EP260: Smythson's Digital Director On What CX and Personalisation Mean To A Heritage Luxury Brand

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ABOUT THIS EPISODE:

In this episode of the Inside Commerce podcast, James Gurd interviews Seb Villien, the Digital Director at Smythson, discussing the nuances of customer experience and personalisation in the context of luxury brands.

They explore the differences between high street fashion and luxury retail, the importance of user experience, and how Smythson enhances customer service to drive revenue.

Seb shares insights on the role of AI, the significance of empowering customer service teams, and the strategies for measuring success and fostering customer loyalty. The conversation also touches on the challenges of internationalisation and localisation in delivering a consistent brand experience across different markets.

Key takeaways:

• Customer experience is crucial for luxury brands.
• Smythson focuses on storytelling in their collections.
• Post-purchase experience is key to customer satisfaction.
• AI is used to support, not replace, human interaction.
• Customer service can drive revenue and loyalty.
• Empowering teams leads to better customer experiences.
• Personalisation is essential in luxury retail.
• A thorough recruitment process is vital for customer service roles.
• Internationalisation requires balancing global brand consistency with local adaptation.
• Technology should be maximised before seeking new solutions.