Affluent consumers perceive themselves as important, valuable customers, and they expect to be recognized and treated as such at every point in the customer lifecycle. They also demand products and services that fit their lifestyle needs and live up to (or even exceed) their extremely high expectations.
When it comes to service, affluent consumers expect:
Convenience.
They want their issues handled in one stop, website visit or phone call. They also want information delivered to them in a variety of channels to ensure they have access to information at their fingertips.
Personable, accessible service.
They expect quality, personalized-for-them, live “human” service that is available 24/7.
A conversation.
Affluent consumers don’t want to be sold to or talked down to, and they certainly don’t want to feel like they are being mass marketed to. They want to discuss their needs and be heard… and then be advised.
They expect their brands to understand their personal situations, goals and aspirations.
They don’t want “cookie cutter” solutions or laundry lists of choices. They want solutions customized for them.
Special treatment.
They want to be recognized for their status and achievements.
Assistance.
They expect help with gift buying. And with travel arrangements. With dining recommendations, reservations and ticket procurement. Anything and everything they come in to contact with on a daily basis.
When it comes to product benefits, affluent consumers respond best to:
- Access to once-in-a-lifetime experiences that money alone can’t buy such as:
- Behind the scenes tours
- Private travel
- Exclusive use and access
These are just some of the product and service requirements that are quickly becoming “price of entry” in the affluent space. Before you begin your next HNWI marketing initiative, consider whether your campaigns are ready for your target audience.
