And in many cases, the agency has no one to blame but themselves for either not proactively managing the client relationship, for not really listening to the client or for missing client clues that all is not well — or for all of the above. When you add it all up, it boils down to neglect – taking clients for granted and then acting surprised when a client takes the business elsewhere.
Sound a little familiar? If you’re an agency veteran, it should.
Nothing stings more than losing a client for reasons of poor agency performance, and the realization — once the dust has settled and your firm or account team has gone through the five stages of grief — that the the client is right. As mentioned in a previous post on client retention, proactively managing and measuring the expectations and value of the agency-client relationship begins on the first day of the relationship and only ends when the relationship does.
Once the telltale signs of a dissolving agency-client relationship have surfaced, it’s often very difficult to repair and rebuild the relationship — though not impossible. Having been on the client side, I know from first-hand experience that once a client believes his or her business has been taken for granted, recovery is a long shot.
The good news is that many clients will fire a number of warning shots before shopping their business to competing agencies. The bad news is that not every account team recognizes them and thus go about their business like nothing is wrong . The hole gets deeper, and deeper…and deeper.
So what are a few of the warning signs that all is not well between client and agency? While some are quite obvious, others are very subtle and can be missed by all but the sharpest of account team members.
- The client cancels consecutive weekly team calls, or doesn’t cancel but just doesn’t dial in only to apologize later “because something came up.”
- The client emails you a creative program idea sent to them by another agency and asks you for your thoughts on it.
- The client sends you a news article favorably positioning a competitor and asks, “When are we going to start seeing coverage like this?”
- Competing agencies start following your client on Twitter, and are followed back.
- Your client asks to see your media pitches before you send them out.
- The interactions you are having with your client are all business and devoid of any small talk (the client can’t wait to get off the phone).
- The client asks if you’ll consider reducing the monthly retainer by 10-15 percent while keeping the team in tact and not reducing the number of program hours.
- The client starts expressing frustration with certain account team members and ask you to make some changes.
- The client asks you to send over your list of tier one and tier two influencer contacts, complete with phone numbers, emails address and twitter feed info.
Am I missing any tell tale signs that a client-agency relationship is on the wane?