Top 10 tips for a more successful client/agency relationship >>

Top 10 tips for a more successful client/agency relationship by Virginia Monk, Director at Network Research presented to the Research 2006 Connections conference

1. Communicate
Like all good relationships, partnership works better than competition. Communicate your needs and demands and avoid any points scoring, grand-standing or other personal hidden agendas. Welcome and encourage agency contact/feedback through a defined structure and agree terms at the outset.

2. Be accessible
Especially when deadlines are tight or might be missed, or when client deliverables (samples, stimulus etc.) differ from expected. If negative situations emerge, ‘head in sand’ won’t help anyone. Make your availability clear to the agency.

3. Keep agencies informed
Let them know about any developments that might impact on research or reporting on any level: business, structural, personnel, organisational, product, economic, markets or competitors. Develop internal mechanics to give regular feedback to the agency (especially important for tracking studies).

4. Champion the consumer
Always consider the consumer viewpoint in terms of questionnaire content and length, respondent's role, Code of Conduct/DPA and managing end-user expectations of what is/isn't feasible.

5. Involve end-client users/stakeholders
Throughout the project life… to encourage greater buy-in, support and maximum value from the findings. This is particularly relevant for continuous surveys. The agency should be happy to help promote and propagandise the project/programme especially if it is new or challenging. Bring the business knowledge (end-users) and research knowledge (client & agency) together at an early stage.

6. Say what you want and how you want it
Specify your debrief needs for different internal audiences. How do you want to receive primary data collection feedback or knowledge management and insight generation? Don't use the term partnership unless you really mean it. Share with the agency how you intend to use the data for different audiences (strategic and tactical) and say how you want to receive it in terms of formats, templates etc.

7. Share insights and Add value
Drawing insights and adding value is a collaborative process with joint (not necessarily equal) responsibility for both client and agency. Drawing insights does not only start once the data collection phase has been completed. You are the conduit between the agency and client so encourage information flow between both parties especially if insight and knowledge is being mined from other research. Enable the agency to spend time with users of the final data/recommendations before debrief so they can understand the organisational culture, business and processes. This will encourage more focused and relevant debriefs. Silos are killers. (will they know what this means?)

8. Plan & prepare for the debrief
Secure key audience participation, necessary equipment, room and facilities, and agree timings with agency (rather than impose unrealistic timings). Schedule in a preliminary debrief meeting with your agency to discuss findings/draw insights and brief the agency on audience members, sensitivities, politics, culture etc. Share any agendas or sub agendas with the agency in advance.

9. Spread the word
Think of the project/agency as a knowledge bank, as information providers. Maximise all opportunities to spread learning from the project i.e. intranet, extranet, e-library and help to keep it alive. Maximise the value that you can get from the agency's knowledge and expertise and don’t over protect your internal relationships, Consider initiatives like cross-agency working groups, research open days and themed workshops to share learning.

10. How was it for you?
Maintain regular contact with the agency through project and account reviews. Increase face time and visibility. Provide constructive feedback, positive and negative (from end-users too) and encourage agency feedback on your role as the client and the relationship overall. Openness promotes team working and more fulfilling relationships. Acknowledge relationship problems and take steps with the agency to resolve any personality clashes. It is as important for clients to have good supplier management skills as it is for agencies to be good at client service.