I played hooky last Friday and made the trek to the Niagara Falls outlet mall with Denise, a good friend, former co-worker and client. We had a great time together and saved a bundle on Christmas gifts, too.  Besides shopping we spent the day getting caught up on family, vacation plans and careers.

Denise is a senior level marketer with a wealth of experience at organizations like Procter & Gamble, Revlon and Hallmark. I like spending time with her for many reasons (thanks DD for encouraging me to buy those great boots!). And, as she works on the client side of the table, she’s a great sounding board for some of the challenges I face on the agency side.

While Denise and I both love what we do, from time to time we share our frustrations. It’s useful to get a client’s perspective on marketing, advertising and public relations. I was a client myself many, many moons ago and while I try to make my customers’ jobs easier, it’s always good to get another point of view.

Great creative, responsible fiscal management and compatible chemistry are all high on Denise’s list when it comes to working with agencies. If the agency lacks in those areas they have some big challenges to overcome. And if they’re not addressed, an agency review is likely on the horizon.

But it’s also the seemingly smaller things that can frustrate a client. How can you avoid causing these kinds of irritations?

As Bill Roberts, a former boss of mine put it, “Walk a mile in your clients’ moccasins so you can feel the pebbles under their feet.”

In order to go from good to great, agencies need to have EMPATHY.

If you’re not naturally empathetic, here are some tips on how to feel the pebbles:

• Anticipate your clients’ business needs and offer solutions before they ask. Clients know what needs to happen next but are often so busy putting out fires that they don’t have time to think about it (or ask their agencies for possible solutions).

• Provide lots of warning on important deadlines that require approval. Many of my clients have back-to-back meetings all day. If I need their approval on copy or creative, I need to schedule it into their calendar.

• Talk through work-back schedules together. Details that seem simple to the agency are often a wee bit more complex than anticipated. A short meeting with the client gives you a better understanding of their business and the amount of time you’ll really need to complete the project.

• Double-check figures on the budget control. Clients who are adept with numbers (and most are) will notice—and be frustrated—if there’s a mistake. And what’s worse, their trust in you will start to erode.

• Roll with the punches. If you’re blind-sided by something unexpected, take it in stride. Your client is struggling with the same situation. Don’t make their life more complicated by resisting the change or blaming others.

What do you think clients want? If you’re a client what frustrates you about suppliers? If you’re a supplier, how do you try to anticipate your clients’ needs? What other ways are there to demonstrate empathy in the client/agency relationship?

Posted in Client service |