The age old saying remains true—the customer really is always right. The success of your business relies on good customer experience. So, what does it take to make your clients happy? During our Pastry Plus conference this spring, Jacques Torres—ICC Dean of Pastry Arts, and Ron Ben-Israel—ICC Guest Master Pastry Chef, shared their experiences running some of the most successful businesses in pastry today. From custom designed wedding cakes to innovating new chocolate product lines, these chefs understand the importance of building client relations for continued business.
Their first tip for food business owners—start fostering long, healthy relationships from the moment your customers walk through the door. In this article, we share these experts best practices for building client relations to last a lifetime!
Listen To Your Customers
Inspiration for new products can come from even the littlest customers. This is the truth for one of Jacques Torres Chocolate’s most popular products, chocolate covered cheerios. One day, while at his shop, Jacques Torres noticed parents in the store giving their children Cheerios since it was all they would eat. That week, he went to the grocery store and bought a giant box of Cheerios to cover in chocolate (after all, he is “Mr. Chocolate!”).
Not thinking anything of it, he put a bowl of them out for customers to try. People would politely take one, then come back and take handfuls of the chocolate covered cereal to go. He knew he had a hit and had to act upon it.
Looking back on it now, he shares that, “In your career, you’re going to want to do things that you want to do, and there’s nothing wrong with that…But, after-all, your customers will be the one eating your products.”
Accept the Blame
It’s easy to think that—especially in the custom cake business—your customers will only be one time purchasers that you won’t see again. But, it’s important to remember that everyone can become a repeat customer. That’s why when a recent Mother of the Bride complained that the wedding cake for her daughter was incorrect, Ron Ben-Israel found a way to fix the situation immediately.
After much investigation, he found out that the wedding cake sent to the venue was indeed the correct cake. Nothing out of the ordinary happened. However, instead of telling the mother that he was correct, he accepted responsibility for the situation and sent a personalized cake to the client. By going the extra mile to right the circumstances, the unhappy client became a repeat customer. Now, he is creating custom cakes for their whole family!
Respond To Feedback
In this day and age, you can’t hide from a bad review or comment. Whether it’s a Yelp or Google review, a comment on Instagram or a direct message on Twitter, entrepreneurs are constantly receiving feedback—both good and bad about their businesses. Almost 20 years ago when Torres started his chocolate business, this wasn’t the case. He would receive feedback from his customers in person, without the potential of it escalating on social media.
Now that his business has grown to over 100 employees, it would be easy for Torres to ignore customer’s complaints and let someone on his team handle it. But, to this day, Torres still calls his customers personally to address concerns and find solutions that make them feel heard. Ultimately, what makes his business stand out is the way he works with his customers to provide a personalized experience—one that foster’s customer loyalty.
ABOUT BUSINESS BITES
The BUSINESS BITES, brought to you by the Food Business Fundamentals program at ICC, is a series of workshops, discussion panels, networking events and resources designed to support entrepreneurs in the food industry.