What distinguishes an â€œaverage productâ€ from a â€œhigh class productâ€ or service? Robert Reppa and Evan Hirsch (2007) argue that superb service is the crucial ingredient of successful high-end brands. In their previous article â€œThe Luxury touchâ€ REPPA and HIRSCH present four major principles to deliver customer satisfaction year after year.
- Luxury brand companies establish a customer-centered culture, which identifies nurtures. It reinforces service as the primary value, too.
- Luxury brand companies employ a rigorous selection process to populate the organization with excellent sales and support staff. The fundamental idea behind this attribute: The motivation / commitment to accommodate customers cannot be taught to people who are not predisposed to it.
- Constantly retraining of employees to adopt organizational values is another principle. Hence employees can achieve greater mastery of procedures and products.
- Those organizations systematically measure and reward customer-centric behaviour and excellence in sales and services. The objective of this principle is to enforce high standards and reinforce expectation.
The article is available as pdf-file here.