From fans to foes: How customer service can make or break creator brands

Today’s most popular consumer brands are often founded by creators and celebrities. 

Rare Beauty by Selena Gomez is reportedly exploring an IPO, as sales for the brand cross the $400M threshold. Emma Chamberlain’s Chamberlain Coffee (reportedly making $20M in revenue) and Kendall Jenner’s 818 Tequila recently teamed up to launch a limited edition espresso martini kit. 

While these brands make headlines every day, they’re heavily scrutinized by the public eye, and with customers increasingly posting their brand experience on TikTok, one misstep can create a media frenzy and negatively impact brand perception. 

In 2022, fashion editor Bella Gerard turned to TikTok to voice her complaints about Skims’ customer experience and her inability to get a refund for an incorrect order. The TikTok video caused such a stir that Skims Director of Customer Service reached out and gave Gerard a $100 gift card. 

While Skims recovered from this poor brand exposure, it’s a reminder to brands that customer experience can’t be overlooked. Here are 5 things that creator brands should be thinking about when it comes to customer experience. 

Monitor social channels 

It’s essential that creator brands monitor all social channels where their brand may be spoken about or publicly reviewed. Consider implementing social listening tools like Brand24 to keep up to speed on the internet’s dialogue and sentiment of the brand. 

PS - Depending on the creators demographic, other less common channels like Reddit may be important to keep an eye on. Rare Beauty has a Reddit group with 2.6K members while MrBeast’s Reddit has 1.3M members. 

Create feedback loops 

Feedback loops are essential for understanding what consumers are thinking and feeling about a brand after interacting with it or making a purchase. Consider implementing post-purchase surveys to get instant feedback after customers make a purchase.

‍Master speedy resolutions 

Customers are often excited to make a purchase from the brand of their favorite creator. When they run into a problem, they want that problem to be fixed fast. Quickly resolving problems is essential to maintaining customer loyalty and brand equity. Oftentimes, customers can figure out how to solve the problem themselves - if the brand gives them the tools to do so. Implement chatbots and FAQ pages so customers can easily self-service. 

‍Personalize everything

Everyone loves to feel special and making a customer feel like they have a special connection to the creator, after making a purchase, can turn a one-time customer into a lifetime customer. While personalization should be incorporated into every step of the brand journey, there are low lift ways to do personalization at scale. For example, Love Wellness by Lo Bosworth sends a ‘personalized’ thank you note after someone makes a purchase on their D2C site. ‍

Surprise and delight

Don’t underestimate the power of surprise and delights when it comes to brand building and brand awareness. In May 2023, Djerf Avenue led a Taylor Swift concert giveaway. Chamberlain Coffee launched a giveaway in September 2023 that featured Emma’s must-have products like Beats headphones, Odell Warby Parker, and Chamberlain coffee. 

With the association of a brand so heavily tied to its creator, prioritizing customer experience is integral. The best way to maintain a creator’s reputation is by creating a brand experience that consistently prioritizes the customer along every touchpoint. 

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