Exceeding the Expectation

 

The Art of Client Service, which is the TCU RoxStars’ required reading for the semester, is more than just a textbook; it is a field guide and valued resource.  The book, written by Robert Solomon, contains 58 short chapters of advice for advertising professionals and is divided into three sections, including one called “the Relationships” which I’ve found to be very practical.

 

The opportunity to work with real-world clients in Roxo has been invaluable.  As an account executive I deal directly with clients and have found the scenarios included in “the Relationships” to be shockingly accurate and the advice to be extremely useful.

 

My favorite chapter in this section was “Make no commitment without consultation.”  This lesson ties into a phrase our faculty advisor, Margaret, frequently uses: “Under promise and over deliver.” Many times, clients have deadlines for marketing deliverables within the company, and these deadlines get pushed onto the creative team.  Unfortunately, the clients don’t always understand how the development process works.  As account executive, my job is to make the client happy.  These premises already begin brewing what could be a major problem. 

 

Solomon tells readers in the chapter to work as a liaison and look for a solution that works for both sides.  In his situation, the client wanted work produced in two days, which was extremely unrealistic based on the demands of the project.  Solomon suggests pausing a meeting when things like that happen and talking the problem through with your team.  In his case, that meant creating work in four days, which was still a challenge in the office, but was a viable solution that would keep everyone happy.  Even when a client suggests a deadline that seems fairly doable, Solomon still recommends telling a client “I think it will be fine, but give me a minute to check, then get back to you.”  The client needs a reliable answer and they need it soon, but this way the account executive can call his or her team to make sure they don’t get into a bind because the creative team doesn’t have enough time.

 

I’ve used Solomon’s advice as well as Margaret’s throughout the semester.  During our meetings, one of my clients frequently gives me a concrete deadline.  These are important and I can’t tell him that materials won’t be ready in time, but I do always stick to the date that is furthest away when committing to a project.  If I’m not sure our work will be done, I tell him that I need to talk to my graphic designer first, but that we will do our best to make it work.  Then, I consult with my team before sending an email with a meeting recap and confirmation of deadlines that were discussed.  I always make sure to send this email in the same day.  These emails are helpful in making sure the client and the creative team are on the same page and understand what has been agreed upon.  I’ve also found this strategy to work well with the idea of ‘under promising.’  My team has produced our materials early for almost every deadline we have had this semester.  By ‘over delivering,’ we make the client happy and build trust within the partnership.  According to Solomon, “Great work is what wins business, a great relationship is what keeps it.”  As account executive, I ensure that we have clear communication between both parties and achievable goals.  The techniques discussed here allow that to happen and create a strong relationship with the client.  This leads to a more productive work environment and the creation of great work.