After Lexus (see article about Lexus) Cadillac also starts to focus more on increasing the customer experience and making it outstanding part of their strategy. They work together with Luxury Institute to develop a total customer experience.
“While we’ve performed fairly well in customer service, we sensed a bigger opportunity,” said Kurt McNeil, vice president of Cadillac Sales and Service. “We call the approach Defining Moments – the fact that every interaction with a customer can potentially define our brand.”
“Cadillac is the real thing when it comes to the products, and its approach to the cultural aspects of the luxury customer experience,” said Milton Pedraza, founder and CEO of the Luxury Institute.
The institute conducts extensive research on affluent consumer behaviors. One of Pedraza’s key findings is that today’s luxury consumers have countless options for desirable products, placing more value on experiences.