LUXURY BRANDS CONTINUE TO INVEST IN CUSTOMER SERVICE
The public companies’ CEOS are usually hands-on. But same was not the case with the iconic Mr. Jobs, as he was practically involved in every detail, which included everything from industries to be targeted by Apple to the iphone screen’s material. The direct involvement in customer service was a crucial part of Apple business then, it’s nothing like it has faded away nowadays, but it fails to reach the previous level established by Jobs in this segment. In fact, Jobs exercised a huge deal of patience and attention as he loved dealing with customers himself. Steve Jobs used to field emails regarding broken laptops and answered support calls.
Three in every four luxury brands, perhaps, tend to offer customer service on their respective websites. Sure they’ve been slow to carry their marketing approaches digital, as many feared they won’t be able to offer various types of appealing experiences on a digital platform, which they used to offer in person to their customers. But recent years have seen a massive growth in importance of customer service on luxury websites. Chanel, Michael Kors, Dior, Gucci, Louis Vuitton, and Versace are among the top luxury fashion powerhouses who offer customer service on their official websites. L2 Think Tank’s survey conducted in 2015 suggests that 76 percent of US luxury brands offered quick view features for their products on their website. The number was up from 19 percent that was reported in 2013.
Geolocation and FAQ services also jumped into the pavilion in 2015. In 2013, for instance, 39 percent of luxury brands already had their sites embedded with FAQS. This percentage rose to 43 percent in 2014 and 71 percent in 2015. Also, other features for customer services grew in the following year. These included personal shoppers, social logins, and live chat on pages of products.
Customer service is a crucial part for retailers that can support customer retention. A research conducted by more than half of US retail executives in 2015 noted that customer service and support helps in driving customer retention.