delivering excellent customer service for a luxury brand

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