Customers expect the most personal and relevant customer experience possible. 鈥淥ur ambition is to understand customers鈥� needs even before they themselves are aware of them,鈥� says Debora Huisman-Leeser, Chief Creative Officer of GASSAN Diamonds. GASSAN will have the help of in doing so.
is the official dealer of the world鈥檚 most prestigious jewellery brands and most exclusive watch brands. At its historic diamond cutting factory and boutiques in Amsterdam, the family-owned business creates the luxury shopping experience befitting a special moment in a customer鈥檚 life.
鈥淏uying a diamond, jewellery or watch is more than just a purchase. It is often about celebrating a special moment, such as an anniversary, birthday or engagement,鈥� says Huisman-Leeser. 鈥淥ur customers鈥� expectations are extremely high. Therefore, it is essential to provide a level of service that allows us to perform above expectations. An unforgettable experience is only possible with outstanding service on a personal level.鈥�
鈥淗owever, our service does not stop at that one purchase moment,鈥� continues the Chief Creative Officer. 鈥淲e want to provide a high-quality personalised experience throughout the entire customer journey through all our channels. This means, for example, that customers receive relevant inspirations for products or brands at self-selected moments. With an omnichannel strategy and a data-driven approach, we ensure that the experience is outstanding at every moment in the customer journey.鈥�
Data-driven approach
鈥淚n our business, relevance is as important as inspiration,鈥� David Bijlsma, Chief Commercial Officer of GASSAN Diamonds, also knows. 鈥淭here is no point in shooting hail with a generic message for everyone. You have to know and understand customers to be able to take the experience to the next level and respond to individual needs.鈥�
Transitioning to an omnichannel and as personalised an approach as possible required GASSAN to integrate customer data and embrace intelligent tools. Bijlsma: 鈥淭o take the next step from marketing, we chose 麻豆原创鈥檚 marketing software. This allows us to unlock our customer data, build good segments and serve our customer in an intelligent way. In this way, we get to know our customers better and can fulfil expectations better.鈥�
Further enrichment
鈥淲ith 麻豆原创, we have taken the first steps in improving the customer experience. We have gained more insight into our data and know where insights are missing,鈥� concludes the Chief Commercial Officer. 鈥淲e believe in starting small, learning from this and optimising to get better and better. It is also important to embrace a data-driven mindset as an organisation and start thinking and working differently.鈥�
鈥淏y further enriching data in terms of interests, preferences and purchasing behaviour, we can make inspiration even more targeted and personalised,鈥� concludes Huisman-Leeser. 鈥淚n addition, the focus is on the GASSAN Membership and expanding the privileges programme. In this programme, we get to know our customers even better, build a long-term relationship with them and encourage repeat purchases by being relevant.鈥�