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"Eye-level teddy bears for children elevate the 'customer experience'... The path luxury brands should take" - Lecture by Nathalie Paldacci

Date Created 2023-03-29 16:48   search 1,538

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"Eye-level teddy bears for children elevate the 'customer experience'... The path luxury brands should take"

Lecture by Nathalie Paldacci, Senior Consultant of LBG

"Trigger positive emotions and desires"



"At the Plaza Hotel in Paris, France, they've been offering a service of placing teddy bears on the bed for children staying as guests. The hotel's general manager attempted to differentiate this service by having the teddy bears meet guests in the lobby instead of waiting in the room. Afterward, the hotel's staff would kneel on one knee to match the child's eye level and give them the teddy bear. The child's parents could feel that their child was being treated specially, while other hotel guests could sense the hotel's gentle manners. A genuine smile and action like this have a significant impact on the customer experience."
 

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On the 9th, Nathalie Paldacci, a luxury education expert and Senior Consultant at LBI (Luxury Business Institute), met with human resource managers and VIP and customer service representatives in Korea to discuss the importance of the 'customer experience'. LBI is an educational business unit under Luxury Business Group (LBG), a luxury consulting company.


Senior Consultant Paldacci is a customer service and experience design expert and senior trainer with over 20 years of experience in luxury brands and retail industries such as Gucci, Dolce & Gabbana, L'Oreal, Air France, BMW, and Galeries Lafayette. She is an author of books related to management and marketing, served as the Director of Luxury at INSEEC Business School, and founded the Luxury MBA program.

 


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She introduced the case of the Plaza Hotel in Paris, emphasizing "incorporating human elements" as the key to maximizing customers' brand experiences for luxury brands. Consumers who receive warm, human hospitality tend to spend more.


According to Paldacci, "61% of customers surveyed said they would spend at least 5% more on a brand if they could have a good 'customer experience'." She added that people who have good memories will talk about the brand to others, generating promotional effects.

 

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She emphasized that luxury brands need to pay more attention to their stores to captivate customers in a world where anything can be purchased online.


She said, "Provide a seamless, hassle-free experience and touch their emotions," and "Companies need to invest more in luxury stores to trigger positive emotions and desires."


Paldacci advised that to design customer experiences, one should discover the brands that customers are immersed in and experience them as a customer. She suggested, "Go to restaurants and cosmetics counters" and "Go to competitors and experience the treatment they offer firsthand."


She emphasized that "the company's personnel should trigger positive emotions in customers, and a company-wide effort is needed regardless of accounting or marketing departments."


Attendees at this event included human resource managers from domestic and international retail, fashion, and hotel companies such as Hyundai Department Store, Lotte Department Store, Sono International, Burberry Korea, Fairmont Hotel, InterContinental Hotel, and Royal Copenhagen.


 
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