Simplicity in Agency-Client Communication
Just talk, please.
Not long ago, one of my colleagues asked me how the agency-client relationship has evolved in today’s equally ever-evolving world. Basic question, and interesting to think about. My thoughts led me to a place that looks to the answer as more of a de-evolution, rather than an evolution to a bold new frontier.
I’d like to see the evolution for agency-client relationships as a return to more simpler times. Or admittedly, that’s my own sentimental notion for the relationship dynamic. I sorta yearn for that.
The challenge today is having too many seamless digital interactions. That’s liberating and exciting, definitely. Productive, too. Because they are centered around convenience and direct access. In a service business like we’re in, that makes a lot of sense, yes? For example: texting now regularly occurs as part of the agency/client relationship. That act alone adds a new layer of immediacy and response to the relationship, transcending the same dynamic that email once (and still, sort of) provided. Online project management tools create collaborative environments for agency and client to share iterative work and comment in real-time. Those too are beneficial, no doubt about it. Google Hangouts or Skype are also regular pieces to the communication mix. As video-based, those can be effective to actually see a reaction if discussing a campaign idea or problem to solve.
Still.
At end of day, nothing beats a productive, in-person meeting. The complete context of verbal and non-verbal communication trumps the limitations (and/or potential misunderstandings) of digitally-based communication. You can read the room and react as necessary. Discuss ideas better. Maybe discover a few new ideas along the way. And in general, connect as a group of people. This also applies to getting together outside of work. Make time to entertain, or dine together as client/agency partners. At the very least, see if you can schedule a working lunch every now and then, outside the office. Break up the routine. Never forget the value of breaking bread together. (I might add a nice Willamette Valley Pinot Noir is always a safe, suitable choice when doing so.)
If geography prevents meeting in person? Schedule a regular, ongoing phone call. Make sure it’s between the primary agency contact and the primary client contact. Not a team status call (but don’t forget those, either). Make it a one to one. Two people having good ‘ol fashioned dialogue. Dialogue that will encompass topics beyond the work, or the usual small talk. This allows for getting to know your client (or agency) better as a person, and that’s the point. Getting to know someone better will help lead to better understanding of how they tick, their business challenges, and better work will come as the end result. I’ve usually subscribed to the theory that when in doubt? Just call the client. Don’t email, or fire off an unnecessarily lengthy text. Phone calls usually end up with a better overall outcome.
Yes, digital forms of communication won’t go away and will continue to be used. As they should. They will also evolve in new, exciting ways to help the agency-client relationship. Also, as they should. But they should not serve as the default, de facto mode for any relationship. Any evolution of the agency-client relationship needs to retain fundamental communication methods that allow for real and genuine interaction. The tried and true, old school stuff.
Go schedule that working lunch. Make a phone call. Keep it simple.
Talk.
Jeremy Chase is Director of Client Services at Struck. He is also a proud Idaho native, skier, and a theatre arts aficionado. You can find him on Twitter and LinkedIn.
Looking for more insights, facebooking, twittering, ramblings, musings and other thoughts? Follow our Greater Than collection.
