Richemont

Freespee Customer Story

Richemont

“I like the insights that we can get through Freespee; when it comes to understanding the customer journey and… around creating a better customer experience for our brands."
"Richemont today, has around 17 brands with an international footprint. We also have two online retailers. Most of our brands are specialized in watchmaking and jewelry.

One of our main challenges in the luxury industry is to understand the customer path to conversion, and understanding this journey before the purchase.

The main touch-point is the boutique. So most of our turnover is generated, of course, in the boutiques, because this is the point of contact where the client or future client is actually experiencing the whole luxury experience.

The second largest touch-point is the call center.

For us it's very important to understand how the customer behaves at the different touch-points.

So we are putting into place different solutions that are helping us understand the customer journey. And Freespee is one of the solutions we use to be able to understand the behavior of potential clients calling our customer relationship centers.

One of our main objectives today is to give our maisons a clear visibility on where the customer comes from.

And when I say where, it's which specific campaign he was exposed to, which touch-point is he using to get our information? Is he calling from the website, is he calling from a search ad?

Once we have a clear vision of what is actually driving our cause, we can then put into place marketing activations that are helping us optimise this touch-point.

I really like the insights that we can get through Freespee's solutions; when it comes to understanding the customer journey and... around creating a better customer experience for our brands.

I think that one very important figure that most of the maisons were not 100% aware of is the missed calls, or the share of missed calls, that are related to opening hours sometimes, or boutique opening hours as well.

This is a very strong figure when we make the connection of what business potential has been lost, due to the fact that customer relationship centers have been closed or boutiques have been closed.

We are also using Freespee's conversion platform, which is helping us understand the impact of a call in the purchase journey.

So we were able to understand if a person that purchased, for instance in the boutique, has previously been in touch with the client relationship center."