One of the key reasons why clients hate modern day digital agency is due to poor quality customer servicing.
Very seldom you would find a digital agency who has a strong account management team at their disposal. Not that they are ignorant about the importance of an account manager, but sometimes they just choose to ignore it.
In my personal experience, most of the business I’ve won or retained is due to the quality of servicing I provided to my client at each and every stage of their business.
A powerful account manager can literally become the match winner for any business. He can navigate the client’s business out of rough waters and most importantly become a powerful bridge between the agency and the client.
One thing which most of the agencies forget is that Advertising is part of service industry and your service quality is the only differentiator between you and your next door competitor who is anxiously waiting for you to fuck up. Even the best of the agencies can’t take their business for granted.
There is no doubt that to handle angry clients is an art. I myself have gone through hundreds of tough client calls & meetings where things could have gone out of control within a matter of minutes but I kept my patience and came out victorious.
Vendors (ad agencies) cannot afford to allow client servicing team sit on the back seat forever. Client servicing needs to take the driver’s seat right away without much delay. A client servicing strategy for any agency or publisher means nothing but a customer focused strategy. The time has come when each business owners must re-look at their business priorities.
It is important to first acknowledge the fact that you are not just in the technology business or agency business or content business but you are in servicing business.
After all these years, I firmly belief that not just the digital agency but any business lose their clients due to poor account management.