Delivering excellent customer service for a luxury brand
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How to deliver excellent customer service for a luxury brand - what's involved, the critical success factors, measures to assess effectiveness and implementation plan.
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Delivering excellent customer service for a luxury brand
- 1. DELIVERING EXCELLENT CUSTOMER SERVICE FOR A LUXURY BRAND C L I V E SURY
- 2. DELIVERING EXCELLENT CUSTOMER SERVICE Clive Sury FOR A LUXURY BRAND How to deliver Success factors & measures What encompassed
- 3. Clive Sury DEFINITION Oxford English Dictionary definitions: • Excellence – ‘the quality of being outstanding or, extremely good’ • Service – ‘the action of helping or, doing work for someone’ • Luxury – ‘ a state of great comfort or, elegance, especially when involving a great expense’
- 4. DELIVERING A LUXURY SERVICE EXPERIENCE Clive Sury Booz Allen Hamilton: ‘excellence of underlying product is merely a starting point’ The overall lifetime experience with a luxury brand must keep the promises of performance, comfort, elegance and the prestige conveyed. Customer service an integral part of the ownership experience
- 5. THE CUSTOMER EXPERIENCE ICEBERG Clive Sury Customer experience Actions Behaviours Values Mission Vision Identity
- 6. THE CUSTOMER EXPERIENCE ICEBERG Customer experience – ‘moments of truth’ Clive Sury What the customer evidences and perceives Actions What we do Behaviours How we interact Values What we stand for Mission What direction we take Vision What we want to achieve
- 7. Clive Sury SUCCESS FACTORS The right people, doing the right actions at the right time – every time People Management & Leadership Technology Finance Systems Process Materials Customer Insight
- 8. Clive Sury CUSTOMER INSIGHT • Investigation of what customers expect, need and want from a luxury brand i.e.: • Comfort • Style • Performance • Exclusivity • Membership • Status • Pleasure • Continuity • Personalisation • Respect • Exemplary Service
- 9. Clive Sury PEOPLE • Components • Job descriptions • Performance appraisals • Recruitment process • Induction & training • Environment • Approach & attitude • Measures • Customer feedback • Employee satisfaction • Employee engagement • Performance evaluation - KSA • Staff turnover • Staff Exit survey • Training effectiveness • Mystery shopping
- 10. Clive Sury PROCESS • Components • Customer journey mapping • Customer contact process mapping & call scripts • Customer handling guides • Complaints handling • Customer satisfaction • Contact evaluations & advisor feedback • Measures • Marketing metrics • Sales & service performance measures • Right first time • Advisor competence • Advisor behaviour • Appointments gained • Customer retention (repurchase intention) • Customer feedback & satisfaction • Net promoter score
- 11. Clive Sury TECHNOLOGY • Components • Telephony systems • Call routing • Database (CRM) systems • Communications systems • Workstation requirements • Automated MI reporting systems • Advisor feedback systems • Training systems • Measures • Telephone performance statistics • Customer database accuracy • Communications – effectiveness • Systems tests • Training usage & evaluations
- 12. Clive Sury MATERIALS • Components • Customer facing materials • email templates, letters, packages • On-hold messages • Employee environment & equipment • Customer gifts • Brand custodian • Measures • Assessment consistent with current marketing • Monthly brand assessment meetings & reporting
- 13. Clive Sury SYSTEMS • Components • Measurement system • Automated MI • Process Improvement • Mapping, evaluation, continuous improvement • Management system • Meetings agenda, structure & rhythm • Business continuity systems • Measures • Defined measurement system • Number of process improvements, quantified effectiveness • Management actions implemented • Disaster recovery testing
- 14. Clive Sury FINANCE • Components • Budget • Costings – staff, materials, technology • Revenue projections • appointments, sales, retention • Goodwill expenditure • Marketing expenditure • Finance management meetings • Measures • Actual versus budget • Sales conversions, appointments made, customer retention & recommendations • Exception reports • Goodwill – analysis by model, reason, component
- 15. MANAGEMENT & LEADERSHIP Clive Sury • Management • meetings, team communications, • performance delivery, reporting, • analysis, recommendations • Leadership • vision, drive, inspiration, role-model, • responsibility and empowerment • values, continuous improvement of self & team • performance accountability, • culture • Measures • 360 degree feedback • Brand counterpart feedback • Staff satisfaction, retention, performance • Customer satisfaction, retention, sales, goodwill spend
- 16. HOW TO DELIVER – IN 13 STEPS Clive Sury Vision, mission, values Behaviours, values Business financial plan Team Engagement Customer Insight Business Blueprint Success Factors Processes defined Technology & resources deployed Metrics installed Management system established Performance Assessment Team Feedback Continuous Improvement
- 17. DELIVERY EXCELLENCE CUSTOMER SERVICE FOR Clive Sury A LUXURY BRAND Management measures Process & technology Environment - Physical - Mindset Brand Mission & Values Customer Needs & Wants Team Engagement