Helping a global luxury brand build service excellence and brand loyalty across High Net Worth customers
Marrying the two worlds of luxury and technology, Vertu’s aim is simple: to create the extraordinary. To guarantee that every product they make meets their uncompromising standards and their customers’ high expectations.
A leading luxury mobile phone manufacturer, Vertu offers a unique proposition to high net worth customers across the globe, with key markets in China, Russia and the Middle East. The brand prides itself in perfectly combining hand craftsmanship and quality materials with high performance technology and curated services such as Vertu Concierge – 24-hour worldwide assistance with recommendations and priority bookings. Every Vertu product is handmade by a single craftsman in England but the brand is available globally, via dedicated boutique outlets, distributors and through concessions in duty free.
For such a prestigious brand, offering a consistently high level of service across all of the touchpoints its customers interact with is absolutely key. Customer feedback is essential to delivering on this goal and continually improving on the customer experience.
ORC International worked with Vertu in 2015 to design and set up a programme which would enable them to track customer experience across 6 of their key customer touchpoints: Store, Vertu.com, Handsets, Concierge Service, Vertu Contact Centre and Repairs.
The very nature of the hard to reach audience – time poor and highly mobile – presented the main challenge with the research, so a dual methodology online and telephone survey programme was developed to help maximise response. The research was conducted with customers across the world, but the majority are based in China, Russia, Middle East and Western Europe, so customers were offered the option of participating in 4 languages: Mandarin, Russian, Arabic and English. The survey runs continuously, to ensure feedback is captured as soon as possible after a customer’s interaction.
The results are aggregated and reported via a bespoke online reporting portal designed and managed by ORC. The ongoing results are used tactically by each of the Vertu business areas, with ‘red flag’ alerts being triggered to corresponding business owners as soon as a low satisfaction score is given. Each alert is followed up by Vertu as a mechanism to “rescue” its unhappy customers.
At the end of each quarter we present strategic insights into which areas are performing well and where improvements are needed
The research has helped Vertu to better understand:
- Which customer touchpoints are performing well and why
- Which parts of the customer journey need to be prioritised for improvement
- What is driving customer satisfaction within each touchpoint
The programme has highlighted some regional differences in the in-store customer experience and the repairs process. By comparing experiences around the world, Vertu has been able to identify best practice in these areas and is implementing a localised change programme, as well as global training.
Nathan Omare, Head of Market Intelligence, Vertu comments:
“The Customer Experience programme we have worked with ORC International to implement is fundamental to providing customer insights across each of our key touchpoint areas and from customers across our key markets – this is something we have not been able to do before now. The programme provides each business area the data to draw up action plans for improvement as well as providing the business strategic insights to help direct and prioritise investments.”