Wednesday, October 16, employees of the SFR headquarters, on the 15thmy district of Paris, they found on his desk a four-page pamphlet left by his management. This “little red manifesto”As Mathieu Cocq, the general director of the telecommunications operator, calls it, in reference to the color of the logo, he summarizes in a few sentences the cultural revolution that the manager wants to instill in a company marked by the loss of 2 million subscribers in two years, and for the arrest, in July 2023, for alleged corruption, of Armando Pereira, historical partner of Patrick Drahi, the owner of SFR.
This “internal mobilization plan”called “Imagine SFR”, it is based on “five values: collaboration, audacity, commitment, excellence and customer obsession”explained Mr. Cocq, on October 15, during a briefing with the operator’s employees, in support of a three-minute film, in a solemn tone, which recalled the operator’s know-how. it’s about “uniting around simple things, sometimes it is a bit simple, we have not invented anything”but this plan must become “a banner, a banner”continued the leader, affected by the “attacks on the SFR” in recent years, even internally.
Its stated goal: “turn again”by 2028, “step by step, the favorite operator of the French. We will have to be second, but we want to be what we have been in the past, that will require purchasing power (for customers) and quality.”. A way to recognize that this has not necessarily been the case in recent years. Since Patrick Drahi acquired the operator in 2014, the customer and employees have often taken a backseat to the financial demands of the group and its shareholders. In ten years, the group’s workforce has been reduced by half.
According to the latest satisfaction survey consulted by the worldonly two in ten subscribers would recommend SFR to a loved one or colleague. Six out of ten would not recommend it. On mobile, the net promoter score (difference between the percentages of promoters and detractors) is –7, compared to 11 for Bouygues Telecom, 18 for Free (the group owned by Xavier Niel, individual shareholder of World) and 28 for Orange. “The current situation demands that we be humble, and we are, but we have pride”launched Mr. Cocq.
Employees remain cautious
“The last few years at SFR have not always been easy, but it is the return of red”insisted Arthur Dreyfuss, CEO of Altice France, SFR’s parent company. He recalled that the operator had already begun its relaunch, for example by simplifying its offers to the extreme. The hiring this year of Didier Mainard and Pierre Clément, two executives stolen from Orange, to respectively take charge of the store network and the activity of the general public, demonstrate, according to him, that the group is once again attractive abroad .
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