Luxury brands are increasingly championing customer retention by making customer service a top priority. These brands target a wealthy demographic that expects service of the highest calibre, due to spending a great deal of money on products.
Impeccable customer service results in the customer feeling valued, and in turn, encourages them to demonstrate loyalty to the brand. With this in mind, more businesses should adopt the luxury mentality when communicating with their customers.
Customers desire to know their voice is being heard and that their concerns are important. Being active on social media, through platforms such as Twitter, is an excellent way to instantly listen and respond to customer queries. For example, British heritage house Burberry partnered with Pinterest, Snapchat and Instagram which has equated to an efficient and exciting shopping experience both online and offline. However, taking a phone call from a customer is also equally important, as it results in a more personal experience and further demonstrates that the customer service representative is genuinely interested in the customer’s query.
Bridging online and offline customer service is key to providing a seamless omni-channel experience and in creating a strong customer-brand relationship. So if you aren’t tracking your customers, it is impossible to improve your service.
Many luxury brands are implementing technology such as smartphone frequency detectors in order to collect data from shoppers as soon as they approach the physical store – helping to better understand shopping habits. With this in mind, businesses should have a customer service team that is able to regularly analyse specific metrics, such as the amount of time customers spend on the phone and the percentage of repeat customers. In addition to this, your business should implement an integrated process for handling customer concerns, where the entire business is on board with customer service.
Another lesson that businesses can learn from luxury brands, is taking the initiative to implement elements of exclusivity, as carefully tailored customer engagement is key to customer loyalty and retention. Sending special invitation sale notices via e-mail and offering deals for loyalty members only, results in customers feeling appreciated and creates a personalised touch that motivated them to shop both online and in-store. Capturing consumer time is a difficult feat, but providing loyal members with whatever benefits may be relevant to your business and is an extremely effective way to show customers are at the heart of your ethos.
It is imperative for the luxury industry to champion personalisation and many leading brands are now channelling more energy into this. Brands such as Ralph Lauren and Bergdorf Goodman are perceived as pioneers of online innovation, optimising e-commerce through websites that are easy to navigate and that stray away from repeatedly serving the same ad-content. Businesses would also do well to follow the luxury lead in not over-selling the same advertisements and in producing creative online content.
Many luxury brands also boast seamless customer service in order to heighten bespoke sense of appeal and in turn, increase revenue and customer retention. Adopting an omni-channel approach and constantly striving to make your customers feel understood is imperative for customer loyalty which all businesses should seek to embrace.
Massimo Fubini is CEO of Contactlab
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