Silvercar, the next generation car rental and shared mobility company that launched in February 2012, is looking to take a giant step forward when it comes to customer engagement and brand recognition. The company recently announced that Hall of Fame quarterback and current Fox Sports announcer Troy Aikman will serve as a spokesperson.
Aikman will be part of a larger marketing campaign for the company, including Silvercar’s first ever television commercial.
Tyler Williamson, CMO, Silvercar, talked to Loyalty360 about this major coup for the company.
“Troy will be a terrific ambassador for Silvercar as he’s been a long-time customer and advocate for the brand,” Williamson explained. “As a frequent traveler, Troy often experienced the hassles of traditional car rental and was in search of a better, customer first, solution. We feel Troy’s authenticity and credibility will resonate with travelers and raise awareness for Silvercar and the advantages we offer versus other rental car companies.”
Williamson said Silvercar was created to deliver the best customer experience in the car rental industry.
“Our founders identified the critical pain points associated with traditional car rental (never knowing what car you’ll get, long lines, hidden fees, and up-selling at the counter) and created technology solutions to eliminate them,” he explained. “Every step in the journey was developed through the lens of the ‘what’s best for the customer.’ This has always been our philosophy and will continue to be so.”
Silvercar is a technology company focused on “changing the way the world hits the road,” Williamson noted.
“From the beginning, we’ve taken a customer-first approach to eliminate the friction associated with car rental and leveraged technology to deliver the most seamless solution in the industry,” he said. “No other car rental company takes this approach or leverages technology as well as Silvercar. This is why we set the standard in the car rental industry for customer loyalty and satisfaction with NPS scores above 85, which is more than triple the industry average.”
Customers are always changing, “but this is nothing new,” Williamson said.
“I think the danger brands can fall into is chasing trends versus understanding the underlying motivations driving them,” he explained. “Or looking to a competitor and trying to be a fast follower. For Silvercar, our founders recognized that the car rental industry had been stagnant for 30-plus years and, in essence, had commoditized itself. The customer really didn’t have any option other than to just shop on price. It was a race to the bottom and the result was experience, loyalty, and service were subordinated to cost. We flipped that and started with the customer, then identified technology solutions to keep costs low so we could prioritize experience and service, while staying competitively priced. Now we’re seeing customers demand this same solution from our competitors, but they’re not able to deliver.”
Customer loyalty and satisfaction are a top priority at Silvercar.
“From the company’s inception, we’ve been focused on delivering an industry- leading customer experience,” Williamson said. “Keeping customer satisfaction at the forefront of everything we do has ensured we maintain superior NPS scores (currently at 85) and set the standard for loyalty and satisfaction in the rental car space.”