How to deliver excellent customer service for a luxury brand - what's involved, the critical success factors, measures to assess effectiveness and implementation plan.

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