If you are a fellow creative like me, then you never feel like you are doing enough for your business. It is very challenging to know when to stop, when to grow, when to say yes, and when to say no. You will never feel like you have it completely figured out.

But that is okay! You learn to live with the uncertainty and to embrace it.

One of the core reasons that business has thrived for me is because I have intentionally set high standards for customer service. This differentiates me from others. After all, we know that anyone can buy a product for cheaper on Amazon. A cheap price isn't what is going to make you stand out.

If you are going to thrive in the creative industry, you need to be able to deliver personalized customer service that makes people remember you.

I'm sharing some of my top secrets for delivering an experience your customers will remember. Learn easy, practical tools and tips to delight your customers and deliver excellent customer service that will drive more business.

Tip 1: Importance of Clear and Prompt Communication

Practice proactive communication

There is really NO such thing as too much communication. Always over-communicate! 

Here are some times I recommend reaching out to your customers via email or phone:

• Post-Purchase: reach out to them after they order to thank them for their business. Confirm the details of their order.
• Shipping: notify customers when you are shipping so they can track their package. I like to "sneak" a reminder in this email with care instructions for my products. 
• Custom Designs: if you are doing custom work, then send them photos along the way for approval.
• Delays: delays happen! Especially for custom designs. Make sure to give timing estimates and to communicate delays immediately. If you cannot meet commitments let the customer know as soon as possible.  

I once had 75 email conversations back and forth with a bride. It took 1 year for the final sale! But she turned out to be my most loyal customer who recommends me to everyone.

Obviously, you cannot commit this amount of time to everyone. But when you are first starting out, it is smart to be generous with your time and advice.

I recommend building a website that addresses common questions. This sets expectations and it also cuts down on the number of hours you spend at your email. Having these policies in place also inspires trust. Make sure your website has the following information:

• shop policies (timing, exchanges and returns, what happens if they aren’t happy with your work)

• product care instructions

• address clients' common fears (that you run off with money, that it won't turn out as expected

• your contact details (this is especially important for online stores)

Fast Communication

I recommend responding within 2-3 hours during your normal business hours. If you take a week to respond to someone's question, then you will likely loose the sale.

However, I don't expect you to be at your computer 24-7. Here are some ways that I work around this 2-3 hour window.

• If you absolutely cannot respond during a few hours, then I recommend setting up an auto-responder that automatically gives a polite message. A short auto-responder that I use for Instagram says: "Thanks for messaging me! I'll get back to you as soon as I am back in my studio. Have a good day."

• Sometimes I will write a 1-2 mini response letting brides know that I go their message and will get back to them when I’m in studio. I write that I will respond in more detail later. And then I elaborate on their questions in more detail when I am in a better place to do so.

• Hire a virtual assistant to respond: I have a VA who helps me manage my inbox. This is a more advanced approach, but it is a good method for those who are really wanting to grow and to get some time back.

Remember, it is your job to manage customer expectations. You don’t know what the customer is thinking or what they expect, and that is why you have to actively communicate what to expect so that they’re not dissapointed

Tip 2: Personalize the Online Experience

People don't buy from a business, they buy from a person. I cannot emphasize how important it is to personalize your customer's online experience so that they understand you are a real person. You want to make a connection with them.

Why is connection important? By forming a connection with them, you help build trust. It's not easy to fork over your hard-earned money to an online website. 

Additionally, personalization helps customers realize you are NOT Amazon. You are designing one-of-a-kind pieces that are customizable and made by hand. Personalizing the process can cut down on rude customer emails. Online, people can feel anonymous and it’s easier to be rude when you are typing something on a keyboard and don’t have to look a person in the eyes. Therefore, it’s extra important to nip the "Amazon mentality" in the bud by personalizing who you are.

Some ways you can personalize the experience is to:

1. Use their name: Call them by name in your messages and emails. People like to hear their name.

2. Ask genuine questions: Try to find out about customer, what they want, and what makes them unique. As a business owner in the bridal industry, I try to find out about the fiancé, or her wedding ring, or whether she was the type of girl who always dreamed about her wedding. This question-asking has many benefits: 1) It builds connection between you 2) it allows you to refer back to what you found out in the future when making recommendations. 3)  It also keeps the communication lines open.

3. Find a “me too” moment: We tend to like people that we have things in common with. See if there is anything that you and your customers have in common that would cause you to say "me too"!

4. Handwritten note: In the digital age, there is so much power in the written word. People know this takes intentional effort. Why not handwrite something brief to each customer?

5. Record a video: There are lots of online tools that allow you record a voice memo or video clarifying questions you have or showing off your products. Sometimes, when a customer is not responding to me, I will record a quick (and very unprofessional) video of me. I generally will send this on the IG. Most of the time, this will get my customer to respond.

6. Give multiple ways that clients can get in touch with you: offer live chat, e-mail, phone calls, etc. The more ways the better. If you are giving styling advice, a personal phone call can really help you to better guide the customer as you are better able to sum up what styles would work on them.

Tip 3: Underpromise and Overdeliver 

It is so easy to fall into the trap of setting unrealistic expectations in the hope of "getting the sale". But this can erode confidence when you cannot do what you promised. I have fallen into this trap with shipping times - thinking I can get a custom item to customers faster than I actually can.

You must account for unseen delays.

In business (as in life), I think it is better to underpromise and overdeliver for the following reasons: 

1. This Manages Customer Expectations: By setting realistic expectations, you reduce the risk of disappointing customers. When you underpromise, customers know exactly what to expect, and if you exceed those expectations, it creates a positive surprise.

2. You Build Trust and Credibility: Consistently delivering more than promised builds trust with your customers. It shows that you are reliable and committed to providing value. Trust is a crucial factor in customer relationships, and it's often harder for small businesses to establish, making it even more important.

3. You Create an Amazing Customer Experience: Exceeding expectations creates a positive customer experience. Customers are more likely to remember and recommend businesses that go above and beyond. Positive word-of-mouth can be incredibly valuable, especially for smaller businesses that rely heavily on referrals.

4. Prevents Negative Feedback: If something goes wrong or if there are delays, customers are more likely to be understanding if their expectations were managed appropriately from the beginning. Underpromising provides a buffer for unforeseen challenges. 

5. Encourage Positive Reviews and Testimonials: Satisfied customers are more likely to leave positive reviews and testimonials. This positive feedback can be invaluable for attracting new customers, particularly for small businesses that may not have an extensive marketing budget.

6. Repeat Business and Upselling Opportunities: Exceeding expectations increases the likelihood that customers will return for future purchases. Additionally, satisfied customers may be more open to upselling or purchasing additional products or services.

One word of caution though... While underpromising and overdelivering can be a successful strategy, it's essential to strike the right balance. Consistently promising too little may lead to missed opportunities, and occasionally falling short of expectations can erode trust.

The key is to set realistic expectations that you can consistently exceed.

Tip 4: Create Memorable Moments in the Customer Experience

Creating memorable moments in the customer experience is crucial for building lasting relationships, fostering customer loyalty, and generating positive word-of-mouth. Memorable moments make customers feel valued, appreciated, and emotionally connected to a brand. 

It is often the little details that customers recall even more than the product they purchased or the service they received.

People remember the experience of working with you more than anything else, so don’t leave them hanging. I recommend reading the book

The Power of Moments: Why Certain Experiences Have Extraordinary Impact

by Heath. In it, he describes a real hotel called "the Magic Castle Hotel". The hotel has been successful for their ability to create "defining moments." These moments are ones that bring meaning to our lives and provide fond memories.

One of those defining moments is the Popsicle Hotline. Visitors at the hotel's pool can pick up a red phone on a poolside wall to hear, "Hello, Popsicle Hotline." They request an ice-pop in their favorite flavor, and a few minutes later, an employee wearing white gloves delivers it on a silver platter, no charge. It's a small defining moment that doesn't cost much to produce, but has paid off for the Magic Castle Hotel.

You don’t need to perfect every moment of the customer experience, you just need to excel at a few memorable things

Be aware of how you make customers feel

There is a famous quote by Maya Angelou that says...

“People will forget what you said, people will forget what you did, but people will never forget how you made them feel"

I agree with this. I will never forget the interactions where I was made to feel silly, stupid, or wrong because of someone's attitude. But I also remember the interactions where I feel uplifted and encouraged.

What do you want customers to feel after interacting with you? 

The goal of One Blushing Bride is to make people feel valued, loved, and seen. I may not always hit that mark, but it is the goal! 

We live in an Experience-Based Culture

Yes, the customer does expect the product that you deliver to meet certain quality standards. However, our culture is becoming more and more experience-based. Consumers increasingly value experiences over traditional product features, and businesses that capitalize on this trend can gain a competitive advantage.

People want to tell their friends about that cool experience where they were treated like royalty or where that sales consultant pulled some hoops to make sure they were satisfied.

The experience is especially important for weddings and for any handmade piece of artwork. People commission custom pieces because they value that personal touch – maybe they want something that is personalized and they want to own a piece of art.

One thing I like to do is to surprise my brides with a pastry or coffee when we do a bridal consultation. It costs a few dollars, but their delight pays it back tenfold.

Here are some ways you can create epic experiences.

1. Give a surprise gift

• What is a thoughtful gift or freebie you can through in? Be attentive in your interactions with the customer to try to gauge what would be meaningful to them. They may give you cues over the course of your conversation.

2. Personalization and Customization:

• Tailor your offerings to individual preferences. Use customer data to create personalized experiences, whether it's through personalized recommendations, customized products, or targeted marketing messages. This shows customers that you understand and value their unique needs.

3. Incorporate Sensory Elements:

• Engage multiple senses to create a more immersive experience. This could involve the use of music, scents, or visuals that enhance the overall ambiance of your physical or digital space. I like to wrap my veils in tissue paper that is "extra crinkly" so that it feels super luxurious when it is opened. 

I recommend starting with a small investment as you experiment with the perfect way to enhance your customer experience. Evaluate your customer's reactions to figure out which memorable moment works best for you and that also speak to yoru customer. 

Tip 5: The Power of FREE

Who doesn't like it when something is free? 

The rule of reciprocity is a social psychology principle that suggests people feel obligated to return favors. In the context of business, offering something for free can trigger a sense of indebtedness or goodwill in customers, potentially leading to positive outcomes such as increased trust, loyalty, and future business.

Humans tend to feel that you have to give something back when someone gives you something - even when you don’t want whatever you’re being given and didn’t ask for it in the first place ("Influence: The Psychology of Persuasion", Robert Cialdini).

Some common examples are when that car salesman offers you free sodas or when charities mailing you personalized address label. They are trying to engage this rule of reciprocity. 

Be the First to Give Something

The key is to be the first to give something, without the expectation of return. Offer some “gift” incentive upfront, rather than at the end of a sale. Your gift should be offered first, before the buyer’s “gift” of giving you their business. You can factor the cost of this into your marketing budget.

Here's how businesses can leverage the rule of reciprocity:

1. Free Trials or Samples:

• Provide free trials or samples of your product or service. This allows customers to experience the value you offer without an immediate financial commitment. If they find it valuable, they may reciprocate by making a purchase. I like to offer free color swatches for brides to match to their wedding dress. This also provides a bonus because it cuts down on returns. 

2. Educational Content:

• Share valuable and informative content for free. This could be in the form of blog posts, ebooks, webinars, or video tutorials. By providing useful information, you position your business as an authority and build trust, increasing the likelihood that customers will reciprocate with their loyalty or a purchase.

3. Free Tools or Resources:

• Develop and offer free tools or resources that are genuinely helpful for your target audience. It could be a calculator, template, app, or any other resource that adds value to their lives or businesses. Users may reciprocate by engaging more deeply with your brand or considering your paid offerings. Some of the most popular free resources I offer are a 1 year comprehensive wedding planner and a bridal style guide. 

4. Exclusive Access:

• Grant exclusive access to certain features, content, or events for free to a select group of customers. This fosters a sense of exclusivity and special treatment, encouraging reciprocity.

5. Complimentary Upgrades:

• Have you ever booked a hotel room, only to be surprised with a nicer room upon check-in? This is such a pleasant surprise! You can surprise customers with complimentary upgrades or additional features. This unexpected gesture can trigger a sense of gratitude and reciprocity.

6. Exclusive Offers

• Run limited-time promotions where customers can get a product or service for free with a purchase or as part of a bundle. The urgency created by the limited-time nature of the offer can stimulate reciprocity. 

7. Free Gift Wrapping

• We all know the department stores where they give you sturdy, cute gift wrap  with a purchase. This has often swayed me to purchase because they have made my life easier by offering this professional wrapping service. 

Remember, the key is to genuinely add value without expecting an immediate return. Authenticity in your actions is crucial to building trust and fostering long-term relationships based on the rule of reciprocity.

Mistakes to Avoid When Offering Freebies

You need to make sure you have your ideal clients to start off with before offer your free services... otherwise you are just wasting money.

For example, ask yourself these things:

• Are they your ideal customer? For example, I only offer free samples to engaged brides who have actually chosen a wedding date.

• Do your personalities mesh and or do you value similar things? I like working with moms of brides as they’re just looking for something meaningful for their daughter

Do not be afraid to turn away business when you know it won't be a good fit. This will save you money in the long run. If I think a customer is a bit too picky for me, or if she speaks very badly of all of her other wedding vendors, then I will send a very polite message "breaking up" with her. After all, I already know she probably will not be happy with what I will design.

You will not be all things to all people, this is okay

Every now and again you may run into a customer whose demands are unreasonable and who refuses to be pacified with my customer service efforts. While you may be tempted to appease this customer’s demands, it is better to put your energy toward your customers who do appreciate your efforts. Sometimes you may have to tell challenging customers, “I'm sorry, I cannot do that.” Just say "no", and move on, as there is little you can do salvage this type of customer relationship. Save your energy and focus for your customers who are your ideal fit.