A prestigious international firm in the luxury sector benefiting from an emblematic creative stamp and a strong positioning considered that its customer relationship tools and its in-boutique experience reflected neither the quality nor the uniqueness of its brand.
Established brands with well-known products are set apart by the quality of their customer experience. This is especially true for the luxury sector. Our client asked Equancy to make its every customer interaction as distinctive as its brand positioning and as unique as its products.
The main objective was to ensure that the uniqueness of the brand was captured in the customer experience by defining a relationship style, branding elements, messages, and protocols for welcoming customers and responding to their requests.
The project objectives were to:
- Develop a customer relationship promise based on the brand signature
- Identify actions and attitudes that would reflect and give expression to the customer relationship promise
- Set the editorial line for customer relationship tools
- Show how a customer-relationship focus impacts on brand content production
What Equancy did
After auditing the brand literature and its customer relationship tools, Equancy conducted a series of qualitative in-house interviews to explore the customer relationship experience: benefits, specificities, emotional, practical and relational aspects, actions and attitudes, brand positioning. Relevant aspects included:
- Use the brand signature and our analyses to define an explicit customer relationship promise, that is, one that would engage internal teams and express a benefit for the client.
- Determine which of the brand values are relevant to the customer relationship experience and identify aspects and attitudes that would reflect and give expression to these values
- Set the editorial line for customer relationship materials
- Identify messages, and a specific brand tone around which internal teams could unite
- Use examples to illustrate the right/wrong way both to address customers and to prepare customer relationship materials in the light of the new editorial line
- Definition and implementation of the luxury firm’s editorial line for customer relationship tools
- Production of a customer relationship handbook for sales staff, telesales people and CRM managers
- Identification of 30 communication situations and drafting of 100 items for the customer relationship platform: e-mails, letters, SMS, telephone scripts