Avis UK’s Marketing and Customer Support Team was presented with the SOCAP Award for Innovation in Customer Service at the recent National Customer Service Awards in London. This top accolade was given in recognition of the company’s recently launched blog www.wetryharder.co.uk.

The Avis We Try Harder blog was created in January 2007 to provide an informal platform for interaction with customers, allowing the company to listen to customers and take action from the comments posted by them. In addition the blog keeps customers abreast of inside tips and latest innovations at Avis. In the seven months since its launch, the blog has received nearly 400 comments in over 80 posts.

Digital marketing agency Web Liquid (www.webliquidgroup.com) was responsible for the strategic planning, research and development of the blog, in addition to the wider remit of managing user-generated content via the many growing social media platforms.

Web Liquid managing director David Shiell commented, “This award is well deserved. Avis has proven itself to be incredibly forward thinking in its development of this project. In today’s marketing environment, one of the biggest challenges in building and maintaining a brand is in understanding the true ‘identity’ of that brand and ensuring no significant gap exists between what a company communicates and how the consumer perceives that company.

“The blog has helped Avis to start conversations with customers, building relationships and in turn developing affinity with the brand,” concluded Shiell.

Collecting the award last week at Park Lane’s Grosvenor House Hotel, Eibhlin Payne, Head of Customer Support, Avis UK said “To receive this level of recognition for the blog is fantastic! The important thing now is to ensure that we continue to write informative content, and that we stay committed to listening to, and taking action from the comments posted by our customers. This is where the blog really adds value.”

Published on: 12:00AM on 8th October 2007