The art of listening: Why ‘the little things’ matter most in luxury

The smallest gestures leave the most lasting impressions. As Tom Cruise’s character in Vanilla Sky precisely observes, “The little things… there’s nothing bigger, is there?” This profound insight resonates deeply when it comes to high-end customer experiences, especially when catering to high-net-worth individuals (HNWIs) and ultra-high-net-worth individuals (UHNWIs). During a recent luxury masterclass on wealthy clients that I led in Singapore, a recurring theme emerged: the critical importance of listening with the intent to understand. This seemingly simple act can make or break relationships with elite clients, who are seen by many luxury salespeople as walking wallets. To prepare for my training, my team and I conducted a series of mystery shopping exercises in key luxury cities and interviewed UHNWIs on their experiences. The findings on the quality of client interactions were shocking. What many salespeople forget is that any luxury client, whether uber-wealthy or not, is a human being with unique desires, expectations, and emotions. One staggering case involved a UHNWI who entered a Richard Mille boutique intending to purchase a $300,000 watch. Despite his clear intention and means, he was met with dismissive treatment and an awful client experience. Frustrated and feeling undervalued, he bought a watch from a different brand. The competitor not only treated him with respect and attentiveness but also invited him to exclusive events, fostering a relationship that resulted in the purchase of over a dozen watches. When asked during a panel in my masterclass how he views Richard Mille, his response was, “I despise them, and I don’t take anyone who wears them seriously.” This anecdote vividly illustrates how arrogance at the point of sale alienates even the wealthiest customers, while empathy and attentiveness cultivate long-term loyalty. It also highlights that when clients “break up” with a brand, they don’t leave silently but become very vocal. Emotional intelligence is critical in these interactions. Luxury brand representatives must be attuned to the subtle cues and unspoken needs of their clients. One workshop participant shared a poignant observation: “No empathy. They don’t care about my needs. It’s exhausting and makes me angry.” This sentiment reflects a common frustration among HNWIs and UHNWIs, who often encounter a lack of genuine care in their luxury experiences. Another critical aspect is how issues are handled when they arise. Phrases like “We can’t do anything” or offering no explanation when things go wrong should be eliminated from luxury service. These responses not only demonstrate a lack of problem-solving skills but also a failure to take responsibility — qualities that run counter to the expectations of discerning clients. Moreover, UHNWIs often seek experiences that are exceptional. When these fall short, the disappointment is magnified. As one participant noted, “They underdeliver to an extent that’s unforgettable.” This underscores the importance of not just meeting but exceeding expectations at every touchpoint. The concept of value for money, while seemingly paradoxical in the context of luxury, remains highly relevant to UHNWIs. They expect exceptional quality and service that justifies the premium they pay. When this balance is disrupted, it undermines trust and loyalty. This is why a strategic approach to crafting luxury experiences, alongside systematic transformative training and masterclasses, is indispensable. The art of listening in luxury goes beyond just hearing words. The most discerning luxury clients expect to be understood and have their needs anticipated every time. Brands must foster genuine emotional connections. It’s the little things — thoughtful gestures, personalized experiences, or simply making a client feel truly valued — that make all the difference. As Vanilla Sky reminds us, there really is nothing bigger than these small, yet profoundly impactful, moments of connection and understanding in the world of luxury. This is an opinion piece by Daniel Langer, CEO of Équité, recognized as one of the “Global Top Five Luxury Key Opinion Leaders,” and advisor to some of the most iconic luxury brands in the world. He serves as an executive professor of luxury strategy and pricing at Pepperdine University in Malibu and as a professor of luxury at NYU, New York. Daniel has authored best-selling books on luxury management in English and Chinese, and is a respected global keynote speaker. Daniel conducts in-person masterclasses on various luxury topics across the world. As a luxury expert featured on Bloomberg TV, Forbes, The Economist, and others; Daniel holds an MBA and a Ph.D. in luxury management, and has received education from Harvard Business School. Sign up for his online luxury masterclasses at the Jing Academy. Follow him: LinkedIn and Instagram. Listen to his Future of Luxury podcast.

The art of listening: Why ‘the little things’ matter most in luxury

On this page

Published January 20, 2025

Sectors

Insights

Company

The art of listening: Why ‘the little things’ matter most in luxury