Client care and aftersales for a Spanish luxury brand

The problem

In luxury, volume is low and the cost of a badly handled contact is high. A client buying a piece worth several thousand euros expects whoever answers to know the product, the state of their order and their history with the brand, and will not accept the register of a generic contact centre. At the same time the brand runs on boutique hours while the digital channel receives enquiries at any hour from very different time zones. The usual result is that aftersales leans on shop floor staff, who answer the phone between in-person clients and do both jobs less well than they could.

What we did

• Select for register and written quality rather than handling speed, because the written channel is where a luxury brand's tone is decided
• Train on product and materials before procedure, so that a reply demonstrates knowledge rather than politeness alone
• Take remote contact off the boutique floor, returning that time to the client who is physically present
• Keep a single point of contact on open aftersales cases instead of distributing them across a queue
• Cover hours outside boutique opening without the brand's register changing from one band to the next

What would be measured

The indicators the service would be run against, with their definitions. No values are attached: a numeric target set before anyone has seen the client's data is a promise, and the definition is the part that is true before the work starts.

• Contact quality assessed on register and product accuracy rather than duration
• Share of aftersales cases resolved with a single point of contact
• Hours of in-person selling time returned to boutique staff
• Written-channel response time outside boutique opening hours
• Share of enquiries resolved without escalating to the originating store