Luxury. The dark side spells opulence, conceit, and gluttony. On the high side, it is associated with excellence, majesty, reward, and worth. It is the choice of the rich and famous; the aspiration of wannabes. But, it is more than pricey stuff. “Luxury is fundamentally a state of mind,” says David Williams, North American director of The Orient Express. Luxury is an expression of excellence—particularly acts that exhibit fine craftsmanship, obvious pride, superior training, and a perpetual attention to detail.
What if you examined your service experiences through the lens of what luxury customers expect? You might discover applications relevant for all customers?
* Luxury seeking customers know they are different and search for service that acknowledges that difference. This does not necessarily imply arrogance or superiority.
* Luxury seeking customers expect quality throughout and know it when they see it. Cutting corners in perceivable service dimensions will net an overall mediocre experience.
* Luxury seeking customers value classy over flashy, authentic over pretentious, and personalized without being invasive. They want it real and respectful.
* Luxury seeking customers have an aversion to opulence and excess. They prefer experiences unmarked by puffery and waste. Err on the side of being understated.
* Luxury seeking customers are enamored by extremes…as stirred by the magnificent painting in a hotel lobby as the simple silk mat on the floor by the bed. They are stirred by the rareness of place and the brilliance of practice.
* Luxury seeking customers value privacy, yet enjoy an inclusive connection.
What can luxury seeking customers teach us about service in general?
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