I had the misfortune of being home sick last week and watched daytime T.V. for the first time in years. Barely able to change the channel, I watched a lot of commercials. What I noticed was a trend in focusing on personal service and hand-crafted products.
The Personal Touch Is More Important Than Ever
Commercials for the Discover Card had the message that when you call, a human being will answer the phone. And that person will talk to you in a way that feels like you are being talked to by someone who is like you. Over several different Discover ads, the main character was a completely different demographic, and in each one, the customer service rep on the other end of the line at Discover spoke in his or her accent, looked like the caller and completely understood the caller’s needs.