The Ask Afrika Orange Index®

Customer service and the journey to establishing service excellence has always been a key focus of organisations over the past two decades. However, in a changed landscape where consumer power has become a force that can no longer be ignored, many companies are grappling with their inability to effectively deliver on consumers' expectations. - Rod Jones, reputable customer service excellence expert.

The Ask Afrika Orange Index® is the largest and most widely-referenced service excellence benchmark in South Africa. It was launched in 200l, and has a tracking history of service in South Africa for the past 16 years based on robust sample sizes. The Orange Index’s longevity is testament to its relevance to both public and private sector with regards to providing a reliable yardstick for service measurement in South Africa.

What is the Ask Afrika Orange Index®?

  • National customer service benchmark, conducted nationally since 2001
  • Independence: No client lists are used for interviews
  • Extensive sample size: 33 000 Interviews
  • Relevance: The questionnaire is annually updated for local consumer trends
  • Comprehensive scope: 33 industries, 155+ companies
  • Trend diagnostics and forecasting based on sophisticated statistical analyses and service excellence expertise.
  • Measures service excellence within, and across industries
  • Identifies service excellence top performers, overall and within industries
  • The results are independently audited by pre-eminent statistician Dr Ariane Neethling and the auditors – BDO.

Industry Workshops:

We live in a consumer centric society and excellence in service delivery is central to retaining and expanding a brand’s customer base. Fairness is paramount to building consumer confidence and this has been added to this year’s Ask Afrika Orange Index survey®. In addition a call centre benchmark has been added. The Ask Afrika Orange Index® methodology workshops provide insight into how the research was done and why this kind of in-depth survey is essential to brand owners.

The Ask Afrika Orange Index® methodology workshop includes:

  • Background  to and an outline of the research
  • Research methodology
  • New ideas/additions to the survey this year

Turn your customer satisfaction measurements into a strategic tool for your business.

For more information about the Ask Afrika Orange Index®, contact Dr. Amelia Richards on +012 428 7400 or

Join the Ask Afrika Orange Index® group.

Results & Awards

Ask Afrika 2014/2015 Orange Index Awards Event - Johannesburg

Ask Afrika 2014/2015 Orange Index Awards Event – Cape Town

Ask Afrika Orange index Results Publication – Rapport Nov 2014Ask Afrika Orange index Results Publication – City Press Nov 2014

Ask Afrika Orange Index® Archive

City Press
21 October 2013

21 October 2013

Sarina De Beer MD Ask Afrika and Michael Mark MD Truworths on the company taking the Ask Orange customer satisfaction award.

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