According to Rolls-Royce, there is a secret department buried deep in the halls of its HQ, called the ‘Private Office’.
It is there that the luxury car manufacturer deploys its elite level customer service reps to maintain one-to-one relationships with select clients from around the world, handling
every whim and wonder.
So far, so Roll-Royce. In the four years that it has been operating, the insight received by Roll-Royce has led it to launch Whispers—an exclusive app-based member’s club that is arguably the most luxurious in the world.
The Whispers app—invite-only to new Rolls-Royce owners— provides members with the kind of access you’d expect for sought-after events, restaurants and experiences, products and bespoke commissioned accessories.
That said, being Rolls-Royce, it also offers some things that not every concierge can arrange for you, such as a private audience with the Pope, creating your own racetrack, or walking the red carpet at the Met Gala.
Intriguingly, one of the main arms of Whispers is the inclusion of a private social network encouraging its members to create public profiles in the owners-only platform.
The platform allows users to connect with likeminded people and, perhaps most interestingly, directly with Rolls-Royce employees, including its CEO, head of sales and marketing, and more.
“It all started with close contact with our clients,” says Torsten Müller-Ötvös, CEO of Rolls Royce Motor Cars.
“Rolls-Royce owners may have the means and access, but also might not be aware of what is available to them.”
The same is true not just about products, but also about time as most owners may not have the time to seek out the hottest restaurant or consider going to the South Pole for the ultimate selfie.
It seems resoundingly modern for a company that trades off old-world elegance, but as brands of all kinds recognize the power of storytelling, content, experiences, products, networking and access we’ll likely see more companies trying to create similar platforms for their customers, though perhaps without offering access to world-class polo lessons, or
creating your own blend of fragrance, or a Rolls-Royce-made picnic set.
Esquire now has a newsletter – sign up to get it sent straight to your inbox.
Want up-to-the-minute entertainment news and features? Just hit ‘Like’ on our Esquire Facebook page and ‘Follow’ on our @esquiremiddleeast Instagram and Twitter account.
