Exclusive Interview with Verena Masters, Head, Whispers at Rolls-Royce Motor
Through Whispers, we have created a gateway to a fascinating world beyond
In this exclusive interview with The Luxury Reporter Magazine, Verena Masters, Head Whispers at Rolls-Royce Motor Cars talks the features of the new app.
What is the story behind Whispers?
Rolls-Royce Motor Cars is a marque that fosters their customer relationships and ensures that they provide them with both the products and services they both admire, relate to, and expect. To exceed these expectations, Rolls-Royce created Whispers – a world for owners only – as a digital extension to the marque.
The brand’s clients are a unique subset of society with a highly mobile international lifestyle; Whispers is our response to their desire for more regular and personal involvement with the marque. Through this digital Application, clients can gain access to the inaccessible, discover rare finds, connect with like-minds, be the first to receive Rolls-Royce news and offers, access and manage their Rolls-Royce garage, all supported by a 24/7 concierge. Rolls-Royce Whispers is the marque’s digital world of curated luxury, an Application created to meet the demands and tastes of an eclectic network of global clients.
The app is supposed to include a shopping experience for owners of RR, how did you curate the kind of shops listed on the App?
Rolls-Royce clients are global denizens, connoisseurs, patrons of the arts, philanthropists, collectors of fine and exquisite items; individuals untethered by common constraints such as time and money. As owners of a Rolls-Royce, the marque’s patrons are accustomed to effortless luxury.
The curation of cultural and exclusive opportunities continues on Whispers courtesy of the marque’s Luxury Intelligence Unit. Members enjoy editorial inspirations on topics ranging from the forefront of moving-image art, guidance on how to cultivate a woodland, and even, the philanthropic endeavours of other Whispers members.
Whispers caters to these patrons by sharing hidden gems including hotels, restaurants, bars and clubs around the world, many of which are endorsed by fellow-members as part of the accessibility and interactive nature of the community. Additionally, rare and precious items are sourced and offered exclusively to members. By way of example, First Edition books, including ‘Charlie and the Chocolate Factory’ and ‘Wind in the Willows’ have captured members’ imaginations, as indeed have bespoke home cinemas, private motor racing tracks and lighting installations.
What are the social networking features on the app and how do they function?
Whispers unites a global community of like-minded individuals through their strong affiliation with Rolls-Royce as a brand. As part of the app’s offering, clients can securely contact and privately converse with some of the world’s greatest minds, fellow Rolls-Royce patrons. Additionally, Whispers offers patrons the opportunity to connect with the Chief Executive and members of the Board of Rolls-Royce, to share ideas and networks, business opportunities and social contacts that fortify and inspire those who change the world.
Considering the fact that Rolls-Royce collectors have existing access to concierge services, personal shoppers and consultants to support various aspects of their lives, how will Whisper play this role differently for the clients? What stands the app out?
Whispers acts as the digital House of Rolls-Royce, an entrepôt to a world that Rolls-Royce intimately and uniquely understands – a digital gateway to a curated world of luxury. In addition to offering curated experiences, products, and services, Whispers members are able to share their interests, their tastes, their products and collections and their thinking amongst each other.
Why did you name the App “Whispers” and not “Ecstasy” or something else?
Through Whispers, we have created a gateway to a fascinating world beyond, tailored to meet the demands and tastes of our eclectic and highly valued community of clients. The name was chosen to perfectly reflect and embody the application’s mission of exclusivity and bespoke luxury.
I know that Whispers is fully deployed in the United Kingdom, Europe, the Middle East and the United States, what has been the response/reaction of your clients to the app?
The response of the clients to the app is reflected through its continued expansion and evolvement following their continued engagement and their overwhelmingly positive feedback. We are constantly exploring ways to improve the experience offered to our unique global community.
Would you say Whispers is limited Membership exclusive’ club but this time, digitally?
Absolutely. Whispers is the marque’s digital extension of curated luxury – the Rolls-Royce digital house.
Is there any time you intend to organize a physical get-together for members?
We sincerely believe that the members are connected in their day-to-day lives – a close community with the same interests, goals, and ambitions, and of course their patronage of our brand. Whispers was the digital extension which allowed them to connect with like-minded individuals on a much larger global scale. While we are confident that these physical get-togethers happen through the app spontaneously between a number of individuals, we hope to gather our community together in the future, once Covid restrictions have lifted, to discuss ways to inspire greatness and innovate on both Whispers and our brand as a whole.
What is the next big step for Whispers at RR?
We are committed to ensuring that our app is consistently providing the bespoke luxury its members expect from Rolls-Royce, aligning with the developments of the marque, as well as the rapid change of the digital landscape.