delivering excellent customer service for a luxury brand
DESCRIPTION
How to deliver excellent customer service for a luxury brand - what's involved, the critical success factors, measures to assess effectiveness and implementation plan.TRANSCRIPT
C L I V E S U R Y
DELIVERING EXCELLENT CUSTOMER SERVICE FOR A LUXURY BRAND
Clive Sury
DELIVERING EXCELLENT CUSTOMER SERVICE FOR A LUXURY BRAND
How to deliver
Success factors
& measures
What encompassed
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’
Clive Sury
DELIVERING A LUXURY SERVICE EXPERIENCE
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
Clive Sury
THE CUSTOMER EXPERIENCE ICEBERG
Customer experience
Actions
Behaviours
Values
Mission
Identity
Vision
Clive Sury
THE CUSTOMER EXPERIENCE ICEBERG
Customer experience – ‘moments of truth’What the customer evidences and perceives
ActionsWhat we doBehaviours
How we interact
ValuesWhat we stand for
MissionWhat direction we take
VisionWhat we want to achieve
Clive Sury
SUCCESS FACTORS
The right people, doing the right actions at the right time – every time
Management &
Leadership
People
Technology
Finance
Systems
Materials
Process
Customer Insight
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
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
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
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
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
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
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
Clive Sury
MANAGEMENT & LEADERSHIP
• 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
Clive Sury
HOW TO DELIVER – IN 13 STEPS
Vision, mission, values
Behaviours, values
Business financial plan
Team Engagement
Customer Insight
Business Blueprint Success Factors
Processes defined
Technology & resources deployed
Metricsinstalled
Management system
established
Performance Assessment
Team Feedback
Continuous Improvement
Clive Sury
DELIVERY EXCELLENCE CUSTOMER SERVICE FOR A LUXURY BRAND
Management
measures
Process &
technology
Environment
- Physical
- MindsetBrandMissio
n&
Values
Customer
Needs&
Wants
TeamEngagement