Is there a “typical” Concierge user? VIPdesk’s Mark Robeson was asked this question last week during a webinar he presented on the benefits of Concierge service as a component of an overall customer loyalty program, and his answer was enlightening for anyone involved in the management of marketing a Concierge program.
Q: Is there a typical demographic that concierge users exhibit?
MR: I don’t think that there is a “typical” Concierge user, rather I see value provided by a Concierge service to all types of demographic constituents. Different demographics of customers all have needs that can be met by a Concierge service, especially these four segments:
- The very “uber-luxury” customer: This demographic finds the most benefit from Concierge when they travel. They have their own networks to handle things domestically, but sometimes when they travel, they need things that their own staff is unable to provide, or they otherwise need assistance with their overall travel experience.
- The high-net worth, “old-money” customer: This demographic also benefits the most from Concierge service when traveling. Like the “uber-luxury” customer, these customers tend to have their own networks and staff to help on a day-to-day basis.
- The aspirational customer: This is the demographic where I see the most direct utilization from end-users. Those with a household income between $100-$250k/year probably don’t have their own staff, but do need someone to support or help them. They have the means to purchase things, and have a lot of direct interaction with brands.
- The “middle class”: There is a lot of demand for Concierge service among families with children who have a household income of $70-$80k. This demographic doesn’t use Concierge service on a very frequent basis, but if you look at their usage history over 2-3 years, you will see that they use it every year or so to help plan very important events, such as family vacations.
As marketers, it is important to understand the demographics of the users of your Concierge service, and overall customer loyalty program, and structure your marketing messages according to the needs of these demographics. Otherwise, if you make the mistake of communicating the value proposition of one demographic to another audience, you could turn them off completely or they might not find any value.
To learn more, you can view the slides from the webinar, “Increasing Loyalty to Your Customer Loyalty Program via Concierge Service” on our website.
