Luxury Unfiltered is a weekly column by Daniel Langer, an expert in luxury branding, hospitality and activations who was named a “Global Top 5 Luxury Key Opinion Leader” by Netbase Quid.
Coming back from a luxury masterclass with one of the world’s leading brands, I am reflecting on a critical success factor between brands and their best clients: the emotional connection.
It’s about understanding the client’s emotional framework and then delivering a genuine emotional inspiration. And the feedback I get again and again is that “this is hard to do when a client walks into a store.” And it is even harder to do during the digital customer journey.It demands more than just training on common sales practices, such as being well-groomed, well-behaved, proactive and friendly.
It requires a combination of deep client insights, relentless training and retraining, and an unwavering commitment to crafting an ecosystem that delivers an end-to-end luxury experience at all client touchpoints, always with the emotional world of the client in its center. This ecosystem must be built upon a foundation of strategy, systems, talent, situational awareness and executional excellence.
Delivering an OK experience means to fail. Anything less than exceptional will eventually lead to a breakup. My observations from recent training sessions reveal a striking challenge: The difficulty in asking the right questions to not just identify, but truly understand, a client in the real-world situation of an in-store encounter.
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