2022 Alliance Diploma Workshop 6: #DoDifferent Client Servicing Panel Session
"Join the Alliance Diploma 2022 Workshop 6 for insightful presentations on client servicing. Explore topics like building strong client relationships, adding value to services, and handling difficult client behavior. Get ready to enhance your client management skills! #DoDifferent #ClientServicing"
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2022 Alliance Diploma Workshop 6 #DoDifferent Client Servicing Panel Session
Welcome! Welcome to the Alliance Diploma 2022 Workshop 6 Presentations and recording on portal after the Workshop Evaluation at the end of the Diploma Homework for this Workshop due 8 December 2022 Housekeeping: - cameras on - mute unless discussing - phones out of sight - use Chat for questions - tech issues text Fran 07970 717839
TODAYS PANEL Fran Longford Training consultant James Willoughby Client Services Director, Initials Nick Adams Managing Director, Sense Bella Rushmer SAM, Zeal Creative Mel Pearson Kali Communications
#DoDifferent Client Servicing Slot 9am 9.10am 9.10am 9.40am 9.45am 10.15am 10.20am 10.50am Nick Adams Speaker Fran Longford Title Registration and Introduction Introduction to #DoDifferentClient Service The Changing Face of Client Service Building Strong Client Relationships Fran Longford James Willoughby 10 mins break 10.50am 11am 11.05am 11.25am Mel and Bella Adding Value to Client Service lessons learned from The Alliance Diploma 11.30am 11.45am Mel and Bella 11.45am 11.55am All Advice on approaching the set brief Question and answer session 11.55am 12pm Conclusion
Clients are under pressure Time poor with reduced resources hybrid working/ cost increases/supply chain issues/global and UK economy Are more accountable for results Under pressure to take more in-house Want support to navigate complex and rapid change
Opportunity for agencies Help Clients navigate complexity as strategic leads not order takers Offer a forward looking combo of strategy/ creativity/ technology Be data and measurement confident Provide flexible solutions
Why do some Clients make it so difficult!! Image result for difficult Clients
What do you classify as difficult Client behaviour? Too busy? Too indecisive? Too aggressive?
What are your Clients difficult about? Think about your current Clients - what tends to cause a problem with them? What are they difficult about? Day to day issues e.g. timings/budgets/creative? Bigger issues e.g. strategy/contracts/fees? Discussion on Chat on most common issues
Focus on the problem, not the person Are they feeling under pressure why? o Financial? Resource? Workload? Are they feeling out of control why? o Project? Processes? Results? Demystify reason for their difficult behaviour easier to plan your approach
Like us they have wants and fears They have wants They have fears Professional success Professional failure Peace of mind Being overloaded Security Losing their job Harmony Conflict Recognition Being unrecognised Feel valued Embarrassment
Wants + fears = needs Understand their wants and fears translate into needs Uncovering needs is the first step to being able to meet those needs more successfully
Want versus need NEED SOLUTION WHY REQUEST Has new line manager who is very numbers focused and response driven Client at Adidas wants to re-evaluate all digital marketing budgets budgets ???? ????
Identify the need SOLUTION NEED WHY REQUEST Plan meeting with Client and his new line manager to present overall digital strategy use numbers to make case Has new line manager who is very numbers focused and response driven Client at Adidas wants to re-evaluate all digital marketing budgets budgets To look good in front of his new boss
Want versus need NEED SOLUTION REQUEST WHY Business sales are down and Client thinks that going after small businesses may turn things around Client wants a new email campaign targeted at small businesses ???? ????
Identify the need SOLUTION NEED WHY REQUEST Conduct a profit segmentation analysis to identify the most profitable target for business products and develop a campaign around those people Business sales are down and Client thinks that going after small businesses may turn things around Client wants a new email campaign targeted at small businesses budgets To increase business sales
Needs change Understanding changing Client needs is the key Covid and WFH has changed how Client relationships need to work Will change again as we all navigate economic challenges
Managing yourself Reflect or share before acting Importance of perspective Try not to take it personally Keep your voice and attitude positive and calm Strive for acceptable compromise Experience and learning
Homework Workshop 6 #DoDifferent Client Servicing due 8 December Duration guide 1 hour. No more than 400 words essay style or bullet point report style. During this session we talked about the need for continuing attention to changing Client needs in Client Service and how failure to attend to this could cause issues for both Clients and Agencies. Think about how you have worked with your Client(s) in the last few months. Please give 4different examples of where you have provided a really high level of Client Service to a Client recently explain why you feel your Client would see this as exceptional service and not just what they would expect day to day. So, for example, this could be that you saved them money, or turned something around quickly or added value to a task you were asked to complete or resolved a problem for them. These can all be for the same Client or for different Clients. Marking scheme 5 marks for each example. The answer must be well written, short and clear and each example must demonstrate a different aspect of good Client service. You need to explain not just what you did but why the Client would see it as exceptional
This publication has been authored by Fran Longford who can be contacted as follows: Fran Longford, Linden Lea, Philpot Lane, Chobham, Surrey GU24 8AP. Tel: 07970 717839 Every effort has been made to check the factual accuracy of the information given in this publication at the time of publication, but it should not be regarded as a substitute for seeking appropriate professional advice as and when necessary. Fran Longford hereby disclaims any responsibility, and will not accept any liability for any claim from any action based upon any information contained in this publication. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form by any means electronic, mechanical, recording or otherwise, now known or hereafter invented, without the prior permission of Fran Longford November 2022
