The luxury of personal service (hktdc.com)


	Nathalie Robert, General Manager of ASM China, had the company's Hong Kong business up and running in just five days

When the founder of Paris-based Approche-Sur-Mesure (ASM) travelled to Hong Kong in February, it was merely to look into the potential of opening a regional office in the city. By the end of the week, however, ASM China had been established.

"After meeting half a dozen prospective clients, my boss became convinced that now was the time to open an office," said Nathalie Robert, General Manager, ASM China. "In five days, we managed to apply for a business licence, find an office site and set up a bank account, not to mention get six appointments with potential clients. You wouldn't be able to do that in such a short space of time in Europe."

The multimedia contact centre, which also has offices in New York, Milan and Brussels, is setting up a regional office in Hong Kong to provide marketing services for luxury brands in Asia. Founded in 1998 by Francois-Xavier Poels, who worked for several high-end brands, including Chanel, the company created the concept of customer service for luxury brands. ASM specialises in customer relationship management, offering telephone and email customer service, as well as e-commerce support and call boutique transfers. Unlike other call service centres, though, ASM serves a niche market, focusing solely on clients selling luxury goods in the fashion, jewellery and cosmetic industries. Some of its clients include Hermès, Longchamp and Piaget.

Giving brands an edge

According to Ms Robert, the company's founder saw a need for a dedicated customer service in the luxury brand market. "The market has become more competitive," she explained. "You have to advertise a lot these days in order for your product to be the next it item. Unless you happen to catch the eye of fashion magazines, you really need to set yourself apart. That's why you need to establish a relationship with customers. And the more you know your customers, the more you earn their loyalty."

The advent of the Internet and e-commerce has also created opportunities for new markets, according to Ms Robert. But she said head offices are often not equipped to cope with this form of marketing. "Using our service frees up boutique staff to focus on walk-in customers rather than be interrupted by telephone calls."

ASM staff undergo intensive training, including product and brand familiarisation. A dedicated staff member is assigned to handle customer enquiries. "We work closely with clients to stay close to the brand. Our service also encourages customers, who may have been wary of setting foot inside a boutique, to take that next step," Ms Robert said.

ASM eventually plans to open in the Chinese mainland and elsewhere in the region, including South Korea and Japan. But Hong Kong was the first stop because of demand. "Clients have asked us if we had an office in Asia. We chose Hong Kong because it's where most of the regional offices are based, and because it's so easy to set up business here."

Taking care of business

"Hong Kong allows you to focus on developing your business and not get sidetracked by administrative worries," added Ms Robert, who has worked extensively in Asia. She also noted that the social network is very efficient. "People here are open to meeting you. Even if they have no need for your services, they can often refer you to parties who may be interested."

The ASM China General Manager said that Hong Kong is an ideal place to build a business. "Even if the future of your business is in China, it is good to test the waters in Hong Kong. It's an ideal springboard not just to the mainland but to the rest of the region."