Business Forum: Back to Basics with Customer Service

While the economy has created its fair share of challenges, it’s also created an incredible opportunity. Pay close attention, because this is absolutely the least expensive way to make yourself different from your competition and your only cost is time.

– Provide a level of customer service that exceeds every client’s expectations. Ranked as the “greatest business book of all time” in a 2002 poll by Britain’s Bloomsbury Publishing, Tom Peters’ book Engaged In Excellence listed “staying close to the customer” as one of the most significant eight traits of successful companies.

Think about any company you personally like to do business with and what’s the one thing that makes it stand out? I bet it’s customer service. So, let’s develop a list of ways to build the service side of your business.
– Be accessible. Think about the frustration you felt the last time you tried to contact any of the larger manufacturers for help and found it impossible to speak to a live person. Make yourself available to your customers. As a professional photographer personal relationships are key—you can’t expect your clients to trust you with photographing their families, weddings and special events if they can’t get to know you.

– Personality trumps mouse clicks. Forget about email. Email is fine for basics once a relationship is established, but there’s nothing worse when you’re starting with a new client. Pick up the phone and call your clients when they’re requesting information.

– Empathize, empathize, empathize. Most of us grew up hearing, “The customer is always right.” We all know that’s not always true, but that doesn’t mean you shouldn’t feel their pain when they’re unhappy. It’s so easy to neutralize an angry client by calling them and opening with a simple statement of, “I can’t blame you for being upset. Let’s see what we can do to fix the problem.”

– “He who hesitates is lost.” I can’t help but wonder if this quote referred to photographers who don’t get back to clients with a timely answer to their questions. It’s especially important in resolving problems. The longer you wait to respond, the greater the perception that you’re ducking the issue. Whether by phone, email or personal contact—set a goal that your response time will be second only to the local fire department.

– Exceed expectations. Look for every opportunity to exceed your client’s expectations. Upload images for online hosting earlier than they anticipate. Deliver proofs ahead of schedule. Show up a few minutes early for appointments. Whenever possible, deliver albums early. The list is virtually endless.

– Stay in touch. Sure the wedding is still six months away, but how about developing a schedule so that every 60–90 days you touch base with the bride? It’s purely social. “I’m just checking in to see how you’re doing and if there’s anything I can help with.” Imagine the reaction you’re going to get and the response on those days when you simply catch the bride off guard, having a bridezilla moment about other issues (e.g. catering, flowers, the venue, the band, etc.) With every one of these issues you have an opportunity to lend your objective expertise with suggestions from the wealth of experience you possess from past events.

One of Bambi Cantrell’s favorite quotes is, “A wedding is not a time when logic reigns as king.” Play into the challenges instead of avoiding them. Maintaining contact with your client at times that are completely unexpected will help build the relationship and add a new dimension to their comfort level.

– Perceived added value beats discounted services. We’re all sick of hearing about the economy and we’re equally frustrated with photographers who think the answer is to simply discount away their products and services. I’m not saying you don’t need to be conscious of your pricing versus your target audience, but how about looking for ways to add to your coverage instead of just bringing down the pricing?

Joe Buissink surprises the recently married couple with a 16 x 20 print that’s already on the wall of his studio and framed when they come to see their proofs. In addition, he signs the print, because he’s an artist first and a photographer second. (There’s lots more in his new book due out this fall—sorry, a moment of shameless promoting!)

David Ziser contacts the couple on their first anniversary and does a free anniversary sitting. Think about the power of that one. The younger the bride, the more friends she has who are not yet married.

Carey Schumacher has a variety of other imaging products she offers beyond the prints themselves. Plus, since she’s paid well for her services up front, when she gives a client a CD of images, she also gives them links to create their own novelty items. And, here’s a word too often forgotten, she promotes the “fun” of having a portrait done and that in turn strengthens her word-of-mouth exposure.

Bambi Cantrell commented, “The most important thing we do is keep in touch. We stay involved because they want our help through the process. It’s simply the right thing to do—we make it a personalized service. We try to go past just being the photographer.” She went on to talk about a special client whose wedding she did 20 years ago. At prom time recently, Bambi was there at no charge to photograph one of the couple’s daughters for her junior prom. There were 80 kids at this pre-prom party—the goodwill exposure was amazing and as Bambi photographed every couple, one new “friendship” was launched.

Nordstrom built its reputation on the experience of shopping in their stores, even though you’ll find many of their products at dozens of competitors’ stores. You’ve got the same goal to create a terrific experience for every potential client. Do it right and the payback can be enormous.

Skip Cohen is a photo industry expert who frequently lectures on marketing and business throughout the United States. He can be reached at [email protected].