Speaking on a
SXSW Interactive panel is an engaging experience, if you ever have the opportunity. My topic was one of the many featured in SX ‘09’s array of interactive panels, which covered everything from creative tactics to account management.
My panel focused on account service’s role in an interactive agency; more importantly, the method behind building and maintaining client relationships. The information I presented was geared toward a beginner audience — everyone from account service newbies to smaller shops to
freelancers looking for pointers.
When I arrived, the house was packed with folks ready to ask questions and engage the conversation. Taking my audience into consideration, I wanted to touch on the key areas that really hit home. Here’s a rundown of what I emphasized from an account service angle:
Relationships. Client relationships make the agency world go ‘round, and there are countless things you can do as an account service professional that can make or break them. That’s why it’s smart to approach any client relationship as you would with a boyfriend or girlfriend. Set the ground rules, and clarify roles and responsibilities from the get-go.
Trust. Get to know your clients as people and partners. Gain their trust so that you can educate them with confidence. Realistically, it’s not just about delivering on time with your project schedule: it’s about getting the client to like you as a person. The more you win your clients over, the more you’ll succeed.
Mediation. Being positioned between the client team and internal teams puts tons of responsibility on your shoulders. We also have to deal with a lot of preconceived notions about our role (we only care about what the client wants, we don’t take creative recommendations into consideration…you get the idea). But good AEs fight to keep everyone happy — both on the client and the agency side.
Decisions. To guarantee that both sides of the new relationship are satisfied, there are countless choices that you have to make. After a launch, good reps conduct post mortems, noting when and why things may have gone wrong. Even if you just completed an amazing website that took the client’s brand to the next level, you have to ask, “was this project successful regarding time spent and resourcing?” It’s the best way to ensure you’re making the right decisions.
The points I touched on hit home with some and raised questions with others. A woman came up afterwards and said the panel had really opened her eyes about client relations, especially when I addressed the issue of when to drop clients. On the flipside, there were also some who felt the topic really didn’t resonate with them. But if there’s one thing I’ve learned as a professional, it’s this: you can’t always make everyone happy. Just focus on being personable and working hard to find the right balance and you’ll succeed in the end.