Baking it Down Podcast Episode 187: The At-Fault Cult

Release Date: November 19, 2024

Hosts: Heather and Corrie Miracle
Podcast: Baking it Down with Sugar Cookie Marketing

Introduction

In Episode 187 of the Baking it Down podcast, hosts Heather and Corrie Miracle delve into the intricate dynamics of customer service within the baking business, particularly focusing on the concept they term the "At-Fault Cult." This episode is a deep dive into handling refunds, taking responsibility, and fostering lasting client relationships to ensure business growth and reputation.

Understanding the "At-Fault Cult"

Concept Overview ([00:42] - [03:11])
Heather introduces the idea of the "At-Fault Cult," describing it as a mindset where bakers often assume full responsibility for any mishaps, even when they are not entirely at fault. This culture stems from a desire to maintain client satisfaction but can lead to unnecessary stress and financial strain.

Heather ([01:19]): "At fault, meaning absorbing fault at any given instance, even when you're not 100% at fault."

Real-Life Scenario: Handling Refunds ([01:19] - [08:54])
Corrie shares a personal experience where a client bypassed the established order form, leading to confusion and a potential refund situation. Both hosts discuss the balance between owning mistakes and assigning partial responsibility.

Corrie ([02:15]): "I did not send her the form. So again, we're finding fault. Although you can easily say, just as easy as Corey didn't send her the form, she bypassed the form herself."

Heather emphasizes the importance of taking full responsibility to protect the business's reputation, even if it means incurring a loss.

Heather ([08:31]): "I got to call myself out on it. We do the cookie class kits... there's a lot of work behind making those cookies."

The Importance of Taking Full Responsibility

Client Relationships and Business Growth ([08:54] - [18:40])
The discussion shifts to the broader implications of handling refunds generously. Heather and Corrie argue that taking full responsibility, even when partially at fault, can turn dissatisfied clients into loyal customers, thereby fostering business growth.

Corrie ([12:37]): "Your happiness is priceless to me."

They compare this approach to corporate giants like Target and Walmart, highlighting how small businesses can leverage exceptional customer service to compete effectively.

Heather ([18:40]): "If you refund one order to protect the future, 10 orders. That's a promise."

Case Studies: Mistakes and Resolutions ([10:22] - [43:52])
Multiple anecdotes illustrate the challenges and benefits of adopting an "at-fault" approach. From typos in promotional materials to miscommunications in order specifications, the hosts showcase how owning mistakes can prevent negative reviews and enhance client trust.

Heather ([43:17]): "Put yourself in the customer shoes. If you ordered something for a party and it was not made correctly, are you going to be okay with it? Probably not."

Promoting the Vendi Blendy Event

Event Overview and Strategies ([49:07] - [66:57])
Transitioning from customer service, Heather and Corrie introduce the upcoming Vendi Blendy event—a 24-hour shopping spree featuring over 80 vendors offering exclusive discounts and door prizes. They outline strategies for maximizing engagement and securing desired products amidst the overwhelming influx of posts.

Corrie ([52:14]): "So you're going to see that people are going to be asking like, wondering where. Where can I get textured part parchment sheets in the Vendi blendy group that day Heather's going to have a ask."

Heather highlights the importance of pre-shopping and adhering to budget constraints to navigate the event successfully.

Heather ([53:05]): "If you have budget, you're strict to it. That's great. You can help support the vendors and the people that you love to buy from during the year."

Vendor Engagement Tips ([55:22] - [66:57])
The hosts provide actionable tips for interacting with vendors, such as simplifying discount codes for ease of use and actively engaging with posts to boost visibility through social media algorithms.

Corrie ([60:51]): "So what you need to do is you go to the Vendys V E N D Y s dot com. That is a spreadsheet you need to see that has the vendors, their websites and how much they're offering."

Navigating Instagram Updates and Branding Concerns

Instagram Hashtag Changes ([72:31] - [75:30])
Heather and Corrie discuss recent Instagram updates that have altered how hashtags function, impacting their marketing strategies. They advise bakers to focus on high-value, hyper-local hashtags and emphasize organic engagement over following hashtags.

Heather ([73:01]): "So just like you could follow an account and then see their post, you could follow a hashtag and see posts made by people who use that hashtag."

Listener Q&A: Business Naming Dilemmas ([77:03] - [81:09])
A listener named Lisa from Minneapolis raises concerns about potential branding conflicts with another nearby bakery named "Rosie's Cookies." The hosts counsel her on the importance of unique branding and, if necessary, considering a rebrand to avoid confusion and potential legal issues.

Heather ([79:23]): "I don't really think you have many options. You're going to hate what we're going to say. I'm going to say pick a different name."

Corrie reinforces the significance of strong, unique branding to establish a distinct market presence.

Corrie ([81:09]): "Our big suggestion is rebranding is a lot harder than coming out with your strong brand at the beginning."

Sponsors and Community Interactions

Sponsor Highlights ([65:36] - [66:57])
The episode features brief segments promoting sponsors like The Backers Company and Bakedy Bake Meringue Powder, highlighting their benefits for bakeries aiming to enhance their product presentation and quality.

Corrie ([66:03]): "Bakery bake is a company that makes a meringue powder called Royal Batch. It is my favorite thing to use."

Community Messages and Engagement ([71:17] - [83:25])
Heather and Corrie engage with listener messages, sharing humorous anecdotes and emphasizing the value of community support. They encourage active participation in their Facebook groups to enhance engagement and support fellow bakers.

Heather ([81:54]): "Thank you all. Happy birthday."

Concluding Thoughts

In this episode, Heather and Corrie Miracle underscore the critical balance between maintaining business protocols and fostering exceptional customer relationships through responsible and empathetic service. By adopting an "at-fault" mentality, even when not entirely justified, bakers can cultivate enduring client loyalty and safeguard their business reputation. Additionally, their strategies for navigating large-scale events like Vendi Blendy and adapting to social media changes provide invaluable insights for any baker looking to thrive in the competitive online marketplace.

Notable Quotes:

• Heather ([01:19]): "At fault, meaning absorbing fault at any given instance, even when you're not 100% at fault."
• Corrie ([12:37]): "Your happiness is priceless to me."
• Heather ([08:31]): "I got to call myself out on it. We do the cookie class kits... there's a lot of work behind making those cookies."
• Heather ([43:17]): "Put yourself in the customer shoes. If you ordered something for a party and it was not made correctly, are you going to be okay with it? Probably not."
• Corrie ([52:14]): "So you're going to see that people are going to be asking like, wondering where. Where can I get textured part parchment sheets in the Vendi blendy group that day Heather's going to have a ask."
• Heather ([73:01]): "So just like you could follow an account and then see their post, you could follow a hashtag and see posts made by people who use that hashtag."
• Heather ([77:45]): "And you guys focus. Both your names. Is the word Rosies plural. It typically with my brain, I hardly remember anything, but I can remember Rosie."

This comprehensive episode serves as a crucial resource for bakers seeking to enhance their business practices, manage customer relations effectively, and navigate the evolving landscape of online marketing.