Orange SL Launches New Customer Protection Tools
By Rose Aba Akafo
Orange Sierra Leone kicked off its 2025 Customer Service Week on Monday with a renewed commitment to transforming customer challenges into opportunities, while underscoring the need for a broader push toward innovation and resilience in the country’s fast-evolving digital economy.
Themed: “Mission Impossible,” the telecom giant brought together industry regulators, lawmakers, and telecom executives in a rare show of collaboration across Sierra Leone’s digital ecosystem.
Reflecting on the company’s journey, Alpha Bundu, Marketing Experience Director at Orange Sierra Leone, acknowledged the hurdles faced over the past year, but emphasized strength and perseverance as the company’s defining traits.
“We stand not in our struggles, but in our strength, and we are more committed than ever before,” Bundu said to a standing ovation, thanking both customers and staff for their loyalty and resilience.
Highlight of the opening ceremony was a high-level panel discussion moderated by veteran journalist, Umaru Fofana, featuring Boston Munda, Chairman of the Parliamentary Committee on Communication, Technology and Innovation; Smart Kokofele, Regulatory Affairs Director at the National Telecommunications Authority (NaTCA); Mamadou Bossou, Chief Marketing Officer at Orange; and Alpha Bundu.
The panel addressed critical industry pain points – from network reliability to data affordability – and explored the future of regulatory frameworks in Sierra Leone’s telecom sector. The open dialogue provided a rare platform for transparency and stakeholder accountability.
Beyond the discussions, this year’s celebration also served as a launchpad for two groundbreaking customer-centric innovations:
- Scam Alert: A digital fraud prevention tool that identifies and warns users about potential scams, protecting customers from the rising wave of mobile fraud and phishing attempts.
- MiCoachie: An AI-driven self-service platform that empowers customers to troubleshoot issues, access tutorials, and navigate Orange’s services independently, thereby enhancing efficiency while reducing call-center congestion.
The services were unveiled with much fanfare, with Umaru Fofana inaugurating the Scam Alert platform and Boston Munda launching MiCoachie. Both were hailed as timely interventions that could redefine customer experience across Sierra Leone’s telecom landscape.
NaTCA Director General, Amara Brewah, commended Orange for its proactive approach, but urged continued focus on human-centered service delivery.
“Technology is vital, but professionalism in customer engagement is equally important,” Brewah noted, emphasizing empathy and communication as cornerstones of effective service.
The Customer Service Week continued through Oct. 10, featuring interactive sessions, customer appreciation activities, and staff engagement programs, reaffirming Orange Sierra Leone’s dedication to customer-centric innovation.
With Scam Alert and MiCoachie, Orange Sierra Leone has made it clear that its promise to deliver superior customer experiences is not just rhetoric, it’s a mission made possible.