The Client/Agency relationship stripped bare

How do you measure your relationships with your clients?

 

At this year’s Cannes Lions, Tim Leake from RPA presented the findings from his research conducted in association with USA Today. The results make interesting, but not wholly surprising reading. For example – 90% of Agencies believe they understand their Clients businesses but only 65% of Clients believe this to be true.

 

As Tim points out, “considering we’re communication companies, we suck at communication” The full presentation is here and well worth a five minute read.

 

Considering that almost every agency, when asked, will cite client referrals as their main source of new business revenue, surely delighting clients, thereby maximising the potential for those prized referrals and safeguarding forecast revenue, should be a priority. But simply assuming clients are happy isn’t good enough. Asking them outright how you are performing, how you could do better and measuring your performance, is brave but necessary if you want to grow.

 

Gunpowder provides bespoke client satisfaction programmes for agencies who want to get closer to their clients. To find out more get in touch with Lucy Mann.