LVMH aims to symbolize the most sophisticated qualities of Western “Art de Vivre” around the world. The group also continues to be tantamount with both elegance and creativity. In realization of this mission, five priorities reflect the fundamental values:
- Good Customer Care and Service Excellence
- Be creative and innovate
- Aim for product excellence
- Bolster the image of our brands with passionate determination
- Strive to be the best in all we do
2.2 Customer Care Standards
An organization will meet required standards when it treats its customers with respect. The company should seek to be honest and fair in relationship with customers, provide standards products and serves.
In terms of LV, a French company, they should follow the AFNOR. And to trade international, the company has to follow ISO9000, or BSI5750. Besides, Good corporation Standards and current industry standards such as Fashion Association. In addition, leveling standards are necessary as it simply setting up standards which is to be adhered to, and legislation informs the standards and enshrines the right of the customer, such as the Customer Protection Act 1987. Standards of Customer communication and Customer- related processes are as followed.
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Product information, provide products with high-end material with guaranteed quality.
- Enquiries, contracts or order handling, including amendments, and customer feedback, including customer complaints.
- Requirements specified by the customer, including the requirements for delivery and post-delivery activities.
- Requirements not stated by the customer but necessary for specified or intended use, where known.
- Statutory and regulatory requirements applicable to the product.
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Keeping the customer informed of progress in addressing their complaints or requests.
2.3 The Methods of gather and analyze information
In an ideal methods of gather and analyze information, researchers use both quantitative and qualitative data to provide a more complete picture of the issue being addressed. The most common research methods are: survey and questionnaire, customer comment cards, letters of complaint, telephone polling; informal methods such as body language, talking to them or becoming a customer. Develop methods of receiving customer feedback through
- Design a customer care survey, which could involves all information that is useful.
- Administrate the customer care survey, such as requesting customers to complete a Customer Satisfaction Questionnaire and post transaction telephone follow-up of a sample of returns.
- Measure, analyze and understand the problems and what customer’s perceptions.
- After analyze, leaders or managers make decisions on how to solve the problems.
Quantitative research uses methods adopted from the physical sciences which address correlations between variables. Qualitative researchers aim to gather an in-depth understanding of certain important questions more efficiently. In terms of gather information, the company could prepare a questionnaire (refer to appendix B) for customer through website or personal interview, which should focus upon processes, "reasons why", and if customer are satisfied with customer care.
Take have a context survey for example, company can gather information from customers through a drawing such as give 5% discount or a small gift. They will be excited about being able to win something and will be happy to give their information to have a chance to win at the drawing. For analyses, managers can figure out the feedbacks, such as 30% prefer Hand-painted services, and other70% prefer special order, there are 15 of 100 people that are not satisfied with the product, but also know that why they chose that, such as products are too small, and needs big size, or up to 80% customer are satisfied with the personalization service because over 200million different combinations possible making customer personalized product unique.
2.4 Review and Improve Customer Care
LV continually improves the effectiveness of the quality management system through the use of the quality policy, quality objectives, analysis of data, corrective and preventive actions and management reviews.
- Analyze the root causes of customer dissatisfaction and monitor agreed corrective and preventive actions
- Actively review with manager on ways to improve the business processes
- Review interaction points between customer care and continuously improve communication and process flows.
- Actively advertising in all customer care centres a toll-free customer care help line where customers can report poor service.
- Actively seek comments on a regular basis in order that LV continue to develop and improve our service.
- Ensure that staffs are trained to achieve these standards and that they fully understand the standards that are expected of them.
As personalization services, the Mon Monogram, is a good service, the firm can select more suggestion to improve it, such as build training programmes to capacitate staff, and encourage staffs to give ideas on how to provide more unique services. For example, the combinations can be more than just initials and stripes but pattern or other personal preferences. At the same time, services in shop should be enhanced, staffs should treat every customer equally, do not ignore people that seems he/she cannot afford the products. What's more, LV should connect customer more often after sales. For instance, can invite all customers to have symposium or small activities or give discounts to customers who bring new customers so that customers felt they are being cared, and thus, can built customer loyalty and improve customer care strategy.
3.0 Conclusion
For an enterprise to succeed in global competition, hence, there is a continuous plan to develop marketing techniques such as innovation of new products with higher quality and an excellent customer care system.
The top standards is to provide high-end quality products and good services for customer, and develop good customer care strategy, hence, the LVHM should gather and analyse information and must include quantitative and qualitative methods at each stage of the process for formative research, process evaluation and outcome evaluation. Last but not least is to review and improve the strategy, as a result to provide greater services for customers and creative excellent customer care.
4.0 References
Books
Scottish Qualifications Authority, 2004, Creating a Culture of Customer Care, 2nd ed. CMEPH, Beijing.
Electronic publication
Carcelle, Y 2008, Moët Hennessy Louis Vuitton Customer Care Policy, viewed at 21 June 2010, <http://www.fashionunited.co.uk/news/lvmh.htm>.
Walsh, T 2009, Louis Vuitton Strengthens its Collaboration with ATG, viewed at 21 June 2010, <http://www.atg.com/en/about-atg/news-events/press-releases/detail/>.
Websites
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5.0 Appendix
5.1 Appendix A
Moët Hennessy Louis Vuitton Customer Care Policy
Customer Care Policy & Standards
In 1987 Louis Vuitton became a subsidiary of LVMH, the world's leading luxury goods group. Our company has taken full advantage of the many synergies generated within the group while retaining our identity and remaining faithful to our distinctive difference.
Our Aim and Value
It is LVMH’s aim that whenever customers have contact with the LVMH they will consistently experience standards of service excellence. In this way we want to display our commitment to the principle of Customer First and ensure that service excellence is an integral part of the planning and delivery of all LVMH services to its people.
The mission of the LVMH group is to represent the most refined qualities of Western "Art de Vivre" around the world. LVMH must continue to be synonymous with both elegance and creativity.
- Be creative and innovate
- Aim for product excellence
- Bolster the image of our brands with passionate determination
- Respect (we Value our relationship with Customers)
- Good Customer Care
Customers today need to feel close to the brand in terms of the values it represents, including the awareness of social and environmental challenges. These concerns, which are now a particular focus of attention, have long been incorporated by our brands and are inseparable from their growth strategy.
How will we measure our success?
The LVMH will back up our Customer Care Policy by specific Customer Service Charters and Customer Care Standards for each service delivery Unit which will be our promise of delivery to Customers. We will ask our Customer Care Staff to sign a Pledge in which they commit themselves to upholding these standards.
We will monitor our performance through continuous monitoring, through benchmarking ourselves against other similar organizations and being subject to regular Performance Audits.
We will develop methods of receiving customer feedback to find out whether customers are satisfied with the standard of service they have received. These will be through:
- Requesting customers to complete a Customer Satisfaction Questionnaire and post transaction telephone follow-up of a sample of returns to continuously evaluate customer perceptions of our service.
- Making use of the Mystery Shopper programme where all Centres will be evaluated and scored on an objective basis.
Our Customer Care Standards
LVMH is committed to the continuous improvement of the standards of
service it gives to its customers. We will endeavour to provide services and manage complaints in a timeous, efficient and effective manner. In developing our Customer Care Standards we have tried to:
- Set standards which put the Customer First, are friendly, customer focused and measurable.
- Set clear statements as to how the staff should behave in dealing with customers.
- Set performance targets which can be reviewed.
- Ensure that staffs are trained to achieve these standards and that they fully understand the standards that are expected of them.
If a problem arises we will commit to:
- Deal with the problem promptly
- Advise you if there will be a delay in providing a solution to the problem
- Advise you of progress with long-term problems
- Advise where and who to contact in the event of dissatisfaction
Customer Care Standards & Management Controls
At the centre of the LVMH Customer Care Policy is the principle of placing the Customer First in every task and process. This will have practical challenges for the LVMH as an organization and will require us to reevaluate our processes to ensure that we achieve our standard.
We will continuously review our processes to ensure that they do put the Customer First. We will ensure that we achieve uniform standards of customer care across the LVMH by adopting common standards of customer service. We will recognize Service Excellence in customer care through recognizing our staff that performs highly.
5.2 Appendix B
Dear Customer:
As the manager of LV, I want to thank you for giving us the opportunity to serve you. Please help us serve you better by taking a couple of minutes to tell us about the service that you have received so far. We appreciate your business and want to make sure we meet your expectations.
Sincerely,
Yves Carcelle
