According to Livia Brown, Posterscope General Manager for the Western Cape, Posterscope is not in the client service business nor are they striving to be the media agency of the future.
Until recently I used to proudly think of myself as someone with great client service skills (insert big grin and me patting myself on the back).
Something in me and my approach to our clients shifted when I had the privilege to attend the first DAN SuperSuits workshop in London recently. Here we discussed, in detail, our current approach to our clients, how we service them and how other markets are changing the narrative from servicing and moving towards partnering with clients.
With this shift in approach, our clients will no longer see us as facilitators of a transactional relationship, but more as partners with an aligned interest in growing their business. As a client succeeds, so too our profitability grows through a true partnership.
If this is done correctly, we will never think of ourselves servicing or trying to sell media to another client again. We are not in the client service business, we are not striving to be the media agency of the future, but rather the partnership of the future.
We need to put our client’s challenges at the centre of our business and work backwards to find solutions. So how do we achieve this client-centric approach?
Become a trusted expert
We need to build our client’s trust by showing our value to them as partners. We do this by entrenching ourselves within their businesses and widening our scope from media services to a partnership across every aspect of the business.
Following my SuperSuits trip, I made an appointment with my beautician for an emergency facial (plane air-conditioning, change of climate, humidity, my poor dehydrated skin, etc.).
While having said facial, I reflected on the trip and something occurred to me…
…It all starts with trust
I have been with the same beautician for 10 years and never once has she tried to sell me products, lotions or potions. She’s never told me that my skin is ‘so dehydrated it’s a miracle I’m walking around’ or the usual salon pitch.
Due to this lack of ‘selling’, I have bought into almost all of her product lines organically because I trust her as an expert who provides value to me. When I needed to change facial products, for example, I asked her for advice because I knew she wouldn’t guide me towards the most expensive product for her benefit, but rather the right product for my needs. As a result, I buy her products and her profits grow, but we are in a partnership with an aligned goal – in this case glowing skin. How telling is this of the type of approach we should be adopting with our clients?