When customers get what they need, our clients get what they want.
Digital Marketing Agency Bloopers Lessons learned in building client relationships
Client relationships
“In 1984, the average client-agency relationship tenure was 7.2 years...
“Let’s save our marriage Mr. Hotshot Account Director”, by Purnima Menon, Executive VP & CMO, CSS Corp
“Today it is thought to be less than three years.” (The Bedford Group)
“Where 88% of clients claim to speak their mind freely, only 36% of agency partners agree.
“Let’s save our marriage Mr. Hotshot Account Director”, by Purnima Menon, Executive VP & CMO, CSS Corp
“Where 90% of agencies say they truly understand their client’s business, only 65% of their other-halves agree.”
What’s going on here?
Things you WON’T see in this presentation:
Internet memes
T-shirt guns / giveaways
Get-up-and-stretch moments
Sight gags or props that are outdated, cliché, and/or potentially offensive (open Kimono?)
Laugh at our mistakes
Learn from them, too
Mad propsUnited Rentals
Tip #1: Know your audienceIdentify influencers on the client team and suss out hidden stakeholders
Sean Boyle, Account Director
Rush jobWaste Management
Tip #2: Share your plansGet input and tailor your process to each customer
Dustin Diehl, Senior Content Strategist
Checking the boxFarmers Insurance
Tip #3: Go beyond the dataKPIs are great, but you can’t get the whole story unless you talk to real customers
Michael Wallace, Local Search Senior Specialist
The customer is always rightConn’s HomePlus
Tip #4: Speak up!Doing what the client asks for and delivering value are not always the same thing
Gavin Francis, Manager of Analytics
To err is human...
The road to wisdomby Pat Hein
“The road to wisdom? Well it’s plain and simple. Err and err and err again, but less and less and less.”
Customer-centric tactics work with clients, too
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Experience mapping
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Awareness Search /Educate
Online Reviews
Do theMath
Make the Call
Compare Options Purchase Loyalty Referral
Customer interviews
Empathy mapsand personas
Pinpoint where you need to improve
At Ethology, we’re changing the way we do business
We went from an NPS score of +14 in 2013 to +43 in 2015
Net Promoter Score (NPS)
That’s an increase of 29 points in just 2 years
Client attrition rate:
2013 - 33%
2014 - 21%
2015 - only 12%!
How great can a new product be...
If nobody knows about it?
526% 253%increase in revenue from
paid media (also 2 months)increase in conversion
within two months
Local Search, Web Development, Mobile, Conversion Optimization
Don’t let client relationships be a blind spot
Watch out for bloopers Know your audience
Share plans with clients
Go beyond the data
Speak up!
Fail fast. Fail less.
Tony Quiroz, UX Design Strategist | @TQ_AZ #Ethology
Thanks!