LUX­URY BRANDS CON­TINUE TO IN­VEST IN CUS­TOMER SER­VICE

Industry Leaders - - Imminent Trends -

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.

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