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Customer Service: We try harder

Customer Service: We try harder

For five decades, the above tagline was synonymous with the Avis car-rental brand. This tagline was rooted in the response the advertising agency that was tasked to create this campaign was able to elicit when they asked the management of Avis why anyone rents a car from them. “We Try Harder” then became a promise that Avis was making to consumers about the quality of its service, and requesting the American public to give them a shot to earn their business instead of renting a car from the market- leader, Hertz.

Hertz was founded in 1918 and Avis in 1946, so needless to say, Hertz created this segment in the marketplace and even today, still continues to dominate it. In this post, though, I want to focus on Avis because, they acknowledged from the beginning, to their customers, that their goal was to grow their business and maybe one day reach the top of car-rental segment by “trying harder” in all their day-to-day endeavors to provide their customers with a superior experience. 

The take-away from the above example: when you compete against the entrenched big players in the market, understand that the only way you can survive and grow, is by differentiating yourselves with a value proposition that is so compelling that a customer, at worst, will have to give you an objective consideration. Listed below are some such examples:

The US Post Office existed for more than a century before UPS entered the market.  (Value Proposition: Faster Delivery); Major Airlines existed in the US for 60 years before Southwest entered the marketplace. (Value Proposition: Low-Cost); IBM existed for 50 years before Microsoft entered the marketplace. ((Value Proposition: PC and affiliated services); Dunkin Donuts and other players were in business for over 20 years before Starbucks entered the marketplace. (Value Proposition: Exceptional customer service); Portable music players existed in the market for about 20 years before Apple’s iPod was introduced. (Value Proposition: Storage and the platform to download music); and finally Yahoo and other search engines had almost a 10-year head start before Google entered the marketplace. (Value Proposition: Faster and relevant search results).

In the examples cited above, all the new companies had one thing in common. They knew they were the new kids on the block but still managed to take on their bigger competitors because they believed in their products or services and along the way found willing partners in their customers who stepped out of their comfort zone to give these upstarts a chance to earn their business.

We, at housspros.com, model ourselves along the lines of the companies listed above. And we’re passionate about providing a value proposition that the audiences of our portal – the users and businesses – will find compelling. So the next time you have a home repair emergency or a planned project, we humbly suggest you give us a chance to earn your business instead of going to the portals of the bigger players like Angie’s List and the like. Because like Avis’ tagline: “We Try Harder”.   

Image Source: Avis



Last Updated: 2017-10-26 19:48:07

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