Jenna owns a small online boutique that specialises in handmade jewellery, each piece crafted with care and attention to detail. Over time, she’s gathered a loyal group of customers who love her unique designs, but she knows there’s potential to grow even more. She starts thinking about what makes her brand special and realises it’s the personal connection she builds with her customers. With this insight, Jenna decides to focus on delivering personalised customer service as her way to drive growth.
Recognising the Power of Personalisation
Jenna has always valued each interaction with her customers, but she’s determined to take things further. She begins by adding a personal touch to each order, including a handwritten note with each piece of jewellery. She thanks each customer by name and, when possible, refers to the specific item they’ve chosen. For instance, if someone orders a silver pendant, she might write, “I hope this pendant brings you a little extra sparkle every day.” This isn’t just a gesture; it’s a way to make each customer feel seen and appreciated.
To her delight, she finds that many customers respond, thanking her for the personal note and sharing why they bought the piece. Some mention they’ve purchased it as a gift for a loved one, while others share how they’re treating themselves. These interactions go beyond transactions; they create small, meaningful connections.
Listening to Customers to Understand Their Needs
Jenna decides to take personalisation further by listening closely to what her customers are looking for. When a customer asks if she could create a customised piece, Jenna seizes the opportunity to try a new approach. She creates a survey that allows her customers to suggest design preferences and share any personal touches they’d like to add to their jewellery. This isn’t a formal, complex survey; it’s a few simple questions that help her understand what each customer values.
With the responses she receives, Jenna gains valuable insights. She learns that many of her customers want pieces with birthstones or meaningful symbols, which makes her consider creating a new line of jewellery focused on personal significance. She starts designing pieces that allow customers to choose stones or engravings, turning her jewellery into a personalised experience.
Going the Extra Mile with Customer Care
Jenna knows that sometimes personalisation is about more than the product; it’s about the service. One day, a customer contacts her in a panic, explaining that they need a piece delivered within two days as a gift for a birthday. Although Jenna’s typical processing time is longer, she decides to go the extra mile. She prioritises the order, hand-wraps the jewellery, and ensures it reaches the customer on time.
This level of care doesn’t go unnoticed. The customer not only expresses their gratitude but also shares the story with friends, who later become Jenna’s customers too. By offering personalised support, Jenna gains customers who feel a genuine connection to her brand and know they can rely on her.
Building Lasting Relationships
As Jenna’s boutique grows, she realises that personalised service isn’t just about single transactions; it’s about building relationships that last. She starts a loyalty programme where customers receive exclusive updates on new designs and even offers early access to her personalised pieces. She names this programme “Friends of the Boutique,” and members love feeling like they’re part of something special.
Her loyal customers spread the word, sharing their experience with friends and family. New customers are drawn to the idea of a business that not only provides quality products but also offers an experience that feels unique and personal. Jenna’s approach transforms her boutique into more than just a jewellery shop—it’s a place where customers feel valued and understood.
Why Personalised Customer Service Matters for Small Businesses
Jenna’s story shows how delivering personalised customer service can be a powerful way to drive growth for small businesses. It’s not about grand gestures; it’s about making customers feel like individuals and going that extra mile to make each experience special. Personalised service creates a bond that encourages customers to return, trust your business, and spread the word.
For small business owners, personalised service can set you apart in a competitive market. When customers feel valued, they’re more likely to become loyal advocates, returning to your business and recommending it to others. It’s about creating a customer experience that’s memorable, meaningful, and personal.
Want to offer personalised service that fosters customer loyalty? Mark A Preston, a Customer Growth Coach & Speaker, can guide you in creating a customer service approach that makes each customer feel valued and drives real growth. Contact Mark today to discover how personalised service can help your business stand out and build lasting relationships.
