BRIEFING

CUSTOMER EXPERIENCE EVALUATION

YOUR MISSION
Berluti
BRAND

• Memorize your scenario

BEFORE YOUR VISIT • Please check the Berluti website
• Complete the Brand Certification on your CXG platform

• You will be assigned a specific product category to target

during your visit.
YOUR SCENARIO
• You will be assigned to be looking for shoes, leather
goods, or ready-to-wear.

PURCHASE REQUIRED? No, please do not purchase anything

MANDATORY PROOF • Advisors/Store card

OF VISITS • Picture of the store
Without these proofs of the visit, you will not be paid

SUMMARY

No Purchase Collect the Be safe! Berluti

business card
Retail store

© 2022 CXG – All rights reserved

 SCENARIO

Looking for Formal shoes

1. You will browse around the store, waiting for a Berluti staff to come to you.

2. During the visit, you will have to be rather passive, say that you are looking for
shoes for business use, You must target shoes with laces. No boots and loafer

3. If you target a different category that was assigned to you by your coordinator, the
survey will be invalid.

4. You should not purchase anything at the end of the visit.

5. Keep the Sales Associate/shop business card or the catalog. It will be asked as proof
of your visit.

DO NOT CONSIDER YOUR VISIT AS AN EVALUATION, YOU ARE NOT

AN EVALUATOR.

Please call the brand and behave like you would when you go shopping on
your own. Once your experience is over, you will have to answer a
questionnaire so we can understand how was your experience.

Make sure to share to us in your questionnaire what you loved, what could
be improved, what you would have loved.

© 2022 CXG – All rights reserved

YOUR VISIT FLOW

6. BRAND KNOWLEDGEMENT

• Anytime during the visit, let us know if the Sales Advisor introduces one
or several elements about Berluti (examples: Foot expert/Comfort of
the shoe, Berluti Family, Artistic Director, creation in 1895, 125 years of
history, emblematic shoes & bags, patina, leather’s specialist, lifestyle
offer,…).
• The Sales Advisor may also introduce some story telling at this step
(nice story about the family, about celebrities using the brand…) or news of
the House to give you a better idea of the brand

7. ADDITIONAL ITEMS
• Berluti wishes to know if the Sales Advisor offers to sell 2 items (or more).
• An additional item can be from same product category ("I also suggest you
this sneaker in addition to your formal one”) or from another product
category ("We also have this belt which matches perfectly the shoes")
• An item introduced right after you reject a first one is not an additional
item, it is an alternative item.

8. CRM & FAREWELL

A Sales Advisor tries to close the sale when he/she does/says something
that encourages you to make a decision on buying today.
Afterwards, inform the Sales Advisor that you are not purchasing anything at
the present moment.
Consider if he tries to understand your hesitation. Check if the Sales Advisor:
• asks you to fill out the Address demand cards (paper document with
Berluti heading) or on Ipad
• gives you his/her business card
• asks for your personal information
• Accompanies you few steps in direction of the exit

9. END OF THE VISIT

Please, get Sales Advisor’s name if it is not proactively mentioned by the Sales
Advisor: some Sales Advisor have a tag name, you may also ask Sales Advisor
name card if it is natural in the flow of your visit.

Please try to get the Sales Advisor’s business card by asking for instance to
him/her the references of the products you tried.

10. AFTER THE VISIT – FOLLOW UP

• We will contact you 7 days after your visit to ask you if you were contacted by the
Advisor and/or Berluti since your visit occurred.
• Please make sure to give your correct contact details if the Advisor ask for them,
and please also make sure to check your spams.

© 2022 CXG – All rights reserved

 THE HIGHEST QUALITY IS
EXPECTED

30% of your payrate will be AUTOMATICALLY deducted if the

quality of your comments is not in line with CXG requirements.

Guidelines for your comments:

• Rule number 1:
Comments must be based on things that
can be changed or improved by boutique staff
• Rule number 2:
Answers must be precisely justified:
Example: “I like the service BECAUSE [precise and detailed
explanations]”)
• Rule number 3:
Comments must precisely explain what the Sales Advisor should
have done to improve the service received. Anytime you do not
tick the best answer, you must detail why it was not perfect.
All subjective comments referring to size/color/style/stock not
available or any element that cannot be changed by Sales Advisor
MUST BE AVOIDED

© 2022 CXG – All rights reserved

FAQs

OBJECTIVE
Berluti wants to assess the quality of service delivered in
each boutique in order to help its store managers take the
necessary actions to improve the situation.

ACE QUESTIONS
• Respect your category. In case you do not respect
your initial category of product to target, your survey will
be rejected
•You will have a list of scenarios, please select the one you
are the most comfortable with

PROOF OF VISIT: MANDATORY

• It can be one of the following:
• Sales Assistant’s card
• Store card
• Audio-recording (if legal)
• Any printed material
• Please try to get the Sales Advisor’s business card, by
asking to him/her the references of the products you tried
for instance.

MISFIRE
If a store is closed or target item is not available, please
notify us.
We will send you a “Misfire” survey and pay 50% of the
original payrate.

SCENARIO
For your visit, your scenario is that you are looking for an
item. Please select the scenario you prefer from the list
below:
• You are looking for business shoes
• You are looking for sneakers
• You are looking for leather goods
• You are looking for ready-to-wear

© 2022 CXG – All rights reserved

 FILL OUT YOUR SURVEY

• Write full sentences in past tense

• Write in lower case
• Comments should be understood out of context.
• Do not comment on the products or price, always express your opinion of the
Advisor’s performance.
• Start with ‘The Advisor’
• No familiar language, avoid using words ‘thing’ and ‘good’
• No text message language
• Do not write numbers less than 10.
• No contractions
• Always explain what the Advisor should have done to get full score

The SA talks about the new collection. The Advisor talked about the new collection. The
good service nice shop service provided was good and the shop was nice.

THE SA WA SNICE. The Advisor was nice.

I tried the dress but it was too small. I would

I tried it but it was too small.
recommend the boutique because the Advisor
Because the SA was helpful.
was helpful.

I would not have bought anything because I did The Advisor did not offer me any suggestions and
not like the collection. I would not have bought was not helpful. Therefore, I would not have
anything because I could not afford it. bought anything.

The Advisor was professional and helpful. She

She was helpful and professional. She was nice.
was nice.

I saw some stuff on the ground. Some boxes were scattered on the ground.

The SA told me should try it on. The Advisor said I should try it on.

There were 2 SAs. There were two Advisors.

I didn’t like the boutique. I did not like the boutique.

I won’t go back there. I will not go back there.

I did not like the welcome. I did not like the welcome as I had to wait for two
minutes to be greeted, it was far too long.

© 2022 CXG – All rights reserved

WE TRUST YOU

Authenticity is key

Please note that we will not accept copied content from

the Internet in your survey.

Our clients require real, authentic comments from real

customers. We will reject your survey and blacklist
your account as soon as it is spotted in your surveys.

If you personally know someone working for Berluti or

if you worked/are currently working for the brand,
please note that you can not perform this evaluation.
Please inform your coordinator as soon as possible.

© 2022 CXG – All rights reserved

 ABOUT…
Brand Story

Berluti has been making shoes for the elegant man since 1895. Offbeat classicism,
technical virtuosity and creativity are keynotes of the House, while its character
remains the same. An offer of City shoes, less formal, and sneakers are also now
part of the collection.

To visit Berluti is to experience first-hand the leading character traits of the House.

Berluti now offers a wide variety of items, such as Leather Goods, from business to
travel bags, Ready to wear (leather blousons, outerwear, jackets,
trousers, knitwear…), for a full silhouette

Berluti belongs to the LVMH group since 1993

© 2022 CXG – All rights reserved