Our client is a niche luxury brand, having sales offices across the country and also targeting international markets.

We designed an extensive learning intervention for the client, to deepen brand understanding. The main focus was on how the brand name and values translate into frontline customer service.

This program performed the dual role of building a connect with the brand, in the minds of the frontline staff, as well as helping them understand and align their service in line with brand expectations.

1. The retail frontline staff needed to understand the link between brand promise and customer experience and also how to deliver the same.

2. Employees were mainly focused on carrying out successful sales rather than building lasting relationships between the brand and the customer, as most of them did not understand the “Luxury customer”, and how to sell to them.

In order to identify whether the employees are aligned to the brand we conducted a detailed diagnostic by:

1. Consulting the corporate leadership to gain a deeper understanding of the brand, as well as the attributes of the brand ambassadors.
   
   
2. Gaining a deep insight on Instagram/ SMM sites the retail frontline staff would need to follow to understand their customer profile, and interests better.
   
   
3. Researching the frontline staff, and their alignment with the brand values during their customer service interactions.

The diagnostics spanned 2 weeks and was run via telephonic interviews, face-face interviews, boutique observation, as well as online questionnaires that reached out to multiple branches.

1. Brand building through standardized service across all stores in tier 1/2/3 cities in India.
   
   
2. Increased loyalty and customer referrals leading to a positive uptrend in sales numbers, where target achievement moved from around 45% to over 90%.
   
   
3. An uptrend in the net promoter score leading to a larger based on repeat customers.