It’s bound to happen. Somewhere along the lines, a miscommunication will occur and the angry phone calls will begin. It’s important to realize that client management complications will arise whenever multiple decision makers are involved in furthering the development or delivery of a project.
The good news is, there are a variety of strategies agencies and individuals alike can implement to minimize the frequency of miscommunications in the first place. Here’s The Factory Interactive top five strategies for clearing up client concerns and improving B2C communication:
1. Designate a spokesman
Channel project specific communications through a single contact point unless the nature of the conversation requires specialist interaction. The majority of client miscommunications occur because superfluous opinions and ideas are interjected during meetings, email conversations, and planning. Make sure your spokesman has the tools they need to maintain their integrity and amiability in front of a client.
2. Be accessible
Not returning phone calls or emails in a timely manner is unacceptable. Clients should be able to reach a team member during an emergecny or simply to ask a question. Make sure your clients feel they can approach your team with ideas, questions, or productive thoughts. Remember, being an agency is about being a resource to clients, not an end all be all expert center. Don’t be afraid to provide learning resources through a blog, whitepaper, or webinar.
3. Encourage a two way conversation
Make sure your client realizes you want them to speak and correspond with you. Billing clients for time on the phone, extended email conversations, or general client support isn’t a smart practice. Make sure you fulfill your end of the conversation bargain by consistently reaching out with ideas, solutions, and status reports. Scheduling report dates and setting logical benchmarks (and meeting them!) are great techniques to build client confidence
4. Be realistic
Never, never, never obligate your agency to perform something you can’t handle. You have to face facts sometimes…if a client needs something that’s out of your specialty or something you can’t, at the very least, manage effectively in-house – convey that to the client. They will trust and respect you more for honesty than wowing them with delusions of grandeur. There’s a TON of scammers out in the digital world…make sure you don’t become one of them by selling something you don’t have.
5. Follow up and stay in touch
The key to building client relationships (and growing your business) is to build lasting confidence and trust in your services. Working with a client only for the money is a poor practice and lack integrity. Be selective about business and make sure clients you bring on board are interested in the bigger picture. If you can’t see a long term relationship with a client, don’t sign them in the first place. Consider how a fallout with a client would affect your reputation in the industry and make sure you lay the framework for a solid future for business development.
The key to building client relationships (and growing your business) is to build lasting confidence and trust in your services. Working with a client only for the money is a poor practice and lack integrity. Be selective about business and make sure clients you bring on board are interested in the bigger picture. If you can’t see a long term relationship with a client, don’t sign them in the first place. Consider how a fallout with a client would affect your reputation in the industry and make sure you lay the framework for a solid future for business development.
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