Facing new behaviors and the necessary acceleration of digital, luxury brands must combine physical and digital, quality of the customer experience and impact measurement.
1. Fundamentals of CRM in the Luxury industry
- - Satisfaction, Engagement, “Customer Intimacy”
- - Customer Centricity in the customer journey
- - Changes in customer behavior in the luxury industry: personal shopping, messaging, click & collect, travel retail
• the fundamentals of a relational program:
- - The customer knowledge process: storage, qualification, historization
- - Types of behavioral data that can be activated in CRM: reaction data, exposure data, transaction data, notices
• The CRM mindset at the service of a more transversal organization between the data, marketing, e-commerce, media and communication teams