What Clients Really Want

“Find Out What Clients Really Want from Agencies Today.” AIA Webinar.

In the fast-paced world of business today, truly understanding what our clients need is more important than ever. It’s not just about having a good relationship; it’s about building a working partnership that supports both the client and their customers in achieving their strategic and tactical objectives.

Recently, two of our team members, Owen Harris from Business Development and Kayleigh Scott, our Client Services Manager, had the pleasure of joining the AIA webinar session titled “Find Out What Clients Really Want from Agencies Today.” This session offered a treasure trove of insights into both the timeless and emerging facets of client expectations, focusing on how we can deliver the support our clients need more effectively.

Owen Harris

Kayleigh Scott

Hosted by the brilliant Julian Saunders, this course was a deep dive into the art of client relationships, effective communication, and the transformative role of technology in these interactions.

About the AIA and the Course

The Alliance of Independent Agencies (AIA) is a beacon of professional growth and excellence. Their courses are crafted to arm members like Granby and other marketing professionals with the tools they need to excel in a competitive market. The “What Clients Want” course was no exception, drawing a diverse crowd eager to deepen their understanding of client needs.

A few words about the session leader – Julian Saunders

Julian Saunders

Julian Saunders, the course leader, brings a wealth of experience and expertise to the AIA’s education and training team. With a diverse career spanning advertising, design thinking, and innovation, Julian has held prominent roles such as Planning Director at Ogilvy, Head of Strategy at McCann-Erickson, and CEO of Red Cell Advertising. His sabbatical in 2003/4 led to the editing of “The Communications Challenge,” a textbook exploring the impact of digital technology. Julian’s passion for design thinking and behavioural psychology has seen him contribute to initiatives like The Big Thinkers program for the UK government and Google’s innovation team, The Zoo. He continues to share his insights through teaching courses for strategists and brand owners worldwide and regularly publishes his thoughts on his blog.

The Unchanging Elements of Client Expectations

We kicked off the course by exploring the core elements of client expectations that have stood the test of time. Julian Saunders highlighted the cornerstone of trust, which he broke down into three vital components: procedural reliability, professional credibility, and intimacy. These are the building blocks of strong, enduring client relationships. Procedural reliability is all about keeping promises and meeting deadlines, while professional credibility involves showcasing expertise and competence. Intimacy, meanwhile, is about forging genuine connections with clients, truly understanding their needs, and showing a heartfelt interest in their success.

The Evolving Landscape of Client Expectations

As we delved deeper, the course shifted focus to the changing aspects of client expectations. One major shift is the impact of communication technology. With tools like instant messaging at our fingertips, clients now expect quicker and more efficient communication. This change has broadened the spectrum of communication preferences, urging businesses to be nimble and responsive.

Another significant trend is the rising demand for sustainability and ethical practices. Clients are increasingly drawn to companies that champion environmental and social responsibility. This mirrors a larger societal move towards sustainability and ethical consumption, and businesses that don’t adapt may find themselves left behind.

The Role of Technology in Meeting Client Expectations

We also explored how emerging technologies, such as automation and artificial intelligence, can help meet client expectations. These technologies offer avenues for operational efficiency and innovation, allowing businesses to deliver greater value to their clients. However, the course stressed that while technology can enhance service delivery, it cannot replace the need for deep industry knowledge and expertise. In a world where AI allows anyone to know “a little about a lot,” it’s this deep expertise that truly sets businesses apart.

Delivering Customer Service

At Granby, our Multichannel Customer Service teams are plugged into all key shopper platforms to make communications easier. And with SwiftReceipt, we cut down on the time clients’ customers need to spend verifying promotional proofs-of-purchase. This demonstrates our ability to embrace bespoke technology and automation through our in house developers. It’s all part of the same thing. Making client and customer comms faster, cheaper and most importantly, better.

Making Innovation work

Granby is deeply committed to innovation; we are currently exploring better ways to support client procurement teams and integrate AI into our processes and technology. Throughout the year, our dedicated scouting missions at trade shows and events, spearheaded by Owen, have been pivotal in identifying cutting-edge innovations that can enhance our service delivery. By staying at the forefront of industry advancements, Granby ensures that we continue to provide that exceptional value and support to each of our clients – and their customers!

Interactive Breakout Sessions

A highlight of the course was the interactive breakout sessions, where participants could engage with each other and share perspectives. These sessions sparked lively discussions on the shifts in client expectations, with participants sharing their experiences and insights. They underscored the importance of active listening, a skill Julian emphasised throughout the course. He offered practical tips on improving active listening, such as showing genuine interest, giving full attention, paraphrasing, using clarification questions, reflecting emotions, and avoiding interruptions.

Why Active Listening matters

Active listening is a cornerstone of all successful business partnerships because it fosters mutual understanding and respect, which are essential for successful collaboration. Only by truly making the effort to hear and comprehend each other’s perspectives, can partners identify shared goals and opportunities and also address potential conflicts before they escalate.

This attentive communication builds trust, ensuring that all parties feel valued and engaged in the partnership. What’s more, active listening encourages innovation by allowing diverse ideas to be heard and integrated, ultimately leading to more effective and creative solutions. Certainly something we encourage in internal sessions at Granby HQ.

Granby’s Commitment to Client Needs

For us at Granby, the insights from this course are invaluable. We are dedicated to delivering what our clients need, supporting their strategic and tactical goals, and fulfilling our duty of care. Owen shared his thoughts on Granby’s focus on innovation, especially in sustainability and ethical practices.

“We saw the importance of adapting to new communication technologies and the growing demand for sustainability and ethical practices. At Granby, we are committed to innovation, focusing on operational efficiency through emerging technologies like automation and AI, while maintaining our own ethical standards.” Owen Harris

Kayleigh echoed these sentiments, emphasising the importance of trust and relationship-building in client interactions.

“This resonated with us so strongly. Our duty of care to our clients and their customers is paramount. Trust, consistency, and partnership-building are all key and that should never change. We are constantly looking at better ways to support our clients’ strategic and tactical objectives by actively listening, and understanding, their unique needs.” Kayleigh Scott

What have we concluded from the session?

The AIA course on “What Clients Want” offered a comprehensive overview of the shifting landscape of client expectations. It underscored the importance of both enduring elements, like trust and relationship-building. This, as well as emerging trends, such as sustainability and technological innovation. For businesses aiming to thrive in today’s competitive market, understanding and adapting to these expectations is crucial. Only by embracing these insights, can agencies and businesses like ours can continue to deliver exceptional value to clients. And support client success in an ever-changing world.

Overall, it was a fantastic course, expertly structured and managed by the AIA.