Orange Reinventing the In-Store Customer Experience Across Africa & the Middle East

The Challenge

Orange, one of the world’s leading telecommunications operators with more than 282 million customers, set out to reinvent the end-to-end customer experience across its retail stores in Africa and the Middle East.

Orange’s strategic roadmap set two clear ambitions:

• Become #1 in Net Promoter Score (NPS) for three out of four customers.
• Digitize 50% of customer interactions.

Net Promoter Score (NPS) measures customer loyalty and how likely customers are to recommend a brand. To reach these goals, Orange needed a customer experience (CX) partner with a proven track record and industry best practices in queue management, feedback management, and in-store customer engagement.

The Solution

In 2015, RightCom began the concurrent roll-out of three CX platforms — RightQ, RightPlayer, and RightSurvey — across 10 of Orange’s subsidiaries.

Before deployment, RightCom’s on-the-ground research revealed that not every store needed a floor-standing kiosk. In those locations, RightCom equipped frontline staff with mobile devices to greet walk-in customers — a role it named the Welcome Managers.

As teams grew comfortable with the new tools, RightCom gradually added three more solutions:

• RightTime — appointment scheduling for customers planning a store visit, integrated with Orange’s mobile app and website for a seamless experience.
• RightDesk — closing the loop the moment the system detects an unhappy customer. Contact center agents were trained to call at-risk customers, reducing the risk of churn.
• RightData — real-time, in-depth analysis of foot traffic across the entire store network.

Throughout the journey, customers received real-time notifications showing their estimated waiting time and the number of people ahead of them. Store managers and directors received daily store-activity reports directly in their inbox — reports that became instrumental for business planning.

The Results

RightCom’s technology, CX expertise, and deep knowledge of the customer experience market drove a significant increase in staff engagement. That, in turn, lifted customer satisfaction scores and unlocked new upselling and cross-selling opportunities.

Orange surpassed both of its strategic goals:

• Became #1 in NPS for more than three out of four customers.
• Now completes more than 50% of customer interactions through a digital channel.

The in-store experience RightCom created proved so successful that Orange replicated it in two of its European subsidiaries. Read how RightCom helped Orange Luxembourg reopen its shops safely.

About Orange

Orange is one of the world’s leading telecommunications operators, with revenues of €40.3 billion in 2024 and a total customer base of 291 million customers worldwide at 31 December 2024, including 253 million mobile customers and 22 million fixed broadband customers. The Group is present in 26 countries across Europe, Africa and the Middle East, and is also a leading provider of global IT and telecommunication services to multinational companies under the Orange Business brand. Guided by its “Lead the Future” strategic plan, Orange continues to build on network excellence to deliver connectivity and digital services that make a real difference in people’s everyday lives.

About RightCom

Founded in April 2013, RightCom is the leading Customer Experience (CX) management company in Africa. It provides a complete suite of cloud-based solutions to measure, analyze, and enhance customer satisfaction in real time.

RightCom goes beyond software. It also offers strategic consulting and CX-focused services, including:

• Sales as a Service

• Agent Network as a Service

• Customer Care as a Service

With intelligent tools and field-tested expertise, RightCom helps organizations turn every customer interaction into an opportunity for engagement, loyalty, and sustainable growth.

With physical presence in 6 countries and operations in over 30 markets, RightCom serves some of the most demanding industries and has become the go-to customer experience partner across Africa.

Frequently Asked Questions

Which telecom operator did RightCom partner with? RightCom partnered with Orange, one of the world’s leading telecommunications operators, serving more than 282 million customers.

Which RightCom products were deployed for Orange? RightCom deployed RightQ, RightPlayer, RightSurvey, RightTime, RightDesk, and RightData across 10 Orange subsidiaries in Africa and the Middle East, starting in 2015.

What results did Orange achieve with RightCom? Orange became #1 in NPS for more than three out of four customers and now completes more than 50% of its customer interactions through digital channels — surpassing both of its original targets.

How did RightCom improve in-store queue management? RightCom combined kiosks and mobile “Welcome Managers” with real-time notifications so customers could see their waiting time and their position in the queue, while managers received daily activity reports for business planning.