43 Ways to Make Your Digital Agency Client Go ‘Wow’!
READ: 10 mins
AUTHOR: Robert Craven
43 Ways to Make Your Digital Agency Client Go ‘Wow’!
Make me feel important.
Do what you said you were going to do. Deliver on all your promises.
Offer a money-back guarantee for any delays or service failures.
Have a clear customer charter including a clear unequivocal service guarantee.
Make life simpler for me.
Remove my pains; give me more gains.
Talk to me like we are both human beings.
Create a proposal to die for: simple and easy to read: “What am I getting and how much will I pay?”. Let’s all agree what success looks like so that there is no ambiguity about why we are working together.
Create simple and easy to understand dashboards. Less is more.
Let’s be focused on the big goals.
Never ever lie to me or hide things from me.
Make every stage of the engagement as frictionless as possible: low effort service creates high loyalty.
Make my meetings with you the best I have that week:
The most well-run, best-organised, best-chaired
The best refreshments
The most sensible use of breaks
The best clarity on purpose, activities, outcomes and actions arising
Agenda ahead of the meeting and minutes distributed afterwards.
Do something to make me smile:
Send me a birthday, Christmas, Easter or even a valentine’s card present
Send me a handwritten ‘Thank you’ card after 3/6/12/24/36 months as a client
Take me to the rugby, football, tennis, golf, or at least offer
Send me a token for a cream tea/pub lunch
Send stuff to my people (not me)
Send me a joke
Invite me to your agency barbecue
Send me a bottle of my favourite wine/champagne/chilli sauce/marmalade.
Show you care for others – give 5% of proceeds to charity, sleep out for the homeless, sponsor a toilet in Africa.
Work in the local community: parish counsellor, volunteer steward…
Send me links to my favourite musicians or musicians you think I might like.
Email me straight after every meeting to confirm the detail.
Reply to every one of my emails within 2 hours (part of the service guarantee).
When I visit, ask in advance if I need a parking space and put my name on it. Ask what drink and biscuits I might want (from the extensive menu). Have my name up in reception. Tell everyone I am coming; get them to pop in and say ‘Hi’.
Invite us to the agency Covid Lockdown pub.
Invite us to a non-business event: eg comedy at the lockdown pub.
Plant a tree with my name on it.
Buy me a lordship in Scotland (about £70!).
Give me the information I want – simple and easy to read.
Help me grow my business by offering referrals, testimonials, benchmark data.
Understand me – why am I doing this? What does success look like?
Understand my business – why am I doing this? What does success look like?
Understand business.
Know more about my market than I do.
Fixed price agreements or payment on results.
No typos.
Arrive early for all meetings.
Have systems that are intuitively attractive to me.
No surprises.
Be interested in me and my challenges.
Recognise that digital marketing is part of a bigger set of tools being used by the business owner. Understand the other moving parts.
If anything might go askew, I would rather know now!
Cock-ups can happen, they prove you are human: Say you are wrong if you are.
Say sorry as if you mean it.
Small surprises are best; I won’t say no to the occasional shock and awe gift!
Meet by whatever platform works for me at the time intervals that work for me.
Be vulnerable – we are all human and I’ll like you more for it.
I am sure there are another 50 tactics you could find that would work for you. The point is to design the customer experience from their point of view and not from your own.
How serious are you about putting the customer first?
How much time and money have you invested in making your customer experience worthy of remark?
Can you afford not to put the customer at the centre of the agency?
“Better, faster, cheaper is not enough. Others will always get there first or quickly catch you up.
You need to be profoundly different, with a radically different customer-centred offer” [Gary Hamel, Leading the Revolution]
Technology is not the biggest disruptor; not being customer-centric is.
Netflix did not kill Blockbuster; ridiculous late fees did
Uber did not kill the taxi business; limited access did
Apple did not kill the music industry; full-length albums did
Amazon did not kill retail industry; poor customer service did
Airbnb… Booking.com*… etc
*replace as necessary