Operations

The Hard Truths About TNCs You Can No Longer Deny

Lexi Tucker
Posted on December 20, 2017
Ronn Torossian at LCT-NLA Show East at Harrah's Atlantic City, Nov. 6, 2017 (LCT photo)
Ronn Torossian at LCT-NLA Show East at Harrah's Atlantic City, Nov. 6, 2017 (LCT photo)

ATLANTIC CITY, N.J — Perhaps the most enlightening session at LCT-NLA Show East 2017 was the Nov. 6 onstage interview with Ronn Torossian, who made it clear from the start he is an avid user of Uber -- for himself and his 12-year-old daughter. [Story continues under video]

Torossian is the CEO and founder of public relations firm 5WPR and CMO and advisory board member for JetSmarter, the fastest growing private jet company in the world valued at more than $1 billion. He is both the type of client operators seek, and he works with such clients as well.

Those who listened closely to Torossian likely gained insights into the mind of the luxury ground transportation industry’s core target demographic.

Interviewed by LCT Publisher Sara Eastwood-Richardson and Dav El / BostonCoach CEO Scott Solombrino, Torossian dropped a few service-related bombs.

We now live in an “instant generation,” which Torossian said puts the industry at a great disadvantage. Solombrino admitted, “We kind of missed our opportunity, but we have recovered because people got smarter and said, ‘We have to have a stable platform. We need the same technology. We need to see the map.’ We're getting better at that. The gap is closing. But if a guy like you, who's a chauffeured car user, is still not convinced, we have a lot more to learn.”

Among approaches operators should take:

  1. Tech marketing: To regain appeal with a younger demographic, Torossian suggested marketing your company from a technological standpoint. “If the narrative is ‘we’re not your father’s black car service,’ that might have a bit of an impact,” he said.
  2. Why trust your service? Torossian also said operators have to convince potential clients you are a trustworthy corporation. “Who are you? Why should I trust you? How do I know who you are? That message, for me as a marketer and consumer, is one I haven't heard. And if that's the message you're giving, ‘don't put your kid in an Uber because it's not safe,’ that scares the hell out of me. I trust I'm going to walk into McDonald's and get the best French fries. I trust I'm going to walk into Tom Ford and get a great suit. I don't know when I walk into a black car that you have insurance or you're trustworthy; I don't know that.”
  3. No more Uber trashing: “I don't think beating on Uber is what you need to do. I don't believe people have a strong feeling about how great Uber is; what they do like is the ability to touch a button and have a car at their door. Solve that problem, make me trust you, and I think you completely change the revolution of who you are.”

For more coverage of Torossian's interview, see the February 2018 issue of LCT Magazine.

Related Topics: client markets, customer service, duty of care, keynote speakers, LCT-NLA Show East, mobile technology, on-demand service, passenger safety, Scott Solombrino, TNCs, Uber

Lexi Tucker Associate Editor
Comments ( 1 )
  • Anthony

     | about 9 months ago

    By making these comments, Mr T simply ignores the safety of his Family and his associates. Its very itresponsible to jump into the tnc waggon. British embassy worker killed by her uber driver!!!!! The uber driver had a criminal history !!!!!! Uber says "we will help with the investigation in any way" Their lack of customer safety has taken this young womans life.... This should have never happened and the killer should have never been hired as an uber driver

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