The Luxury Touch
A Strategy+Business article that looks at how luxury brands manage their service frontiers.
Companies like Ritz-Carlton, Nordstrom, and Lexus can guarantee service that goes the extra mile because, in effect, they’ve programmed their organizations to foster customer-centered behavior in employees at all levels. Although there’s no single process for achieving high levels of customer satisfaction, four principles are common to nearly all top-performing luxury brand companies:
They create a customer-centered culture that identifies, nurtures, and reinforces service as a primary value.
They use a rigorous selection process to populate the organization with superior sales and support staff. The impulse to care about accommodating customers cannot be taught to people who are not predisposed to it.
They constantly retrain employees to perpetuate organizational values and to help them attain greater mastery of products and procedures.
They systematically measure and reward customer-centric behavior and excellence in sales and service to enforce high standards and reinforce expectations.
Permalink | Wednesday, April 04, 2007
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