South African network provider, Cell C has been awarded the Overall Telecommunications Industry Award at the 2019/2020 Ask Afrika Orange Index Awards for customer service, for the second year in a row.
Cell C’s CEO, Douglas Craigie Stevenson says, “We have focused on service to build brand loyalty amongst our 16 million customers over the past 12-18 months, including launching new company values in 2018 with customer-centricity at the heart of what we do. This award is a testament to the commitment of Cell C’s employees, and I thank them for remaining focused on servicing our customers”.
The Ask Afrika Orange Index is in its 18th year and ranked 193 companies across 31 industries, benchmarking customer satisfaction, emotional satisfaction and loyalty drivers based on robust nationally representative sample sizes.
Cell C says, “Customer service has reached a crucial point in the South African telecommunications industry. An ever-increasing demand for connectivity, especially data, along with a tough economic climate means that customers will remain loyal if they’re receiving value, good network coverage and service from their mobile provider”.
The award comes just after Cell C fell into some dangerous territory when debt, poor business performance and liquidity problems threatened to cripple the network provider. However, Stevenson is said to be taking steps to right-size the business, focusing on revenue-generating activities and cutting costs where necessary.
Since his initial appointment in March, Stevenson has tried to ensure that there is adequate clarity and transparency within the company. “Our decision to reconfigure our product and services is part of putting the business on the right track,” says Stevenson. “We need to move forward based on a roadmap that is robust, profitable and in the best interests of Cell C and its customers.”
Edited by Jenna Cook
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