Did you know 86% of customers are willing to pay more for a great customer experience?

How can we create said great experiences? If you’ve been freelancing for a while, you probably know your market, or the group of existing and potential customers you focus on. In my case, I create art for OC owners.

How can you create great customer experiences? It starts with knowing your customer types. Click To Tweet

But this categorization isn’t enough if we want to deliver great customer experiences. We need to zoom in and determine our customer types

Customer Type = What your customer loves + hates

After all, one customer is different from the next. Their priorities, needs, and dislikes are worlds apart. How can we expect to create exceptional experiences if we lump all our customers into one group?

Why Should Artists Care?

With the abundance of alternatives (have you ever charged less assuming it’ll attract more customers?), most artists find it difficult to differentiate their services.

Art style? It’s rare that customers will feel that strongly about it.

Instead, let’s focus on what our clients prioritize. With planning and examination, you can create customer experiences that differentiate you from the competition, and allow you to charge a premium for your services.

An Example of My Customer Types

After years of freelancing and analyzing my client interactions, here are the four customer types that show up often.

Yours will probably be different, based on your market and the people you attract. We’ll talk about how to determine that in a bit.

Storyteller

I’ll name the first customer type the Storyteller. These are OC owners who put more time into their OC backstories, priding themselves on world building.

They love art that shows off their characters, and appreciate the small details, even if only you and the client will notice.

An exceptional customer experience would be showing the Storyteller that you’re listening. You know how important the story is to the artwork, so you ask questions and explore the character.

Collector

The second customer type is the Collector. For them, art style isn’t a big factor. In fact, the more, the merrier!

They’re usually easygoing and let you take the rein, happy to go with your artistic interpretation.

An exceptional customer experience would be letting them participate in the ideation process without pressure, while showing them how you’re bringing your expertise and creativity into the artwork.

Thrifty

The third type is Thrifty. This is a group you’ll find often, regardless of what kind of market you serve.

I noticed more than few Thrifty customers, so I created price-sensitive alternatives for them. This is called downselling, where you suggest a lower price option that still fulfills the client’s needs.

For example, sKetch is a more affordable option to my fully polished illustration at $60. I also allow monthly payment plans.

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A lot of artists complain about Thrifty customers, but oftentimes it’s not that they’re cheap, it’s that they don’t have much! Show sensitivity to their price-consciousness, and they’ll often become your most loyal clients.

Detailer

The last type is the Detailer. They like knowing things are going ‘the right way’.

Most artists have encountered the Detailer, but don’t know how to say no to them. Setting reasonable boundaries will help you create an experience that satisfies and exceeds the Detailer’s expectations (and keep you sane).

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Having talked to Detailers, they usually know how picky they’re being, but can’t help themselves. Let them know your revision limit while keeping them constantly updated, so they’ll be at ease with the commission’s direction.

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Knowing my customer types lets me create different experiences that cater to what each customer loves and hates. Instead of one approach to customer service, each client leaves feeling appreciated and satisfied, and comes back soon after.

Ready to build experiences customers come back for? Let’s learn how to find your customer types.

How to Determine Your Customer Types

While the idea is simple, it might take a while to figure out your customer types. Here are some methods I use:

Ask Questions. There’s no easier way to figure out what your customer prioritizes than by asking them questions like “what do you enjoy about commissioning art” or “Do you like being updated often?”.

Take Note of Your Interactions. Customers often let slip their priorities in how they act. Are they constantly asking for updates? Maybe they’re asking for discounts often? Or maybe you notice they post detailed headcanon about their OCs. Be conscious of these details as you craft your customer experiences.

Conduct Surveys. After each commission, I like to send my commissioner survey form. The open-ended questions cue me in on what my customer types are, and how I can improve my customer experience in the future.

Closing

Next time, we’ll talk about the different touchpoints of your freelance services, and how you can step back and examine what you can improve for your customer.

In the meantime, start examining your customer types. What are their loves, their hates, and what can you do to solve their needs?

Let me know what you come up with by tweeting me, or feel free to share your experience with your customer types!

Cheers, Beats.