Discover Launches New Advertisements Featuring Customer Service
16 Agosto 2010 - 2:00PM
Business Wire
Discover Financial Services today launched a new advertising
campaign that highlights the superior, award-winning customer
service Discover offers its cardmembers. The new advertisements
will strike a chord with consumers who have endured poor customer
service across industries while highlighting the best-in-class
customer service that Discover cardmembers experience.
“Customer service is a key component of Discover’s long-standing
commitment to delivering the best rewards, service and value,” said
Julie Loeger, senior vice president of brand and product management
at Discover. “These ads portray the common, frustrating experiences
we’ve all faced with customer service calls and emphasize the
difference good service can make. We believe that by featuring our
promise to answer calls in 60 seconds or less by real people who
are trained to solve problems on the first call, we will continue
to differentiate ourselves to existing and prospective
cardmembers.”
The television advertisements, which portray a likable but
incapable customer service representative named “Peggy,” are the
focal point of a marketing and communications strategy designed to
convey the value of Discover’s superior customer service. The ads
will remind viewers of some of the most common and frustrating
experiences with customer service calls, such as long hold times,
excessive call transfers and the inability to solve problems.
The ads, which will debut on August 16, will run on all four
major networks on popular shows such as America's Got Talent, The
Office, Parenthood and the Emmy Awards. The ads will also run
during the season premieres of The Amazing Race, Mike & Molly,
Undercover Boss, The Event, Chase, Outsourced and Outlaw. The ads
will also be featured throughout Discover’s sponsorship of all
Notre Dame home football games on NBC, as well as during the
Discover Halftime Report.
In contrast to Peggy’s inept approach, Discover will be
introducing featured videos of real Discover customer service
representatives sharing stories about their experiences helping
cardmembers to solve problems. Highlights and content from this
campaign, as well as from the Peggy television advertisements, will
be shared via Discover’s social media channels.
“We believe, particularly at this moment in time, that customers
are re-thinking what they look for in a credit card partner,” said
Loeger. “Ultimately, they have a choice and do not have to settle
for bad customer service. Our goal with these ads is to demonstrate
to consumers that we understand their frustration with poor
customer service and to encourage them to switch to Discover.”
The advertising was developed in collaboration with The Martin
Agency and can be viewed at
http://mcdpartners.com/discoveradvertising/indexq3-2010-peggy.php.
About Discover
Discover Financial Services (NYSE: DFS) is a direct banking and
payment services company with one of the most recognized brands in
U.S. financial services. Since its inception in 1986, the company
has become one of the largest card issuers in the United States.
The company operates the Discover card, America's cash rewards
pioneer, and offers personal and student loans, online savings
accounts, certificates of deposit and money market accounts through
its Discover Bank subsidiary. Its payment businesses consist of
Discover Network, with millions of merchant and cash access
locations; PULSE, one of the nation's leading ATM/debit networks;
and Diners Club International, a global payments network with
acceptance in more than 185 countries and territories. For more
information, visit www.discoverfinancial.com.
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