Europa star: SERVICE, PLEASE! – Service experiences WHERE THE RUBBER MEETS THE ROAD at the retail level – part 1

Europa star: SERVICE, PLEASE! – Service experiences WHERE THE RUBBER MEETS THE ROAD at the retail level – part 1

Europa Star WorldWatchWeb, 26 March 2014 Keith W. Strandberg

Denis Asch, owner, L’Heure Asch (Geneva, Switzerland):

One of my best experiences was with Greubel Forsey. When I received the ordered piece, I called the client and he came in to pick it up at my store. Because I knew my client well, I made a special Macassar ebony custom-made watch box that had space for 12 pieces. He came in the store and when he saw the custom-made box he was really surprised. He told me, “Normally all the stores I go to, they abuse and take everything for granted, as if it was normal that I’m spending money. This is the first time that a store has showed such generosity. And how did you know that the Macassar Ebony was my favourite wood?” He was so overwhelmed by what we did that he bought another tourbillon from another brand! Denis Asch (L’Heure Asch) “What will make the difference is the personal touch, the service that will make you UNIQUE.” Denis Asch

My worst experience was when a client had to make a deposit to the brand in order to pre-book a complicated model from a niche brand. After more than two years after the promised deadline, the client asked for his money back. The brand didn’t have that money anymore, so I had to sue the brand to get the money back for the client. 
This bad experience is a bad image for the brand and the store, even if in that situation I’m not responsible, the client will always blame the store indirectly. You can lie only once to a client, and if you don’t take good care of him, he will forget you very quickly. Now that you can find anything on the web, more and more clients know more than you know about the watch. Too many stores are fooling them or taking advantage of them. 
In after sales service the most important word is “Service”. Clients have more and more choice to buy their watches. Even for niche brands. What will make the difference is the personal touch, the service that will make you UNIQUE. It can be a service before sale or after sale. Some people don’t care about discounts, the service makes the difference, like organizing a manufacture visit with a chauffeured car or with a helicopter. Details will keep him coming back, like remembering a birthday or a wedding anniversary, for example. 
I had another client who wrote me to thank me for his purchase. When he first came he was very badly dressed with dirty clothes. He said I was really badly dressed and you treated me like a king. The lesson is don’t judge the client by the way he looks, we have to listen to him very carefully first!

Source: Europa Star April – May 2014 Magazine Issue