BALANCING TECH AND
HUMAN DATA
Much of the industry has stayed
away from technology, and modern
communications out of fear that
embracing it would threaten the
human touch and level of service these
companies strive to provide. But the
reality is that modern technology
has begun to shift into not only to
understanding the overall data on
consumers but also to truly narrowing
down an accurate profile of each
client to provide a superior customer
experience. Admittedly, reliance on
new technology can create a sense of
trepidation because of so much new
information: “The more technophobic
concierges and organizations fear
that by embracing technology, they
will face challenges meeting clients’
expectations for assistance, interaction
and trust. What they don’t realize is
that while the digital avenues may
look and feel different, they present
countless opportunities for providing
the same kind of care they seek to
provide in a paper, and pen way.
More important, the use of digital
communication would allow these
concierges to meet their clients in a
space that is increasingly familiar and
comfortable for them” (Ask PAM,
2017). Luxury service companies
are expected to offer a unique and
authentic experience every time and
for every client. What has changed is
the way that this is done.
It is essential to understand the main
goal which is to master the client’s
intent and accurately select the
most relevant information. Different
platforms and tech advances should
be used to successfully understand
people’s lifestyles; however, it should
never feel like technology is replacing
the human touch. Providing a
seamless, non-intrusive, and extremely
personalized experience should be
what these companies seek. Traditional
web data and analytics are not enough.
Luxury service companies now have
the opportunity to engage with their
94 ILHA
customers both online, and offline.
These ideas and data can be backed up
using social media, email, mobile, and
other platforms in order to provide an
even more c