Carphone Warehouse Rolls Out Customer-Centric Smart Tool to Rival Competitors

Supported by a major advertising campaign, Carphone Warehouse is gearing for a "complete transformation" of its customer experience in the attempt to wrestle market share from its competitors.

Called 'Each and Every Customer Counts', the marketing campaign includes a £10m investment in TV advertising and social media activity, created by CHI & Partners and launching to the public this weekend.

The campaign objective is to emphasise the comparison benefits of the brand's new customer-centric "smart tool" - now live on their website. This involves a program called PinPoint which gives 3,000 specially trained store staff the ability to guide customers through choosing their most suitable network, tariffs and handset using a tablet.

Marketing Director at Carphone Warehouse, Julian Diment, commented: "We were the guys that ultimately invented mobile phone retailing. This is a complete transformation using the power of our colleagues with the power of technology to make sure we are genuinely making the right recommendation based on the costumer as an individual rather than 'here's some deals'."

He added: "It is a highly competitive and challenging market in terms of retaining and growing that market share. That's why we invested in these tools so heavily, even in difficult times, to make sure we stay ahead of the competition."

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