How to Get Inside a Bride's Mind

 

Dear Wedding Professional:

I was inspired to write this blog post after reading Andrea Syverson’s article called Be the Customer.  I’ve taken her thoughts and have put a wedding industry lens on them.  Now, here’s some homework for you:

 

Name a business that you’ve recently recommended – one that you feel really “gets” you as a customer and gave you exceptional customer service.

I agree with Syverson when she says that great businesses differentiate themselves by winning the hearts of their customers.  And they never forget that they are in business to serve their customers.  So, here are 5 ways that you can make sure that you are truly serving your brides.

  1. See if you can quickly find the information that you need about one of your products or services.  Look on your website or any of your other marketing materials.
  2. Find out how difficult it is to pay for your products or services.
  3. Find out how long a bride needs to wait on hold (and how many buttons she needs to push) before speaking to one of your phone reps.
  4. Experience the difficulty of your return policy.
  5. Compare how your competitors would treat you as a customer.

I encourage you and your employees to ‘Be the Bride’ for a month.  Yes, you are busy running the day-to-day details of your business but trust me, this may be one of the most important things that you do this year.   What do you to make sure that you are offering amazing service to brides?  Please comment below.


Thank you again for making this a fun and supportive wedding community,

 

Christine Dyer, Social Media Expert and Founder of BridalTweet

Comment by Stephanie Benedetto Padovani on August 27, 2012 at 1:00pm

Christine, I agree that your "Be the Bride" idea is definitely worthwhile.  We're often so close to our own businesses that we miss opportunities to improve the customer experience.


As I've been reading the E-Myth (great read, by the way!) I'm realizing how much our customers and clients value consistency.  If they get an A+ service experience one time, and then a B- the next, it increases the likelihood that they'll go somewhere else.

It's probably easiest to have a trusted, detail-oriented friend play "Be the Bride" for you.  They'll notice the missing pieces easier than you will.  I like to have my hyper-critical assistant (I mean that in a good way!) test out our website features and offers to catch the disconnects.

Comment by Christine Dyer on August 27, 2012 at 7:14pm

Stephanie - Thanks for your insights!  I love you idea about leveraging a detail-oriented friend. 

Comment by Linda on August 28, 2012 at 6:52am

Have always thought of myself as the customer .. whether I'm looking at items for our store/catalog (would I pay that much for something ... would it be a useful item ...  would I wear THAT dress ?)   Phone calls are returned promptly (we don't have call waiting, and a ton of prompts ... Ir eally hate that !)  Liked the other ideas presented, too ... good food for thought.

Comment by White Hot Rhinestones on August 30, 2012 at 10:51am

Great article.  It is always good to remember to put yourself in your customer's shoes.  Great customer service is key to repeat customers and to grow your business.  These simple steps are definately worth the time.  Thanks for sharing.

Comment by Janis Flagg on September 4, 2012 at 12:29pm

Along these lines it's easy to forget that we have knowledge that they need.  I fear talking over their heads assuming that they know what I'm talking about.  When I had a bride ask me if the reception was when they eat, it took me back.  Now I ask if (especially at a rehearsal) if anyone has been in a wedding before or been to a wedding.  The answers surprise me!

Comment by Hawaii Weddings and Events on October 23, 2012 at 6:39pm

putting yourself in their shoes helps......it is very easy to assume that they understand everything, and often they haven't a clue, so it is our job to help educate them and guide them along the way.

Comment by Cheryl Dumlao on December 11, 2012 at 3:54pm

Thank you for the beautiful article!

 

Comment by Rita A. Powell on December 2, 2014 at 1:40pm
Here at (R.E.D.S.) Rita's Event Design Services, we try to listen to our brides and their grooms to get an idea of their likes and dislikes. We ask questions of how they met, dated, what they do or don't like and how that proposal took place. We them plan, design, and implement a theme that tells their unique story.

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