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. This episode of the CX Mixer podcast featuring Cati from Glossier and Maritza from BaubleBar reveals game-changing strategies for turning casual buyers into passionate brand advocates.

The power of listening and responding

Both Glossier and BaubleBar have mastered the art of truly hearing their customers. Cati shared how Glossier’s iconic Milky Jelly Cleanser was born from a blog post asking customers to describe their perfect face wash. This crowdsourced approach resulted in a product that customers love because it was literally made for them.

Maritza echoed this sentiment, describing how BaubleBar uses social media to gauge customer reactions to new products:

“If you’re not engaging with your customers, if you’re not engaging to see what the response is on a new product, like, you’re really missing the mark here.”

This level of engagement goes beyond simple market research. It creates a feedback loop that makes customers feel valued and heard, fostering a deeper connection with the brand.

Turning challenges into opportunities

Both brands have faced challenges that could have damaged customer relationships. However, their approach to problem-solving has actually strengthened their communities.

Glossier’s “Balm Dotcom” saga

When Glossier released a vegan version of their popular Balm Dotcom, they received mixed feedback. Instead of ignoring the criticism, they:

1. Listened to customer concerns about texture and moisturizing properties
2. Went back to the drawing board to improve the formula
3. Communicated transparently with customers about the changes
4. Released a new flavor alongside the improved formula

This responsive approach turned a potential PR nightmare into a demonstration of Glossier’s commitment to customer satisfaction.

BaubleBar’s custom order conundrum

BaubleBar faced challenges with their custom order process, which can take up to four weeks. To maintain customer excitement during this waiting period, they:

• Provide personalized product recommendations based on previous purchases
• Offer early access to new launches for loyal customers
• Communicate proactively about order status and timelines

These strategies not only keep customers engaged but also create a sense of exclusivity and appreciation.

Building community through unexpected channels

Both Cati and Maritza shared innovative approaches to community building that challenge conventional wisdom.

Glossier’s “no phone” policy

In a bold move, Glossier has chosen not to offer phone support. Cati explains:

“We don’t have. We’ve never had a live phone line… 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 and find our phone number to get there. That’s an extra step for the customer.”

This approach allows Glossier to meet customers where they are, streamlining the support process and focusing resources on channels their audience actually uses.

BaubleBar’s superfan channel

BaubleBar recently launched a dedicated Instagram channel called “Superfan by BaubleBar.” This channel:

• Showcases their biggest customer advocates
• Provides exclusive content and community events
• Deepens engagement with their most loyal followers

This targeted approach to community building creates a space for true brand enthusiasts to connect and share their passion.

Empowering customer service teams

Both Cati and Maritza emphasized the importance of empowering their customer service teams to go above and beyond. Cati shared:

“I tell my team all the time, I’m like, 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.”

Maritza echoed this sentiment:

“I’ve gone above and beyond for customers who have been nothing but a delight to work with or have just been able to talk to us like humans.”

This approach not only leads to better customer experiences but also creates a more fulfilling work environment for customer service teams.

What we learned about building customer loyalty

The insights shared by Cati and Maritza challenge traditional notions of customer service and community building. Here are the key takeaways:

• Listen actively and respond authentically to customer feedback
• Turn challenges into opportunities to demonstrate your commitment to customers
• Meet your audience where they are, even if it means bucking industry trends
• Create exclusive spaces for your most passionate customers
• Empower your customer service team to make judgment calls that benefit the customer

By implementing these strategies, brands can create a loyal customer base that feels more like a community than a list of buyers.

Ready to transform your approach to customer loyalty? Listen to the full episode on YouTube, Apple Podcasts, or Spotify for more in-depth insights and actionable strategies from Glossier and BaubleBar. Remember, building a thriving community isn’t just good for your brand. It’s the key to long-term success in today’s competitive market.

Larry Thoma

CX Specialist