I was introduced to customer service early on working through college as a waiter and bartender at restaurants such as Chi-Chi’s, TGI Friday’s and even Farrell’s Ice Cream Parlor. I learned very quickly many of the principles that I still put into practice today with clients. And in the restaurant industry, if you don’t WOW your customer, you don’t get tipped and the customer doesn’t come back. The feedback is instantaneous.
In our business, many times agencies start to take clients for granted, and it starts to show through lack of great ideas, mistakes on documents, delays on projects, changing of personnel and eventually loss of business. In today’s economic environment, it’s never been more important to over-deliver on client service, and, hence, here are my 10 ways to WOW your clients:
10. Give them more than they expected.
Clients expect you to provide the ad, or the media plan, or the updated Web site as discussed in prior meetings with them. If you want to really WOW them, bring in more. More ideas. More ways to reach their customers. More layouts. Show them that you really value their business by investing a little more time into their account and you’ll be surprised by the results.
9. Be proactive.
Agencies tend to get very comfortable on accounts when things are going well and just react to clients’ projects or plan requests. In addition, you should be in front of your clients presenting new thinking, new ideas on a regular basis. I ask our Account Managers to present a proactive idea to our clients at least once per quarter. It could be a new insight into their customers, a promotion idea, a new way to build enthusiasm among internal audiences, etc. Clients want to know that you are continually thinking about their business. Agencies are the place they go for ideas, so demonstrate some proactive thinking to your clients.
8. Be fast. And then be faster.
Yes, we live in the digital age where we are constantly connected, allowing for real-time communication (e-mails, text messaging, Twitter, etc). This increases our clients’ expectations of how quickly a project can be turned around or an idea developed. Figure out ways that will increase the speed at which projects reach your clients. I realize that good work takes time to develop and there aren’t too many shortcuts for creating compelling ideas, but our clients are under tremendous pressure to create results NOW. We need to do everything we can to help them do that.
7. Build the relationship.
Sometimes, the best way to keep your clients impressed with your agency is to build strong relationships that can weather the ups and downs. We have developed that kind of trust with one of our larger clients, and it has resulted in a great long-term relationship where both companies have benefited. And it’s been built by several people at the agency with many different client personnel. Go ahead, drop your guard and really get to know your clients as individuals. You’ll be surprised how much they begin to trust, and appreciate, your counsel.
6. Be a diligent listener.
Ever been in a conversation with someone who really listens to you, who asks questions along the way and seems very focused on your needs? That’s being a great listener, and in our industry sometimes a rarity. We love to preach. We love to show our clients that we have the answer. But many times, it’s more important to simply listen and then follow up with the kind of documentation (Call Reports, Status Reports) that shows you have heard them and are implementing action steps to help solve their problems.
5. Make clients feel important and appreciated.
One of the things that I love about our agency (and in fact, the Louisville community) is the hospitable feeling you get when you visit. We go out of our way to make our clients know that they are important by doing little things like setting up Welcome signs in our lobby and arranging for food and drink for meetings. One of our agency secrets is our receptionist, Jinks. Any client will tell you she is the most important person in our shop. She does a wonderful job of keeping track of all of us, and no one presents a more hospitable, welcoming feeling to our clients, vendors and employees than Jinks.
4. Be open and honest.
We’re human. Mistakes happen. But rather than hide those things, learn to become brutally honest with your people and your clients and it will build a relationship of trust. Those in the restaurant industry will tell you that servers will often get better tips after a mistake has been admitted and corrected. Call a time-out with your client and own up to the issue—whether it’s your mistake, a disagreement in direction or additional input needed. Clients will appreciate your candor.
3. Provide your staff with the right training.
Most of the people who get into our business have marketing, media or creative backgrounds, but may not have the skills necessary to present to clients, resolve an issue, sell an idea or handle a difficult client. Those are areas where training and support are needed. I’ve been through my share of presentation workshops and team-building seminars, and though I approach them with some degree of reluctance, I always learn something that is valuable to improving my skills in working with clients.
2. Keep your management involved with clients.
One of the easiest ways to make sure your clients know you care more is to involve your agency’s management on a regular basis. It doesn’t have to be a “big” presentation for the CEO to sit in on a meeting with your client—in fact, make it a regular day-to-day meeting. Clients want to know they have the attention of the entire agency. Including your management team will send that message.
- Dig deep into your clients’ business.
Start with the obvious, such as reviewing trade magazines, attending industry trade shows or visiting competitors, and then go beyond. The best way for you to build your clients’ business is to think like your clients’ Marketing Directors. They are concerned about many areas that have nothing to do with advertising/communications, including pricing, packaging and distribution. Demonstrate your understanding of these other areas, and your clients will know that you are truly a partner in their business and not just a communications vendor.
