Around the office, we like to say that in downtown Chicago you can throw a rock from any street corner and hit at least one ad agency. In a city of this many, it’s the small details that set agencies apart. One of those small, but not to be overlooked, details is excellent client service. The client service team is on the front lines for the agency. And while most know the basics—respond quickly, ask questions, recap conversations in writing—what can take client service to the next level?
It’s about making you and your agency an invaluable resource to a client, and not just a vendor.
Great relationships lend themselves to great work because the agency and the client are a true team. When you’re a trusted resource for your clients and understand the common goal at hand, noteworthy creative will come with it.
As you prep and set goals for the year, check in to make sure you’re not on delivery autopilot and consider the following:
- Don’t let email replace live, in-person contact. There is no substitute for face-to-face conversation. While email is often a necessity, make it a point to set up in-person meetings whenever possible. This creates a warmer, more trusting relationship.
- Act as an extension of their marketing team. Learn the ins and outs of your client’s brand. And know it as well as (or maybe even better than) they do. A client who trusts and values you as a team member will become a partner, not just a transaction. Partners are more likely to take creative risks together, and that can lead to amazing work, and amazing results.
- Show your client you’re always thinking about their business. Send your clients articles about their industry and snapshots of competitive creative even when they don’t ask for it. It shows you’re not only engaged with their business but also striving to be a step ahead in their field.
- Learn more about them on a personal level, and remember it. At the end of the day, we’re all human and have passions outside our work walls. Go beyond small conversation before meetings and take time to talk about more than the project at hand and the weather outside.
- Treat every client like they’re your only client. Or, in other words, apply the Golden Rule here. Treat your client as you’d want to be treated. Always give them your fullest time, energy and attention. You are the first point of contact at the agency for the client. This often makes you the first and last person at the agency they’ll speak to on a given day. Make sure you leave them with the best possible impression of the agency.
Great work makes clients happy, but great relationships foster longevity. Keep in mind that relationships evolve over time, just like strong brands. If you take the time to foster the best relationships possible, exceptional work and new business will follow.