Dixons turns to PR for troubled after-sales arm

The Dixons Group is seeking a consumer agency to rescue the tarnished reputation of its beleaguered after-sales service arm, Mastercare.

The Dixons Group is seeking a consumer agency to rescue the

tarnished reputation of its beleaguered after-sales service arm,

Mastercare.



The company, the UK’s largest electrical retailing group, confirmed it

has seen credentials presentations from at least two consumer agencies,

although it is understood to have met many more.



Mastercare operates in two parts, a delivery system for purchased items

and Coverplan, the insurance scheme offered to all customers when they

make a purchase. Coverplan has come under sustained criticism in the

media for being aggressively marketed at the point of sale and for

inefficient customer service.



The product has nine million users, half a million of whom renewed their

policies last year. Dixons’ director of corporate and public affairs

Lesley Smith, who was forced to defend the product last month on the

BBC’s consumer programme Watchdog, told PR Week the company had yet to

decide on a strategy to assist the Mastercare brand.



Mastercare’s PR is currently handled by group press officer Manjari

Shah, who was also involved in the credentials presentations.



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