Unlocking Customer Loyalty: How Glossier and BaubleBar Build Thriving Communities
Building a loyal customer base isn't just about selling products. It's about creating a community. Insights from the CX Mixer podcast featuring Cati from Glossier and Maritza from BaubleBar reveal game-changing strategies for turning casual buyers into passionate brand advocates.
The Power of Listening and Responding
Both Glossier and BaubleBar have mastered truly hearing their customers. Glossier's iconic Milky Jelly Cleanser originated from a blog post asking customers to describe their perfect face wash. This crowdsourced approach resulted in a product customers loved because it was literally made for them.
Expert Insight
"If you're not engaging with your customers, if you're not engaging to see what the response is on a new product -- you're really missing the mark here."
-- Maritza, BaubleBar
Turning Challenges into Opportunities
Glossier's "Balm Dotcom" Saga
When Glossier released a vegan version of their popular Balm Dotcom, they received mixed feedback. Their response: listen to customer concerns about texture and moisturizing properties, return to the drawing board to improve the formula, communicate transparently about changes, and release a new flavor alongside the improved formula.
BaubleBar's Custom Order Conundrum
BaubleBar faced challenges with their custom order process, which takes up to four weeks. To maintain customer excitement during waiting periods, they provide personalized product recommendations, offer early access to new launches for loyal customers, and communicate proactively about order status and timelines.
Building Community Through Unexpected Channels
Glossier has chosen not to offer phone support. As Cati explained: "So many of our customers see us either on our website or on social. And so if we can just meet them there versus being like, well, we know you're on our website, but you do, in fact, have to call us -- that's an extra step for the customer."
BaubleBar launched a dedicated Instagram channel called "Superfan by BaubleBar" that showcases their biggest customer advocates, provides exclusive content and community events, and deepens engagement with loyal followers.
Empowering Customer Service Teams
Both emphasized the importance of empowering customer service teams to go above and beyond. Cati shared: "I tell my team all the time -- use your judgment, and I trust your judgment. Nobody has ever gotten in trouble for sending a free lip balm to somebody to turn their experience around."
Key Takeaways for Building Customer Loyalty
- Listen actively and respond authentically to customer feedback
- Transform challenges into opportunities demonstrating commitment to customers
- Meet audiences where they are, even when bucking industry trends
- Create exclusive spaces for passionate customers to connect with your brand
- Empower CX teams to make judgment calls that benefit customers
Building thriving communities is essential for long-term success in competitive markets. The playbook is clear: listen deeply, respond authentically, and give your teams the freedom to make things right.
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