Enterprise UK Emphasizes Customer Service Through Cultural Differences
Erica Francis — August 11, 2016 — Lifestyle
References: campaignlive & adsoftheworld
Enterprise UK took notice of the fact that customer service is a major focus for North American companies with slogans like "the customer is always right" dominating most B2C organizations. Recognizing that customer service isn't held at the same standard in the UK, the company created a commercial demonstrating the cultural differences in service in its 'No Matter What' ad.
The ad features two Enterprise reps, one American and one British, servicing the varying car rental needs of Enterprise UK clients while highlighting funny British traditions -- like the popular concept of fancy dress (costume) events -- that would confuse most Americans. The humorous ad plays up the differences in cultures to push across the message that customers are paramount with its "UK car hire and American customer service" disposition.
The ad features two Enterprise reps, one American and one British, servicing the varying car rental needs of Enterprise UK clients while highlighting funny British traditions -- like the popular concept of fancy dress (costume) events -- that would confuse most Americans. The humorous ad plays up the differences in cultures to push across the message that customers are paramount with its "UK car hire and American customer service" disposition.
Trend Themes
1. Customer Service Excellence - Opportunity for companies to emphasize and invest in exceptional customer service to differentiate themselves.
2. Cultural Sensitivity in Marketing - Opportunity for companies to create ads that acknowledge and bridge cultural differences to connect with diverse customer bases.
3. Localization of Services - Opportunity for companies to adapt their services to cater to specific cultural preferences and expectations.
Industry Implications
1. Car Rental - Opportunity for car rental companies to prioritize customer service to attract and retain customers.
2. Advertising and Marketing - Opportunity for advertising and marketing agencies to create campaigns that incorporate cultural sensitivity and humor.
3. Hospitality and Tourism - Opportunity for hospitality and tourism organizations to tailor their services to meet the needs and preferences of different cultures.
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