Closing the loop

March 09, 2014

"Closing the loop" is all about being a great communicator, and finding ways to ensure your client is not left "hanging in the air".

 

Case study:

Your client has signed off on an urgent print job by sending you an email with their approval to proceed. You immediately and diligently get the pdf file prepared by your designer, let you printer know the job is coming through, send the job off to print and smile because the process is all running on time and to plan. However, from your client's point of view, the loop hasn't been closed.

One day after receiving the email from your client, you receive another email from them, expressing concern. Did you receive their approval to proceed? Has the job gone to print? When will they be receiving delivery?

Closing the loop - in this instance, would have been a simple, quick response to their approval, saying "Thanks Ted, I will get the job away to print now." Another, follow-up loop-closer would've been an email saying "Hi Ted, letting you know that your job will be delivered Monday. If you don't see it by 3pm, please let me know."

 

Here are some ways for an Account Manager to "close the loop":
  • Answer all emails, even if the answer is a short one, e.g:
    • "Great! I will get back to you as soon as I have an answer for that."
    • "Thank you."
    • "Sweet!"
    • "Cheers. Talk with you soon."
    • "Good question. I will find out and get back to you."
    • "Just rushing out to a meeting now. Will email as soon as I get back."
  • Give ETAs for:
    • completion
    • delivery
    • response time
    • proofs
    • proposals
    • answers
  • Confirm you have received a client's:
    • email
    • instructions
    • order / request
    • delivery
    • files
  • Do what you say you will do.
  • Send a meeting report (call report) with action points.
  • Write a reverse brief to show your understanding.
  • Return phone calls.
  • Reply to text messages.
  • Respond to meeting invitations.
  • Set an "out of office" notice on your email if you are going to be out of the office for the day, on annual leave, or away sick.
  • If you are going to be away, ensure one of your colleagues is prepared to help your client if needs be - then let your client know who they can contact in your absence.

Simple communication techniques - such as closing the loop - are easy to implement, greatly appreciated by all, and are one more step on your road to Account Management superstardom!

 

.

.





Leave a comment

Comments will be approved before showing up.


Also in Latest Tips & Tricks

Client profitability - part 2, Loss Leaders

September 23, 2018

There are times when ‘loss’ (low, zero, or negative profit) is the aim rather than a healthy profit. These clients (or projects) are called ‘loss leaders’. When might you want to use a loss-leading tactic in your agency?

View full article →

Client profitability - Part 1

September 09, 2018

Having profitable clients and campaigns is what agencies strive toward. Your daily account management decisions will make or break the profitability of your accounts - from quoting to setting price structures and retainers, coordinating internal teams and handling client changes. Remember, if your work is not profitable, you (and your colleagues) won’t have a job (no pressure)!

View full article →

Research: pre-testing and post-testing

August 29, 2018

Research activities are typically initiated and conducted by your client, as part of their marketing remit. However, there is another type of research that is advertising-specific and is more likely to be initiated (or at least recommended) by your agency rather than by your client. The two main areas of research that an agency would get involved with are ‘pre-testing’ and ‘post-testing’.

View full article →

Our gift to you!

SIGN UP TO THE AM-INSIGHT NEWSLETTER, AND YOU WILL RECEIVE 100% OFF THE PURCHASE PRICE OF ANY ONE MICROSOFT WORD OR EXCEL RESOURCE FROM THE AM-INSIDER WEBSITE. CLICK HERE TO SIGN UP NOW!