*As cherry picked from Robert Solomon’s “The Art of Client Service”

In his book “The Art of Client Service”, Robert Solomon evaluates the importance of the client-agency relationship through a series of 58 points pulled from his own experience. He goes so far as to suggest that the strength of creative output, production and longevity all rest on the strength of the client relationship.

We at Suitcase Interactive agree whole-heartedly with Mr. Solomon and strive to nurture our client relationships. In an increasingly digital world, it is easy to lose sight of the human connections that make up our end-goals. Beyond the websites and digital interactions that we developed are the human interactions and relationships that comprise the real finished product. Keeping that in mind we focus on meaningful client relations and work to promote mutually beneficial partnerships.

We feel that Solomon’s statement that, “Great work wins business; a great relationship keeps it.” sums it up just about right. Compiled below is Part One of Two of our 11 Commandments of Client Service (Pulled from Robert Solomon’s 58 points) that we at Suitcase endeavor to live by Monday to Friday, and sometimes Saturday.

#1: Live the Client’s Brand
No one likes a pretender. Getting to know not only our client, but our client’s products, competitors and customers is an important part of getting to know what kind of solutions our clients need. Once we understand our client, we can assess where their brand is coming from, and where it is going. Piles of research won’t win awards, but advertising campaigns built on the solid foundation of strategic planning and insight just might.

#2: Always Ask, “Does This Advertising Pass the So-What Test?”
Our mission goes beyond impressing our clients; our real goal is to engage our client’s customers on a meaningful level. Winning-over executive stakeholders in boardrooms may seem like the be-all and end-all, but real results show their faces at the cash register.

#3: Bring Clients into the Process Early
We may know digital design, but our clients know their industries. Advertising is a collaborative process where we work to understand our client’s business inside and out, but the truth of the matter is we will never understand the depths of our client’s business as well as they do. Clients need to be a contributing partner in the development of a campaign; this comes from being involved from the start.

#4: Listening is More Important than Talking
We all have lots of ideas, and we’re usually excited to share them.  It isn’t always easy to admit it when someone has a better idea or point of view than you do, but when that realization sets in it is time to listen. Absorbing client input helps us to build an effective product that achieves the project’s initial goals, without unpleasant surprises along the way.

#5: You Cannot Lead an Account from Your Desk
Getting out from behind the stacks of looming paperwork and boardroom crossfire helps us get to know our clients. Getting to know our clients helps us get to know what they do. Face-time and personal interaction helps us to build an intimate picture of our client’s company and direction that isn’t included in an annual report.

#6: Don’t Fall in Love with Good Work
In Mr. Solomon’s words, “Good is the enemy of great”. Good is comfortable and warm and gets a giggle when the punch line rolls. Great, on the other hand is a little different, and maybe even a little bit uncomfortable. The great thing about Great is that it aligns with your strategy and speaks to your clients on a deeper level. Sometimes Great is a little risky, and may require a leap of faith. It’s our job to convince you that the jump is worth the risk.

This concludes Part One of our 11 Commandments of Client Service. If you have any questions about our process at Suitcase, feel free to send me an email at curtis@suitcaseinteractive.com. Also make sure and follow-up next week when we conclude the second half of our series.

Category: Uncategorized