Coach’s Corner: 7 Things Luxury Customers Expect

ColumnistsJan 30, 2024

Coach’s Corner: 7 Things Luxury Customers Expect

From personalization to consistency, Pat Henneberry breaks down the keys to keeping high-end clients coming back.

National Jeweler columnist Pat Henneberry
Pat Henneberry is a strategic consultant, speaker, and trainer. She can be reached via email at or via her website,
I know it’s been a while since my last Coach’s Corner column, but I return with renewed vigor and a keen desire to help jewelers provide the best possible customer service.

In my first column back, I attempt to answer a pressing question facing jewelers—what type of customer service does today’s luxury customer expect?

It starts with service that is tailored and/or even exclusive to that particular customer and goes on to include consistency across all touchpoints and attention to detail.

1. Personalization. Tailored service that acknowledges luxury customers’ preferences, past purchases, and individual tastes is crucial. Remembering details about their preferences without them having to repeat themselves is highly appreciated.

My mother and I love a neighborhood restaurant with great food; we go once a month. They not only know our names but also our favorite dishes. That’s why we spend more and keep going back.

2. Exclusivity. Offer exclusive access to events, products, or services not readily available to the public. VIP treatment, private shopping experiences, or limited-edition items can enhance their perception of luxury.

3. Exceptional Service. Prompt and attentive service is expected. Quick responses to queries, efficient handling of issues, and a high level of expertise in the products or services being offered are important.

Stay on top of your vendors to offer training for your staff. Becoming experts on everything you sell is a must and the great vendors will offer that to their retailers.

4. A Seamless Experience. Streamlined processes, from browsing to purchasing to after-sales service, are essential. 

Making transactions easy, whether online or in-store, without any hiccups is important. 

Your customers give up too quickly today. If things are not seamless, moving forward, they will lose patience and walk.

 Related stories will be right here … 

5. Attention to Detail. Attention to the finer details can make a huge difference.

This includes packaging, presentation, and even small personal touches that make the experience memorable. We’ve all heard it, and we’ve all been part of it—presentation is everything!

6. Consistency. Maintaining a high level of service consistently across all touchpoints and locations is key.

Luxury consumers expect the same level of service whether they’re interacting with a brand online, in a flagship store, or elsewhere.

If you have more than one store, make sure all your stores deliver the same look, feel and voice.

Everyone must be telling the same story, a topic that deserves an entire column in and of itself.

7. Relationship-Building. Building a long-term relationship is crucial. Luxury consumers value brands that invest in cultivating relationships beyond just a transaction, often involving personalized follow-ups and offers. 

You may think it’s old-school, but this hasn’t changed, and it will keep your customers coming back. 

Even if you carry a visible brand and customers will walk in because you carry that brand, you still need to invest in building a relationship with your customers. They have choices on where they will buy.

Understanding these expectations and tailoring customer service to meet these standards is vital for retailers who are seeking to retain their high-end clientele.

Here’s to making 2024 a year of customer service. Let’s roll back the clock and focus on what really matters. 

It’s our customers, sell-through and growth!

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