Consumer service experts often advise small businesses to emulate luxury brands when planning customer care center activities. For example, Business News Daily advised companies to use consistent training and reliable data sources to provide specialized service similar to being waited on in a high-end boutique.
When a customer buys a new car, jewelry or gourmet meals, they expect the service to match the quality of the product. Employees at luxury brands recognize the extreme value of each customer and act accordingly.
While every business can learn from the tactics deployed by top-of-the-line boutiques, it seems luxury brands are also taking a page from the average eCommerce store playbook. As more customers – even those looking for big ticket items – take their business online, high-end stores move from face-to-face interactions, to quality online customer service and support.
Why luxury brands avoided the Internet
Some high-end boutiques did not relish the idea of providing online buying options. Luxury Daily detailed how many companies felt selling through eCommerce channels cheapened their service and forced them in a position of compromise they weren’t ready for.
Recently, however, the online audience grew to a size luxury brands could no longer ignore. A Luxury Daily report found 89 percent of shoppers visit a business’s website before they make a purchase. No matter how fancy the product, customers want to find answers online before they take their money to a boutique.
If the brand website doesn’t have the service or the information a consumer looks for, they will try finding details from another source. Luxury brands who avoid Internet service don’t prevent customers from searching for digital care and commodities, they just force shoppers to use a third party to get the results they want.
Online luxury service
Luxury brands recognized the demand for online purchase, service and support and responded by investing in tools that allow them to provide the quality care they deliver when customers visit their high-end spaces.
For example, an L2 Think Tank survey found only 17 percent of luxury websites offered product features like quickview in 2013, but in 2015 that number shot up to 76 percent, according to eMarketer. Over the last couple of years online brands have invested in customer-centric online performance like this across the board.
There has been particular interest in self service features. Modern informed customers like to do their own research when it comes time to look into a product or business. By creating their own FAQ pages and other educational online content, luxury brands can guide perceptions to keep their consumers in the right mindset.
Businesses in any industry should use their own data to create answers for their particular brand. If a company wants to emphasize luxury it should track previous consumer engagements to see what marketing phrases or product descriptions lead to the type of interaction the company wanted. If a customer care center finds their consumers respond positively to certain tactics, they can share the information online to satisfy future customers before they need to make contact.
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