Vivir mejor - Entel

62Report 2011Online DepartmentIn order to secure Entel’s position as a leading and innovativebrand in online media and the national leader in e-commerceand e-care, the company created an Online Department reportingto the Consumers Market, although it is also available tothe Enterprises and Corporates divisions.This new department also has responsibility for providing customerswith excellent online service through the leading websitein the industry, which provides the best user experiencethroughout the full customer life cycle, facilitates knowledgeand the purchase of additional products and services, and promotesstrengthening usage.In recognition of this strategy and its digital media activities, in2011 Entel was awarded the IAB Chile (Interactive AdvertisingBureau) prize for Best Advertiser of the Year, as well as a numberof other acknowledgements.The activities carried out by the department include El Crack,the first web series made in Chile, whose success on onlinemedia led to it being broadcast on public television as a telefilm.Channels DevelopmentIn 2011, Entel continued expanding its customer sales and servicechannels with the launch of new Entel Express stores, afranchise format that creates the potential for fast and efficientgrowth while ensuring high levels of service, with these pointsof sale making it possible for customers to carry out commonoperations (equipment purchase, exchange, and repair) in justa few minutes.At the close of the year, the company had 75 Entel Express storesand 57 of its own stores, where it also helps customers tooptimize their plans and provides post-sales service and contractschanges.The call center was also an important channel during 2011 andwas used to carry out successful sales campaigns and contributedto high levels of service, principally through the technicalsupport desks, such as the BlackBerry Telephone ServiceCenter.Activity for the distributors, department stores, and wholesalerschannel grew during the year, driven by new productsassociated with mobile broadband.Similarly, in the context of number portability, the departmentdeveloped a mini-site to provide portability instructions deliveredby the two characters Professor Rosa and Guru Guru, whosubsequently became icons for portability in Chile.In addition to all these channels, in 2011, the company launchedEntel Fairs, an innovative method of capturing new customersthrough a sales format with limited days in areas with ahigh public concurrency.In terms of social networking, Entel has consolidated its positionas the preferred brand among Chileans (Source: SoyDigital study, 2011), with activities ranging from customer serviceto the promotion of product services and events, activitiesthat have been responsible for the significant increase in thenumber of our Twitter and Facebook followers (over 240% and100%, respectively), leading the industry in terms of the numberof followers on the latter platform.