We’re only human after all…
Something that can be easily forgotten when it comes to client/agency relationships. At tigerbond we believe the relationship built with clients is one of the most important parts of the work we do – it’s the backbone of any successful partnership. The one key thing to remember is that we’re all human, and that’s how we begin to forge any new relationship. It’s important to get to know the person as a human being, what makes them tick, what they expect, who they are and how they like to work.
From the outset clear foundations need to be built; Expectations, Trust, Transparency, Communication and Outcomes.
Expectations and trust
Whether with a new client, following a new business win or ahead of individual projects, clear expectations should be set out and agreed between agency and client. Expectations cover everything to do with a relationship. For example, a client may want a specific number of calls or reports to be presented in a certain way, an agency might have a clear scope to communicate or requirements from the client to enable success. By setting expectations everyone is on the same page from the start which limits the room for misunderstanding and disappointment.
Trust is developed by delivering on those expectations. By setting clear parameters and delivering on them, trust will be built with a client. When setting goals and targets we aim to be ambitious but realistic so that we meet and exceed goals, therefore our clients are not disappointed and have effectively managed expectations themselves internally.
Transparency
As with any relationship in life, honesty and transparency are fundamental. It’s important for an agency to keep a client updated with the good, the bad and the ugly. Our role as an agency is to consult and therefore plan Bs, alternative solutions and proactivity are part and parcel of what we do each day. The nature of working in communications means that sometimes things don’t pan out as planned. Agencies, therefore, need to have clear checkpoints in place to update clients along the way.
Communication and teamwork
Following the past year and the difficulties the pandemic has thrown at us, we’ve probably communicated with our clients more than ever. Available at the end of a Teams call we’ve collaborated and communicated with clients, some daily, to navigate challenges. Communication is key and always has been – it’s the business we’re in. Establishing how a client likes to be communicated with and delivering on that will begin to build the bond. Communication is where the human element comes in, it’s important to get to know your clients (if they’re open to that) – what are their interests, what do you have in common? By getting to know the people you’re working with as people, you can begin to form really strong relationships. From there its teamwork. At the end of the day, an agency is there to deliver on a client’s brief and so it’s important the partnership works like a team – receiving a clear brief and instruction to then deliver on.
It’s why we’re called tigerbond, we’re proud of the bonds we have with clients, some spanning over 20 years.
Outcomes
Delivering on your promises as an agency is key and all the above points should set you up with the ability to do that. A strong relationship will mean that the agency and client partnership is working well – expectations managed, clear communication plans in place enabling the best start for success. As an agency, we’re here to deliver outcomes and at tigerbond we like to go above and beyond to wow our clients continuously which is why we have unbreakable relationships. Our clients deserve and expect the outcomes, proactivity and continuous development and improvement we provide them.
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