Account management - your USP

January 24, 2018

Account management - your USP

Think about all the times you’ve been into a store, and the customer service was mediocre or sub-standard. Now think of a time when you visited a store and were treated to excellent customer service. How did that make you feel? Surprised?

The reality is that most of the companies that we deal with will offer average customer experiences – they may not be bad, but they may not be wonderful either. This is also true for clients interacting with their agencies. They may have some unfortunate experiences, but most of the time they will receive average attention and service, and very rarely will they experience great service. Therefore, creating impressive, remarkable experiences for your clients can become your agency’s USP (‘unique selling point’, ‘unique selling proposition’, or ‘unique value proposition’). Being an agency that is well-known for their high level of client service is a huge selling point in a highly competitive agency marketplace. 

Delivering great client experiences is not difficult, but it does need to be intentional. If it is not intentional, then you will find that you’ll probably do just enough to scrape by, which results in an average client service experience. 

The essential points of excellent client service are:

  • Have a friendly, helpful attitude. 
  • Address client concerns or problems quickly, professionally and courteously. 
  • Be patient. 
  • Be attentive and listen. 
  • Ask good questions. 
  • Communicate clearly. 
  • Be knowledgeable. 
  • Admit mistakes, then make them right. 
  • Use positive language. 
  • Remain calm. 
  • Display a cheery exterior even when you are feeling the opposite on the inside. 
  • Develop good time management skills. 
  • Learn to handle surprises. 
  • Be tenacious. 
  • Be persuasive. 
  • Keep your promises. 
  • Be willing to learn. 
  • Say “thank you”. 

Great client service is one of the primary things that will ensure client retention, which is what every agency strives for. If you can nail the basics of remarkable client service, it will drive all other essential agency results such as sales, profits, and overall growth.





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