I met up with a friend last night and we sat and talked over drinks about our respective design careers. My friend is experiencing a transition from a full time gig into freelance web design work and is doing very well for himself. I’m fairly busy as well with design, but took the initiative recently to get a part time job to get my credit cards out of my life.
We were talking and he made the remark about how he was impressed with my ability to segue into the world of dealing with the public – specifically in a fashion that he hadn’t expected as I’ve become so accustomed to working in a solitary manner.
I said this: “It’s all about customer service, whether you’re working in retail, wholesale, or hospitality — as long as you give your customers what they are paying for, treat them with respect and go the extra mile to make them happy, they will come back because you’ve given them a pleasant experience trading with you.”
And I think a lot of designers forget that maxim. Everybody wants to feel like they are appreciated.
There is a restaurant here in town that I used to frequent. I never really cared for the place – the food isn’t very good, and the staff is downright rude – I only really went because a few friends of mine like the place. I wrote the restaurant off around Thanksgiving because I just got sick of the attitude by the wait staff that they could care less about whether a customer is happy. The final straw came one Thursday night when the restaurant was not busy. A staffer walked past me 5 times before asking me for my order. It was so blatant that even the customer sitting next to me commented on the behavior. I decided then and there this would be the last time I darkened the door of the establishment, as there are too many restaurants in town who are happy to see people come in to spend their money and treat their customers with at least a modicum of hospitality.
The same is true for designers. Over the years, I’ve had clients tell me about their dealings with other designers and how “they were only interested in my money and the project never got done after they cashed the check.” This behavior is unacceptable, pure and simple. The bottom line is this: You have to care, you have to give your client attention and you have to provide the basic customer service that makes your client realize that you are going the extra mile to give them the best you possibly can.
If you don’t appreciate them, someone else will. And in this economy, people are looking for the most bang for their buck. Part of that bang is service with a smile and a “thank you” at the end.