Designing a (luxury) service!

What has been missing throughout this blog, will be my final post for the assignment.

It is all about creating and developing a service. People may not realize that products and services differ in a huge way. The biggest challenge for companies when they sell (luxury) services is making people pay for something intangible.
Important aspects to know about services:
- You can't stock services
- Once you delivered it, it's gone.
- Services are intangible
- Customers are co-designers of the service, it is an inter-relational exchange.

However, like in the normal marketing mix, the service marketing mix has the 7P's as well.

- Product: These services are the products. They are all about heterogeneity. Not 1 service is exactly the same, nor is the why the service is being experienced.
Most of the time, a service doesn't stand alone on its core product. There are facilitating as well as enhancing services around it. This is being shown by the Flower Of Service

All the elements if the flower are assuring that a service has to be as unique, convenient and good as possible to fulfill the needs of the customers.
It should work as a checklist.




- Price: A service offered to the clients are free or to be paid. The core of the service often is at a cost (hotel overnight, for example). Any of the other complementary service for the checklist is optional/free in the price of the core/.... It depends on how the company, offering the service, wants to position itself towards their clients.

- Promotion (Marketing Communication): Like mentioned before in the blog, the marketing communications have to be in line with the DNA of the brand. Choice of channels, choice of colors, music, emotions,... All these elements have to match the brand values and image

- Place: Place can be both the organization's place, or the customer's place or a random place

- People : The people aspect could one of the most important factors of the service mix. People make or break the service since a service always, ALWAYS involves interaction. Friendliness is not hard to show and can the experience for customers going from: 'It's ok', up to 'Woow, AMAZING'

- Processes: Blueprinting the service, online possibilities, self-service technologies...

- Physical Evidence: If a service is being performed away from the consumers home, in a hotel or shop for example, the environment is important. 5 senses are being stimulated, willing or not. Keep that into account!

If any of my loyal readers are willing to set up a service, keep in mind this post. Let the service match the brand DNA and values, like I made my Tiffany Service matching the current brand values and image.


And NOW...

If any readers wanting some tips concerning luxury brands, do not hesitate by contacting me on :
vic.dresen@gmail.com

It has been a pleasure writing to you

Criterion, Luxury on Piccadilly

Last day of class we brought a visit to the restaurtant Criterion on Piccadilly Circus.
Having one of the highest footfalls in London, it is still hidden away from the tourist. No advertisement, no screamy billboards, nothing to attract attention.

The picture on the left shows the entrance of the restaurant. Situated on Piccadilly Circus, literally thousands of people walk by the restaurant without even realizing that there is a restaurant.






But once you enter the restaurant, you WILL be amazed by the interior. The sober the exterior, the more beautiful and richness the interior is.
The set of following pictures illustrates this.

 The dining hall.  

 The bar

Dining hall again

The ceiling, which exists out of pure gold and precious and semi-precious stones.













Like every brand and service provider, they also need to have an USP (Unique Selling Point) to differentiate themselves from the competition.
Criterion's first and main USP is this extraordinary interior. The ceiling, the room, the bar,... everything lives and breaths class and luxury. People come to lunch and dinner to see this interior.

However, to be a premium luxury restaurant and luxury brand in general, there is more to it than just looking good!
One of the aspects that makes luxury luxury, is the heritage and history. Criterion made good use of its heritage and history and you can see it in some 'subtle' placements in the  restaurant and the restaurant's environment.

Sherlock Holmes and John Watson memorial wall inscription. The have visited the bar 1881.

A book with signatures and notes, all throughout history

Reference on their menu

First Page on their website













Another aspect why luxury brands can charge a price premium, and that is linked with the heritage, is telling a story. This makes people relate to the brand and giving them an 'excuse' to pay more.
The owners of Criterion also thought about this and they indeed are telling a story.
First of all with the heritage and history, also with the former and famous visitors.
But what was remarkable as well, was that even the promotional menu had a story around it. Every course was related to history and the period of Queen Victoria, like the apple and pear Sausage for example.

When talking about services, it is of biggest importance that the staff has the expected level as well. I haven't been to the restaurant for lunch nor dinner, but the way the staff was handling phone calls, handling us pleasantly surprised me.
The kitchen staff was really nice as well. We met headchef Matthew Foxon, who gave us a tour around the kitchen and interesting talk about the way the kitchen works.

Matthew is being promoted as a chef by Criterion. This is another aspect for luxury brands. A luxury brand focusses on handcraft. By promoting Matthew, they try to sell this craftsmanship to the customers.

Like mentioned above, Criterion is applying a lot of different aspects of luxury. Heritage, storytelling, craftsmanship, environment,... all these elements are contributing to the status of Criterion as a luxury restaurant.

The only thing that is missing in this post, is the analysis of the food. I haven't got the opportunity yet, but that will come. (one day)


Later

Vic