Ask Afrika

The Ask Afrika Orange Index® is like the Oscars of the customer experience industry. Winning one is a big deal. In fact, it is the largest and most widely-referenced service excellence benchmark in South Africa.

It has been tracking people’s experiences of service delivery, as well as changing trends and expectations, since 2001. It compares service performance across 30+ industries and ranks 165+ companies annually and includes the 10 most relevant service benchmarks, providing an overview of each customer touchpoint, from a robust sample of 15 000 participants.

Removing all stereotypes, it benchmarks how consumers expect to be treated, based on differing expectations, and provides a navigating light for brands to influence the consumer experience – with the changing world at its core.

The Orange Index’s longevity is testament to its relevance to both the public and private sectors, providing a reliable yardstick for service measurement in South Africa.

Customised industry and brand workshops are held – unpacking in-depth findings to assist and inform your CX strategy.

    Other bespoke benchmark reports include:

    • Net Promoter Score (NPS)
    • Customer Effort Score (CES)
    • Treating Customers Fairly (TCF)
    • First Call Resolution (FCR)
    • Emotional Consistency (ESat)
    • Trust & Reputation
    • Call Centre Satisfaction (CCI)
    • Corporate Social Responsibility (CSI)

    Let us know what your requirements are – Customised combinations will be generated and costed accordingly.

    Contact Sarina de Beer ( or Maria Petousis (