The Best Tips to Ensure Long-Term Client Relationships as an Account Manager
As an account manager, it’s your responsibility to build client rapport and sustain that relationship. Yup, that's right. We're diving right into it 🐬🌊!
Nailing client retention is crucial for account management, client satisfaction, and increasing revenue! Not completely convinced? Today, we will review some out-of-this-world tips you can immediately implement to impress clients and keep them happier for longer!
Leverage What Is In Your Control ⛓️
Listen, the economy can be volatile, budgets can be cut, and point persons can transition out— these are all things you cannot control. What you can control is that foundational relationship with your client. Leaving a long-lasting impression can help win the case for keeping your agency on board no matter what.
✔️ ️Is a new client team member taking over? No sweat.
✔️ ️Priorities changed? Adjustments made.
✔️ Budget cut? Pivots in place.
The agency and client relationship depends on the Client Account Manager, aka the glue, to keep everything running smoothly. If a shift happens internally on the client side, you want to have confidence in the foundation you set to ensure that the client walks away confident in YOU. They will think of you and how you made them feel. That rapport can turn into referrals or future opportunities. Do yourself a favour; don't underestimate the power of relationships.
Add Value, Always 🌟
So, how do you leave a long-lasting impression in the first place? We're glad you asked. As soon as a client onboards with your agency, you want to set the bar high! The first impression matters. So why stop there?! Let that energy ooze into the rest of your interactions and engagement by adding value every step of the way.
Here are some ways to provide added value to a client.
Understand the Client Needs: Get a clear understanding of the client's goals, focus, and bottlenecks. Ask what success looks like to them so you know how to approach the engagement. Listen intently and thoughtfully.
Go Beyond: "A little goes a long way" is valid here. Adding a cute emoji to emails, sending a personal message, or throwing in an extra deliverable will be appreciated. When you listen closely, you'll know what steps to take to make an impression without compromising boundaries.
Think Ahead: As you build rapport, jot down notes and nuances you observe. Leverage them when anticipating a concern or needed support. Being proactive will make the client think you are a mind reader! (And hey, maybe you are...🔮😉)
Hold Them Accountable: The client hired your agency for a reason. They expect you to be the expert, provide the assets, and push them to get where they need to be. Remember, you are in a partnership—their success means your success, and vice versa!
Enhance Customer Experience 🚀
Thinking about the journey the client takes when they work with you can be overlooked. Put yourself in the customer's shoes! Find ways to enhance their experience from start to finish.
Pay attention to specific details that can help make their lives easier. It can be as simple as creating an explainer video on Loom or breaking up a long email into digestible sections. Your clients are busy with their jobs. It's your job to create a clear and effective process that sets them up for success, not make things harder (and most of the time, this. is. so. easy!!👏🏾).
Jot this one down ✍🏻. Ask for feedback! Create a safe space with the client. Let them know you'll ask for feedback regularly and are open to receiving it. Not only will this strengthen your trust in each other, but you'll also begin to form your own dialogue and understanding, which will become monumental as the client relationship grows.
Providing clients with a positive and seamless agency experience, from initial contact to final deliverables, is crucial for building long-term loyalty.
Communication is Your Best Friend 👭
It's essential to recognize the significance of establishing boundaries. In fact, it's a requirement for an account manager. Boundaries help maintain order. Without them, chaos ensues! Setting clear expectations steers and guides your clients.
Discussing this with your client creates an open line of communication that fosters transparency—a must for evolving strong and enduring client relationships. If issues or concerns arise, you know the first action will be to talk to each other and alleviate misunderstandings!
Client Account Managers have a way with words. Trust your instincts and experience—more often than not, there is always a solution that works for both the client and the agency. Don't be afraid to dig a little deeper and look past the transaction.
Take Care of Your Clients 🫂
Oh, the impact of checking in! Genuinely ask how your client is doing; you might be surprised by what you find out! There's often much going on behind the scenes that we don't see directly, both on the business and personal sides. Internal mandates and deadlines might be causing clients stress, or they could be dealing with challenges in their personal lives.
Taking the time to ask how they are and how you can help can go a long way. You don't need to ask for details; simply showing that you care is a positive gesture that they will appreciate.
According to Harvard Business Review, clients or "customers who are fully emotionally connected to a brand are on average 70% more valuable than customers who aren't emotionally connected to the brand." 🥲😮
As Client Account Managers, we represent the brand, and it's important to remember that we're all human. Leading with kindness and showing empathy for clients can significantly impact their loyalty. Clients are more likely to stick around when they feel understood and valued. And let's be honest...wouldn't you?
Join the CAM Community For More Tips🦄
You're just itching to use these tips in your agency, right?! Want more? We've set up a CAM Community for unicorns like you. Get expert tips and advice from other Client Account Managers in real-time and have a support group behind you! We'd love to see you there.