The Art of Client Service
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The Art of Client Service

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Great Work comes from great relationships that are built upon trust.

Great Work comes from great relationships that are built upon trust.

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The Art of Client Service The Art of Client Service Presentation Transcript

  • GREAT RELATIONSHIPS = GREAT WORK
  • FAVORITE > BEST
  • CUSTOMER SERVICE IS THE BEST FORM OF ADVERTISING
  • CULTURE IS KING
  • Source: Zendesk
  • Source: Zendesk
  • Source: Zendesk
  • Source: Zendesk
  • THE ROLE OF 
 THE ACCOUNT EXECUTIVE
  • An employee of an ad agency who acts as the main link between one or more clients and the rest of the agency. The executive is primarily responsible for the day to day running of one or more clients' campaign. An AE could also work directly for the media companies. In that case, the primary responsibility is to educate business owners on how the agencies media can help them increase their business. ! *Wikipedia
  • CLIENT AGENCY
  • AGENCY CLIENT YOU
  • I have learned to respect ideas, wherever they come from. Often they come from clients. Account executives often have big creative ideas, regardless of what some writers think. ! *Leo Burnett
  • WHY IT’S SO IMPORTANT
  • When you spend time with potential customers (aka - clients) you get to hear about their struggles firshand. You learn things you could never find in a survey, database, (aka - creative brief) or questionnaire. ! *Jason Fried, (Re)Brith of a Salesman
  • Relationships are more important than technical expertise ! *Robert Solomon, The Art of Client Service
  • RELATIONSHIP which builds builds GREAT WORK TRUST which leads to
  • GOOD WORK vs. GREAT WORK
  • Great work entails risk. Most clients do not to take risks...If they are going to take that risk, they are much more likely to do so with agency people they trust. ! *Robert Solomon, The Art of Client Service
  • MANAGE EXPECTATIONS
  • STRATEGY
  • BUDGET
  • TIMELINE
  • A B C C O M PA N Y Timeline for Printed Piece PROJECT PHASE DATE Creative session with ABC and Xdesign 12.11.2012 All imagery, available press releases, and copy to be provided to Xdesign 12.18.2012 Xdesign to provide initial concepts for cover and style sheets to ABC 12.28.2012 ABC to provide feedback / revisions to concept to Xdesign 1.4.2013 Xdesign to provide revised concept to ABC 1.8.2013 ABC to provide approval on concept to Xdesign 1.11.2013 Xdesign to provide a full proof of piece for review by ABC 1.18.2013 ABC to return proof with edits and revisions to Xdesign 1.23.2013
  • ABC to return proof with edits and revisions to Xdesign 1.23.2013 Xdesign to provide final proof to ABC 1.25.2013 Xdesign to receive final approval from ABC 1.30.2013 Xdesign to provide artwork to printer 2.1.2013 Printed material delivered to ABC from printer 2.15.2013 DECEMBER S M T W T F S 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 JANUARY S M T 1 6 7 8 13 14 15 20 21 22 27 28 29 W 2 9 16 23 30 T 3 10 17 24 31 FEBRUARY F 4 11 18 25 S 5 12 19 26 S M T W T F 1 3 4 5 6 7 8 10 11 12 13 14 15 17 18 19 20 21 22 24 25 26 27 28 S 2 9 16 23
  • NO SURPRISES
  • LESSONS LEARNED IN CLIENT SERVICE
  • ORGANIZATION, CLARITY, & TRANSPARENCY
  • DEFINE SUCCESS
  • KEEP A PAPER TRAIL
  • MEET REGULARLY TO STAY ON TASK
  • MAKE YOURSELF AVAILABLE
  • UNDERSTAND THE CLIENT’S CULTURE
  • HAVE AN AGENDA
  • DEFINE ACTION ITEMS
  • DEFINE WHO IS RESPONSIBLE (DRI)
  • DEFINE WHO HAS FINAL APPROVAL
  • DISCOVER WHY, NOT HOW
  • BRING CLIENTS IN EARLY
  • DON’T COMMIT BEFORE CONSULTING
  • DEAL WITH ANTICIPATED PROBLEMS
  • OWN UP TO YOUR MISTAKES
  • TURN A MISTAKE INTO AN OPPORTUNITY
  • HELP THEM WITH SERVICES YOU DON’T PROVIDE
  • GIVE THEM WHAT THEY WANT...
  • BUT, ALWAYS GIVE THEM WHAT THEY NEED
  • ALWAYS
 FOLLOW UP
  • HAVE QUARTERLY STATUS MEETINGS
  • REMEMBER THE HUMAN / PERSONAL SIDE
  • NEVER FORGET THAT IT’S BUSINESS
  • ENJOY EVERY MOMENT OF IT