It’s National Customer Service Week!

Professional Association for Customer Engagement

It’s National Customer Service Week!  I thought I’d share one of my all-time favorite movie clips from Breakfast at Tiffany’s.  It’s the scene where Holly and Paul try to purchase something at Tiffany for $10. Though the salesperson  asks a few too many closed-ended questions, and Tiffany really won’t engrave anything not purchased there, the spirit of excellent customer service still shines through:

Though it’s called National Customer Service Week, we know the real secret for exceeding customer expectations is to turn customer service into customer experience. Here are some guidelines for creating an exceptional customer experience:

  • Create some magic
    Whether I’m purchasing a designer dress, dining at a posh restaurant, or checking into a four-star hotel, create a little magic for me! Sales associates at Louis Vuitton don white gloves before presenting a handbag. Harry Winston offers you a glass of champagne as you peruse their diamonds, and Ritz-Carlton instructs its employees never to say ‘no’ to a guest. Think about how to make the customer experience magical and unforgettable.
  • Make me the center of your universe
    Of course you have other customers; of course you have paperwork to complete; but while I’m your customer, I should have your complete attention. Ask the right open-ended questions to better understand what I want, and then listen. Sounds simple, but I cannot tell you how many sales associates talk more than they listen.
  • Be the brand
    Your attitude, dress and language should reflect your brand’s image. Your passion for the brand should come through in your actions and words. Is your vocabulary consistent with your brand’s message? Share a bit of history, express excitement about your latest product, or tell me how much you love what I’ve chosen and why. I like your brand; that’s why I’m here. If you’re not crazy passionate about your brand, consider working somewhere else.
  • Consistency, consistency, consistency!
    Everything the customer sees and hears—from the décor, to the background music, to the way the purchase is presented—should enhance the experience. Carefully consider every design choice to ensure it exemplifies the brand. Pay attention to every detail. The Tiffany bow is never askew! Remember, the customer experience goes beyond the store. Advertising, websites, social media, corporate responsibility, and after-sales service—all need to align with the brand promise.

On October 8, 1992, President George H. W. Bush signed Presidential Proclamation 6485 establishing the first week of October as National Customer Service Week™.

When “No problem” is a Problem

When “No problem” is a Problem

One of the perks of working in the luxury industry is that you sometimes get to stay in lovely places and dine in very nice restaurants. One of the drawbacks is that you can become hypercritical of the service you receive. I write this blog with the intent of providing insight and guidance on what luxury customer service should look like. If I call out a particular phrase or behavior, it’s not from arrogance, but from a strong belief that when customers are willing to spend more, they should receive a commensurate level of service. That means every action, word, gesture, and expression on the part of the luxury sales and customer service professional should echo the premier experience. The luxury professional should always be thinking of ways to improve the customer experience. When I was at Tiffany & Co., the mantra was “always say it better.” That translated to taking a moment after each customer interaction to reflect upon how you could have improved the experience for the customer and how you might have phrased something better. Which brings me to my latest pet peeve.

During a recent business trip to Miami, I was looking forward to a lovely dinner at a highly recommended restaurant. Everything was perfect—the linens were white and crisp, the silverware gleamed, the menu presented tantalizing suggestions, and the lighting and music were appropriately subdued. I made my selection and after a few minutes the waitperson returned with the glass of wine I had ordered. As she set it down before me, I said, “Thank you very much.” She smiled and replied, “No problem.”

The response, “No problem,” is something I expect to hear when I thank the roadside assistance person for changing my tire, when I thank Siri for telling me what film won Best Picture, or when I extend my gratitude to the clerk who bagged my groceries. The phrase is fine in an informal context, but I cringe a bit when I hear it in a luxury setting. It may be a little thing, but when it comes to delivering exceptional service, it’s all about the little things. “No problem” also contains two negative words: ‘no’ and ‘problem’. If I’m thanking you, why should the first word out of your mouth be “no” and what exactly was the “problem” we managed to avoid?

There are a few other phrases I would group with “no problem” as being too casual for a luxury experience:

“No worries.”
“Don’t worry about it.”
“Don’t mention it.”
“Of course.”
“Anytime.”

So how can we say it better? A simple, “You’re welcome,” is always a welcomed response. Other more appropriate replies include:

“You’re very welcome.”
“You’re so welcome.”
“You’re most welcome.”
“With pleasure.”
“It’s my pleasure.”
“It’s my sincere pleasure.”
“It was very much my pleasure.”
“Certainly. I’m happy to be of service (or assistance).”
“Thank you for your patronage.”

Every interaction with a customer is an opportunity to create a memorable and enjoyable experience. Consider how you can create a warm and engaging greeting and how your parting words might encourage a customer to return. But also think about how you might improve all the small exchanges in between the greeting and farewell to enhance the luxury experience. How can you say it better?

I’ve only offered a few ideas here and I’m certain my readers have more to share. How do you respond to “thank you?” I invite you to contribute your own suggestions below.

The Why of Luxury Selling: How Luxury Associates can Inspire Loyal Customers

attactive girl silhouette with whyOn a recent flight back from Boston, I re-watched one of my favorite TED Talks. Simon Sinek’s How Great Leaders Inspire Action.  It’s a great video in which Sinek describes why great companies inspire loyal employees. My thoughts turned to luxury selling and I thought about how great associates can inspire loyal customers.

In the video, Sinek talks about three different types of companies. Those that know what they do (the majority), some that know how they do it, and the few that know why they do what they do. Sinek refers to this as the Golden Circle. Every organization knows what it does – it’s the products or services they sell. Some organizations know how they do it. This usually translates into what differentiates them from other companies that do what they do – in other words, their value proposition. But very few companies know, or can articulate, why they do what they do. The Why isn’t about making money. The Why is about contribution and impact. The Why is about inspiration.

GoldenCircle

Sinek then talks about how the human brain corresponds to the Golden Circle. The neocortex – our “outside” brain – corresponds to the What. It’s the part of the brain responsible for rational and analytical thought. The middle sections represent the limbic brain that controls our feelings, emotions, human behavior and decision making.

Continue reading “The Why of Luxury Selling: How Luxury Associates can Inspire Loyal Customers”

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.

 

Luxury: An Intimate Experience

roseI’ve frequently written about the importance of the customer relationship when selling luxury. I’ve focused on the need to use the right language and gestures to create an environment of elegance and grace. But, until now, I hadn’t thought about intimacy and how it relates to luxury.

Continue reading “Luxury: An Intimate 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”

The Sales Associate – Luxury’s Best Advantage

LuxsalespersonWhile luxury brands are starting to understand the importance of creating a seamless brand journey through omni-channel marketing, the luxury consumer still enjoys the personal, white glove treatment. According to a new report by the Luxury Institute, consumers rely more on the knowledge and service expertise of the in-store sales associate for their purchasing decisions than they do on their laptops or cell phones. That means luxury brands should be investing in training their sales personnel to deliver a unique and superior customer experience. Continue reading “The Sales Associate – Luxury’s Best Advantage”

Please don’t be rude!

rudeMilton Pedraza, CEO of Luxury Institute recently confirmed, “Luxury brands lose half of their top customers every year. The biggest reason why a consumer won’t come back is not the product—it’s a rude or inattentive salesperson” (The new face of luxury: breaking down the myths and stereotypes of the luxury shopper). On the surface this statement seems to contradict the finding of a recent study titled, Should the Devil Sell Prada? Retail Rejection Increases Aspiring Consumers’ Desire for the Brand (October 2014 Journal of Consumer Research). The study (co-authored by Dr. Darren Dahl, a marketing professor at the Sauder School of Business and Prof. Morgan Ward of the Cox School of Business) found customers who receive poor treatment from sales associates in a luxury retail environment are more likely to make a purchase.

Luxury brands lose half of their top customers every year. The biggest reason why a consumer won’t come back is not the product—it’s a rude or inattentive salesperson

Continue reading “Please don’t be rude!”

Handling Customer Complaints with Grace

complaint
The British Museum in London holds one of the earliest recorded customer complaints inscribed nearly 4,000 years ago on a Babylonian clay tablet dated circa 1750 BC.

When customers have a higher expectation of service, as in the luxury sector, the potential for customer dissatisfaction increases. I may not expect a hand-written thank-you note after purchasing a fashion ring at Macy’s, but I’d be surprised not to receive one if I bought a yellow-diamond pendant at Tiffany & Co. Because the service expectations of the luxury customer are so high, complaints need to be handled with extra care.

The goal, of course, is to prevent customer complaints altogether by listening attentively to the customer and ensuring seamless service. But things can and do go wrong, even in a luxury environment. When they do, it’s important to remember to act with grace. The dictionary defines ‘grace’ as a polite or pleasant way of behaving. It’s important to note as well, that the word ‘grace’ comes from the Latin gratia—to give thanks. Many people say grace before a meal in order to express gratitude. In the same way, a complaint can be seen as a gift. It presents an opportunity to exceed customer expectations and create loyalty. When we handle the complaint with grace, we are thankful for this gift.

When a customer is dissatisfied with your product or service, here are six steps you can follow: Continue reading “Handling Customer Complaints with Grace”

Once Upon a Time: Telling Luxury’s Story

story“Only 19 percent of consumers believe sales associates have relevant information,” says Adam Silverman, principal analyst at Forrester Research, San Francisco. “That’s very shocking and that’s clearly an indicator that the sales associate role needs to change.”

One way in which you can change that role is to perfect the art of telling luxury’s story. A good story engages and excites the listener. Stories create emotions and those emotions, in turn, drive desire. We buy luxury items not because we need them, but because we desire them.

Continue reading “Once Upon a Time: Telling Luxury’s Story”