Contact centres for haute couture – Good call, GUCCI!
At Citrus Group, we understand how important contact centres are to deliver the best customer service experience to your clients.
So it’s no surprise to us that, at the highest level of global fashion, one premium brand has recently launched new call centres as a necessary support to their sales team.
Gucci – yes, Gucci – is opening six customer service centres, including in Florence and in Shanghai, with jobs for 500 people. It was announced in April – see more of the story here, in the Financial Times of London.
We think this is brilliant, and proof that online services can only be enhanced by a great contact centre experience – on the phone, or email or live chat. With the best people in contact centres to help customers, the only way is up for sales and service.
The company says it is trying to “reinvent the traditional shop assistant for the smartphone age.” Apparently the call centres will resemble Gucci shops, so that when someone calls in to discuss a $2200 GG handbag or a pair of fabulous $1000+ Gucci trainers, they’ll get exceptional service.
According to Marco Bizzarri, the Gucci chairman and chief executive, call centre staff are encouraged to strike up personal relationships online with high-spending callers, just as the traditional shop assistant would. It seems to be delivering results too, from all over the world.
The FT reports that on a recent Friday, “a digital screen at one end of the room shows 74 calls have been received. Another screen shows tens of thousands of euros of sales have been logged. And it is just before 10 in the morning.”
It is all about the luxury experience. When it comes to luxury, Gucci promises that the most prized item they will offer at the call centre is TIME – there is no limit to the length of time a caller can talk to a real person on the phone.
That is contact centre and customer service GOLD! Good call, Gucci!
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Anne Fulwood | Citrus Group