Charles Tyrwhitt is a British retailer that specialises in mens clothing, and is famous for its shirts. Founded in 1986 by Nicholas Charles Tyrwhitt Wheeler, it has several stores in UK, US and France, and a flagship store in London’s Jermyn Street (the shirtmakers street).
I tend to be very picky when it comes to clothing. And I have only a handful of brands I usually buy from – a few examples are Mike Davis (Portugal), Massimo Dutti (Spain), Asics (Japan), or Banana Republic (USA).
I have been a customer of CT since I moved to London. My loyalty and advocacy of CT surpasses any other brand I do business with. There are a number of reasons – product quality, reasonable price, etc. – but above them all is the customer experience.
1. The Consistency across the different channels is something I cannot find anywhere else. The shops, the catalogues, or the website provide a similar and seamless experience, making it quick and easy, to browse and buy.
2. The Convenience of the services provided is also outstanding. No matter where, when, what or how I’m buying, CT always has an option for the products to be tailored, paid, packaged or delivered, with as much flexibility and less customer effort as possible.
3. The Communications, from marketing or customer service, are just excellent. Carefully prepared, humoured, measured, and put together. Following what I will start calling the “3S” rule – simple, straight to the point, spamless!
4. The Personalisation is second to none. Especially when CT puts emotion on the interaction – the above picture shows the most recent example of that, in a post card I received today, where CT reminds me of my first buy (7 years ago!), my preferred colour and style.
As far as I’m concerned, Personalisation, is the most important of the 4. But CT gets them all right, and I think the reason they do is because they…
- Understand the customer’s needs
- Monitor the customer’s behaviour
- Listen to the customer’s feedback (see this outstanding example)
- Analyse the customer’s data (X-data and O-data)
It’s all about the customer, it’s all about the data.