The importance of client relations
By Jodie Balmer
Our agency is now five years old… in that time, like all businesses, we have been up, down, up again, down again, and everything in between. Growing pains are normal but that doesn’t mean they’re easy, however, what has remained a constant source of comfort is our longstanding clients.
This got us thinking, what is it that makes almost 80 percent of our clients stay with us for all this time? So, we decided to find out.
We commissioned 360 Growth Partners to conduct independent research with past and current clients on what they liked about McBryde & Co, what we could do differently, and what services they most admired.
Was this an easy thing to do? Not really. We didn’t have a clue what they would say and it’s quite a scary space to be in; the unknown. But, the responses were overwhelmingly positive and had some common themes throughout.
When Rachel started McBryde & Co she wanted an agency that followed through on its promises and delivered impactful results. This ethos is still very much at the heart of the business and was recognised and appreciated by our clients. But, another factor that came through massively is our ability to problem solve, think of the bigger picture and ultimately make our clients' working lives easier. This isn’t necessarily linked to delivering tangible results such as social media engagement or positive news coverage but is much more linked to how clients feel when they work with us.
We have a strong, skilled team and that is evident in the feedback with statements such as “I can genuinely say they are the most professional, friendly and results-proven company I’ve ever dealt with. They’re all very approachable, honest, and always thinking about us, I get lots of ideas from them.”
And: “From a client management perspective, it’s excellent. They’re very responsive, which isn’t always the case with other agencies. When they say “so-and-so” is working on your account, you know that they actually are, and that’s who you’ll be speaking to. They’re very positive, friendly, and professional. I’ve only good things to say.”
Okay, one more: “I really enjoyed working with them. They understood what we wanted really quickly, they just got it! Their account management is excellent and their follow-ups were brilliant.”
It showed us that our ‘invested’ value really is lived and breathed among all our staff. We know our clients' worlds, we understand their pain points, and we can often see challenges ahead before them as we approach marketing and communication through a different lens. At a basic level, our clients not only like working with us but they trust us and that is thanks to a plethora of deliverables.
As director of client services, receiving this feedback has been deeply humbling, heartwarming and so useful to help propel our agency forward. It reminded us that good client relations are not just about delivering results; they are about building trust, fostering open communication, and cultivating an equal partnership.
At McBryde & Co, we believe that maintaining strong client relationships goes beyond simply fulfilling contracts. It’s about being proactive and continuously looking for ways to add value. Whether it’s sharing insights on market trends, advising on emerging opportunities, or simply being available to listen when they need to talk things through, we aim to be more than just a service provider – we strive to be an extension of our client’s teams. I know it sounds cliché but in this case, it’s actually true.
The research reinforced the importance of understanding our client’s goals and challenges at a deeper level. It’s about taking the time to not just ask what they want but to understand why they need it. This insight allows us to anticipate their needs and offer solutions that often go beyond the scope of our initial brief.
Client relationships are built on trust, and trust takes time to cultivate. We have been fortunate enough to build that trust over the years and understand that maintaining it requires continued effort and dedication. Our clients know they can count on us to deliver what we promise, but more than that, they know we are invested in their success – as much as our own.
Moving forward, we plan to use the findings to further refine how we work, ensuring that we continue to offer the same level of care and commitment to our clients as we always have. It’s clear that good client relations are not just a 'nice to have' – they are the cornerstone of our business success and longevity.
In conclusion, strong client relationships are about so much more than just delivering good work. They are about creating meaningful connections, building mutual respect, and fostering a partnership that benefits both sides. We are proud to say that our clients are not just clients – they are partners in our journey, and we are committed to supporting them every step of the way.
And, as we look ahead to the next five years, we are more determined than ever to keep evolving, improving, and deepening these valuable relationships. Because at the end of the day, it’s these relationships that define who we are and what we stand for.
Thank you to all of our clients for your trust, your feedback, and your partnership – here’s to many more successful years ahead!