For an organisation to become truly customer centric, the customer experience must be entrenched in all aspects of the business, from the customer facing teams to the back office functions. Such an organisational change is not without its challenges, and sometimes ‘doing the basics well’ internally can be the first hurdle to overcome. Charlotte shares the evolution of Sure’s  customer strategy, together with how the organisation has worked to integrate the customer experience into day to day activities to ensure it delivers the best experience possible.

Jorge talks to the Exchange about the impact that Gurus have on O2’s customer strategy. Jorge also shares the impact of propositions like these and how do to create a business case around something experiential such as the Guru strategy.

In this thought provoking interview, Kjell-Morten discusses the importance of customer centricity from the board perspective, together with the impact digital is playing in the future of customer experience.

The Customer Management Exchange team sat down with Fabrice to discuss how Orange are currently leveraging their customer strategy as a catalyst for growth, the key elements to a customer strategy that builds customers loyalty whilst minimising churn and how Orange build emotional engagement with it’s customers. 

In this exclusive interview Tete shares her thoughts on how best to deliver an excellent Customer Experience to O2’s consumer base, regardless of what channel they choose to use. Having joined the industry from a retail background, Tete also discusses what the telecoms industry can learn from other sectors, and how this insight can be used to help steer strategy.

Rohini talks about the importance of delivering service at the contact centre and how insight driven strategies are key to sharpening your initiatives for success.

As one of the largest telecom provider in Europe, Gero talks about how Deutsche Telekom have remained competitive throughout the years, and how they have innovated their strategies to keep up with the rising needs of the consumer through digital and self service.

Richard highlights the importance of having a strong digital strategy and how ensuring an organisation is bought into the changing consumer culture is critical to embracing new technology throughout the business.