An interesting survey conducted by the Luxury Institute found what affluent people really care about when they buy luxury items: quality comes first, then customer service. The respondents in the survey were selected from the top 10% earners bracket in the US, the UK, France, Germany, Italy, Japan and China.
According to an article detailing the survey findings in Gem Konnect, more than half of consumers said that top customer service is a characteristic they associate with luxury. Jewelry and hospitality brands have the best customer service staff, while real estate and designer shoes were rated the worst with regard to quality of service.
Here are three interesting findings:
• UK and US customers are more likely to rate customer service as a necessity for luxury than consumers in Japan and China.
• Consumers ranked superior design as third in the list of luxury attributes. Consumers in the UK and US mentioned superior design more than those from other countries.
• Superior craftsmanship is fourth among global consumers —59% of US respondents thought so, while 33% across the other six countries said so.
Luxury Institute CEO Milton Pedraza said: “Half of the affluent consumers we just surveyed say that luxury sales associates deliver a personalized and relationship-oriented experience, which is encouraging, but it also suggests plenty of room for improvement when it comes to delivering a superior customer experience”.