Avis UK has won the ‘SOCAP Award for Innovation in Customer Service’ at the National Customer Service Awards in London on the 18th September.

The award given by the National Customer Service Awards in conjunction with SOCAP (Society of Consumer Affairs Professionals) is the only award SOCAP gives outside of its professional body.

The accolade was the culmination of months of monitoring and benchmarking of Consumer Generated Insights (CGI) leading to the development and launch of the We Try Harder blog. The advanced program involved the integration of the Avis Marketing and Customer service departments and has resulted in significant increases in the approval rating for Avis (over 200% Net Approval Index) placing them well ahead of their competition.

Online conversations in forums, blogs and review websites are having an undeniable influence on consumer behaviour. Aware of the power of user generated content, Web Liquid and Avis instigated the CGI centric program to leverage these channels, taking a holistic approach to harness the power of online word-of-mouth. Ultimately this was achieved via the Avis blog and through continual monitoring of consumer sentiment, provided by the excellent services & technology of web monitoring company Market Sentinel.

David Shiell, Managing Director of Web Liquid commented, “We are incredibly proud of our involvement in this project as strategically it crosses the boundary of Digital Marketing into the channel of Customer Service and Brand Management.”

The award further demonstrates the continual growth of the online channel and its ability to take the communications lead within the marketing mix. Shiell added, “Such an award highlights the strength of this medium and the great lateral thinking coming out of Web Liquid and our partners, showing our ability to develop and lead successful through-the-line programs that permeate all levels of our clients business. This program (and the award) was very close to the heart of Avis and their ‘We try harder’ proposition. It was approved at Board level, adding additional exposure and pressure to the project and all involved. Obviously we didn’t disappoint! Our clients are ecstatic about the win!”