Agency/Client Relationships
About Agency/Client Relationships
Search agencies that excel in client service excel in building solid relationships with their clients. Relationships are extremely important in the success of an agency's Search strategies. Building good relationships allows for:
- Smoother flow of ideas between agency and client staff
- More robust execution of campaign goals
- Greater understanding of your organization and the marketplace at large
- Greater flexibility for involvement in campaigns
- Higher levels of trust and comfort
- An environment conducive to creativity and smart risk-taking
- Ultimately, an increase in revenue and decrease in costs
No client has ever ended their relationship with IMPAQT because of poor customer service. IMPAQT takes customer service seriously, which is why we take the time to both understand the client and build relationships. Our first step in working with a new client is to dive deep into their organization. We work to understand the clients' culture, business and marketing specific goals, organizational structure, industry and competitors. Through this process, we build trust and comfort with the client's key stakeholders and make building strong relationships with the client and the client's other marketing vendors a top priority.
Agency/Client Relationships in Action
A leading big-box office supply store was displeased with the quality of service it was receiving from its previous Search Marketing vendor for its SEO efforts. They switched to IMPAQT in hopes of receiving a higher level of care and attention.
What We Did
- Our team started out by diving deep into the company to understand their structure, goals, industry and competitors.
- After building a foundation for our relationship with the client, we instituted a monthly onsite working session in which we discussed high-level recommendations. During these sessions, we also educated client staff on SEO, its benefits, and how to implement SEO best practices through a "lunch-and-learn" format. This also allowed us to engage in regular dialogue with the client to stay on top of their needs and set priorities.
- We also took advantage of opportunities to build off-the-job rapport with client staff by going to lunches and dinners outside of the office setting.
- We created point-of-view (POV) documents to educate the client on Search, and help them better understand and feel comfortable with our recommendations and decisions.
- We implemented a QA process to ensure that our SEO recommendations were implemented correctly and to educate client staff on ways to minimize incorrect implementations in the future.
How It Worked
The client felt that IMPAQT did indeed offer a higher level of service than their previous vendor. In the client's own words: "The spirit and ingenuity the team has is inspiring. The team's adaptability (and patience) with our changing business is motivational."
Agency/Client Relationships