30 October 2021

Case Studies | Orange

The Client



  • Customer Journey Mapping
The department responsible for customer experience in Orange Polska asked us to systematize the knowledge in the field of customer journey management. The most critical area of our project was customer journey mapping and how the company should approach it. We focused on how to define and empathize with the target group to involve participants more effectively.

What discovered that the organization already has the knowledge about Customer Journey, but it is not structured and disseminated on a sufficient level. Therefore, it’s not implemented by employees who require it the most.


Orange is the biggest mobile operator in Poland. As one of our legacy clients with over 5 years of cooperation, they’ve entrusted us with many of their challenges, including solving business issues, training, and innovation.


The cooperation with Socjomania allowed us to organize our knowledge of managing paths and customer experiences systematically. At Orange Polska, we put the customer first, so it is critical for us to promote knowledge about the Customer Journey within our internal structures. In the spirit of co-creation, together with Socjomania, we have managed to develop a guide that can be used by every employee who wants to use the Customer Journey approach. Such collaboration always broadens the horizons. I would highly recommend them!

Adriana Harmoza, Employee Development Expert, Culture and Development, Employee and Manager Development Department at Orange Polska



In order to systematize and spread the knowledge across the whole organization efficiently, we proposed a detailed step-by-step guide. The goal was to:


  1. Develop a common understanding at the organizational level of what Customer Journey and customer experiences are and why it is important to optimize them constantly
  2. Be able to clearly define the mapping target as well as starting and endpoint of the journey
  3. Regardless of who the Orange customer is: whether it’s an external or internal customer, B2C or B2B – develop a set of tools that will work for each target group
  4. Build an interdisciplinary team that will allow the client to holistically map the customer’s experience, taking into account various perspectives
  5. Depending on the goal of the Customer Journey mapping, choose a proper toolkit for that specific purpose.


Additionally, we organized a series of interactive meetings for the workshop participants using the Mentimeter tool. It allowed them to practically go through all the assumptions of Customer Journey mapping and fully immerse themselves in the process.


Based on the document we developed, each employee who wants to work in line with Customer Journey mapping knows clearly:

  1. How to prepare and design the entire process
  2. Who should be involved 
  3. What’s the client’s perspective, needs, pains, and desires


  1. How to address the identified pains and needs along the path and implement changes that will improve the customer experience
  2. How to highlight the moments that evoke positive emotions on the customer path
  3. How to make an aftersale evaluation based on the monitoring of selected KPIs.

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