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.

1. A
LUXURY
SERVICE
TRAINING
Module
Overview
Prepared
by
Sonali
Gogia
June
2013,
Mumbai

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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. THANK
YOU
Prepared
by
Sonali
Gogia
June
2013,
Mumbai