5 Signs your agency-client relationship is failing and how to turn it around
How to retain clients: 5 signs your agency-client relationship is failing and how to turn it around
Strong client-agency relationships are like gold dust. When your clients trust you to deliver great work, a steady stream of projects continues to come your way, and both sides feel like they’re on the same page - it’s a time to be cherished.
Relationships can be fragile things though, and shouldn’t be taken for granted. Sometimes the signs of a declining relationship are all there, but no one notices. Or, maybe you’re aware something is amiss, but you’re not quite sure what to do about it.
In this blog, we will explore five warning signs that indicate your agency-client relationship is showing signs of strain and provide actionable steps to help you address any issues.
1. Out of the blue negative feedback
A sudden decline in response to project work - especially when your team usually hits the mark - is a clear sign of a dissatisfied client. But it doesn’t have to spiral into something bigger.
Take action
Proactive communication: Have an open discussion with your client about their feedback. Make sure you’re clear about what areas need improving, and provide reassurance that you’ll get back on track.
Review the brief: Check how the brief stacks up with the feedback provided. Are any changes needed to realign with your client’s expectations? Check out our guide on how to write a creative brief like a pro if you need a reminder.
Present options: Providing multiple creative options demonstrates your willingness to invest time in addressing the issue and increases the chances of hitting the mark with at least one idea. May the odds be ever in your favour.
Check out our blog on how to address client feedback for more more tips.
2. Significant rounds of amends
Lots of back and forth on creative can lead to frustrations on both sides. Taking longer than usual to get to an agreed solution can come from the project taking longer than expected, a lack of direction or clarity or the project's scope expanding beyond the initial outline.
Take action
Clarify expectations: Revisit the initial scope of work and project deliverables to check they are well-defined and aligned with the client's goals. Discuss and agree on any timelines that need to be revised and manage those expectations.
Improve internal processes: Evaluate your agency's workflow and internal communication channels to identify where bottlenecks or inefficiencies could be contributing to the increased number of amends. It’s also worth reviewing your approvals process to check if more rigour is needed. This one is for more senior members of staff to tackle, but if you’re a junior and spot areas for improvement, then speak up! Your input is hugely valuable.
Encourage productive client involvement: Encourage your clients to actively participate from the start - check out our blog on How (and why) you should include your client in the briefing process - and thoughout the process: project milestones, reviews, and approvals. If you find feedback is getting lost in translation on PDF comments, for example, why not suggest a meeting to run through? Or - if it’s feasible - schedule a face-to-face meeting.
3. Reduced small talk
If your client feels a little cooler than usual, it could be that they simply have a lot on their plate; equally, it could be a sign something is off.
Go the extra mile: Take some time to figure out how to reconnect with your clients. Do they like to keep up to date with the latest industry insights? Find a new interesting report or article to share with them. Invite them to an exclusive event; show genuine interest in their business, or personal interests. Find some common ground and use it to work back to a stronger relationship.
Adapt your communication style: People's preferences and circumstances change over time. If your client has become more distant, it could be time to try a slightly different approach. Dial up or down a more professional tone and a more casual and friendly tone to see what they seem more comfortable with.
Add value beyond projects: Offer valuable insights, industry updates, or relevant resources that highlight your expertise and commitment to their success. This demonstrates that you’re looking at the bigger picture beyond the immediate project and may help rekindle their interest.
4. An influx in senior engagement
More senior clients becoming increasingly involved in meetings could indicate a lack of trust in your agency or that projects aren’t quite going to plan.
Take action
Take the lead: Reach out to your key clients to learn about any changes in their organisation and structure. See if there’s any way you can better support their needs, too - making them look good to their boss could pay dividends in the long run.
Personalised attention: Use this to demonstrate your agency’s value and build relationships with the senior team members. Providing personalised attention and updates on the account's progress could help show your commitment to their success and re engage them.
5. Quibbling over quotes, regardless of project size
Another sign of a deteriorating agency-client relationship is when clients begin to nitpick over quotes, irrespective of the project's size or complexity. This may indicate a lack of trust or dissatisfaction with the agency's pricing.
Take action
Transparent pricing: Clearly outline the rationale behind your agency's pricing and provide a breakdown of costs so easy for clients to see how you got to the final figure.
Showcase the agency’s value and expertise: This might involve highlighting team members' experience, reminding your client of successful past projects or demonstrating that you are a trusted strategic partner that looks at the bigger picture. When clients understand the value they are receiving, they are more likely to trust your pricing and less inclined to quibble over costs.
By considering what makes a good client-agency relationship and taking proactive measures, you can build stronger connections, retain clients, and drive mutual growth.
Recognising the warning signs of a failing agency-client relationship is the first step toward rectifying the situation. And by addressing the issues outlined above, account managers and senior client services team members can start working towards rebuilding trust, enhancing communication, and ultimately salvaging the relationship. Remember, a solid client-agency relationship is built on open communication, transparency, and a shared commitment to success.
Have you found this article helpful personally, or feel your Client Services colleagues might? Get in touch now to discuss what types of training The Secret AD offers and how we can help your team excel.
