In luxury, ‘good service’ isn’t a badge of honor—it’s the entry ticket. And if that’s all you offer, you’re already falling behind. Because of this, being “good” is not acceptable feedback or metric for luxury brands. When you think of the word “luxury” you think of ease, being taken care of, and thought of. This is the core of the service values that luxury brands strive for.
The business of experience is not to be taken lightly – service directly dictates the experience a client has while interacting with your brand, products, staff and more.
You may have noticed that luxury brands don’t invest much into mass marketing or e-commerce strategies, this is because they don’t exist for everyone. When luxury brands do opt for mass marketing strategies, they present themselves as an aspiration rather than a need. They simply don’t need to highlight their benefits; everybody wants luxury.
In short, they operate in their own space, appealing to the “right” people and exist to define status. And to define status, you have to consistently raise the bar and think outside the box.
But in a world where good is everywhere, what truly moves the needle? Let’s break down the subtle, but powerful, difference between good and exceptional service.
The line between good and exceptional
The main difference between good and iconic is that good is standardized and can be replicated, and iconic is unforgettable. Think of it this way, good service is reactive and meets expectations, which means that you ask for something and you’ve got it. But exceptional service is proactive and anticipates the client’s need. For example, good retailers find what you’re looking for and exceptional retailers know your taste, have personalized selections waiting, and offers a drink while you browse.
This line is the main distinction between luxury retail and good retail. Let’s dissect these differences.
Good is a transaction, Exceptional is an emotion.
Good brands work to deliver quality products and services, whereas iconic experiences feel like they’re tailored made just for you. “Remembering” and personalization lies at the core of the luxury experience. For example, a regular car dealership offers good communication and services, a high-end car dealership would arrange private showrooms, showing you models that cater to your taste and requirements and create a truly immersive experience.
Good is expected, Exceptional is unforgettable.
A good experience meets expectations, it would be considered polite and efficient. However, iconic service leaves a lasting impression through emotionally connecting with the client through little surprises and delights. For example, a good hotel books the dinner reservation on behalf of the guest. However, an iconic hotel would remember your favorite drink, secure a last-minute table and keep a car waiting outside.
Good delivers quality, Exceptional creates a culture.
Good brands offer well-crafted products, and services. Whereas iconic brands shape fashion culture by influencing trends and defining aspirations. For example, iconic brands like Chanel and Hermès sell products and stories that embody a status symbol, legacy, and lifestyle.
So, how does “good” undermine luxury?
It’s simple, complacency kills distinction. We all know every brand has good service, but how do luxury brands stand out?
It's because luxury is an emotion, it’s not just convenience and efficiency, it’s a powerhouse of experiences that engage client’s emotions, needs and desires. Being able to afford luxury goods is a way for clients to know that they’ve essentially reached financial freedom, and they deserve to be treated as such.
If every global luxury brand was complying and serving the bare minimum that is ‘good service’, they would not have their respected positioning in the markets, because they’ve understood the simple statement that experience is everything.
So, what does it take to move from good to iconic? This is where Sensate comes in.
We operate in the business of experiences.
Training Employees to Embody the Brand
Luxury is not just about selling a product; it’s about selling a story, a lifestyle, and an aspiration. Sensate trains employees to fully embody the brand’s essence—from language and demeanor to understanding the deeper cultural and emotional nuances of luxury. Employees become brand ambassadors.
Crafting an Iconic Client Experience
We teach brands how to create experiences that go beyond expectations—where service isn’t just efficient but deeply engaging and unforgettable. Whether it’s anticipating client needs, curating bespoke offerings, or weaving personalized storytelling into every touchpoint, Sensate ensures that luxury feels effortless, yet magical.
Bridging Brand and Consumer Through Storytelling
A luxury brand’s strength lies in its narrative. Sensate works with brands to refine their storytelling, making sure employees don’t just pitch products but instead invite clients into a world of exclusivity, craftsmanship, and heritage. By shaping how stories are told, Sensate helps brands establish an emotional connection that sets them apart.
Elevating Brand Culture and Identity
Exceptional service starts from within. Sensate helps luxury brands define and cultivate a strong internal culture where employees are inspired, engaged, and aligned with the brand’s vision. When employees believe in the brand, their passion translates into authentic, seamless interactions with clients, turning every touchpoint into an opportunity for luxury to be felt, not just seen.
By aligning employee experience, brand storytelling, and client engagement, Sensate ensures that luxury brands don’t just remain relevant but set the gold standard for excellence because in luxury, it’s not just about selling a product—it’s about making someone feel seen, understood, and unforgettable.
Written by Mehak Shoaib in collaboration with Ben Safra
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