Work

The Best of Times

Good customer relationships are essential for any business, and companies offering luxury goods and services face even greater service expectations. TAG Heuer had countless warranty registration cards collecting dust, and saw an opportunity to put them to work.

  • Uncovered lapsed customers
  • Created customer relationships

In an effort to better serve their customers, as well as gather valuable product purchase information for future sales efforts, TAG Heuer tasked us with designing and building them a customer relationship management system.

The custom built database application we created allows TAG Heuer to mine its warranty database for purchase history, and to track its relationships with customers. With it, they reduce errors and data entry costs by having customers fill out their warranty registrations online.

In addition to providing better customer service, this custom system allows TAG Heuer to:

  • Manage of hundreds of thousands of watch registrations with a simple, browser–based management system.
  • Use the database to target segments of consumers based on their profile.
  • Integrate registration data with order and customer tracking system, watch repair division database, customer service system, and their product database.

TAG Heuer’s new customer relationship management system is a great example of how well–designed IT investments can align with strategic business goals.