Another post! Here we go…

I was reminded again this week how critical customer service is in any business, and it is crucial in the design industry. We live in a world that is absolutely saturated with graphic designers, web designers and developers, and interactive designers and developers. You can’t throw a stick without hitting one of us. Now with the economic downturn, there are thousands upon thousands of people starting their own freelance firms because they lost their job and now need to make an income. If it was steep before, competition now is downright fierce.

I encourage all designers and developers in this industry to do two things to make their business work:

1. Perform superior customer service

2. Focus on what you are

Superior customer service is absolutely essential in this industry. I find so many clients who had a horrible experience with the lack of communication their last design team provided…the team didn’t return phone calls, the job fell apart as the work progressed, etc. People really count on you to communicate with them, even if they are not communicating with you. I find that if a client hasn’t returned my call, I will not wait for them…I will followup with an email, and if I still don’t get a response, I’ll make another call until I reach them. Some days I feel like a stalker…but it’s critical that you are not the one who fails to followup, and to keep the job moving.

It’s also crucial to listen to all of their concerns, their feelings, and to troubleshoot any issues as quickly as possible. By doing that, and sometimes taking on the elephant in the room, you really form a terrific relationship with your customer. They begin to see you as someone they can count on during all stages of a job…the good, the bad, and sometimes, the ugly.

It is also important that you don’t pretend you are something that you are not. For instance, I find so many designers trying to be programmers, and so many programmers trying to be designers. Listen folks, if you are working with a true artist, you are highly unlikely to find both of these qualifications in one person. It is the old saying: “Jack of all trades and a master of none.” And I find that is true over and over again.

I know enough coding to get myself into trouble. I do use this skill set when it’s on a minor level. But am I coding CMS websites? No. I’m the art director, I’m the designer…and I help guide the programmer. But I’m not going to spend the next 120 hours custom coding your site. That would be like asking your architect be your construction foreman. Both jobs have to do with your house as a final product, but one designs it according to your needs and the other builds it according to the design. These are two different types of job occupations. I have yet to see a great designer who is also a fantastic developer, and vice versa. I find it’s best to stay with what you are really great at…you’ll shine that way and so will your work.

One way to look at it: people are depending on you, counting on you, to help make their business grow, flourish, and help put food on the table for their families. That being said, outstanding customer service, followed with striving to be the best you can be at what you do best…is the way to do business.