Who does DirecTV want me to be?
Tom Dougherty, CEO – Stealing Share
18 March 2015
DirecTV, Now I don’t know which Rob Lowe I am
Below is the full transcript of a conversation one of my associates had with DirectTV. To get you up to speed read an earlier blog here I wrote about it.
So I said in my previous post that DirecTV was onto something with its attempt to position the brand as a reflection of its customers. The ads are a little aspirational, a little tongue and cheek and challenging. They challenge the consumer not to be like the “other” Rob Lowe, but to be like him – the cool, casual, everyman Rob Lowe.
The only problem is that I don’t think their position is at all reflective of their opinion of the customer. Read the transcript and tell me if this is a conversation designed for the everyman Rob Lowe or the “Meathead” or “Overly Paranoid” or “Creepy ” Rob Lowe.
I know this is not the fault of the person in the chat. They are following a script that is set by someone a quite a few pay grades above them. This script is supposed to calm the customer down and get them to some sort of resolution. She followed the script well and admirably did her job. The problem is that her script and DirecTV’s view of the customer is wrong.
The reality is the brand they are trying to project is much different than the brand they are really practicing. The Rob Lowe they portray is appreciated and rewarded for choosing DirecTV. The Rob Lowe They portray, has too much to do than shop around for the best deal every two years. The realtiy is more like paranoid Rob Lowe, always looking over your shoulder at your bill to see when and how DirecTV was going to increase your bill and give you noting new. I have to tell you, my associate loved DirecTV, and had nothing but good things to say about it. His first remark was, well they really are no different than Time Warner Cable. Shame on you DirecTV, you almost had it right.
I’ll make sure my associate calls the number and see what happens and let you know. My guess is they will come up with any number of reasons DirecTV is the best value or something, but its clear they really think of their customers like “Meathead” Rob Lowe..Yo!
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