Strong client relationships are key to an agency’s success. So, how can you get the most from them?
As an independent third party, Relationship Audits speaks to clients on behalf of agencies to see how their relationship is working – and to find out what clients are really thinking.
“One of the questions we typically ask is, ‘What is the one piece of advice you would give to your agency or service provider?’ and a lot of the time, it’s about having a better understanding of what the client does and what they need,” says Amie Hill, client director at Relationship Audits.
“As an agency, you have an offering, so you’re always thinking about what you could provide a client. But what is it your client is actually looking to achieve? And where do your services fit into that? That’s where you can add value.”
“However, there is also a balance between saying, ‘Here’s a bunch of stuff we can do for you,’ versus ‘What are they actually looking for?’”
As part of their service, Amie’s team conduct a RADAR® survey, which asks clients questions in five different categories including Attitude and Added Value.
“Before the survey, we ask account directors for an anticipated score out of 10, of what they think the client will give them. If they say 7 but the client comes back with a 4, there’s clearly a gap there. I think there is definitely a difference between an agency’s perception and a client’s reality, which is interesting.”
Agencies always want to know if their clients are satisfied and happy with their work, but Amie’s team take it one step further, focusing on client commitment.
“Where a client may be satisfied, that doesn’t mean they’re not going to go elsewhere and use another agency. But if they’re committed, then it’s more likely you’ll retain that business.”
In this month’s client services mastermind, Amie will be sharing her insights into agency-client relationships, and how you can really make the most of them yourself.
Come along to find out more about strengthening your current relationships, and how you could change the way you approach prospective ones too.