Client service is about walking the client corridors

A new advertising campaign from airline Flybe reminded me of an important agency client servicing principle which becomes even more important at a time of industry fears about fee cuts. Flybe's new campaign line is: “Visit Your Client. If you don’t, your competitor will. That’s the bottom line”. It’s a reminder that however regular your phone or email contact is with your clients, there is no substitute for going to see the client, to walk the corridors. Be seen. Of course it has an impact on the hours utilisation forecast. Savvy agency management though would take a view on that, because there is no better way to build business than through the relationships you form in spending time with the client. Before, as the Flybe line reminds us, your client tells you: "we've decided to move agency because we don't seem to be as important to you any more". What that usually means is that another agency has showed the client more interest and commitment in their their business through establishing a rapport than only face to face meetings can establish.