offers a set monthly volume for phone calls and internet usage at a competitive price. In September, Orange doubled its mobile data volume for all Love mobile bundle customers (mobile + internet + TV) at no extra cost.

As mobile data is a key component of mobile’s future, Orange Belgium continues to respond, in tandem with the excellent Orange network, to the customers’ need to stay connected anytime and anywhere they want.

Launch of ‘Panther Limited Edition’, an instant success

Unlimited calls & SMS and 5GB of mobile data at a discount price − that’s the Panther Limited Edition offer available to the first 10,000 subscribers who want to enjoy unlimited calls and enough mobile data to stay connected to what matters to them. In the category of postpaid tariff plans with unlimited calls and that volume of mobile data, it was the best deal on the market.

Anticipating customer needs

Continually adapting products and services in response to customer needs, Orange Belgium looks ahead towards future needs as well. In addition to doubling its mobile data volume, 2017 saw the introduction of the instalment payment plan for smartphones, which has enriched the customers’ choice while facilitating their entry into a mobile subscription. By offering the instalment plan, high-end smartphones become accessible to everyone. Moreover, the interest rate is 0%, with innovation at no extra cost.

Rising customer satisfaction

Orange actively manages its customer base by contacting customers each year to reassess their needs and ensure that they are on the most advantageous tariff plan. In 2017, the company also enhanced the My Orange app to expand the customer’s digital experience and provide transparency on their usage. My Orange − which enables customers to control their usage, buy extras, pay their invoice, and contact customer care directly − is a good example of Orange offering its customers ‘digital self-care’.

All of these initiatives were rewarded with increased customer satisfaction in the course of the year. Orange shops have the market’s highest Net Promoter Score. In addition, the Belgian Institute for Postal and Telecom Services − ‘BIPT’, the quality barometer for services in this sector − rated Orange Belgium ‘best in class’ for the amount of complaints that were solved at first contact with the customer care department.

A very good choice in 2018

Plans for 2018 include growing both mobile and convergent volumes, and Orange Belgium’s market share, without impacting value. As the Orange Belgium network is second-to-none, attention will be given to raising awareness of this fact in the market. Moreover, mobile has set further ambitious goals regarding mobile data. As a market disruptor in Belgium, Orange Belgium offers a very good alternative to the incumbent players. Consolidating this positioning is a key residential objective for the year.

‘Orange Thank You’ loyalty programme

Launched in 2014, the Orange Thank You customer loyalty programme continued its positive momentum in 2017. All Orange Belgium customers are eligible for the programme, which rewards loyalty throughout the year with cinema and concert tickets or invitations to other exclusive events − with the element of surprise as a special feature of the programme. A notable example in 2017: 6000 Orange customers enjoyed the Madness of famous DJ Dimitri Vegas & Like Mike.

Even though customers do not ordinarily associate telecom services with the concept of loyalty, Orange is reversing this perception with its outstanding NPS.