Orange Sierra Leone has set a new benchmark in customer care and digital trust with the launch of two innovative platforms, Scam Alert and MiCoachie, during its 2025 Customer Service Week.

The event, themed: “Mission Impossible,” opened on Monday with a grand ceremony that drew regulators, lawmakers and telecom executives in a rare show of collaboration across the country’s digital ecosystem.

The week-long celebration, which runs until today, October 10, highlights Orange Sierra Leone’s renewed commitment to addressing customer challenges, enhancing trust and pioneering digital innovations that support the country’s rapidly evolving telecom landscape.

In his opening remarks, Orange Sierra Leone’s Marketing Experience Director, Alpha Bundu, reflected on the company’s resilience amid challenges in the past year. He emphasized that perseverance and customer loyalty have been the cornerstones of Orange’s continued growth.

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“We stand not in our struggles but in our strength and we are more committed than ever before,” Alpha Bundu declared, receiving a standing ovation. He extended gratitude to both customers and staff for their loyalty and resilience, underscoring that innovation must always be driven by customer needs.

One of the major highlights of the opening ceremony was a high-level panel discussion moderated by veteran journalist, Umaru Fofana. The panel featured 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, Orange’s Chief Marketing Officer and Alpha Bundu.

The discussion tackled some of the most pressing issues in Sierra Leone’s telecom sector, including network reliability, data affordability and the importance of updated regulatory frameworks. It provided a rare platform for transparency and accountability, with panelists engaging directly with public concerns.

The centerpiece of this year’s celebration was the unveiling of two customer-centric digital solutions:
• Scam Alert: A fraud-prevention tool designed to detect and warn customers about potential scams. With mobile fraud and phishing attempts on the rise in Sierra Leone, Scam Alert is expected to play a critical role in safeguarding customer trust and financial security.

• MiCoachie: An AI-powered self-service platform that enables customers to independently troubleshoot technical issues, access step-by-step tutorials and navigate Orange’s services more efficiently. MiCoachie is also aimed at easing the burden on customer call centers, reducing wait times and ensuring faster service delivery.

The launch was marked by an official inauguration, with Umaru Fofana unveiling the Scam Alert platform and Boston Munda introducing MiCoachie. Both services were hailed as timely and essential to redefining customer service in the telecom sector.

Delivering remarks at the ceremony, NaTCA’s Director General, Amara Brewah, praised Orange Sierra Leone for taking proactive measures to address customer concerns. However, he stressed that technology alone cannot guarantee customer satisfaction.

“Technology is vital, but professionalism in customer engagement is equally important,” Amara Brewah said. He emphasized that empathy, active listening and effective communication remain essential cornerstones of customer service, even in an age of digital transformation.

Beyond product launches and discussions, Customer Service Week 2025 features a series of customer appreciation activities, interactive sessions and staff engagement programs. These include forums where customers can share feedback directly with Orange’s leadership, team-building activities to empower employees and recognition of frontline staff who have gone above and beyond in serving customers.

Orange Sierra Leone’s introduction of Scam Alert and MiCoachie reflects its broader vision to strengthen digital resilience and trust while aligning with Sierra Leone’s national agenda for a more inclusive digital economy. By investing in fraud prevention and AI-powered self-service, the company is sending a strong message that it is committed not only to technological advancement but also to protecting the interests of its customers.

As Sierra Leone continues to embrace digital transformation, Orange’s 2025 Customer Service Week demonstrates that innovation, collaboration and customer-centricity are key drivers in shaping the future of the telecom sector. With Scam Alert and MiCoachie, Orange Sierra Leone has reaffirmed that its pledge to deliver superior customer experience is not just a promise but a mission actively pursued.