Magazine article Marketing

Best Use of Communications Technology to Maintain Customer Loyalty

Magazine article Marketing

Best Use of Communications Technology to Maintain Customer Loyalty

Article excerpt

WINNER

Client: British Airways

Agency: Black Sun

HIGHLY COMMENDED

Client: Wizards of the Coast

Agency: Telelab

HIGHLY COMMENDED

Pokemon trading cards are a global phenomenon and the UK's best-selling toy. But the craze for collecting and trading the cards has obscured the fact that Pokemon is also a game that can be played--with positive benefits, it is claimed, in developing mathematical and literacy skills.

To raise the profile of the Pokemon game, Wizards of the Coast asked Telelab to establish a game support service in time for Christmas 1999. Operators, who were selected for their ability to communicate with eight-to 14-year-olds, were given two full days of solid game play, as well as training in a wide variety of questions.

The Telelab team has doubled in size since the launch and has handled more than 30,000 telephone calls and 3000 e-mails and letters.

The success of the service is reflected in the fact that the proportion of game-related calls has risen from one in seven to one in three. …

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