HMV takes telemarketing award

HMV Direct, the music store’s bid to sell to a ’lost generation’ of

30-something consumers in their own homes, is this year’s Marketing

Telemarketing Champion.

The prize is yet further recognition for an up-market catalogue

operation which has already won design and direct marketing awards.

A quarter of those who received the catalogue have placed orders, and

half of these have gone on to become repeat customers.

BT, which sponsors the Marketing Telemarketing Awards, gave its special

prize to Kwik-Fit, whose telephone researchers contact 130,000 customers

each month to check on satisfaction levels.

This year’s competition had more categories, more prize winners and more

blue-chip entrants than ever. A new category for the best call centre

was won by PPP healthcare, with AA Fleet Services as runner up.

Lever Brothers headed the customer-loyalty category, following the

successful relaunch of its Persil Careline.

See supplement inside this issue.

This article was first published on Marketing