ILC Case Study
Marketing of specialist insurance conferences and networking lunches.
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 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:
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.
In association with Colorado Conseil, the creation of three etiquette guides:
As well as a guide, the etiquettes were a training manual for client service managers.
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.