Every day, Axel de Tarlé takes stock of the economy.
The economy with Axel de Tarlé, and today you talk about luxury call centers! Gucci opens 6 call centers to respond to its customers.
Exactly, it had to happen. Internet sales at Gucci jumped and accounted for 6% of the total - up 70%. Gucci targets 1 billion online sales, or 10% of its sales. Young people in particular, millennials as they say, do not necessarily go into shops, they operate from their platform, learn, compare, and order with one click. And so, to accompany millennials who may have questions about such a bag at 2,000 euros, or such pair of basketball at 1,500 euros, Gucci has set up call centers in Florence, but also New York, Tokyo, Seoul, Shanghai, or Singapore. We see in this last choice the importance of the Asian clientele.
But beware, Gucci is in luxury, so it's not a low-end call center. It is a luxury accompaniment. The idea is to have the same quality of interaction as in the shop. If you push the door of a luxury shop, we are supposed to be friendly with the customer, it must be the same on the phone. Specifically, telemarketers are encouraged to maintain a personal relationship with the customer, and no question to shorten the conversation. Because we have to make a figure. So there is no time limit in a conversation.
The idea is to have the same quality of interaction as in the shop
It's interesting, because it's the opposite of the codes of the profession. The call center is often an outsourced activity, relocated to the other side of the world. With a quality of service not always fantastic. This is an opportunity to change the image of a sector. Businesses who make a point of putting their customers at the heart of their priorities may seek to improve call centers. It means reintegrating the telemarketer services internally, with jobs in France, not at the other end of the world. In short, finish with this spiral of always cheaper.