Comments on: How To Manage Client Trust

By: Ann Holman

Ann Holman — Mon, 23 Aug 2010 07:49:42 +0000

Great article. Trust is about intent and then the action that follows. I think the key is managing the customer process and designing a remarkable customer experience from the outset and sticking to it like glue. This also helps you manage the white space (the bit when you are not in contact) so that customers feel confident in what you are doing.

By: Chris Miller

Chris Miller — Mon, 23 Aug 2010 05:25:42 +0000

Setting expectations: Always a good idea in all forms of customer service. As the end-of-the-line in Apple’s Tech Support department, I ran into countless situations where the customer really wasn’t being unreasonable – it’s just that nobody had set expectations, or expectations were broken.

Do what you’re going to do, do it well, and do it when you say you’ll do it. Simple.

By: Christina

Christina — Sat, 21 Aug 2010 07:14:52 +0000

Great advice, I also practice the same and it has benefited me a lot through referrals and repeat business. Transparency is always the key in my own POV – you build trust, you build relationship. Excellent article.

By: Helen Silverwood

Helen Silverwood — Sat, 21 Aug 2010 06:19:10 +0000

Great advice! Sounds like a lot of hassle and worry to me – think I’d rather just stick to training people how to do it rather than doing it for them!

By: Bob Sanders

Bob Sanders — Fri, 20 Aug 2010 23:24:29 +0000

LOL Yes… manage it. But I’ve seen so many try and “control” the account. Missing the point that you can’t… but you can manage the relationship!

Often I’ve been called in to help try and rescue an account that’s heading into review. And just as often I recommend that we put a stop to ALL work, refocus on what’s important, and work on rebuilding the relationship. The agency soon recognizes that they’ve been putting more and more time/energy into the work, spinning wheels, and have left the o’ so important human behind.

Always ends up being something small in the end.

If your client isn’t happy, feeling rejected in the relationship, then the little things will always end up biting you.

If your client is happy, feeling that the relationship is good, liked and respected, then any number of small mistakes are waved off.

Outstanding comments and a great post!

Bob

By: Dawn Wentzell

Dawn Wentzell — Fri, 20 Aug 2010 20:11:12 +0000

Exactly! Thanks for stopping by Zunaira :)

By: Dawn Wentzell

Dawn Wentzell — Fri, 20 Aug 2010 20:10:12 +0000

Not control it but manage it, and that’s almost as good.

I’d argue that’s better, and isn’t that the whole point of having “account managers”?

By: Zunaira Karim

Zunaira Karim — Fri, 20 Aug 2010 19:25:01 +0000

I think it’s key that client expectations in addition to campaign goals, should be clearly discussed before the campaign begins, because it’s imperative that both client and strategist are on the same page. Great post!

By: Dawn Wentzell

Dawn Wentzell — Fri, 20 Aug 2010 18:19:15 +0000

Yes, exactly that :)

By: Bob Sanders

Bob Sanders — Fri, 20 Aug 2010 18:06:41 +0000

Building trust with clients is often the forgotten part of good account service… and you make some great points that brings that point to the fore.

Our training focuses on teaching account people how to manage accounts based on the client’s unique personality – building the relationship by building trust. We show that there’s nothing that an account service person can do to “control a client” as so many senior managers urge their account staffs to do. That’s not possible.

But a well trained account staff can manage the “relationship” between the agency and the client. That icky gooey stuff between us as individuals that we call chemistry. And by controlling this relationship, we can confidently manage the account. Not control it but manage it, and that’s almost as good.

http://sandersconsulting.com/high-gear/

Great post!

Bob