If you’re a design or creative agency, then you know how important it is to meet your clients’ expectations and deliver high-quality work. But do you know what your clients really want from you?

You might think that the answer is obvious: good client service, flexibility, transparency, and efficiency. And you’re right, these are all essential qualities that any agency should have. But they’re not enough to impress your clients and make them loyal to your agency.

We‘ve been pouring over some research that has some valuable insights into what clients really look for in their agency. They are a bit more subtle and nuanced than you might think and they can make a huge difference in how your clients perceive your agency and how they value you.

1. Truly understanding the client

One of the most important things that clients want from their agency is a deep understanding of their business and market. We’ve got that I hear you say, but this means not only knowing their products and services, but also their goals, objectives, values, challenges, opportunities, and competitors. It also means understanding their processes and operations, such as their approval process and decision-making.

Why is this important? Because it helps you create better work that aligns with your client’s strategy and vision. It also helps you avoid misunderstandings and conflicts that can arise from different perspectives and expectations. By showing that you understand your client’s business and market, you demonstrate that you care about their success and that you’re a trusted partner, not just a supplier.

2. Pushing the boundaries

Another thing that clients appreciate from their agency is the ability to challenge them and push the boundaries. Not always that easy I appreciate. But it means not being afraid to ask questions, offer suggestions, and propose new ideas that can help your client achieve their goals. It also means being able to handle feedback and criticism without taking it personally or giving up. The good old agency thick skin!

Why is this important? Because it shows that you’re confident and creative, and that you’re not just doing what the client tells you to do. It also shows that you’re adding value and bringing something fresh and original to the table. By challenging your client and pushing the boundaries, you help them grow and improve their marketing.

Of course, this doesn’t mean that you should be arrogant or disrespectful (sounds like a few creative directors I’ve worked with!) or that you should ignore your client’s wishes or preferences. It means that you should be respectful and professional, but also assertive and proactive. You need to know when and how to challenge your client, and when and how to accept their feedback.

3. Being proactive and taking the initiative

Finally, being proactive and taking the initiative is high up on most client’s wish list. This means not waiting for the client to tell you what to do, but anticipating their needs and offering solutions. It also means going beyond the brief and doing some extra research or work that can enhance your client’s marketing.

Why is this important? Because it shows that you’re enthusiastic and passionate about your work, and that you’re not just doing the minimum required. It also demonstrates that you’re innovative and resourceful, and that you’re always looking for ways to help your client achieve their goals. Being proactive and taking the initiative, you surprise and delight your client and make them feel valued and appreciated.

These are just some of the things that clients want from their agency partners. By incorporating them into your work and your relationship with your clients, you can create a lasting impression and a loyal client base.

How does your agency rate on these factors? Let us know in the comments.