In the smartphone market with intense competition, consumer experience is not confined to mere purchase but goes much beyond. The after-sale plays a very vital role in enhancing consumer satisfaction. Leveraging the opportunity Oppo India launched a three-film digital campaign to showcase its after-sales service through the tales of Sharma-Verma.
The Chief-Marketing-Officer of Oppo India Damyant Singh Khanoria, enumerates these campaigns would depict what makes Oppo stand out in terms of after-sales services, the company’s consumer-oriented approach, and meticulous and quick customer grievances handling which makes the Brand reliable for customers. These digital films take the customers on a journey to experience the firm’s after-sales services and how simple and customer friendly their operations are.
The company’s after-sales services are premised on the persistent efforts of the team working across 500+ service centres to provide quality solutions to the customer’s queries. The digital campaign promises to shed light on the quick after-sales services provided by the company and the features like 30- day replacement, free inspection and quick repair which add value to the holistic consumer experience.
The Brand has been rated high by the customers on shorter waiting time and being attended by the organizations representative within 15 minutes of arrival. The firm provides customer help status updates on WhatsApp and SMS and also has introduced an AI-powered chatbot named “Ollie” available at all hours to resolve customer queries.
The company through its thorough research aims to leverage digital to target its audience and cater for the better. Oppo believes digital media has a long way to go but print media still stands firm in building trust and credibility for the firm. Digital media is basically a mix of technology and content build with diverse skills like technical, artistic and analytical put in equilibrium whereas print media includes journals, magazines, newspapers and weeklies.
Khanoria says, our campaigns hold a healthy mix of digital and print media to help reach out to a larger audience.” It is interesting to note that the marketing strategy adopted by the brand helped it grow in a declining market in 2020 and the sales continued to rise with a 33% increase in brand preference.
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