Why future of customer service is experience-driven, not transactional

Time of India

19-07-2025

I recently witnessed a moment that perfectly encapsulated the evolution happening in luxury customer service. A customer walked into one of our service centres, not for a repair or routine maintenance, but simply because he wanted to show his young son "where his car goes to stay healthy." Our service advisor, rather than turning him away, gave the child a mini tour, complete with a small Mercedes-Benz cap and a simplified explanation of how we care for each vehicle. That child left as excited about cars as his father, and more importantly, that family left with an emotional connection to our brand that transcended any transaction.
This interaction illustrates a fundamental shift occurring across the luxury automotive landscape. We're moving from a world where customer service was predominantly transactional—focused on resolving issues, scheduling services, and ensuring timely deliveries—to one where every touchpoint becomes an opportunity to create lasting emotional connections a unique experience. The modern luxury consumer doesn't simply want problem-solving; they seek immersive, personalised experiences that resonate with their lifestyle and values.
Recent industry insights underscore just how critical this transformation has become.
According to Deloitte's 2024 Global Automotive Consumer Study, 46 per cent of Indian luxury car customers are open to switching brands, highlighting the urgent need for emotional engagement and loyalty-building through service excellence. But here's what's particularly telling: research from InMoment shows that 69 per cent of consumers are more likely to remain loyal to a brand that offers personalised experiences. In the luxury segment, this personalisation often determines whether someone becomes a one-time buyer or a lifelong brand advocate fan of the brand.
The shift requires more than just good intentions—it demands a complete reimagining of how we interact with customers. Consider the story of Mrs. Sharma, a successful entrepreneur in Mumbai who purchased her first luxury car last year. Initially, she was intimidated by the service process, worried about being talked down to or overwhelmed with technical jargon. Instead, her service advisor took time to understand her schedule, her driving habits, and even her colour preferences for the service loaner vehicle. Now, she doesn't just service her car with us; she's brought three friends who've since purchased vehicles, and she regularly attends our customer events. That's the power of experience-driven service—it turns customers into advocates.
Digital innovation plays a crucial role in enabling these experiences, but technology alone isn't the answer. We've implemented our 'Retail of the Future' initiative, which digitises the entire sales process from quotation to vehicle handover, providing complete transparency and eliminating the traditional haggling that many customers find off-putting. However, the real magic happens when digital tools enhance rather than replace human connections.
While artificial intelligence and automated systems are becoming increasingly sophisticated across industries, in luxury automotive, the human element remains irreplaceable. Our most successful service advisors aren't just technically competent; they're emotionally intelligent individuals who can sense when a customer needs reassurance, when they're excited about their vehicle, or when they're frustrated with an unexpected issue. They read between the lines, pick up on subtle cues, and respond with the kind of intuitive care that no algorithm can replicate.
The transformation also extends beyond individual interactions to community building. Exclusive experiences—whether it's a behind-the-scenes factory visit or a mini adventure to get a drive experience on a special SUV test track or a curated driving tour through scenic routes—create emotional bonds that transcend the traditional buyer-seller relationship. Bain & Company research demonstrates that emotionally engaged customers are more than twice as valuable as highly satisfied customers because they're more likely to recommend, repurchase, and remain loyal over time.
What we're really talking about is a fundamental reimagining of what customer service means in the luxury automotive sector. It's no longer enough to simply meet expectations; brands must anticipate needs, personalise interactions, and create moments that customers will remember for ever and share. This holistic approach doesn't just satisfy evolving consumer expectations—it aims at delighting them, which sets new benchmarks for excellence that benefit the entire industry.
The future belongs to brands that understand that in a world where luxury cars are increasingly similar in quality and features, the service experience becomes the true differentiator. Those who master this transformation won't just retain customers; they'll create communities of passionate fans of the brand who become the most powerful marketing force any brand can have. Which then truly proves the hypothesis, 1st car is sold by Sales, the Customer Services sells the subsequent cars.>