The Future of Luxury Customer Experience
How to Create High-Value, Personalized Omnichannel Experiences
- 344 pages
- English
- ePUB (mobile friendly)
- Available on iOS & Android
The Future of Luxury Customer Experience
How to Create High-Value, Personalized Omnichannel Experiences
About this book
What is a luxury customer experience and how can luxury brands best use emerging technologies in order to create truly unique, high-end experiences for their customers? These are the questions that The Future of Luxury Customer Experience has been designed to answer, as it explores how luxury brands can best utilize human touch and new technologies to deliver experiences that surprise and delight customers in a truly omnichannel environment.Using case studies from world-leading luxury retailers such as Ferrari, Cartier, Audemars Piguet, Mandarin Oriental, Valentino, Bottega Veneta and many others, this book explains what makes a luxury customer experience different. Learn how luxury brands need to evolve in order to adapt to the changing landscape, using data and the latest technology to provide exceptional customer experiences whilst protecting their customer's privacy. Written by experts from the world-leading SDA Bocconi School of Management, this book provides a thorough understanding of how to create and deliver luxury customer experiences that will build long-lasting customer loyalty, as well as how these experiences can build and support brand awareness. Covering topics such as arts and culture, authenticity, inclusivity and social responsibility, the use of AI and virtual experiences, as well as how to set KPIs to evaluate success, this book provides practical advice on how to create a luxury customer experience that will deliver exceptional results.
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Table of contents
- Forword
- About the author
- Acknowledgements
- About the contributors
- Introduction
- 1 The alchemy of luxury: Brand identity and value creation Gabriella Lojacono
- 2 (Un)setting the boundaries: The world of luxury and its protagonists Gabriella Lojacono
- 3 Timeless yet timely: The paradox of luxury authenticity Gabriella Lojacono
- 4 Luxury, arts and culture: How luxury Maisons have become prominent cultural actors Cyrille Vigneron
- 5 Experience-led luxury strategies: How brands are reshaping customer activation and engagement Gabriella Lojacono
- 6 Seamless retail: Bridging the digital and physical divide Gabriella Lojacono
- 7 How to build a 360° view of the customer to nurture personalized relationships Gabriella Lojacono
- 8 Emerging trends in customer relationship management Guido Tirone
- 9 How to optimize spend and evaluate success Guido Tirone
- 10 New technologies and the future of customer experience Laura Ru Yun Pan
- 11 Reimagining the supply chain in the luxury industry: Transparency, human rights, ethical labour practices and animal welfare Stefania Carraro
- 12 Sustainability for luxury brands: Global change in CSR, circularity and authentication Stefania Carraro
- Index