LEF x Tiffany & Co. Executive Workshop

Project Overview

Tiffany & Co. aims to enhance the communication of its exceptional service offering, linking it more closely with its stated brand purpose of inspiring clients to express and celebrate the many facets of love. This initiative is designed to evaluate and innovate the ways Tiffany communicates about servicing clients to drive greater awareness of this key brand value of the maison. The program will explore new strategies to ensure that not only does Tiffany deliver a consistently elevated experience across all touchpoints, both in-store and online, but also that it clearly and effectively communicates this to clients at key moments in the purchase consideration cycle. The program will provide participants with a deep dive into Tiffany’s operations, focusing on customer service excellence as one of the brand’s key differentiators in the luxury market.

Pre-Work

Prior to attending the first meeting, students should complete the following:

  • Visit Tiffany’s Landmark store on 5th Avenue

  • Visit one additional Tiffany store (of your choosing)

  • Visit Tiffany’s US e-flagship – www.tiffany.com 

  • Visit an additional luxury flagship (e.g., Cartier, Van Cleef & Arpels, Bulgari, Dior, Louis Vuitton, Hermès, Chanel) and take note of:

    • Overall store environment

    • Integration and representation of service offering (i.e. communication, presentation, prominence) 

    • Physical representation of service offering

    • Communication of service offering (e.g. by client advisor, in collateral

    • How service is referenced in the marketing and sales funnel (e.g. is it communicated as part of the sales ceremony as value-add; is it used to convert clients to sale; or is it communicated as part of the post-purchase experience)

    • Exceptional elements enhancing the experience

As part of this project, students are encouraged to approach the challenge with creativity and innovation.

Project Details

To provide some guidance on this project, below are some considerations:

  • Imagine you oversee Tiffany’s Service Department, and you are looking to hero the incredible work that your team does in crafting expressions of joy. You are passionate about bringing “the sizzle to service” to drive brand heat and capture client and audience attention with the revamped branding and communications of your offering. 

  • What service experiences are having the greatest impact on clients? What are the stories you want to tell to drive awareness of this at scale? 

  • Reflect on your own experiences—where have you encountered captivating service, whether in luxury environments or otherwise?

  • Consider the full customer journey—what touchpoints could be transformed to better brand and elevate the Tiffany experience?

  • Evaluate opportunities to incorporate technology seamlessly without detracting from the personal touch Tiffany is known for. 

  • Explore how Tiffany’s iconic branding and heritage can be integrated into modern service experiences, ensuring consistency with its legacy while setting new benchmarks for luxury service.

Participant Guidelines

  • To participate in this program, you must attend ALL sessions.

  • Prior to the first session, students and alumni must sign a non-disclosure agreement and conduct light research on the topic.

  • The below schedule outlines the time commitment and details for this program:

Schedule

First Meeting: Kick-Off

  • Date: Friday, February 21st 

  • Time: 9:00am - 2:00pm

  • Location: Tiffany Flagship Store (TBC)

  • Agenda:

    • Brand presentation: Tiffany shares history and topic of recalibrating exceptional service

    • Flagship tours and presentations by Tiffany

    • Lunch and brainstorming session—students divided into groups to work on specific areas

Second Meeting: Interim Check-In (virtual)

  • Date: Friday, February 28th

  • Time: 9:00 - 10:00am

  • Location: via Zoom

  • Agenda:

    • Participants present preliminary research to Tiffany executives

    • Tiffany executives provide feedback to ensure alignment.

Third Meeting: Final Presentation

  • Date: Friday, March 7th

  • Time: 10:00am - 12:00pm

  • Location: Tiffany HQ (TBC)

  • Agenda:

    • Participants present final recommendations to a panel of Tiffany executives