Well you’re either reading this because you just love hats or the silly title pulled you in and I have just one paragraph to get you to stay. Well here goes! Have you ever seen a hat with an instruction manual? Well, in a bit of an homage to Canada where I am for about 10 days, let’s talk about the Tilley Hat. More specifically, the brilliant marketing and customer loyalty enjoyed by the brand. Read on.
Tilley Endurables, as the manufacturer of the eponymous hat is nothing is not customer focused. They compete in a space that is seriously crowded. There are dozens of similar products on the market and yet there is something of a mystique about the company that other firms just cannot match for all the money in the world. What is it? I call it authenticity.
The brand is authentic. If there is one takeaway to be gained from the four page instruction manual every Tilley hat includes in the ‘hidden pocket’ it is that a brand can gain global recognition by being authentic in its approach to the product and its clients.
This past weekend my wife and I had a 24 hour ‘stay-cation’ for our anniversary at the beautiful Ritz-Carlton Grand Cayman. My companies Massive Equipment Rental & Sales Ltd and Fireworks Ltd work on property often, but it is always nice to unplug for a bit and stay as a guest. The act of unplugging from the daily routine is powerful psychologically as a reset, a recharge, and a preparation for the next big push in our personal or business lives. While there I saw so many aspects of service – I call it ‘Perfection, Perfected’ – that went above and beyond the norm. The thought came to me that the best way to thank the team at the Ritz-Carlton for the wonderful service my wife and I experienced was to write about it, and to illustrate how this service can help you in your business. The 12 points are not the proverbial rocket science, but they work. As a leader of an entrepreneurial organization you would do well to read on.
Service is EVERYTHING to the Ritz-Carlton. It is what defines the chain in their very competitive niche. This is not to say that other firms that offer similar products do not have as a goal top-level customer service. They do. But few execute this as well as the Ritz-Carlton.