The traditional notion of an account executive was that of someone ordered around by the client and disdained by the agency creative. Or, they were the ones living large on expense accounts while interfering with great agency creative by belatedly remembering something the client said… after the ad was submitted for approval. Or, from the AEs’ perspective, they were the lonely people laboring daily to serve the needs of two groups, while not being fully appreciated by either.
This fails to explain why some clients willingly pull up agency stakes and tag along when their AE leaves to work for another agency. Obviously, AEs are doing something correctly relationship-wise, or that wouldn’t happen.
The trick in modern-day account service is to take advantage of the AE’s ability to build a close working relationship with the client—but also ensure that the agency as a whole remains valuable in the clients’ eyes. And that’s where “wow” comes into play.
Step One: Above and Beyond
It is one thing to have a high service standard. Most agencies aim to provide good, basic, reliable service: responsive, well informed and never let clients down when they’re in a pinch. Your clients are pleased enough, but your routine efforts don’t exactly make them feel they can’t switch to another agency and get the exact same service.
Now imagine what happens when you give your clients service that makes them say, “WOW!”
For example, a client remarks in passing that he is out of ideas for dealing with a competitor who is pushing into his in-store shelf space. Your AE takes this remark back to the agency. You research the channel programs used by their competitor to win improved shelf placement in retail outlets. You survey retailers and distributors for feedback on packaging, channel incentives and customer preferences. You develop ideas to reposition the client’s products, including channel incentives. You take this back to the client with a proposal, including a performance compensation arrangement built around results.
“Wow!” the client says. “You guys put lots of time in on this. Tell me more.” Suddenly, your service is neither routine nor average. You’ve gone from “just like everybody else” to “exceptional.”
Account service rendered at this level will generate two desirable results One, it will make clients want more… both of the good daily service and the great “outrageous” service. Two, providing this exceptional service indicates the agency is listening to client wants and needs, and responding by meeting, even exceeding those needs. That translates to “you and your business are important to us.” And who doesn't respond to being made to feel important?
Step Two: Not Just the AE, But the Whole Agency
As account executives work to deliver the "wow", the rest of the agency should be looking for ways to deliver at the same level. Push creative thinking to the cutting edge; seek ways to sweeten a proposal; save the client some bucks on an expensive project; recommend them to a potential customer; promote them in agency PR.
As you build on the AE’s good efforts, you will gain a greater understanding of what it takes to “wow” the client. “Wow” is what we all want in our lives, in and out of the office. “Wow” is the factor that keeps us coming back for more. “Wow,” indeed, is the thing that bonds clients tightly to agencies for the long term. By delivering frequent doses of “wow,” your agency, and account service personnel, will become the stellar marketing partners that make clients jump up and welcome with open arms every time
