Here at Insight Multimedia, we are blessed to have ‘the best’ clients (well… most of them anyway !) . We are also quite good at the whole ‘client/agency relationship’ thing, even if we say so ourselves. Thankfully we have fostered many long-term client relationships which has led to our core business model being based on delivering dependable ongoing services to our clients. Our clients are our business and these happy clients go on to recommend and bring new clients to us, based the level of good customers service that we continue to maintain and deliver.
We like ensure that we keep a good ongoing relationship with all our clients… but we also recognise that not all digital agencies have a smooth relationship with their clients. When budgets and deadlines are involved, working relationships can take their toll and relationships can get heated.
Although we strongly believe that the ultimate responsibility for a good relationship between a digital agency and a client lies with the agency, there are some things that the client should do to make sure that the final product is delivered the way that they had envisioned it.
Here are four simple things that clients can do to create a strong ‘client/design agency relationship’ that compliments each other just like wine and cheese.
Clearly Identify Your Goals
There’s nothing better than starting a project with a client who has a ‘clear’ vision of what they want the project to achieve.
A clear brief like “allow existing customers to process repeat orders online quickly” helps the digital agency to focus and make a clear informed proposal on how to approach a project. Giving your digital agency a clear set of goals and objectives gives your agency a clear roadmap to provide you with a framework and different cost options that can be used to achieve your objectives.
On the other hand, when you start with an ambiguous objective, you are walking a dangerous path, making the agency’s job very difficult. In this situation it is hard for the agency to ‘deliver’ as you have no goal or expectation, so you may never be satisfied with what they deliver.
Say it Loud and Clear
When communicating your feedback to your agency, don’t be apologetic about it. At Insight, we are very open to hearing your vision and thoughts during the creative process. We are ‘all ears’ to what you’ve got to say and value your feedback and comments as this is the fastest way for us to deliver and meet your expectations.
For instance, if you don’t like a specific colour or a typeface, then tell your agency !
Especially when it comes to the design elements that you hate, be straight and clearly communicate these to your agency (before they begin work on the project). Don’t wait until they present a visual to you that includes elements you ‘hate’, try and point these out in the first instance (during initial project discussions). When the design team knows what not to use, then they can easily create designs that will work for you and avoid including elements that are going to annoy you and waste their time. Design teams love to be challenged and expect to have to find innovative and creative ideas to satisfy a project brief. At the same time, be ready for questions from your agency. At the end of the day, your agency is creating the project for your business audience and customers and not just for you ! So if you don’t really like a particular shade of blue, then you may need to have a good reason… if it works for the overall objective of the project then your dislike of a particular shade of blue may not be relevant.