This rule seems pretty self-evident at first blush and harkens back to the old sales adage of ‘the customer is king’ – but what does it really mean in the context of today’s client/agency relationships? And how often is this notion of client primacy really practiced in today’s agency world?
” I’ve heard many clients refer to their agencies with the scornful tone not unlike the one that Seinfeld uses when he sees “Newman.”
In our opinion there is a lot of lip-service given by agencies about how important clients are to them and how stellar the agency’s client service is. This rhetoric is especially common during the pitching phase of an engagement when agencies are trying to win the business.
But if the client really is king, why is it that so many clients are left unsatisfied with their ‘agency’? I’ve heard many clients refer to their agencies with the scornful tone not unlike the one that Seinfeld uses when he sees “Newman”. It seems that somewhere along the way, for many clients, the word ‘agency’ has become a dirty word.
The truth of the matter is that the client should be king. Without clients agencies cease to exist. We should never forget, or let anyone on our team forget, that our clients are paying us good money to deliver our best work for them. This is a business transaction, sure — an exchange of money for goods and services rendered — but it is also a sign of trust. When your client signs on with you they are really saying “Of all the agencies out there, I choose you because I trust you to do this for me.” It is this trust we should never take for granted. It is this trust we need to live up to with our work.
And it is this trust that is too often proven to be misplaced.
When you consider the definition of the word ‘agent’ it means someone who acts on behalf of another person or group. When you work for an agency you are being entrusted by your clients to be working in their best interest.
Working in an agency is a privilege, I get to work on great projects, with people I care about, and have a lot of fun doing it. I’m challenged, and inspired, and constantly learning. I hope I never cease to be humbled by the trust my clients have bestowed upon me. Working together with you means everything.
Read more of Ike’s Rules of Client Service.