Estée Lauder's Secret Formula: How Exceptional Customer Service Built a Beauty Empire
As an entrepreneur, you know that building a successful business takes more than just a great product or service. It also requires a deep commitment to providing exceptional customer service. After all, your customers are the lifeblood of your business, and their satisfaction and loyalty can make or break your success.
One entrepreneur who understood the importance of customer service was Estée Lauder, the founder of the iconic beauty brand that bears her name. From the very beginning, Lauder made customer service a top priority, and her approach offers valuable lessons for today's entrepreneurs.
Lauder's journey began in the 1940s when she started selling her uncle's homemade skin creams to beauty salons and hotels. She quickly realized that the key to success was building personal relationships with her customers. Lauder would spend hours at each salon, demonstrating her products and offering personalized advice to each customer. She believed that every customer was unique and deserved individual attention.
As her business grew, Lauder continued to prioritize customer service. She trained her sales staff to provide the same level of personalized attention that she did, and she made sure that every customer felt valued and appreciated. Lauder also introduced a "gift with purchase" program, which rewarded customers for their loyalty and encouraged them to try new products.
Lauder's approach to customer service paid off in a big way. Her brand became known for its exceptional service, and customers flocked to her counters. Today, Estée Lauder Companies is a global beauty empire with over 25 brands and annual revenue of over $14 billion.
So, what can entrepreneurs learn from Estée Lauder's approach to customer service? Here are four actionable takeaways:
1. Make customer service a top priority. Lauder understood that customer service was just as important as the quality of her products. Make sure that everyone in your organization, from the top down, is committed to providing exceptional service.
2. Build personal relationships with your customers. Lauder took the time to get to know her customers and understand their individual needs. Find ways to connect with your customers on a personal level, whether it's through face-to-face interactions or personalized communication.
3. Train your staff to provide exceptional service. Lauder made sure that every member of her sales staff was trained to provide the same level of personalized attention that she did. Invest in training your staff to provide exceptional service, and make sure that they have the tools and resources they need to succeed.
4. Reward customer loyalty. Lauder's "gift with purchase" program was a way to thank customers for their loyalty and encourage them to try new products. Find ways to reward your customers for their loyalty, whether it's through exclusive offers, personalized discounts, or special events.
As an entrepreneur, providing exceptional customer service can be a key differentiator for your business. By building personal relationships with your customers, training your staff to provide exceptional service, and rewarding customer loyalty, you can create a loyal customer base that will help your business thrive.
Of course, providing exceptional customer service isn't always easy. It requires a significant investment of time and resources, and there will be times when you'll face challenges and setbacks. But as Estée Lauder's story shows, the payoff can be tremendous.
By making customer service a top priority, you can build a strong foundation for your business that will serve you well for years to come. So start by putting your customers first, and watch your business grow and thrive.