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As one of the pioneer telecommunications companies in the country, Eastern Communications has been championing its unique approach of being “High-Tech” and “High Touch”. Pre-pandemic, Eastern Communications, through its client recognition program called Link VIP, engaged its customers and partners through on-ground activities. The Link VIP Club was established to strengthen customer relationships and further differentiate Eastern’s “High Touch” service, where clients get access to a higher level of service and exclusive events designed to educate their customers on the latest industry trends and products and also show appreciation for their clients for their continued loyalty. Lockdowns during the pandemic required people to stay indoors and restricted outdoor gatherings, however, the telco did not let it stop them from providing exceptional service and experiences to stay connected to its customers. To uplift the spirits of their loyal clients amidst these stressful times and provide them with entertainment experiences that were not allowed during the quarantine period, Eastern Communications organized the following special events: Blink, Our Strong Tomorrow Thanksgiving Night, and Our Strong Tomorrow Appreciation Night.
Eastern Communication’s target audience for this campaign is its existing clients, which come from a wide range of industries, from the tourism sector, retail and manufacturing, information technology, logistics, and more, across the country. Each sector had its own share of challenges during the pandemic – from temporarily stopping operations, retrenchment, and adapting to remote work. The secondary target audience is the local business and tech media and bloggers, who had supported the brand and been contributors to the success of the company’s initiatives amid the crisis.
Blink: Magic Right Before Your Screen - The team hosted 9 entertainment-packed virtual magic show episodes which started from June 2020 to September 2020. Two to three shows were conducted per month featuring some of the country’s most sought-after magicians: Justin Pinon, Jeffrey Tam, and JB Dela Cruz. Interactive tricks and raffle draw made this series of events truly magical for the attendees.
Our Strong Tomorrow: A Night of Thanksgiving - Eastern Communications organized a thanksgiving event with multi-awarded and iconic local band South Border performing its hit songs virtually. To make the night more meaningful, the telco partnered with Feel Good MNL, an organization that supports MSMEs and Filipino farmers, to produce 3,500 urban plant kits which were given out as tokens to attendees.
Meanwhile, in 2021, the company remained in touch with its customers through another appreciation event called “Our Strongest Stand Appreciation Night.” Attended by over 300 guests from Filipino enterprises across the country, the evening was a celebration of the bold resolve to rise up and recognition of brave comebacks as another challenging year draws to a close. The evening offered performances from iconic rock band Mayonnaise and exciting raffle prizes. The post-event publicity earned Php 2 million (~$43,000) worth of media value.
With sustained customer service excellence, Eastern Communications received an overall client satisfaction rating of 4.6 out of 5 in 2021 and reported a 94% client retention rate as of 2021, higher than the target of 90%. The brand also grew its Platinum customer base by 22% from 2019 to 2021.
Nomination Title: Championing High Touch - Eastern Communications’ Blink, Our Strong Tomorrow, and Our Strongest Stand Customer Engagement Events
