• Building CRM takes time.

Orange s shift in organizational emphasis from customer acquisition to customer retention coincides with its migration from a short- to a long-term view of customer relationships. This longer-term customer view alters the focus for Customer Relations, the way it works with other parts of Orange and the way it measures performance.

• CRM often requires changes to the organizational culture and structure.

Establishing Customer Relations is an internal declaration of the company s desire for stronger customer focus, and demonstrates senior management s recognition that better customer relationships can improve the company s performance.

• CRM strategies emphasize two-way communication with customers, which can make the design and delivery of messages more appropriate and effective.

Orange has successfully targeted the expanding younger (under-35s) domestic market with an innovative but not overly technical product, and works constantly to reinforce messages of user-friendliness, simplicity, reliability and best value. It seeks to increase customer value, trust and affinity through capturing and exploiting customer data better.