Orange Romania, the first operator in Europe to obtain the prestigious international COPC certification for retail

Aurel Constantin 26/05/2022 | 12:46

Orange Romania reaches a new level of performance by obtaining one of the most prestigious awards for its retail operations: COPC (Customer Operations Performance Center) certification. Thus, the company becomes the first entity in the retail telecom field in EMEA to successfully complete the certification process and, at the same time, the first in the Orange group to tick this important goal, thanks to the local Sales & Distribution team.


COPC certification is a set of good management practices provided by the prestigious American company COPC Inc., a global leader in management consulting, specialized in transforming the customer experience and offering the directions and working methods necessary to keep the client at the center of a business. This guide is used by top companies in over 70 countries, and obtaining certification involves a thorough process of analyzing and adapting processes, in order to provide customers with services to the highest standards. At the same time, the same certification pays special attention to streamlining the way employees work and creating a work environment that allows them to easily achieve their own and the company’s goals.

“COPC certification is the most prestigious recognition in the telecom industry and shows the kind of experience we want to offer our customers – an incomparable, high quality experience. The COPC framework ensures the efficient organization of the retail ecosystem in Orange in order to achieve outstanding results, while supporting and giving the shop manager the authority to act in the sales process as a true “CEO of the store”. Equally, at the business level, COPC certification reassures all stakeholders that in Orange Romania we constantly offer operational excellence and the highest level of services provided to our customers, thus continuously improving work processes, leadership areas, efficiency and performance,” said Adrian Pănuță, Sales & Distribution Director.

Orange Romania customers perception of the changes

Although a lengthy procedure, the results of the efforts made by the Orange Romania teams to meet the requirements of the COPC auditors were not long in coming. The in-store customer experience has been improved, as has the productivity and efficiency of in-store business.

Thus, compared to 2019, the year of starting the process of obtaining COPC certification, the number of customers who recommend Orange in 2021 increased by about 10 percent, and the number of customers who recommend Orange after a visit to the store increased by 12 percent.

A dedicated team

An extensive team of professionals was completely dedicated to the project of obtaining by Romania Romania the COPC certification for retail activities, being necessary the permanent monitoring and management of the transformation process through which the working mode of the 660 Orange employees in 81 targeted stores was adapted.

Since the process of obtaining this certification began 3 years ago, the involvement of the team was all the more significant, as a large part of the stages of the entire process was completed in the difficult conditions of the health crisis.

The first COPC certification within Orange Romania was obtained in 2018, by the Customer Service (CSD) department. In the meantime, the CSD department has obtained the recertification of COPC, maintaining the standards imposed by the auditors.

Find out more aboyt the certification here. 

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