digital summit phoenix 2016 - digital agency bloopers

When customers get what they need, our clients get what they want.

Digital Marketing Agency Bloopers Lessons learned in building client relationships

Client relationships

“In 1984, the average client-agency relationship tenure was 7.2 years...

“Let’s save our marriage Mr. Hotshot Account Director”, by Purnima Menon, Executive VP & CMO, CSS Corp

“Today it is thought to be less than three years.” (The Bedford Group)

https://www.linkedin.com/pulse/lets-save-our-marriage-mr-hotshot-account-director-purnima-menon

“Where 88% of clients claim to speak their mind freely, only 36% of agency partners agree.

“Let’s save our marriage Mr. Hotshot Account Director”, by Purnima Menon, Executive VP & CMO, CSS Corp

“Where 90% of agencies say they truly understand their client’s business, only 65% of their other-halves agree.”

https://www.linkedin.com/pulse/lets-save-our-marriage-mr-hotshot-account-director-purnima-menon

What’s going on here?

Things you WON’T see in this presentation:

Internet memes

T-shirt guns / giveaways

Get-up-and-stretch moments

Sight gags or props that are outdated, cliché, and/or potentially offensive (open Kimono?)

Laugh at our mistakes

Learn from them, too

Mad propsUnited Rentals

Tip #1: Know your audienceIdentify influencers on the client team and suss out hidden stakeholders

Sean Boyle, Account Director

Rush jobWaste Management

Tip #2: Share your plansGet input and tailor your process to each customer

Dustin Diehl, Senior Content Strategist

Checking the boxFarmers Insurance

Tip #3: Go beyond the dataKPIs are great, but you can’t get the whole story unless you talk to real customers

Michael Wallace, Local Search Senior Specialist

The customer is always rightConn’s HomePlus

Tip #4: Speak up!Doing what the client asks for and delivering value are not always the same thing

Gavin Francis, Manager of Analytics

To err is human...

The road to wisdomby Pat Hein

“The road to wisdom? Well it’s plain and simple. Err and err and err again, but less and less and less.”

Customer-centric tactics work with clients, too

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Experience mapping


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Awareness Search /Educate

Online Reviews

Do theMath

Make the Call

Compare Options Purchase Loyalty Referral

Customer interviews

Empathy mapsand personas

Pinpoint where you need to improve

At Ethology, we’re changing the way we do business

We went from an NPS score of +14 in 2013 to +43 in 2015

Net Promoter Score (NPS)

That’s an increase of 29 points in just 2 years

Client attrition rate:

2013 - 33%

2014 - 21%

2015 - only 12%!

How great can a new product be...

If nobody knows about it?

526% 253%increase in revenue from

paid media (also 2 months)increase in conversion

within two months

Local Search, Web Development, Mobile, Conversion Optimization

Don’t let client relationships be a blind spot

Watch out for bloopers Know your audience

Share plans with clients

Go beyond the data

Speak up!

Fail fast. Fail less.

Tony Quiroz, UX Design Strategist | @TQ_AZ #Ethology

Thanks!