Luxury Service Training - Overview

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A 3 day Luxury Skills Training module was created to orient Retail Professionals in India to deliver fulfilling Luxury Experiences to Customers. This presentation is an overview that introduces the module.

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Luxury Service Training - Overview

  1. 1. A  LUXURY  SERVICE  TRAINING   Module  Overview     Prepared  by  Sonali  Gogia   June  2013,  Mumbai  
  2. 2. InspiraEon   A  demand  for  Service  Skills  to  saAsfy  the  Indian  Customer   Market  Condi3ons   The  Indian  Luxury  market   is  growing  at  25%     Customer  Expecta3ons   The  Indian  Luxury   Consumer  has  unique  and   diverse  buying  behaviour   Talent  Gap   Retail  Staff  have  liIle  exposure   to  Luxury  Service  sensibility     Credit:  Elan  Magazine     Credit:  Earth  Infrastructures     ©  2013  Sonali  Gogia  
  3. 3. Approach   A  3  month  approach  to  design  a  3  day  luxury  skills  module   ImplementaEon   Research   Concept   Design   Best  pracEces  and   TranslaEng  skill  gaps  into   CreaEng  a  3  day  module   TesEng  and  defining  all   stakeholder  needs   opportunity  for  training   with  learning  methodology   required  support   ©  2013  Sonali  Gogia  
  4. 4. Research   Tapped  various  sources  to  develop  a  holisAc  view  of  the  skill  gap   Mystery   Shopping   Best Practices Industry Experts Stakeholder Interviews Professional Experience ©  2013  Sonali  Gogia   Books  &   Blogs  –   Luxury   Experts   Retail   Training   InsEtutes   Luxury   Brand   Mangers   Skill   CerEficaEons   Luxury   Customers   InstrucEonal   design   Retail  Staff   Luxury  Retail   Training   Training   ImplementaEon  
  5. 5. OpportuniEes   These  gaps  served  as  great  opportuniAes  for  training   ─  Many  Brands  yet  focus  on  product  training  and  sales  mindset   ─  Brands  complained  of  lack  of  talent,  high  staff  turnover  and  limited  training  resources   ─  Most  Retail  professionals  were  transac3onal  with  average  communica3on  skills   ─  Retail  Staff  lacked  exposure  to  a  Luxury  A=tude  and  Brand  universe   ─  Most  Training  insEtutes  delivered  basic  retail  skills  modules   ─  The  New  aspiraEonal  Indian  Customer  needed  more  pampering  as  well  as  Brand  educa3on   ─  The  Global  Indian  Customers  was  desired  global  experience  with  local  conveniences   ©  2013  Sonali  Gogia  
  6. 6. Concept   IdenAfied  four  pillars  of  learning  that  could  fill  the  gaps   What  ?    TOPICS   How?   A  fundamental  introducEon  to   what  is  Luxury  Service   Brand  examples,    mystery  shopping   acEvity,    experienEal  training  venue   How  indivduals  can  develop  and   exude  the  a^tude   Luxury   A=tude   Image  &  grooming  Eps,    acEviEes  to   build  sensibility  and  personality   Build  understanding  of  Customer   expectaEons   Luxury   Customer   Personas,    Role  plays,  Journeys,   buying  behaviour  and  moEves   Deliver  luxury  service  by  learning   advanced  behavioral  skills   ©  2013  Sonali  Gogia     Luxury   Service     Luxury  Skills   Case  studies,  examples,  single  and   cumulaEve  skill  pracEce,  role  plays  
  7. 7. Luxury  Skill  Module   A  3  day  module  to  train  Retail  Professionals  to  deliver  Luxury  Service   DISCOVER  LUXURY  SERVICE   DEVELOP  LUXURY  ATTITUDE       SERVICE ASPECTS DELIVER  LUXURY  SERVICE   SELLING emotion LUXURY A.U.R.A 7Cs in an Ultimate Customer Experience 1 Charm Trust Esteem Understand   2 Consult Rapport   3 Counsel Fulfilment Awareness   4 Create Pleasure 5 Clarify Care 6 Comfort Support 7 Confirm Belonging Appeal   EMOTIONAL     FUNCTIONAL     SENSORIAL   by establishing a rapport to understand desires with personalised advice an experience by trial concerns proactively to actualize the experience the desire to return ©  2013  Sonali  Gogia  
  8. 8. Discover  Luxury  Service   Day  1  parAcpants  experience  Luxury  Service  and  learn  Customer  expectaAons   SERVICE ASPECTS EMOTIONAL     FUNCTIONAL     SENSORIAL   •  DemysEfies  the  Luxury  concept,  by  using   storytelling,  personal  experiences  and  brand   videos   •  Explore  psychological  and  emo3onal  moEves   of  Customers   •  Pose  as  Mystery  Shoppers    to  understand     Customer  expectaEons   •  Be  sensiEve  to  Customers  varied  needs   •  Bring  human,  sensorial  and  func3onal  aspects   of  Luxury  Service  together     •  ExperienEal  acEviEes  to  develop  service   sensibility   ©  2013  Sonali  Gogia  
  9. 9. Develop  Luxury  A^tude   Day  2  starts  with  teaching  how  to  build  the  right  Luxury  Image   LUXURY A.U.R.A Appeal   •  Explain  how  the  Retail  Professional  plays  a   criEcal  role  as  Brand  Ambassador   •  The  Luxury  A.U.R.A  explores  the  ideal   quali3es  with  examples  and  games   Understand   Rapport   Awareness   ©  2013  Sonali  Gogia   •  apply  these  aIributes  to  build  a  person  to   person  connecEon  with  a  Customer   •  Transofrm  into  a  trusted  advisor     •  Provide  Personal  styling  3ps,  elegant   eEqueIe,  and  pracEce  the  art  of   conversa3on  
  10. 10. Deliver  Luxury  Service   Day  3  conAnues  with  behavioural  skills  required  in  a  luxury  approach   SELLING emotion 7Cs in an Ultimate Customer Experience 1 Charm Trust by establishing a rapport 2 Consult •  A  7  step  Luxury  Service  Approach   emphasizes  Customer’s  emoEonal  desires   Esteem to understand desires 3 Counsel Fulfilment 4 Create Pleasure 5 Clarify Care 6 Comfort Support 7 Confirm Belonging •  A  natural,  humanisEc  service  flow  that  is   easy  to  follow   with personalised advice an experience by trial concerns proactively to actualize the experience the desire to return ©  2013  Sonali  Gogia   •  Each  step  ensure  a  posiEve  emo3onal   exchange  and  conEnuing  rapport   •  Includes  advanced  soc  skills  like   conversaEonal  probing,  rapport  building,   storytelling  and  luxury  vocabulary     •  ParEcipants  learn  to  achieve  sales  through   the  delivery  of  fulfilling  service    experiences  
  11. 11. InnovaEon   The  Luxury  Retail  Skills  module  offers  one  of  a  kind  learning  experience   1.  Humanis3c  approach  that  relates  Customer  and  Retail  professionals  as  equals   2.  Customer’s  Emo3onal  fulfilment  is  at  the  heart  of    Service  Step   3.  Can  be  adapted  to  Luxury  to  Premium  brands  in  various  segments   4.  Each  skill  is  simplified  and  embedded  through  games  and  ac3vi3es   5.  Over  30  different  Luxury  Brand  used  as  Examples  to  orient  parEcipants   6.  Run  as  3  day  workshop  or  in  shorter  sessions  to  meet  the  need  of  parEcipants   7.  Role  Plays  use  Indian  Characters  and  scenarios  to  allow  realisEc  pracEce   8.  Experien3al  methodology  to  build  an  intangible  Luxury  sensibility   9.  Mystery  Shopping  acEvity  to  understand  customer  expectaEons   10.  Differen3ated  approach  for  New  recruits  versus  ExisEng    Customer   ©  2013  Sonali  Gogia  
  12. 12. ImplementaEon   Apply  learning  methodology  to  ensure  visible  behavioral  change  sustains   Pre  Assessment   Training  Delivery   Reinforcement   Post  Assessment   ─  Interview  Brand  Staff   ─  ParEcipant  Pre  work   ─  Individual  Coaching  Plan   ─  ParEcipant  Feedback   ─  Assessment  Test   ─  Day  1:  Classroom  &  Field   ─  Coach  Briefing   ─  Assessment  Test   ─  Analyse  Mystery   ─  Day  2  &  3:  Classroom   ─  Trainer  follow  up  sessions   ─  Mystery  Audit  Scores   audit  Scores   ─  SupporEng  tools   ─  Customer  Feedback   ─  Customer  Feedback   ─  Field  ObservaEon   ─  Field  ObservaEon   ─  Measure  training  KPIs   ─  Define  training  KPIs   ©  2013  Sonali  Gogia  
  13. 13. THANK  YOU   Prepared  by  Sonali  Gogia   June  2013,  Mumbai  

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