As a wedding photographer, the customer experience for brides is something that I continuously improve and innovate within my business. The wedding photography industry is super saturated as literally anyone can buy a great camera and throw up a quick website. So many equally talented photographers use the same equipment, edit with the same presets and target the same type of client.
The differentiation between photographers resides in the customer experience. This is a highly personal journey as a wedding photographer spends more time with the bride and groom than their closest friends.
The best customers come from referrals, as brides trust their best friends for wedding vendor recommendations. However, most brides also discover vendors via social media or leading wedding like The Knot or Wedding Wire and wedding blogs like Green Wedding Shoes. Instagram is by far the best social referral site, although their recent algorithm change has slowed traffic.
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Brides do an insane amount of research. Per my google analytics I also know that they spend a lot of time wedding planning while they are at work! They have most likely checked all review sites, Instagram/Facebook, our website and blog before making contact.
When a bride inquires for package information, they receive a brand guide which details the “Wedding Experience” they will receive when booking us. A few points of differentiation that set us apart are the Husband and Wife team element and the fact that we incorporate Drone Photography into all shoots.
This is the trickiest part of monitoring the customer experience as never receive a response back from many clients. Is it the investment price, the email or just a preference for another photographer that doesn’t get us the booking? These are insights that we would love to have.
With e-contracts and payment options through Venmo/Paypal we have created a seamless booking process.
As soon as the contract is finalized, we send a handwritten thank you note, champagne gummy bears and some Bling Wipes to our clients. This gets them excited about the upcoming engagement session!
This step of the journey is pretty lengthy, as it may be two years between the booking and the actual event.
Actually working with couples in real life is the best part of their customer experience. We usually meet them for drinks before or after an engagement shoot to get to know them better. Getting clients to feel comfortable in front of the camera goes a long way in their experience working with us as well as the quality of their photos.
Our goal is to retain our wedding clients as friends, even if that’s just through social media. Including personal posts threaded through our Instagram keep people engaged, so they are not just looking at a feed of random people’s wedding photos. Retaining our brides on social is very important in order to grow our network and following.
If a bride loves her wedding photos, she will undoubtedly share her wedding photos all over Facebook and Instagram as soon as they receive them. This reach helps build awareness with people that may just be “friends of friends” thanks to the power of the internet.
We also provide a custom heirloom box filled with wedding photos and a USB of all their images. This surprise and delight factor goes a long way for advocacy.
People that are highly engaged in the wedding experience also love to leave glowing reviews, which also helps build awareness and credibility.
I know a few people in our class were recently married, so I’m curious to find out what kind of customer journey did you experience with your wedding photographer? What would you change?