Let’s get one thing out of the way first: good customer service is no substitute for a good product or service. You have to be able to deliver the goods.

Being likable is important. Being a good listener. Steering clear of jargon, and speaking the customer’s language. Those things are all part of customer service, no doubt about it– but you need them to begin with to get customers.

So what are the things that will make your customer service really stand out?

I’ve been a freelance illustrator for 30 years. I’ve dealt with a lot of different people. These days, there are three things I focus on when it comes to customer service.

More than anything else, you have to keep clients informed.

Taking a chance on an outside contractor is a huge step– a big risk. They might come highly recommended, but you’ve never worked with them before— and that’s worrisome. I try to keep my clients informed at all times. It’s especially important in the case of short deadlines.

If I’m working on ideas, I let them know. If I’m working on sketches, I let them know. I don’t wait till I have something “official” to show them. When clients don’t hear from you, they worry. Keeping them informed builds trust and establishes credibility.

Equally important: No surprises.

I’m an illustrator. I create images that are going to impact my client’s brand, whether it’s a business or a publication. The client is going to tell me what they want. Sometimes they’ll be very specific, but ofttimes not. They may not be clear on certain technical details— so they’ll want my advice and ideas.

When I share information and ideas, I need to encourage their feedback and make sure they’re happy with any proposed design. Nothing kills credibility faster than to be presented with finished work that contains a surprise: something the client didn’t know about and didn’t approve.

Exceed expectations by always following up.

It doesn’t matter whether you’re delivering a product or a service. Wait a week or so, then contact the client. Was everything satisfactory? Any problems? Anything else you need?

This makes a tremendous impression on a client. It tells them you’ve got their back, and that you’re invested in their success. They’ll be more than happy to give you a testimonial, and they won’t hesitate to call on you again.