Managing expectations is one of the most fundamental and important aspects of an account manager's job.
The three areas that will impact a client's expectations the most are: scope, schedule and budget. Your client needs to know what will happen, when it will happen, and how much it will cost, plus the consequences of changing the scope, extending or shortening the schedule, or reducing the budget.
It's all about excellent, consistent and clear two-way communication, and both parties knowing what they need to know AHEAD OF TIME; examples of this could include:
Think about the customer experience that you create for your client. If you were them, how would you feel about the process they have just been through? Was the scope, schedule and budget clearly communicated and adhered to? Were there any issues, and what could you do better next time?
By consistently meeting (at the minimum) or exceeding expectations you will not only retain your clients, but turn them into champions who will spread the good word about your agency far and wide to their colleagues and friends.
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