Customer service & loyalty retention

Hello, my name is Sweki Chen, and I am the founder and sole proprietor of Minus Cake Boutique.

I specialize in cake designs that utilize French and Asian techniques and flavours, with a focus on customized appearances according to client requests.

Building a business from the ground up is a gruelling ordeal that I would not want to put on anyone, and yet, believe that everyone should go through to build your resolve and fuel your passion when starting up. There are many factors to consider and lessons to learn on the way, but being in the food business, the most important aspect to always keep at the forefront is the customer.

Without customers, there is no business. I might be stating the obvious, but some businesses tend to lose sight of that fact. I found the key to not only growing the company but to keep it running, is to have a steady flow of customers. I will share some insight, from my experience, on how I retain previous customers, as well as draw in new ones.

Due to the nature of a cake business, customers are almost always celebrating one event or another, all of which are significant to themselves. As such, it is quite rare for any to be satisfied with a generic cake. Mind you, I like to believe that my products both look and taste great on their own! But still, a personal take on each order is what sets me apart from your neighbourhood block cake shop. Prospective clients are always encouraged to provide pictures of what they have in mind, and I will, to the best my ability, endeavour not to refuse their idea, unless of course, it is impossible. Not only does this give clients the sense that they are being accommodated, but it also provides an excuse to expand my portfolio. Do beware of your limitations before committing to anyone or anything. But do also take each opportunity to rise to a challenge. One struggle I have discovered while starting up the business that all entrepreneurs will have to face and manage on their own, is finding a good balance of pushing the limit while innovating. Know yourself.

Problems always arise. It is what you do to resolve it that makes or breaks the relationship with customers. It could be any number of things — issues during delivery, weather or traffic problems; the customer initially listing the wrong date and

now wants it earlier; product dissatisfaction. I have found that the most important thing a client wants during these situations is excellent communication. What makes my small business stand out is that I am both the customer liaison as well as the producer, so things are much harder to get lost in translation between departments. I can offer on the spot solutions to placate any irate customer, including sometimes going to their venue to fix the cake! Knowing that the owner is willing to go to such lengths to resolve problems has not yet failed to put a smile on clients’ faces. This keeps them coming back because they know that the products are excellent, the design is what they requested, and issues get resolved personally.

No one likes last minute orders, but it happens. Pushing yourself to be able to accommodate rushed orders makes clients feel grateful that someone can do it. Of course, if you are fully booked, you are fully booked. However, knowing when you can squeeze in just one more is yet another balance you will have to find for yourself. Another big lesson I have learned is knowing when to admit that the fault came from myself. Blaming the customer never works out for either party. Instead, I look to improving myself by either identifying where things went wrong or by having the foresight to predict potential eventualities and avoid them. This too will also give customers a better appreciation and encourage their return.

As a business that started only with social media advertising, this focus on treating customers fairly and being gracious to new prospects is what has kept my business thriving. Now with a storefront in the works, these lessons will only get amplified with the inevitable public exposure. The customer may not always be right, but they sure are a vital aspect to building your business!

The customer may not always be right, but they sure are a vital aspect to building your business!

SWEKI CHEN

Photo Credit: TING PHOTOGRAPHY