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CLIENTELING ESSENTIAL
LUXURY BUSINESS INSTITUTE KOREA
A KEY TO HIGHLY PERSONALIZED CUSTOMER SERVICE
INTRODUCTION How do enthusiastic supporters and lovers of brands emerge and evolve? And how long will the rapidly growing sales of luxury brands last? In order to maintain the healthy and sustainable growth of a brand, the two following elements are necessary: customer loyalty and brand desirability. It is no doubt that a great deal of effort must precede to receive a valuable reward. Successful brand positioning and sales start with a brand’s aura and its’ exquisite products. However, to become a timeless brand, the brand must touch the hearts of customers and be able to form emotional bonds with them. These important roles are carried out by front-line retailers, and we believe that the essential
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LUXURY BUSINESS INSTITUTE KOREA
qualities required to these retailers are the confidence on clienteling and the ability to perform successful clienteling actions. Through the Clienteling Essential program, LBI would like to design and deliver the VIP customer experience management as well as the A to Z of finding and maintaining new VIP customers that are right fit for your brand. We will work with a sense of mission to make clienteling a sustainable culture at the store level. Thank you. Rachel Kwon President of LBI Korea
OVERVIEW 3 CHAPTERS IN THIS PROGRAM
COURSE OBJECTIVES Acquire tailor-made clienteling know-hows that fit the current state of a brand and perform effective clienteling actions through various activities.
Retailers understand the true value of long-term investment on clienteling, which will eventually become an integral part of team culture. Luxury boutique retailers gain the knowledge on customer management and relationship building process optimized for the brand, along with top-level customer communication methods.
CURRICULUM PART 2: CLIENTELING AND CUSTOMERS PART 3: CLIENTELING ACTION
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PART 1: DEFINITION OF CLIENTELING
LUXURY BUSINESS INSTITUTE KOREA
OUTCOMES
CONTENTS PART 1 DEFINITION OF CLIENTELING Definition and Purpose of Clienteling Clienteling Elements and Analysis Clienteling as Part of Team Culture (Discussion on Clienteling Know-hows and Right Direction)
LUXURY BUSINESS INSTITUTE KOREA
PART 2 CLIENTELING AND CUSTOMERS Customer Management Process : CRM vs. Clienteling Customer Segmentation by Brand : Analyze the Current Customer Criteria ____→ Set the Direction of Clienteling that Fits the Brand
Finding Potential Customers : Customer Segmentation and Management Strategy by Category
PART 3 CLIENTELING ACTION Sharing Essential Tools for Customer Communication
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and Management and Applying Each Tool in Real Cases Gifting & Events : Purpose and Know-hows (Do’s & Don’ts) ____→ Share Different Cases and Discuss Benchmarking Points
Customer Communication Tips : Explore Various Communication Methods, including Phone Calls, _ Text Messaging, E-mail, Handwritten Notes, etc. and Practice Appropriate Use of Each Method by Brand
JAEHO CHO LBI TRAINER PROFILE
Retail Market Trends Luxury Retail Excellence Luxury Customers & Culture Luxury Market & China Luxury Brand Service Design Luxury Service Ceremony
Qualifications
Hankuk University of Foreign Studies, BA in French
Experience
Pedagogy & Training Senior Director at Luxury Business Institute Korea (LBI Korea) Former Training Director at Bluebell Korea Former Store Director at Louis Vuitton Korea
Main Projects Service Design and Training for Luxury Brands
Luxury Service: Four Seasons, Louis Vuitton, Gucci, Balenciaga, Ralph Lauren, Fendi, and etc. Luxury Sales Techniques: Louis Vuitton, Gucci, Balenciaga, Valentino, Burberry, _ Ralph Lauren, Fendi, Celine, and etc. Luxury Store Operation: Richemont Group, Louis Vuitton, Fendi, Loewe, and etc. Luxury Customers & Culture: Fendi, Dior, Hermes, Givenchy and etc. Van Cleef & Arpels, and etc. Service Design Consulting and Training for Domestic Conglomerates Service Manual Design and Training Delivery : Hyundai Motor Group (Hyundai Motor Studio Project Seoul, Goyang), Amorepacific (Beauty Consultant Service Ritual), Genesis (Suji, Gangnam, Hanam, Incheon, Ansung), Samsung Electronics (Premium Service Guideline), Jaguar-Land Rover (Sales & Service Guideline) Luxury Experience & Seminar : Hyundai Motor Group (MDC On-site Luxury Seminar in Paris and Geneva), Hyundai Motor Group (Luxury Service Benchmarking Program in Singapore)
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Luxury Market & China: Gucci, Tiffany & Co., Coach, Chaumet, Louis Vuitton,
LUXURY BUSINESS INSTITUTE KOREA
Area of Expertise
MERCI BEAUCOUP
SHAPING THE FUTURE OF LUXURY TOGETHER LUXURY BUSINESS INSTITUTE KOREA
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CONTACT US ELAINE HONG BUSINESS DEVELOPMENT DIRECTOR
elainehong@lbi-korea.co.kr