Orange Sierra Leone Chief Executive Officer, Aïcha Touré, has concluded a five-day nationwide listening tour aimed at strengthening the company’s relationship with customers, sales partners, local authorities and communities while gathering firsthand feedback to improve service delivery across the country.
The tour, which took place from 27 to 31 July 2026, covered Port Loko, Western Area Urban and Rural, Makeni, Kono, Kenema and Bo. Accompanied by members of the company’s senior management team, the CEO engaged directly with customers, distributors, traditional and civic leaders, and other key stakeholders to better understand their experiences, concerns and expectations.
The initiative formed part of Orange Sierra Leone’s customer-centric strategy, providing the company’s leadership with an opportunity to assess service delivery, network performance, business opportunities and the company’s overall contribution to communities outside Freetown.
Throughout the engagements, customers and business partners openly shared their experiences regarding Orange Sierra Leone’s products and services, highlighting both achievements and areas requiring further improvement. Discussions focused on strengthening network reliability, improving customer service and expanding the company’s impact in communities across the country.
Speaking during the tour, Aïcha Touré underscored the importance of direct engagement with customers and stakeholders, describing face-to-face interaction as essential for informed decision-making and sustainable business growth.
“Meeting our customers, partners and local leaders face to-face allows us to better understand their realities and expectations. Listening, learning and identifying opportunities for improvement provide the kind of insights that lead to better business decisions and stronger relationships,” she said.
She acknowledged the concerns raised during the engagements and assured customers that Orange Sierra Leone’s management would carefully review the feedback received and work towards practical and sustainable solutions aimed at improving customer experience.
As part of efforts to strengthen its regional operations, Orange Sierra Leone also enhanced the mobility of its trade teams by providing additional operational support, including kekes (three-wheelers), motorbikes and Hilux vehicles. The company said the new resources will improve field operations, enable trade teams to reach customers and sales partners more efficiently, and strengthen service delivery across the regions.
According to the company, the investment reflects its commitment to equipping frontline teams with the tools needed to respond more effectively to customer needs while expanding Orange Sierra Leone’s presence in communities nationwide.
Beyond formal stakeholder meetings, Aïcha Touré visited local markets in the various districts, where she interacted with traders, customers and members of the public in their everyday business environments. The visits enabled the CEO to gain a deeper understanding of the realities facing customers while encouraging open dialogue on the company’s services.
During the market visits, the delegation distributed Orange-branded souvenirs to customers and members of the public, creating opportunities for informal engagement and reinforcing the company’s connection with communities at the grassroots level.
The CEO noted that bringing the Orange brand closer to customers remains a key priority, emphasizing that company leadership must remain accessible and responsive to the people it serves.
The nationwide tour also included courtesy visits to provincial authorities and other strategic stakeholders, reaffirming Orange Sierra Leone’s commitment to maintaining strong partnerships with local institutions.
Mayors and other local leaders warmly welcomed Aïcha Touré, congratulating her on her appointment as Chief Executive Officer and commending Orange Sierra Leone for maintaining close engagement with communities across the country.
During discussions with the delegation, local authorities called for sustained investment in Corporate Social Responsibility (CSR) initiatives within their municipalities. Mayors in Port Loko, Makeni and Bo specifically encouraged the company to consider supporting city beautification projects, noting that such initiatives would improve the appearance of urban centres while enhancing community development and corporate visibility.
Responding to the proposals, Aïcha Touré assured local authorities, customers and sales partners that management would carefully examine all recommendations and identify practical ways of addressing priority concerns within the company’s strategic objectives and available resources.
“Orange is in Sierra Leone to connect people in every corner of the country and improve lives through reliable connectivity and innovative digital services. We remain committed to working closely with our partners and communities to address challenges, strengthen our network and continue delivering the quality of service our customers expect,” she stated.
The nationwide listening tour reflects Orange Sierra Leone’s broader strategy of strengthening customer relationships, empowering regional teams and deepening collaboration with stakeholders throughout the country. Company officials say the exercise has provided valuable insights that will help shape future priorities aimed at enhancing service delivery, expanding customer satisfaction and supporting sustainable business growth.
By engaging directly with communities, strengthening field operations and building stronger partnerships with local authorities and business partners, Orange Sierra Leone says it remains committed to improving responsiveness to customer needs while contributing to Sierra Leone’s digital transformation.
The company reaffirmed its commitment to connecting people and empowering communities. It also supports innovation for a more inclusive digital future in Sierra Leone.
