Orange spends big on customer retention tactics.
"New focus to counter cheap deals and iPhone...
Orange has been leading rival networks with the most aggressive tactics in the market to keep hold of postpay customers.
Retention has been high on the agenda for Orange in recent months as it has felt a squeeze from two sides of the market.
Some Orange customers have considered joining O2 in recent weeks for the 3G iPhone, and at the other end of the market, large numbers of customers have apparently looked to cut-price contract deals from 3 and T-Mobile.
Orange is expected to emphasise its performance on retention in its latest financial results to be unveiled this week. It will be the first results which will shed light on the initial impact of new CEO Tom Alexander.
Retention teams at Orange’s call centres have been given new powers to offer deals to customers looking to leave the network. It has also issued instructions for customers wishing to get an iPhone about the benefits of the HTC Diamond and a list of the iPhone’s faults.
Orange is also understood to have increased its share within Carphone and Phones 4u in recent weeks with some heavy commissions. It has focussed its resources on tariffs in the £30-£35 bracket.
A spokesman for Orange said: ‘We’ve performed well recently and retention in particular is very important to us.’"
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