Orange Jordan has announced that it is re-launching its brand as part of a major brand-refresh campaign initiated by Orange Global, which is planned to take place in the 32 countries within which it operates. The campaign was conceived with the objective of further humanizing the Orange brand, personifying the core objective of the operator's Essentials 2020 strategy, which is to connect people with all that is essential to them.
In addition to incorporating a wide variety of modern colors and design elements that reflect Orange's core values, the brand-refresh campaign brings a set of four new commitments that align with the operator's new strategy, which are availability, connectivity, adaptation and simplicity. With an unwavering dedication to deliver an unmatched customer experience, a core focus of this campaign is the concept of listening and responding, which defines the approach Orange is taking to connect people with all that is essential in their lives. By listening to and understanding the needs of different consumer segments and the local community at large, the operator is committing to the delivery of versatile solutions that can adapt to the individual requirements of every customer.
Moreover, by committing to "connectivity," Orange is reiterating the promise it made when it introduced its Essentials 2020 strategy, which is to deliver the best network to customers nationwide. The operator will continue to invest in the development of its network infrastructure, prioritizing quality as a central focus across all customer touch points. As always, Orange will maintain its dedication to simplicity and user-friendliness, which has always been the hallmark feature of the Orange experience.
"Since its inception twenty years ago, Orange has consistently worked toward simplifying people's daily lives, prioritizing simplicity, quality and added value," explained Orange Jordan's CEO, Jerome Henique. "This brand-refresh campaign builds on everything our brand has stood for over the years, all the while setting new commitments and ambitions that respond to the digital revolution that has forever changed the way we perceive and interact with communication technologies. At the core of this brand refresh is the concept of listening and responding, through which we will continually work toward delivering a truly personalized customer experience."
Orange Jordan has also announced the re-launch of its Elite Shop in Abdoun, which constitutes one of the initial achievements within the brand-refresh campaign. The Elite Shop represents Orange Jordan's continued efforts to offer added value to its Elite customers, providing them with a premium service package that includes dedicated account handlers, add-on services and special offers and discounts that will further simplify their daily lives and enhance the value they derive from Orange products and services. The Elite Shop has been redesigned to offer customers a more intuitive experience, incorporating various elements from the new Orange campaign.
An integral element of Orange Jordan's brand-refresh campaign is a series of new and exclusive offers that will bring added value to all customers and enhance their daily experience. One such agreement was recently announced between the operator and Royal Jordanian, which will allow Orange postpaid customers to exchange the subsidies they receive on their subscriptions for frequent flyer miles. According to Orange Jordan's Deputy CEO / Chief Officer for Sales and Marketing, Patrice Loze, the agreement is the first of its kind in the Kingdom and demonstrates the level of innovation to which the operator is striving as it embraces this new chapter in its history.
Moreover, for the first time in Jordan, Orange is launching a new after-sale service strategy for devices, under the heading of "Care Services." The strategy extends the principle of listening and responding to include device repairs and technical support, providing a dedicated team of technology experts to provide expedited services to customers. These services span first-time setup of handsets, e-mail activation, content migration, app downloads, emergency repairs, and others. Care Services also span a number of exclusive services previously launched by Orange, including the Orange Buyback Service, which allows customers to exchange old devices and parts for vouchers; handset insurance; accessory sales, and others.
Orange had announced its Essentials 2020 strategy in May, setting a number of ambitious targets to achieve over the coming years. Five critical drivers define the strategy, including the delivery of richer connectivity options, re-inventing the customer relationship, building a people-oriented business model, accompanying the transformation of enterprise customers, and diversifying its operations by effectively capitalizing on its assets. The strategy also came with the explicit promise of delivering the best network in Jordan by year-end 2015, which the operator plans to achieve through a considerable financial investment of more than JD 200 million geared toward the enhancement of its network infrastructure.