Orange, how they have lost brand value

Mobile phones are an integral part of many people’s lives throughout world and the UK. I have been a long-term customer with the Orange network and have been very happy with their service over the four years I have been with them. Recently when calling for an enquiry, an automated message voiced over before answering the call that 'Orange are devoted to good customer service'. This is the first time I had heard this message and it gave me great confidence before speaking to an advisor. When I finally got through the help and devotion that I received did not match the promise that had been made. Several phone calls were needed by myself in order to get through to an advisor that really did reach the promise of being devoted to good customer service. I now view the Orange brand as making promises that they do not fulfil.
What I have learnt from this experience is that a brands word must be executed by its actions. If a brand is to make a promise to its customers it should be something that is found within the business currently, not an aim or objective of the brand which they wish to achieve in the future.