Creating a truly inclusive customer experience

“Time is the most valuable kind of currency, so when people are giving you theirs, it’s important that you think about all of the details they may consider,” said Alex Bradberry, owner and founder of The Sparkle Bar, a full-service makeup studio. Anticipating customer needs can be tricky, but with thought, intention, and mindfulness, a truly inclusive experience is born. In this week’s deep dive, Alex lends her expertise on the matter.

“I had been to places that didn’t have a [makeup] shade that matched me, so when it came to our business, we wanted to make sure that we had a shade for every single person—that no one would have an experience when there wasn’t something for them.” Alex runs her business in a way that ensures every single customer feels good about the choice they made to patronize her business. 

The key is recognizing that people have different needs and then taking the time to learn what those needs are for each individual. For Alex, it’s about studying those moments she has with her customers, along with a devotion to further education and learning. She recommends “staying aware and learning about your clients—taking part in the conversations, reading different publications, and listening to different podcasts all to stay culturally informed and aware of what’s going on in the world.”

It’s that attitude that makes Alex an exemplary business owner and The Sparkle Bar a successful business. She and her staff enter every situation reminding themselves that “we set the temperature, we don’t adjust to it.” Rather than being reactive to an issue, Alex works tirelessly to anticipate her customer’s needs and be proactive with the solution.

Here’s a quick look at some of this episode’s learnings:

• Put yourself in the customer’s shoes. Walking a mile in someone else’s shoes is always good advice, especially when it comes to their experience with your business. For example at The Sparkle Bar, Alex spent significant time thinking about the chairs she selected, ensuring that no matter who you were, you would feel comfortable.
• Listen and always be learning. With every new piece of information you come across, endless growth is possible. Take the time to listen to your customers and understand what they’re looking for. Dedicating yourself to this practice can in turn reward you with business growth and a loyal following.
• Look at each person as an individual. Each person experiences your business differently, so try to take a customized approach with every customer. As Alex says, “keeping your client at the forefront and thinking about how you can continue to serve them is the formula for success.”

These lessons come from an episode of Behind the Review, Yelp & Entrepreneur Media’s weekly podcast. Listen below to hear directly from Alex, or visit the episode page to read more, subscribe to the show, and explore other episodes.