Throughout the project, our team was committed to adopting a highly collaborative approach, involving numerous experts from the Orange Group and each of the relevant Orange affiliates to encourage ownership and adoption of the upcoming transformations.
Challenge: Digitizing Customer Relations in Africa and the Middle East
To anticipate the evolution of digital usage in the Africa–Middle East region, Orange MEA and Orange Customer Experience teams wanted to define a strategy to accelerate the digitalization of customer relations across the region.
Their objectives: increase digital usage, boost sales, improve customer experience, and optimize operational costs.
They turned to Sofrecom to structure and model this strategy.
Methodology: Digital Diagnostic and Multichannel Strategy
To meet these goals, we mobilized a team of 8 consultants with complementary profiles in strategic marketing and digital transformation.
The 9-month project was carried out in two phases, each with a distinct objective:
- Phase 1: Assess the maturity of digitalization in sales and customer relations. This analysis was structured around four interdependent pillars: customer usage, digital touchpoints, channel mix, IT architecture and operational model
- Phase 2: Define the target vision of the strategy by co-building the transformation plan and evaluating the digitalization gains for each country.
To achieve this, our experts:
Diagnosed digital touchpoints across the full customer journey and translated them into a target vision and operational roadmap for channel evolution
Modeled the evolution of multichannel customer relationships and evaluated the financial gains enabled by the new digital roadmap
Assessed existing and missing internal capabilities, mapped the current digital IT organization, and identified the structure needed for successful implementation
Proposed a governance model for digital projects to be deployed
Throughout the project, our team maintained a highly collaborative approach, involving numerous Orange Group experts and local affiliates to ensure adoption of the transformation strategy.
Results: A 4-Year Digital Strategy and Local Roadmap
The cross-functional expertise of our teams (Strategy, Digital, and IT) enabled us to:
- Develop a 4-year strategy tailored to the local realities of each Orange affiliate
- Provide highly operational recommendations, allowing both Orange’s central entities and local teams to identify the required transformations and their impact
- Deliver a clear vision of achievable goals for each affiliate, along with precise recommendations and an operational roadmap to reach them
