Ep 23 | It’s all in the details – How people experience your business

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We know how much care goes into what we do, but do our customers get to see and feel that too? In this episode, a couple of recent conversations — about a much-loved piece of ceramic art and a disappointing stationery order — get me thinking about the gap between the quality of our work and the impression our businesses make.

From welcome emails to the way you hand over finished work, I look at small changes that can help to make sure the experience people have with your business reflects the quality of what you offer. Because sometimes a little detail can make a lasting difference to how someone remembers your business.

• Read the episode transcript

  Welcome to Seasons in Business, a podcast for creative business owners who want to build something thoughtful and sustainable at a pace that actually feels good. I'm your host, designer and printmaker, Sarah Phelps. And if, like me, you're craving a slower, more spacious way to grow with a little gentle encouragement along the way, you're in the right place. So turn off your notifications, grab a cup of tea or coffee, and get cosy.

  Hi, and welcome back to Seasons in Business. I want to start with a question today. And that question is: when did you last think about what it's actually like to work with you or buy from you? And does that experience reflect the quality of the work you do?

  Now, like so many of these episodes, this subject actually came from a couple of conversations I've had recently.

  First was a friend telling me about a piece of ceramic art she'd commissioned in memory of her dog. She'd waited months for the piece to arrive, and when it arrived, she couldn't help feeling a bit disappointed. It was well packaged, wrapped in bubble wrap and in a sturdy box. But that was it. There wasn't anything else in the parcel — no note to say hello or thanks for your order.

  And as she was talking, I realised she'd actually spent more time telling me about being underwhelmed by the unboxing than about the piece itself, which she actually loved. This was such a personal purchase, and an artist had spent hours making this beautiful thing, but the experience didn't really reflect that, and it almost overshadowed the piece itself.

  And I wondered what a difference a little note might have made—a handwritten thank-you or a few words about the piece from the artist who made it. Just a little something to show her that her order was appreciated.

  The second example comes from a recent conversation with a new stationery client I've been working with. They offer a premium service and they have a very clear understanding of their brand. In fact, they'd actually just been through a rebrand and wanted stationery that they could feel proud to share with clients. Something that really reflected the same care and attention someone would experience when working with them.

  So they'd ordered from an online print company who promised luxury papers and a high-quality finish. But as soon as they opened the parcel, they knew it wasn't right. What they were holding didn't reflect the quality of the service they offered, and they were so disappointed that the whole order went into the recycling bin, and they came to me for help.

  Within a couple of weeks, we'd reworked the designs, chosen a lovely paper stock, perfect for letterpress, and they had a new set of stationery that they're proud to share.

  Now, what stood out about both of these examples was the gap between the quality of the work and the way it was being presented.

  And maybe you recognise that in your own business. Maybe you're proud of your work, but some of the things your customers see or receive don't quite reflect that. Maybe it's a business card you hesitate to hand out, or a welcome email that doesn't quite sound like you.

  As small business owners, we know how much goes into our work. The skills we developed, the materials we've chosen, the time we take with each customer. But someone coming to us for the very first time probably knows very little about any of that. They build their understanding through what we share and what they experience — the email reply, the booking process, the parcel arriving. Each of those moments can help them understand what makes our work worth choosing and what it means for them.

  So today I want to share a few practical ways to help the experience your customers have reflect the care you put into your work.

  Now making the right impression will look different for each of us. Your business might be bright and playful or have a quieter, more understated feel. You might produce one-of-a-kind pieces, or your work might focus on sustainable practices.

  Whatever the case, what matters is that someone feels connected to the work you do and the things you care about, and the information you share, the materials you use, and the way you welcome them can all help them get a sense of that.

  But how do we go about doing that in our own businesses?

  Well, before thinking about the impression you want to create, take a moment to think about the work itself and what makes it good. What care goes into it? What are you particularly proud of? And what do your customers tell you that they appreciate?

  Maybe you pay close attention to the smallest details. Maybe you take time to understand everyone you work with. Or maybe you make something that's designed to be used and enjoyed for years. It's easy to take those things for granted when they're simply how you work every day. But they give you a really useful starting point.

  Then think about how you'd like someone to feel when they buy from you or work with you. Choose two or three words and consider how those feelings connect to what you offer. If your service is personal, what would help someone feel you've listened? If you make something designed to last, what information would help them feel confident looking after it? That gives each little detail a job to do: showing and reminding people why your work is worth choosing.

  Next, choose three moments in your customer journey: their first contact with you, buying or booking and receiving the product or finished work. You want to look at the process through their eyes here.

  So if you make or sell products, you could look at your product page, the order confirmation and the packaged parcel. And, if you can, actually open a parcel as a customer would.

  If you offer a service, read your reply to an enquiry, go through your booking process and look at how you wrap up a project. If you're a wedding photographer, for example, does the gallery landing in someone's inbox actually feel as special as the day itself?

  And at each point, ask: what does this person need to know? What impression would they get of my business from this? And does that match the quality of what I offer?

  You could also ask a trusted customer or a client how they found the process of working with you. Was anything unclear? Did anything feel different from what they'd expected? You know what goes on behind the scenes, and they can help you understand how much of that comes across.

  Next, if you do spot a gap, choose one thing to improve. You might notice something that does its job perfectly well but feels a bit out of place.

  Maybe your welcome email contains all the information someone needs, but sounds a bit distant, even though working with you is a friendly, personal experience. I've actually struggled with this one in the past myself. Or maybe your packaging means the product arrives safely, but tells the customer very little about the care that's gone into making it.

  That's where a small change could really help. You might rewrite the email so it sounds more like you, or include a thank-you note with a little information about the piece and how to look after it.

  With printed materials, think about what someone will understand from holding the item in their hands. Is the information easy to read? Does the design feel connected to your business? And like the stationery client I mentioned earlier, would you feel confident handing it over as a reflection of your work?

  Let what you know about your business guide you, and listen to what your customers have to say too.

  If you are going to make a change, be sure to make it something you can keep doing, even when you're busy, because you want the little details to become what sets you apart and what people can expect from your business every time they work with you or order from you. So think about your capacity, your budget, and the materials. What would help your customer and also fit comfortably into the way you work?

  An email template can make sure everyone gets the information they need. Just remember to leave space for personalisation. A packing checklist can help you remember the care card, and a realistic reply time on your contact page can give someone confidence about when they'll hear from you.

  And one more thing we're thinking about is what happens when something goes wrong. Maybe a parcel arrives late, a date gets mixed up, or a customer isn't happy.

  It's really easy to panic in those moments, but they're also when someone finds out what you're really like to work with. A kind reply, a clear explanation and a realistic next step can do a lot. And like most things, it helps to be prepared. So even a few lines noting how you'd like to respond can make those moments a lot less stressful when they happen.

  Handwritten notes and well-timed emails might seem like small, everyday moments, but they give people a sense of what it's really like to work with you, and they can communicate the thought and care that go into everything you do, particularly when you're not in the room to tell them.

  I keep thinking about my friend and her ceramic piece. She loved it, and all it needed was a few words from the person who made it.

  So to wrap up, I'll leave you with this question:

  If someone was telling a friend about buying from you or working with you, what would you hope they'd say?

  And maybe choose one thing to look at this week—that thing you've been putting off for a while because you haven't had time. Because you know how much goes into your work, and it's worth making sure your customers get to see and feel that too.

  As always, I'd love to hear from you. Has a customer ever told you about a little detail that really made a difference to them? Drop me an email at podcast@sarahandmaude.com, or come and say hello over on Instagram at @seasonsinbusiness.

  And if you've enjoyed the show today, you know what to do: hit follow, share a favourite episode, or leave a rating or review. It all really helps more people find the show.

  Thanks so much for listening and I'll see you next time.

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