Luxury brands thrive on excellent customer service
Investments in excellent craftsmanship and design coupled with unsurpassed customer service never go out of style, according to Ramon San Agustin, VIP services manager of Stores Specialists Inc. (SSI).
At a recent sale of prominent SSI brands exclusively organized for American Express Card members at Greenbelt 4, Ayala Center in Makati, he observed that, just like the market for fine art and gourmet food, the appeal of luxury leather goods does not drastically wane whatever the economic situation is.
At the two-day event, American Express clients were offered savings of as much as 45 percent on brands such as Gucci, Salvatore Ferragamo, Bottega Veneta, Tod’s and Prada. In addition to the special prices on select purses and footwear, top card members were entitled to Double Membership Rewards Points for a minimum transaction amount. Instead of earning one rewards point for every P45 spent, they were offered two rewards points, said Aby Cifra, Usage manager of American Express Peso Platinum Card. In the Philippines, American Express Cards are issued by Banco de Oro.
The strong sales during the event and at the Greenbelt 4 Holiday Fashion Event the succeeding week, also for American Express clients, affirmed the observation of luxury market specialists that the strongest brands are best able to weather hard times. At the fashion show that featured the holiday lines of Bally, Boss Black, Burberry and other brands, a card member shared his views on how the economic meltdown would affect these luxury labels: “These names have weathered previous economic difficulties and other catastrophes. They have remained because there is always a market for fine quality.”
Ma. Nannette Regala, Banco de Oro CLG Marketing head, observed that American Express is itself an established brand name with a history of over 150 years. She observed that the top tier of clients who have carefully managed their wealth are responsible for the majority of the business generated by Amex cards. “Excellent service and unsurpassed offerings like special sales differentiate American Express for these clients,” she says. Thus, clients will continue to be pampered with promotions and events that anticipate their needs.
Currently, American Express Card members have access round the clock to a travel and concierge service. By dialing a hotline, they can book airline tickets as well as make restaurant reservations. Within the Asia Pacific region, Philippine card members can avail of the same service as well as medical and legal advice.
Exceptional customer service, discloses Cifra, has won for American Express cards a loyal following and will continue to drive the business forward.
