The Art of Client Service

GREAT
RELATIONSHIPS =
GREAT WORK
THE ART OF CLIENT SERVICE © Hunter Territo / Xdesign, Inc - If duplicating please reference appropriately

FAVORITE IS
BETTER THAN
BEST
THE ART OF CLIENT SERVICE

“What you experience is what you
remember. The more emotional the
experience, the deeper it is branded
into your memory.”
Source: Jeb Blount - “People Love You”

“Experience has a major impact on
buying decisions. When customers have a
positive emotional experience, it anchors
them to your brand, your product or
service, and ultimately to you.”
Source: Jeb Blount - “People Love You”

CULTURE IS KING

THE ART OF CLIENT SERVICE Source: Zendesk

CUSTOMER SERVICE
IS THE BEST FORM
OF ADVERTISING

THE ROLE OF
THE ACCOUNT
EXECUTIVE

“An employee of an ad agency who acts as the
main link between one or more clients and the rest
of the agency. The executive is primarily
responsible for the day to day running of one or
more clients' campaign.”
Source: American Association of Advertising Agencies (4As)

CLIENT AGENCY

CLIENT AGENCY
YOU

WHY IS THIS SO
IMPORTANT?

“When you spend time with potential
customers (aka - clients) you get to hear
about their struggles first hand. You
learn things you could never find in a
survey, database, (aka - creative brief)
or questionnaire.”
Source: Jason Fried - (Re)Birth of a Salesman

“Relationships are more important than
technical expertise.”
Source: Robert Solomon - The Art of Client Service

which builds builds
RELATIONSHIP
GREAT WORK TRUST
which leads to

GOOD WORK &
GREAT WORK

“Great work entails risk. Most clients do
not to take risks...If they are going to take
that risk, they are much more likely to do
so with agency people they trust.”

MANAGE
EXPECTATIONS

STRATEGY

BUDGET

TIMELINE

ABC COMPANY
Timeline for Printed Piece
PROJECT PHASE DATE
Creative session with ABC and Xdesign 12.11.2012
All imagery, available press releases, and copy to be provided to Xdesign 12.18.2012
Xdesign to provide initial concepts for cover and style sheets to ABC 12.28.2012
ABC to provide feedback / revisions to concept to Xdesign 1.4.2013
Xdesign to provide revised concept to ABC 1.8.2013
ABC to provide approval on concept to Xdesign 1.11.2013
Xdesign to provide a full proof of piece for review by ABC 1.18.2013
ABC to return proof with edits and revisions to Xdesign 1.23.2013
Xdesign to provide final proof to ABC 1.25.2013

ABC to return proof with edits and revisions to Xdesign 1.23.2013
Xdesign to provide final proof to ABC 1.25.2013
Xdesign to receive final approval from ABC 1.30.2013
Xdesign to provide artwork to printer 2.1.2013
Printed material delivered to ABC from printer 2.15.2013
DECEMBER JANUARY FEBRUARY
S M T W T F S
1
2 3 4 5 6 7 8
9 10 11 12 13 14 15
16 17 18 19 20 21 22
23 24 25 26 27 28 29
30 31
S M T W T F S
1 2 3 4 5
6 7 8 9 10 11 12
13 14 15 16 17 18 19
20 21 22 23 24 25 26
27 28 29 30 31
S M T W T F S
1 2
3 4 5 6 7 8 9
10 11 12 13 14 15 16
17 18 19 20 21 22 23
24 25 26 27 28

NO SURPRISES

LESSONS
LEARNED IN
CLIENT SERVICE

FIND A
CONNECTION
WITH THEM

ORGANIZATION,
CLARITY, &
TRANSPARENCY

UNDERSTAND
THE CLIENT’S
CULTURE

DEFINE SUCCESS

KEEP A PAPER
TRAIL

MEET
REGULARLY TO
STAY ON TASK

MAKE YOURSELF
AVAILABLE

HAVE AN AGENDA
FOR EVERY
MEETING

DEFINE ACTION
ITEMS

DEFINE WHO IS
RESPONSIBLE
(DRI)

DEFINE WHO HAS
FINAL APPROVAL

DISCOVER WHY,
NOT HOW

BRING CLIENTS
IN AS EARLY AS
POSSIBLE

DON’T COMMIT
BEFORE
CONSULTING

DEAL WITH
ANTICIPATED
PROBLEMS

OWN UP TO YOUR
MISTAKES

“Whatever mistake happened, happened.
And the person on the receiving end will
naturally want to tell anyone who is
interested all about it.”
Source: Danny Meyer - Setting The Table

TURN A MISTAKE
INTO AN
OPPORTUNITY

“While we can’t erase what happened, we
do have the power to write one last
chapter so at least the story ends the
way we want.”

HELP THEM WITH
SERVICES YOU
DON’T PROVIDE

GIVE THEM WHAT
THEY WANT...

BUT, ALWAYS
GIVE THEM WHAT
THEY NEED

ALWAYS
FOLLOW UP

HAVE QUARTERLY
STATUS
MEETINGS

REMEMBER THE
HUMAN /
PERSONAL SIDE

BALANCE THE
PERSONAL AND
BUSINESS SIDE

ENJOY EVERY
MOMENT OF IT

“In the end, what’s most meaningful is
creating positive, uplifting outcomes for
human experiences and human
relationships. Business, like life, is all
about how you make people feel…”

“It’s that simple, and it’s that hard.”

The Art of Client Service

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