What goes into delivering top-flight account service?
Good account service can be found anywhere. But truly great account service is as rare as a unicorn sighting. It requires loads of determination, attention to detail, great communication skills, flexibility, and perhaps even the ability to see into the future—just for starters. The creative folks often get most of the acclaim for a successful marketing campaign, but the foundation of great work is found in the client relationships established by the account staff.
So what are the ingredients and steps for developing people and teams that attract, sustain, and grow client relationships? Here are a few.
Be a historian
Conscientious account managers write, record, and maintain documentation on all things related to any client project. Keeping comprehensive, organized files not only ensures you can find answers whenever you need to, but also grows clients’ confidence and trust in you.
There are usually dozens of questions and unresolved issues at the beginning, middle, and even end of client projects. The sooner you can address these before they become serious threats to the work, the more you’ll save your team and your client from expensive delays or fixes down the road. Look to gain clarity whenever possible—don’t be afraid to speak up and ask “the dumb question.”
Stand in the client’s shoes
If you think your responsibilities are tough, take a look at what your client must deal with. He/she will usually have many duties that are actually more important than managing marketing communications projects. And he or she will typically have a boss, who also has a boss, and so on, so the stress is compounded. That’s why it’s critical to help your client look good at every possible opportunity. Be buttoned-up, on-time, and a solid resource for smart solutions.
To get the inside track on how to deliver account service that makes a hero out of the agency and a longtime partner out of the client, download our free “What It Takes to Be a Great Account Manager” eBook.