I don’t tend to get a lot of sympathy when I complain about a hard day’s work, particularly when my day involves experiencing the customer service levels of some of the world’s most luxurious brands. I’ll admit, it’s a tough job, but somebody has to do it.

Over the years, I’ve learned that luxury clients don’t just do things differently – they think about things differently. Working with a range of our high end clients, from hotels to recreational products, I have seen first-hand how luxury service providers make customer service a fundamental part of their DNA. How do they do it? The devil is in the details.

Doing and feeling

During my recent stay at a luxury hotel chain, outstanding experiences were to be had around every corner. In contrast to my local hotel, this one did not miss a single detail in their sensitive delivery of elegant service. For luxury brands, service comes down to more than just empathising with customers. It is more about demonstrating an intuitive rapport through an awareness of how the customer feels and what the customer needs – exactly when they need it.

Instilling pride

We live by mantra of ‘restlessly dissatisfied’. Likewise, luxury brands live by the motto that good is never good enough. Putting this idea into action comes down to employee pride – pride in the brand they work for, and pride in the work that they do. It’s this pride in one’s work that can lead to satisfying clients in the smallest of ways – whether that’s offering cold milk for your cereal or room temperature milk for your coffee. It’s not just about words for luxury brands, it’s about actions. It’s about stepping up unbidden so that the customer is both impressed and inspired.

It’s not just about words for luxury brands, it’s about actions. It’s about stepping up unbidden so that the customer is both impressed and inspired.

Measuring success

In the end, luxury service is about far more than performing the task at hand. It’s about the feeling this mindful approach generates in the customer. To maintain this level of customer satisfaction, luxury brands don’t guess what their customers need, they ask. My experience was no exception.

Shortly after (reluctantly) checking out of the luxury hotel, I received a questionnaire asking about my stay. Their approach to this questionnaire was refreshingly unique. Far beyond rating the cleanliness of the room or quality of the food, I was asked, among other questions how the bedroom made me feel. And how I felt made all the difference.