The average agency relationship in 1984 lasted over seven years. Today, it lasts under three. The move toward agency specialization, the rise of social media, and high CMO turnover rates are driving the decline, and these short-term relationships come at a cost to both agencies and their clients.
I've been fortunate enough to develop some strong, lasting client relationships. When I reflect on what's been key to creating and sustaining those relationships, it boils down to five actions that agencies can take if they want to go the distance.
1. Define expectations.
You can't hit a target that doesn't exist. At the start of any new relationship, both parties need to take the time to discover and define their expectations. I start by asking a ton of questions. How do you prefer to communicate — phone, email, text? How often do you expect updates on projects, timelines, and budgets? How do communications flow within your team? What do escalation processes look like when something's not going as expected? Asking these questions up front signals that you're focused on customer satisfaction and that you value a positive relationship experience.
2. Commit to a shared focus on the client's business.
According to The Bedford Group, one of the primary reasons clients cite for letting go of an agency is the agency's lack of understanding of their business. For agencies, this means we need to take the time to develop a deeper understanding of our clients' products, services, operations, sales cycle, competitors, customers, and more. And it's not enough for that knowledge to live in the mind of the client's account manager; everyone assigned to the client's account needs to share it.
Adding value doesn't always mean adding to the conversation.
3. Constantly ask yourself, "What value can I be adding?"
Keep ideating. Share examples, case studies, articles that inspire new ideas, tools that help create greater efficiency, work that demonstrates you're keeping an eye on the industry and competition. But adding value doesn't always mean adding to the conversation; it can also mean removing obstacles, so look for ways to take something off your client's plate. Think of yourself as an extension of their team. If they need help, jump at the opportunity just as you would if you sat at the next desk.
4. Have the tough conversations.
Like any relationship, the agency-client relationship is going to evolve over time, which means it's going to face its ups and downs. Celebrate the ups. Embrace the downs. The downs are where you'll learn the most and discover new opportunities for improvement and success. As a marketer, if you don't love the quality of work, price, or turnaround time you're getting from your agency, tell them. Agencies aim to please, and they should jump at the opportunity to work with you to resolve whatever issue arises. Scheduling routine evaluations opens up these conversations and says, "I value our relationship and welcome your feedback."
5. Show you care.
Fact: We all prefer to do business with people we like. It makes our work days more enjoyable, and we get better results. Learn about your client, their family, and their interests. Take time to ask how they're doing before jumping into business matters. (You might be the only one in the course of their day who does.) Remember their birthdays and important holidays or anniversaries. Simply stated, show that you care about and respect them. You'll quickly find they'll do the same.
None of this is rocket science, but I think we forget how important these simple actions are, especially when things get busy. But these are the small, thoughtful touches that make a world of difference in any relationship.
