The world of advertising is synonymous with creativity. But strong client service? Now that’s an artform all unto itself. 

After all, relationship building is arguably one of the hardest tasks we have as humans, let alone marketers — and when it comes to client partnerships, well, there’s no “paint by numbers” approach. 

Every relationship is unique. 

There are, however, some commonly held truths we can use to lay down the foundation of a successful client relationship — though they’ve changed a lot over the years.   

So, how can we take the art of client service to the next level by reimagining three outdated client service truths for the modern marketer?

Old Truth: The customer is always right.   
New Truth: The facts are always right.

The best client relationships are built on open, honest, two-way communication. Gone are the days when we automatically defaulted to “the client is always right” regardless of circumstance.   

Instead, when we face challenges today, we look at the realities, share an honest assessment with clients, and propose a solution that will help us all move forward.   

It’s important that we base these discussions in fact and steer them towards the ultimate outcome we are hoping to achieve (without pointing blame in any direction), so that we can adapt quickly, work swiftly and resolve issues as painlessly as possible. This ensures that the client and agency relationship is built on honesty and collaboration, which is the foundation of any long-lasting relationship.

Old Truth: Client satisfaction ratings are King.   
New Truth: Client loyalty is Queen.

Client-agency reviews will always be an important point of reference, as they give succinct insight into what’s working and what’s not. They directly help both parties make changes and get closer to their big goals.   

But today, we also need to look beyond agency reviews. The longevity of client relationships are built on loyalty, and not performance ratings alone. Loyalty is often built on emotion and a sense of trust that is gained through interactions beyond the day-to-day professional tasks.   

Did you watch The Bear this season? If you didn’t, you should. There’s a valuable lesson to be learned by marketers — about how all of the little customized customer touches add up and instill confidence in the client. The little things prove that you GET THEM and that they are your top priority.   

These kinds of interactions foster a great sense of loyalty. So, make it a point to prove that you know what keeps your client up at night; what their favourite inspirational quote is when navigating a stressful situation; even the times of day when they maybe aren’t up for difficult conversations. You are their safe space — and that’s where the best kind of collaboration occurs.

“Satisfaction is a rating. Loyalty is a brand.”   
~Shep Hyken. 

Old Truth: Faster is better.   
New Truth: Performance and quality should never be sacrificed for speed. 

Can you really have it all? Cheap, good, and fast?   

Spoiler alert: the simple answer is a resounding no.   

This is a truth that has stood the test of time. Yes, we now have unprecedented access to data and analytics, and are more empowered than ever to make data-driven decisions that result in strong strategy and high performing campaigns.   

But that doesn't mean we should rush our project planning.   

This doesn’t allow for the team’s best thinking and ultimately it doesn’t end up delivering the best quality product and performance for the client.   

That open and honest dialogue we talked about earlier? It’s the only way to effectively manage timelines and expectations. And it’s how you produce the best work possible. We look good. The client looks even better. It’s a win-win.