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Service :: Luxury the Way it Used to Be (and still is for some brands)
Rolls-Royce Motor Cars in the U.S. enjoyed an over 100% increase in sales last month over the previous year. That compares with double digit sales declines of the likes of Maybach, Lamborghini, Aston Martins and others. So what are they doing right? I enjoyed some interesting insights from Andy Young, General Manager of Rolls Royce North America, at the Florida Luxury Marketing Council's monthly meeting (of which I'm proud to say I'm on the board).
What more than the quality of the product which is a given? What most impressed me was the percentage of their sales coming from bespoke products: a hefty 40%. As many of us, I've been a victim of poor after-sale support from purported luxury products, so I was delighted to hear that Rolls doesn't base their service and customer satisfaction on follow-up questionnaires (which never seem to get much action anyway). Instead, owners are encouraged to call the president of Rolls or Andy if there's a problem or suggestion. And they actually want to hear from them. Take note luxury wanabees.
February 28, 2008
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