Choice Words: How to Speak to the Luxury Customer

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It’s been said that women fall in love with their ears and men with their eyes. I studied music and have an ear for languages. So perhaps this is why I’m particularly attuned to the words I hear, especially when those words are delivered as part of a luxury customer experience.

 Everything about the luxury  experience—the colors, aromas, sounds, and language—must work together to create the complete luxury aesthetic. If any element does not align, the messaging becomes muddled. Luxury brands spend large sums to ensure the boutique lighting is just right, the appointments are lavish, and the marketing images tell the brand story; yet they sometimes fail to make sure their sales associates’ language consistently conveys the tone of the brand.

To understand the powerful relationship between vocabulary and brand, I perused several well-known luxury websites and selected some choice words. Read through the following lists and listen to how each word resonates with the brand message:

CHANEL: couturier, glorifies, exhilarating, precious, extravagant, richness, exalts, accentuates, mysterious, magical, eternal. spell, elegance, trumps, illuminates,  decoration, classic, elegance, shines, triumphs, signature, surprising, unexpected, fresh, impeccable, flawless, conjures, whimsical, fearless, sexy and timeless

PATEK PHILLIPE: unfaltering, rare, expertise, elegant, savoir faire, rich, timeless, stylish, pride, enduring, unparalleled, prestige, connoisseurs, perfection, undisputed supremacy, excellence, trustworthiness, ingenuity, passion, noble, pioneering, finest, investment, reputation, sentimental, treasured,  discretion, aristocratic, tradition

ROLLS-ROYCE: best in the world, illustrious, powerful, pedigreed, commanding, unforgettable, authority, striking, unrivalled, supple, graceful, ultimate, palatial, exquisite, bespoke, precise, refinement, embrace, sleek, grand, sublime

If I had separated the brand names from their respective vocabularies, would you have been able to guess which brand name corresponded to which wording?

Language can be evocative and seductive. The perfect word can conjure an image, arouse an emotion or spark a memory.  By taking the time to polish and refine your luxury vocabulary, you can complete the luxury brand experience for your customer. Click on the Luxury Lexicon link here or on the menu above to access a list of words to get you started. Be sure to read your brand’s marketing materials, advertisements, and social media posts. Capture those words you feel exemplify your brand and incorporate them into your customer dialogues. Open your ears to the words you, yourself, hear as a customer and adopt those that please you. I invite you to share your own favorite luxury words in the Comments section below. Selected entries will be added to the Luxury Lexicon.

LuxeCX Roundtable: Transforming the Customer Experience Means Transforming the Sales and Support Teams

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I recently had the honor of presenting at the LuxeCX Customer Experience in Luxury Roundtable in New York City hosted by Luxury Daily. The conference featured eighteen speakers focused on the critical role of customer experience in the luxury sector. My own presentation centered on the need to train sales and support teams whenever you are in the process of transforming your customer experience.

Brand and marketing teams often drive new customer experience transformation initiatives. But, in my years of leading the training function of some well-recognized luxury brands, I found they frequently forget to include the front-line customer ambassadors: sales and customer service teams. The sales and customer service associates are the “bookends” of the customer journey. Sales associates are usually the first point of contact your customer has with the brand and customer service associates support the end stage of the customer experience. More often than not, I had to chase down the directors of the marketing, product and brand teams to find out what new customer initiatives were in play.  My goal was to ensure that the transformed customer experience cycle included our customer-facing teams.

Continue reading “LuxeCX Roundtable: Transforming the Customer Experience Means Transforming the Sales and Support Teams”

Luxury isn’t snobby, it’s inviting.

I’m currently reading Excellence Wins: A No-Nonsense Guide to Becoming the Best in a World of Compromise by Horst Schulze (co-founder of The Ritz-Carlton Company). So many wonderful ideas and words of wisdom from someone who laid the foundation for service par excellence!

This quote from the book sums up my approach to luxury “Elegance without warmth is arrogance.” Luxury should never be snobby; it should always be inviting.

Below is a link to a previous post about a study that showed while a snobby approach to luxury selling might result in increased sales, the increase is temporary. Ultimately, customers reject this strategy and leave the brand.

The Devil Sells Prada… and burns the customer!

 

 

 

If you can’t say something nice…

happy-unhappyDo you remember Thumper in Walt Disney’s film Bambi?  While watching the newborn fawn attempt to walk for the first time on trembling legs, Thumper remarks that Bambi really doesn’t walk very well. Thumper’s mom then chastises him by asking him to repeat what his father had taught him. Thumper hesitantly replies, “If you can’t say something nice, don’t say nothin’ at all.”

The questionable grammar aside, what does this have to do with luxury service?

In any type of service situation, you may be called upon to convey a message to a customer that could cause disappointment: “I apologize for the inconvenience this has caused you.” But this is not a post about basic customer service niceties such as telling customers what you can do for them, rather than what you cannot; demonstrating empathy by saying you understand their frustration; or remembering to use their name in the conversation. This is a post about how you can say things better. And luxury customers always expect better.

Continue reading “If you can’t say something nice…”

When Matchy Matchy Works: Keeping Your Brand Message Consistent Across Channels

wereonitYesterday I visited the website of an upscale department store brand to order my favorite Chanel blush. Everything started perfectly. The brand’s logo was displayed elegantly across the top of the page. Its signature black and white color scheme was set off by striking, high resolution images. The ordering process was easy and I was even offered three free samples upon checkout—just as I would have been had I purchased the product in the store itself. Perfect! Almost… As I completed the transaction a final message appeared on the screen: “We’re on it!”

Continue reading “When Matchy Matchy Works: Keeping Your Brand Message Consistent Across Channels”

Luxury Associates Need to Become Luxury Curators

Curator

I recently returned from the largest international conference for professionals in the field of learning and development sponsored by the Association for Talent Development (ATD). Nearly 11,000 attendees from over 80 countries attended 300 concurrent sessions in Denver, Colorado. The exhibition hall boasted more than 400 leading training services providers. As I wandered the aisles of learning content vendors, one word repeatedly caught my attention—curated.

‘Curate’ is not a new word. Its root goes back to the Latin curare, which means to care. The first known use of the word ‘curator’ as someone who is in charge of a museum or art gallery collection dates back to 1561. The word has evolved over the centuries and today Dictionary.com defines ‘curate’ as “to pull together, sift through, and select for presentation, as music or website content.”

Content curation is so omnipresent in consumers’ lives today that we barely notice it. Your shows on Netflix are curated based on your viewing history, Spotify tailors music selections specifically to your taste, most news services feed you content according to your specified preferences, and shopping services such as StitchFix will curate a personal wardrobe for you. Curation as a marketing and sales technique gained ground in 2011 with Steven Rosenbaum’s book Creation Nation.

I love the idea of turning luxury sales associates into luxury curators for two reasons. The first reason is the root of the word – to care. Care needs to inform everything a luxury associate does: caring about the customer, caring about the customer’s needs, caring about the luxury experience, and caring about the presentation. The second reason is the idea that the curated experience is a personalized experience for the luxury consumer. Today’s luxury customers seek experiences that are customized to their personal preferences, that are exceptional, and that they can share and remember. Recently, Saks Fifth Avenue launched a service through which associates are available 24/7 to curate personalized virtual boutiques for individual customers. But curation isn’t just about technology. As Milton Pedraza, CEO of the Luxury Institute says, “Technology today presents an immense opportunity for targeting potential customers, but it is ultimately the intimate humanistic relationships that sales professionals form with customers that keep them coming back.”  It is the luxury sales associate who holds the key to building those connections.

What do luxury sales associates need to do in order to become luxury curators? To find some answers I searched “How to curate?” and found some great tips on Coschedule.com. Coschedule is a marketing calendaring service whose tips are specific to how to curate online content. I’ve borrowed the heading for each tip and turned each into a suggestion for sales associates who are looking to create a curated luxury experience for their clients:

  • Provide your take on things – Add your own personal touch. To paraphrase Coschedule, provide every piece with context. You should always surround the piece with your views, knowledge, and insight. Share a story about your brand’s heritage or an intimate detail about the craftsmanship.
  • Don’t make it all about you – Remember your customers have different preferences than you. Research and understand the lifestyles of your luxury customers. Read luxury travel and style magazines, subscribe to luxury blogs, and know your competition.
  • Answer your audience’s common questions – Be knowledgeable about your brand, your services, distinguishing product characteristics, shipping and return policies, corporate responsibility programs, etc. Common questions may also include concierge-type recommendations on where to eat, shop or find local attractions.
  • Be very, very selective – Rather than rattling off a list of features, share two or three benefits (a personalized statement of value) you believe best meet your customer’s needs. To turn a feature into a benefit, think of the customer asking “Why is this important to this me?”
  • Take advantage of in-house expertise – Observe your co-workers. How are they interacting with customers? What can you learn from them? Be open to asking for feedback. Ask your manager to observe you and provide suggestions on how you can improve. If you don’t know the answer to a question, make sure you find someone who does.
  • Don’t forget your CTA’s (Calls to Action) – Your relationship to the customer doesn’t end when he or she walks out the door. Think about how you can proactively reach out to customers to grow the relationship by building upon additional needs. A hand-written thank you note is always welcome. You may want to invite them to an upcoming event, alert them to a new item, or just check in to see how they’re enjoying their purchase.

If you view your role as a curator rather than a sales person, you will provide the level of care and personalization necessary to turn every customer interaction into an extraordinary luxury experience.

 

GRACE: The Perfect Recipe for Luxury Customer Service

GRACEDaniel Humm is the chef and owner for the Michelin three-star restaurant Eleven Madison Park and The NoMad in New York City. He’s also the recipient of six James Beard Awards, four stars from the New York Times and the S. Pellegrino Chef’s Choice 2015 award. Mr. Humm was recently interviewed by New York Magazine and asked how me keeps his team motivated. He replied:

We treat every service as if it’s the only one that matters, the same way a sports team prepares for a championship match. Everything we do is done with intention and the desire to make the guest’s experience the best it can be.

Continue reading “GRACE: The Perfect Recipe for Luxury Customer Service”

Luxury Service: Why is it so hard to get it right?

 

IdontknowWith over 90 properties and over 40,000 employees Ritz-Carlton consistently earns top honors in most rankings of luxury hotels. And so it’s no surprise that Ritz Carlton earned top honors a study conducted by Luxury Branding, a London-based consultancy that specializes in the global luxury market. Yet other well-recognized luxury hotel brands, such as Four Seasons and Peninsula, did not fare so well (13th and 20th, respectively), with the Waldorf Astoria rating an embarrassing 50th. By using TripAdvisor rankings as its data source, the study examines whether luxury hotels are truly delivering 5-star service or are just resting on their laurels. The study’s results are sampled from over 2.25 million public reviews on TripAdvisor. (The study is available as a free download from the website). Continue reading “Luxury Service: Why is it so hard to get it right?”

Luxury Talent Goes Big

Big3This Harvard Business Review post, “Luxury’s Talent Factories,” discusses how large luxury conglomerates such as LVMH, Kering and Richemont actually drive talent performance. Most management research would argue the opposite. It’s generally accepted that companies can increase their financial returns by focusing on core lines of business. Contrary to this evidence, the article states: “Diversification generally does not add value unless there are significant cost savings and operational synergies across units—which isn’t necessarily the case with all luxury groups.”

Diversification generally does not add value unless there are significant cost savings and operational synergies across units—which isn’t necessarily the case with all luxury groups.

According to the article, here are some of the reasons the “Big 3” are able to use their size to their business advantage in developing luxury talent:

Mobility – Diversification of internal brands means that employees who move from subsidiary to subsidiary bring a core set of brand values and skills. They are also better able to build their personal networks across multiple internal brands. The advantage to the enterprise is that they’re able to leverage talent when and where they need it.

Best practices – The organization can identify and transfer best practices across products, and gain the benefit of new perspectives at the same time. In one case, CRM talent from a fashion group was brought in to help build a CRM function for a watch brand.

International Experience – Cross-cultural exposure inspires creativity and provides exposure to a larger pool of manufacturers and suppliers.

Understanding the Global Customer – As technology and social media create a growing international marketplace, it’s imperative that brands understand how luxury customer expectations vary from country to country.

Although Europeans can explain to customers what luxury means, they also must have experience in foreign markets to understand which aspects of luxury the customers there actually care about. For example, in America consumers will buy watches for their functionality or performance, whereas in Asia it’s more about the prestige of the brand.

The three large luxury groups are able to leverage these advantages for the individual as well as for the enterprise. It only works, however, when the group is able to keep its brands relevant and continuously invests in developing premium talent.