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Marketing, customer satisfaction and loyalty
Satisfied customers will follow you everywhere

Customer satisfaction and the attention for details

It is well known that the devil is in the detail. The attention to details in the product and service development is indeed an evidence of quality and dedication to customer satisfaction. It is therefore not a surprise that satisfaction surveys constantly show that those details allow to rank high in terms of satisfaction which, as you know, enables to foster loyalty.

I’m therefore very sensitive to efforts made to work on details (even the invisible ones) and recently found that the new Berluti catalogue showed improvements with regards to what it used to be years ago.

Berluti, a luxury shoemaker taken over by LVMH in the late 90’s, has accelerated its business transformation for a few years. In particular the brand has developed its product range and now proposes also clothes. On the occasion of this product range change they have also completely revamped their catalogue which is now printed on superb A4 paper. It used to be a small unimpressive booklet (that by the way got collected over the years and which you can find back on Ebay those days) until 2012.

Interestingly the little detail that struck me regards the binding of the catalogue. Rather than using the usual techniques, Berluti opted for a classical sewing technique with a visible red sewing thread. This thread evokes the new strategy of Berluti which want to develop more into clothing.


Advice for your marketing strategy

Details worthwhile to look at are everywhere, be it in products or in services. They contribute to the overall customer experience and eventually influence the satisfaction of your clients.

One of the most famous anecdotes I’ve heard regards Steve Jobs who, in the early days of Apple, asked that motherboards be redesigned because they were not beautiful enough. For the founder of Apple everything, even the invisible, had to be beautiful and carefully conceived to reflect his perfectionism and ultimate attention for detail.



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Dr. Pierre-Nicolas Schwab is the founder of IntoTheMinds. He specializes in e-commerce, retail and logistics. He is also a research fellow in the marketing department of the Free University of Brussels and acts as a coach for several startups and public organizations. He holds a PhD in Marketing, a MBA in Finance, and a MSc in Chemistry. He can be contacted by email, Linkedin or by phone (+32 486 42 79 42)

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