October 20, 2011
C.K. was a featured speaker at the recently held Luxottica International Marketing Meeting in Milan, along with Jing Zhang of the South China Morning Post, Karin Heijink of MTV, John Auerbach of Gilt.com, Robert Klingensmith of Publicis, and the amazing sprinter Oscar Pistorius from South Africa. I also participated in the meeting, and it was inspirational on many levels.
C.K told the story of building the Tanishq retail jewelry brand, a runaway success. Its brand ideal, in my words, is to uplift and transform the lives of each consumer they touch. You get a great feeling for this in one of their wonderful ads.
What I want to share with you are the principles that underlie their sincere and intense customer focus: it is a great example of activating their brand ideal across their business.
First, they believe if you really touch a customer’s heart, she is your customer for life. And the way they bring this to life is all-consuming: they invite customers (mostly women) to their factory for visits (2,000 a year), they invite women to their stores to celebrate birthdays and anniversaries, complete with a party, and they encourage them to visit whenever they want with no pressure to buy. Tanishq’s sales people are on fixed pay so the focus in on building relationships.
Second, Tanishq creates an ambiance in the store that encourages browsing and socializing. They use the metaphor of a “home”; they want their customers to feel as comfortable as if they were at home. Some customers even throw parties in the store: Tanishq encourages that. They periodically introduce special collections to make the store new and exciting, to encourage repeat visits to simply browse and enjoy.
Third, C.K. and his team are fanatical on measuring customer satisfaction. C.K. shared with me that they currently have an overall customer satisfaction rating for the in-store experience of 8 out of 10, and they are very unhappy about that. Nothing short of 10 is what they expect.
For C.K. and his team at Tanishq, creating fans for life is their single-minded goal. They believe when that happens, they will succeed financially. Everything they do is coherent with that goal. Next time in Bangalore, I will definitely check out Tanishq in person—you should too.