Avis says “I wanna rock!”
Posted by Becky Carroll on April 24, 2007
I just had to blog about the most recent commercial from Avis. For those of you who haven’t seen it, you can find it on YouTube here. In the commercial, a customer approaches the Avis rental car counter and opens his mouth, wide. A song from the 80s rock band Twisted Sister is broadcast from the customer’s mouth saying, “I wanna rock!” The Avis employee looks confused, but another employee nearby comes over and says that she will serve this customer. She opens her mouth wide, and another line from the Twisted Sister song is broadcast from her mouth. The employee and customer “talk” back and forth this way until the transaction is completed. The other employee doesn’t seem to be able to take part in their “conversation.”
Most people either seem to love or hate this commercial. I like the way it displays the importance of speaking the customer’s language. When we speak to our customers in the way they prefer, be it with jargon-free lingo or with Twisted Sister lyrics, we begin to relate to them on their level. Rather than forcing our company’s way of doing things on our customers, we help them achieve their goals through their preferred methods.
I have discussed taking the customer’s perspective quite a bit on this blog. One key aspect of taking their perspective is being able to communicate in their “language”. Sometimes this means the actual words, and sometimes it means using the communication channels they want to use.
I hope the Avis commercial spurs discussion of what we can do to better communicate with customers in the way they want to be communicated.
(Photo credit: solarseven)