Capital One (After Mktg is on hold for more than five minutes, listening to terms and conditions about data use.) Welcome to Capital One, you are through to (says name), can I take your name please?
Mktg (Gives name.) I'm in the market for a credit card, and I'm a big football man. I heard about Capital One's football sponsorship, so I was interested if you would be launching any products where you offer tickets for cardholders?
Capital One Er, we have the Aspire Elite credit card, so for any, like, if you wanted to buy tickets or if you have to go to any shows, we have a concierge service provider. I can provide you with a contact number for them, they should be able to help you.
Mktg So do they help with ticket bookings, or do you get special offers through the card?
Capital One You would get a special offer.
Mktg Do you know what those offers are?
Capital One I'm not sure what the offers are, but if you want I can provide you with the contact number so that you can check with them. (Mktg asks for number.) Just give me one quick minute ... all right, I'll just have to place you on hold for a minute. (Mktg is put on hold for four minutes.)
Capital One Hello, thank you for waiting. Unfortunately I won't be able to give you the number, but I have the details of the concierge service here. (Reads seemingly random list of benefits for holiday, theatre and golf trip bookings.)
Mktg And that is all part of the Aspire Elite credit-card offer?
Capital One Yes, if you apply for that credit card, you will be able to use the concierge service.
Mktg So you don't know specifically what offers are being made for the League Cup sponsorship?
Capital One I'm so sorry, but we don't have that much information at the moment.
Mktg OK, many thanks.
Capital One Thank you for calling, have a good day.
VERDICT: 2 out of 10
Despite a major fanfare to announce its four-year sponsorship deal for the League Cup, the Capital One call-handler knew very little about the situation, or how - if at all - cardholders would benefit.
Instead, she focused on the brand's most premium product, without explaining exactly why this would benefit a football fan.
This article was first published on marketingmagazine.co.uk