What does it mean to truly “speak luxury” in customer experience? According to Jenn Dunfee, Vice President of Global Talent Development, it comes down to presence and personalization:
“To sum up speaking luxury, I would say to speak with confidence, grace, and to ensure that every single customer feels heard and that they have an experience.”
At Support Services Group, that’s not just an aspiration. It’s an operational principle. Luxury service isn’t simply about product knowledge or procedural efficiency. It’s about delivering the kind of experience that makes a customer feel seen, understood, and valued at every point of contact.
Mike Duplessis, Vice President of People and Talent Acquisition, describes this experience with one powerful phrase: “Customer intimacy reigns supreme.”
He continues: “I say that sentence because it’s about being seen and being heard. I think when you purchase a luxury item, you want to know that you’re recognized for the purchase. You accepted the offer, the deal. You put your hand in, and now what’s expected is that you know who I am and you remember that I chose you.”
This mindset challenges the traditional, transactional nature of customer support. In the world of luxury service, the first purchase is just the beginning of a deeper brand relationship.
“Customer intimacy reigning supreme is not a one-way transaction with luxury brands,” Duplessis explained. “It’s a two-way relationship because that initial purchase is just the beginning if you buy a luxury item.”
In other words, luxury customers don’t just expect a product. They expect a relationship that affirms their choice and reflects their value.
This expectation places new demands on agents. They must go beyond scripts and resolve cases with emotional intelligence and brand-authentic delivery. At SSG, that begins with training agents to communicate with precision and empathy. All of these are qualities captured in Dunfee’s framework of “confidence, grace,” and making sure the customer “feels heard.”
For brands in the luxury space, these principles are essential. Today’s premium customers expect service that reflects the investment they’ve made, not just financially but emotionally.
“You remember that I chose you,” Duplessis reminds us. That is the essence of speaking luxury: honoring the relationship, not just the transaction.
SSG builds agent teams that never forget that.
To learn more about how SSG equips agents to deliver exceptional luxury experiences, visit supportservicesgroup.co
