Eastern Communications - Link VIP Club Program
Name of Organization / Company: Eastern Communications, Makati, NCR, Philippines
Category: Award for Innovation in Customer Service Management, Planning & Practice > Telecommunications Industries
Entry Title: Elevating the Customer Experience: the Eastern Communications Link VIP Club Program
Essay
Eastern Communications is the first communications service provider in the Philippines, commissioned by the Spanish government to provide the country’s first telegraphic services. In 2017, they launched their “Our Strong Connection” campaign, where they defined the Eastern brand as both “High Tech”, providing products and services at part with other telecommunications companies, and “High Touch”, offering personalized and responsive customer service.
Coming after its rebranding campaign and launched during their 140th anniversary, the Eastern Link VIP Club was created to further differentiate Eastern’s “High Touch” service. Members received service perks and privileges and the year- long program included access to educational expos and workshops, and exclusive events for members.
Highlights of the Eastern Link VIP Club Program were:
A Higher Level of Service – Members enjoyed privileges such as a dedicated senior staff to handle their billing, credit and collection concerns. They received direct access to the Service Operations Team with an exclusive email address and hotline to route their concerns, manned by experienced and dedicated customer experience agents with an automatic email call back program for faster isolation and resolution of faults.
Lifestyle Events – Link VIP Program members were invited to exclusive lifestyle events like:
• Link VIP Platinum Gala Launch and Lion King Performance– A gala event at the Grand Hyatt Hotel, Platinum Members from different industries were given a plaque of appreciation for their unwavering loyalty to Eastern Communications. Aside from learning about the Link VIP Club, members were also treated to a performance from renowned vocal group, The Company. Guests took home Lion King tickets as tokens and were treated to cocktails before the performance.
• Link VIP Gold Club Blockbuster Screenings - Link VIP Gold Club Members were invited to a series of blockbuster movie screenings like Avengers: Infinity War, Ant Man & the Wasp, Deadpool 2 and Solo: A Star Wars Story.
Educational Expos and Workshops – Bringing to life Eastern Communications’ commitment to helping companies achieve their business goals, Eastern Communications created two waves of educational events, which visited key cities across Metro Manila and Cebu.
• Exceed Business Solutions Expo - The Exceed Business Solutions Expo aimed to educate and equip enterprises to succeed in their respective field. The one- day seminar gathered business experts in different fields and touched on topics such as digital security preparedness, marketing and branding advice, and even shared IT predictions for various industries that will enable emerging businesses and enterprises to gear up for success in the business arena.
• Link 101 Workshop – Created for Sapphire members, the Link 101 Workshops were free training programs that focused on cybersecurity and data privacy which can help companies handle possible cyber- attacks on their websites and digital assets, as well equipping them on how to keep their data safe. Attendees were taught by experts on how to protect their data and businesses online and also engaged in groupwork to collaborate on solutions.
kaEsayahan Anniversary Celebrations – “We Share One Joy, We Share One Greatness, We Share One Strong Connection,” was the key message for this grand celebration that capped Eastern Communications’ 140th Year. Held in key cities in the Philippines, the festive series of events included musical performances, games and raffle prizes to delight guests.
The Eastern Link VIP Club helped increase satisfaction among customers - based on Eastern’s Customer Satisfaction Study, Eastern Communications ranked first in After- Sales Service versus 7 other internet providers with a rating of 84%, and there was also a jump in satisfaction ratings to 83.06% from the target of 75%. The Link VIP Club also contributed to the company bottom line as revenue from their existing base increased by 40% from the beginning versus the ending of 2018, while for kaEsayahan, revenue from existing base increased by 73% at the end of 2018.
LINKS:
URL 1: https://youtu.be/ai468bW1OJo
URL 2: https://youtu.be/sl1L5NcPlp8
URL 3: https://youtu.be/-Hn_nl455iI
URL 4: https://youtu.be/s55tnpVStN4
URL 5: https://youtu.be/NvO3BJBObLo
URL 6: https://youtu.be/xOe9s_mWBpM
URL 7: https://www.youtube.com/watch?v=vD3R-2OSzRw&feature=youtu.be
URL 8: https://youtu.be/K2RXYAdwq30
URL 9: https://www.youtube.com/watch?v=SwsybUNOZyE&feature=youtu.be
URL 10: https://www.youtube.com/watch?v=X3UzL5ZJfIc&feature=youtu.be