Week 12 - Customer Relationship Management

Today, Tiffany & Co. is a public company worth about $5.4 billion. Company's success today is the product of a strong business. Building strong and long-lasting relationships with its customers is a part of  a strong business. The customer relationship management of the company focuses on the regular monitoring of consumer perception and evolving preference using focus groups and survey research. Tiffany & Co. has a database that includes more than 50,000-60,000 customers who have spent more than $5,000 in the past 18 months. These customers are offered meetings with personal shoppers, free engraving, shipping, champagne receptions on the mezzanine of the New York flagship store, free gifts such as Tiffany desk diaries, and occasional private events. One of the company's touch points is Web. Tiffany uses Web sited for luring people into their stores by providing outstanding customer service or product-related information.
Tiffany's management also believes that consumers associate company's brand with high quality jewelry, excellent customer service, an elegant store and online environment, upscale store locations, and high-quality packaging materials. In order to meet their expectations, company uses different strategies for maintaining this image. Tiffany & Co.stores are always staffed with knowledgeable professionals who provide excellent service.