Ooredoo’s focus on customer experience has enjoyed strong industry recognition this year, winning a string of awards for its operations in the Middle East, North Africa and Southeast Asia.
With the global launch of the Ooredoo brand in February 2013, Ooredoo made differentiation through the customer experience a central pillar of its strategy – to ensure that each of its operating companies was the leader in delivering best in class experience across all customer touch-points.
Since then, Ooredoo companies have worked hard to enhance the ways they communicate with and support customers – an effort that has resulted in positive feedback and awards from a host of major industry bodies.
Dr. Nasser Marafih, Group CEO, Ooredoo, said, “When we launched Ooredoo, we made a promise to our customers that we would strive to enrich their lives as a global communications company. Teams across our footprint are working hard to examine the customer experience and come up with new ideas to enhance every touch-point in our interaction with them and deliver on our brand value of caring. I am very pleased to see the strong market response this step-change in our approach has delivered, with awards across our major markets.”
Over the past year, every Ooredoo operation has carried out qualitative and quantitative research to understand what customers are looking for and what their expectations of Ooredoo services are. And each operation has carried out a series of focus groups and customer surveys to help shape their respective ‘Customer Promise’ – the commitments that customers can expect from Ooredoo.
The Customer Promise has been used as the basis to enhance existing services, as well as launch new innovations and tools aimed at improving the overall experience in particular for customers when using data. Demonstrating the impact of this exercise, Indosat in Indonesia won the “Most advanced approach to Customer Experience Management” award at the Telecom Asia awards in Jakarta in May this year.
The award was received for Indosat’s iCITY forum, an online community that supports existing customers while enabling prospective customers to ask questions about products and services. Within the first six months of operations, iCITY received 3.1 million page views. The website makes it possible for people to crowd-source solutions to everyday communication issues on a real-time basis, which has helped Indosat become more customer-centric. In Qatar, Ooredoo’s focus on customer experience was recognised with three awards at the Annual Middle East Call Centre Awards 2014 in June 2014.
Ooredoo received awards for ‘Best Customer Experience Management Implementation’, following the development of a full customer care initiative that has delivered faster response times and offered more accurate information for customers, and for ‘Best Voice of the Customer’ and “Best Customer Care and Big Data Initiative’. In line with this award-winning trend, Ooredoo Tunisia and Indosat won awards in the Consumer Service Innovation category of the Global Telecoms Business Innovation Awards 2014.
The honours included one for Ooredoo Tunisia’s Customer Self-Care portal, which enables customers to buy credit, bundles and upgrades, as well as access new services and monitor their spending. Customers can activate and buy credit packages in a couple of clicks through a web browser, gadget, widget or app. Since the portal was launched the uptake of 3G data packages through the self-care portal has grown to more than 50 percent, as customers find it easier to select a package that best suits their needs.
Across all its markets, Ooredoo is continuing to push forward with new innovations designed to enhance the customer experience, as the company strives to be a market leader in this area.
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