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Orange is to bring its offshore call centres back from India to the UK as part of efforts to improve customer services, a full-scale withdrawl on top of an earlier planned phased reduction. The move is part of wider plans to scale back its broadband rollout and set aside plans for an Internet TV (IPTV) service. Orange's service, particularly for broadband customers, hasconsistently been ranked near the bottom of surveys from Which? to uSwitch.
Orange has 15 million customers who will now be able to speak to a UK-based customer service representative, instead of the call centres in India which the company has been using. The monthly contract pay services which are being brought back to Britain first. The company already has UK-based call centres in Plymouth, North Tyneside and Darlington where they employ some 12,000 people, with the same amount of staff in India too.
Tom Alexander, the UK chief executive, said that it will not be long before all its call centres for customers will be run in Britain. "My aim is for Orange to be renowned for offering the best customer service – not just in mobile but across any industry,' he said. “To do that we need in-house teams who can react quickly to the market and understand the changing needs of our customers. That's why we are bringing back services from overseas."
The company's call centre head count in India had risen from 100 in 2005 to 1,500 in 2008 with centres providing broadband technical support and additional assistance to pay-as-you-go and contract phone customers. Announcing earlier plans to scale back the Indian investment, Alexander said: “Orange is an iconic brand, a great business, and we’re going to build on that success to become the best-loved telecommunications company in Britain. To reach that goal, we need to give our customers consistent quality - quality of network, products, service and experience.
"Delivering that quality will see the number of customers who join, stay and spend with us grow. The telecommunications market has evolved dramatically in recent times and it is my aim to make sure that Orange is at the forefront of serving today’s 21st century customer - a customer who is web-savvy, product-savvy and, quite rightly, demands a premium service at the same time as best value for money.”
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