IT’S NOT TOO MUCH OF A STRETCH to attribute the hugely improved levels of customer service we all enjoy to Lexus. When the brand launched way back in 1989, it targeted customers of luxury brands who felt they were getting the rough end of the pineapple when it came to being treated like VIPs. And it worked so well that most other car companies (including the luxury brands) really had to improve their game.
Of course, it isn’t all altruism. Getting customers into your latest models is a great way to keep customers coming back and trading up.
Now, Lexus has expanded its industry-leading Encore Owner Benefits program, introducing the freedom to swap into another Lexus when travelling, have an owner’s Lexus valet-parked when shopping and access permanent premium-fuel discounts.
The renowned Lexus Encore program has now expanded with two membership tiers, Encore and Encore Platinum, incorporating new Owner Benefits designed to give customers more of their most precious commodity, the luxury of time.
Lexus understands that this year has magnified the importance of customer care – a key pillar for the luxury lifestyle brand – and will add all new benefits to the existing memberships of customers who have purchased a new Lexus since January 1, 2020.
The new Lexus Encore Platinum is standard with all Lexus RC F, GS F, LX, LC and LS models, offering a series of pioneering travel benefits.
Lexus Encore Platinum builds on the luxury mobility and convenience of the program by adding valet parking at participating shopping centres, and the ability to swap into other Lexus models at select airports and dealerships, called Lexus on Demand.
The new Owner Benefits are the ultimate Lexus expression of the principles of the Japanese hospitality art of omotenashi, inspiration for ‘we’ve been expecting you’ – anticipating an owner’s needs, having authentic relationships with them and appreciating the finer details.
All Lexus Encore members will also enjoy an enhanced series of Lifestyle Events incorporating exclusive dinners, money-can’t-buy experiences with Lexus ambassadors, even virtually, and hotel stays featuring additional benefits.
This has even been made possible during physical event restrictions with the recent launch of a complimentary ‘Here For You’ virtual content series for owners, including an interactive virtual ‘Here for Food’ event with Lexus ambassador and renowned-chef Neil Perry, exclusive to Encore Members.
This will be followed by the first virtual golf day, where Lexus ambassador, Australian pro-golfer Dimitrios Papadatos will share golfing tips and tricks, and answer questions, with Lexus Encore Members.
Lexus Service Experience incorporates Capped Price Servicing featuring the iconic Lexus benefit of complimentary loan car delivery when servicing, and Lexus vehicle pick-up and drop-off from an owner’s home or work.
It now includes the new benefit of a five-cents-per-litre fuel discount off Caltex premium unleaded or diesel, and DriveCare roadside assistance that goes above and beyond regular roadside assistance.
Lexus Encore and Lexus Encore Platinum Owner Benefits are accessed by a state-of-the-art new Lexus App.
The Lexus App also provides a new channel to communicate with customers and introduce further benefits in the future, while ensuring that Lexus owners are offered the most seamless interaction with each Encore and Encore Platinum element.
Lexus Australia Chief Executive Scott Thompson said the expansion of Lexus Encore emphasised how the luxury lifestyle brand is going even further for customers in a year where they may need support the most.
“Lexus understands that this year we have been challenged to reassess how we spend our time in the short term, and how meaningfully we use it going forward,” Mr Thompson said.
“This period has crystallised our view that the Lexus approach to customer care should be even further extended, to both save time for Lexus Encore members and allow them to savour time with amazing experiences.”
Roy Morgan Research has reported Lexus customer satisfaction at 96.8 percent. This score surpassed all automotive competitors and even led results across 41 other industry categories – what Roy Morgan calls the ‘best of the best’.