1、Managing Attention to Every Detail: Luxury Service & People Management,October 2004,ProgrammeIntroductionsTheme 1: Luxury - Its Characteristics and Clients Film Selling Luxury Luxury - the characteristics of luxury & clients in the world of luxuryTheme 2: Luxury & Service Film 6 coffees, 6 pleasures
2、 Teaching conceptsTheme 3: The Management of Luxury Service The Manager the importance of paying attention to every detail Conclusion,MORE IMPORTANT THAN ANYTHING ELSE THE PRESENTATION,Your Views,What are the simliarities & differences between a Club Med Village and a luxury hotel? Does a relaxing &
3、 friendly environment compliment the luxury experience? Are luxury clients immediate or potential Club Med clients?,A Film Selling Luxury,Our objective To consider the following themes:,What is Luxury? Luxury clients? The cost of Luxury? The constraints of Luxury? What do Luxury clients expect? The
4、commercial implications of each of the above?,Pay close attention to the tiniest details and identifying the key points,Theme 1 : What is meant by the term Luxury?,Luxury A need which is created when necessity ends. Paul IRIBE 1883-1935,The Quest for Luxury,THEME 1 : What Exactly is the World of Lux
5、ury?,Distinguishing characterisitics The World of Luxury creates dreams Synonymous with exception and tradition Craftsman & Artist The price of the exceptional Privilege Demand The Exclusivity lies in the rarity of the offering Do not confuse Luxury with upmarket Luxury is the art of living,A NEED W
6、HICH IS CREATED WHEN NECESSITY ENDS., Luxury is not just detail. Luxury is the constant attention to the tiniest detail. ,Luxury: Luxury begins when emotion overtakes reason , The greatest luxury is that of relationships with others. Antoine de Saint-Exupry,Luxury : Quality Tradition Timeless Materi
7、als Authenticity Craftsmanship Beauty Pleasure A Dream Finest Detail Innovation Respect Exception Exclusivity Personalised., Something which is expensive, refined, sumptuous & exceptional, not something which meets everyday needs ,Dictionary Definition,Larousse,THEME 2 : What makes Luxury product ?,
8、Limited production and promise of quality The skill of the craftsperson The upmost quality Level of demand The expectation of guaranteed total satisfaction Pleasure Paying for quality,THEME 3 : Lets talk about the Client !,Respect for the Client Client should be respected as an individual before, du
9、ring and after the sale If the client recieves his moneys worth, he will feel that he has paid the right price Because the price is what the price is Say good morning, smile and welcome back the client, its everybodys responsibility and whats more it costs nothing Expectations, motivations, dreams K
10、now how to listen and to really understand,THEME 4 : In a difficult and competitive situation, should we differentiate on price !,The price of a Luxury is justified If the profile of a Client has been correctly defined The Client understands the price The price of a Luxury item is justified first an
11、d foremost by its costs There is not much to gain through a good selling experience, however there is much to be lost by a bad selling experience,THEME 5 : What makes a good salesman in the world of Luxury ?,Knowing how to define the profile of the Client An expert whose role is to advise Create the
12、 dream for the Clients The salesman is an advisor, right at the heart of the relationship with the client, the product, the image & the brand You must believe in the product, understand it, be proud of it and derive pleasure in selling it The first quality must be the organisation The capacity to li
13、sten, his mental attitude and understanding of the product That the product matches their needs Being able to visualise the benefits,THEME 6 : What advice would you give to the employee of a Luxury hotel ?,You should never start by talking about the smallest product or price The emphasis should cons
14、tantly be careful not to panic the Client Never suggest the most expensive product first A good employee should be constantly questioning how well they are performing and whether thet are at fault. Selling a Hermes watch, or selling a stay in a Luxury hotel, the same level of attention is needed,The
15、me 2 : Luxury and Service,A Film 6 Coffees, 6 Pleasures,What do you think?,Functional Needs,Emotional Needs,Reached Low Value,Expectations,High Value,Functional Needs :,Cleanliness Personal Space Basic elements of comfort Services provided/Type of establishment ,Emotional Needs,Sensory Needs,Relatio
16、nship Needs,Sensory Needs : Where Size Decoration Architecture Materials Light Temperature Ambience - Smell Ambience - Sound Innovation,Relationship Needs : Welcome Smile Presentation Consideration Presentation Attitude Speech Advice Specific attention to detail Delivering the service Personalising,
17、What, according to you, are the 3 dimensions of Luxury service ?,The 3 Dimensions of Luxury Service,The Art of Service in the Luxury sector depends on 3 dimensions / aspects :The Professional Dimension The Human Dimension The Aesthetic Dimension In every contact or behaviour, visible to the client,
18、there should be a balance across these three dimensions.,The 3 Dimensions of Luxury Service,The Professional Dimension This dimension depends on knowing what to do. It brings together all the technical knowledge which a job demands and enables the expected service to be given: Professional Manner Kn
19、owledge of the tools Knowledge of the product The culture of the task This particular dimension requires the closest supervision by management, the slightest mistake is apparent. It is often this dimension that the majority of training is focussed.,Human Dimension This dimension depends on knowing h
20、ow to do it. It is about all the actions and words that generate a special relationship with the client.It is not about knowing what to do, but rather how best to do it to meet the clients needs and achieve his satisfaction.This is the dimension that is most sensitive for the client as it affects em
21、otions and feelings.,The 3 Dimensions of Luxury Service,Aesthetic DimensionThis dimension comes from knowing how the experience should look and feel to the customer and creating that experience in all its senses for the client. You could argue that the first two dimensions are not specific to Luxury
22、 but this one is.What I do must be effective, (professional dimension), be able to be touched (human dimension) and be beautiful (aesthetic dimension).How I behave, my gestures, my intentions, my presentation must all be in harmony with the world which surrounds us. Knowing how to be and live is dir
23、ectly connected to the world of Luxury.,The 3 Dimensions of Luxury Service,Minimal threshold,HUMAN DIMENSION,PROFESSIONAL DIMENSION,AESTHETIC DIMENSION,When providing the service, the risk is that we favour one dimension to the detriment of the others. The professional dimension which includes effic
24、iency often takes priority over the others.,The 3 Dimensions of Luxury Service,Depending on the circumstances, the levels can be raised or lowered, taking care never to drop below a certain threshold.,Service Risk Areas,The Quality of the Service & Frequency of Contact,Attendance,Quality of Service,
25、Client Indulgence,Optimum,Disatisfaction for Client limited,Maximum Dissatisfaction Client,The lesser the importance of the activity, the less the customer will be accepting, and the more one must be vigiliant,What position to take with respect to the client ?,Client,Me,Servility,Superiority,Me,Me,M
26、e,Follow the client Respond to his questions,Guide the client Ask questions,The Relationship Position,The Relationship Position How to actually do this ?,Be sure that this position is that expected by your client. Have a perfect, professional demeanour. Do not be afraid of mistakes and their consequ
27、ences. Have confidence in your own abilities and have confidence in its value. Come across as sure of yourself and your competence, remove doubt in yourself. Be sure of what you can bring to the client Be an excellent listener and know how to ask the right questions Check regularly how your relation
28、ship position is developing.,Theme 3 : The Management of Service in Luxury,Unavoidable elements when Managing the Sense of Detail ?,Managaging the Sense of Detail,Personal conviction Sensitivity Setting an example Rigour Standing back Teaching Tools to control and measure Responsibility Teaching The
29、 Clients viewpoint Follow-up Knowing how to give a sense of meaning Open minds Presence on the ground Perseverance,The Manager in the face of change :, I agree but We dont have the clients for I dont have the team How do I motivate a colleague / contributor without a carrot Before thinking about the details, one should look at the bottom line Apart from the brakes what are the drivers ?,Managing every detail : It is not just a question of the means placed at the disposal of managers.,Conclusion Turning the Tables,Activit exprientielle,What is the learning?,
