Louis Vuitton
Case Study

Social Media Etiquette Guides for Client Service Teams

The challenge:

As a luxury global brand, Louis Vuitton wanted to communicate with clients via Social Media, Chat and SMS. It needed a ‘social’ tone of voice and style that reflected the world of luxury and superior service without appearing over trendy or informal.

It wanted to understand the different types of conversation clients were looking to have and how to handle them. With this knowledge it could create a social media reference guide for client service advisors and their teams.

The approach:

The first step was to research how the market engaged with big name brands socially and digitally and to understand the implications of this.

This required us to:

  • Clarify the sense of expectation that Louis Vuitton clients have when using social media and how this is achieved
  • Consider the scope of a ‘social answer’ in terms of direct messages, questions, complaints and transfer to another channel
  • Define the tone of voice and style of written social communication in order to produce written rules, acceptable vocabulary and examples of wrong way / right way answers.

A large part of this work involved creating transcripts of social conversations and chats to discover the ingredients (procedural or written) that deliver a positive result.

The solution:

In association with Colorado Conseil, the creation of three etiquette guides:

  • Social Media Etiquette – a detailed reference guide containing Louis Vuitton’s Writing Rules, wrong way/ right way Facebook & Twitter scenarios and a reference library of vocabulary and phrases
  • Chat Etiquette – built on ‘real-time’ transcripts, illustrative examples on how to ‘chat’ with clients in a fast but professionally informal manner
  • SMS Etiquette – tips and formulas on how to write an SMS when the advisor is restricted to only 160 characters. As well as being a guide, the etiquettes were also a training manual for client service managers.

As well as a guide, the etiquettes were a training manual for client service managers.

The result:

With defined etiquette guides, Louis Vuitton is in control of social media as a client service channel.

The etiquettes are an important step to make certain that teams of international advisors communicate with a consistent tone of voice regardless of which country they are from. The ‘social’ client service experience retains all the hallmarks of a luxury brand regardless of perceived informality of the channel.

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