Last week my wife and I were invited to be a guest of CH Premier Jewelers as they hosted the Patek Phillipe watch collection. For those of you not familiar with Patek Phillipe, it is one of the worlds top luxury watch makers that can trace their origination to 1839. So, if you like complicated watches and have an eye for quality workmanship this is the brand that you look to set the standard. Therefore, when I received the parchment invitation I quickly accepted.
The event was first class from the beginning to the end. First of all the event was hosted at the incredible Four Seasons Hotel in Palo Alto. From the moment we arrived the staff of the hotel were making sure that we found the ballroom by walking us personally to the event room. There the service staff began to offer us something to eat and drink as our hostess greeted us. In the ball room a small group of customers were mingling with the executive staff of Patek Phillipe and the staff of the San Jose store of CH Premier Jewelers. Throughout the room there were display cases showing off the best of this years collection.
To add to the feeling of exclusivity the Patek Phillipe president was on hand and personally showing off some of the rare museum pieces that were brought in from Geneva.
Many of these time pieces that were part of the museum collection dating back over a 100 years and had belong to very famous people of history.
Finally, after serving a wonderful four course dinner, and having lively discussions with all the participants, CH Premier Jewelers concluded the evening with parting gifts for each attendee. As we left we overheard many customers commenting how wonderful this event was and how this was an example of why they purchased all their fine jewelry with CH Premier Jewelers.
This event is an excellent demonstration of providing clients with a unique experience. Of course, this event was over the top and not every business can do this at this high level.
However, today, more than ever it is important to develop a deep relationship with our customers. Developing a long term relationship begins with understanding the life time value of a customer and by doing that we can understand what the level of investment we must make with them.
Obviously, CH Premier Jewelers understands that purchasers of this type of time pieces can mean a significant amount to their bottom line for years to come. They understand that investing now in a time when most jewelers have forgotten who their best customer are, can mean locking in a relationship that will be loyal for years to come.
Another thing to take away from here is the use of joint ventures to create an event. We all have vendors and other business partners who would mutually benefit from such a gathering. By joining forces you can share the expenses potentially making the event even that more special. Likewise, each party can contribute expertise in the way of speakers or such items as the rare museum pieces.
Key to making these types of events work is focusing on the targeted customer needs and making sure that in the end all the things you do will build the relationship with those valuable customers.
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