Demystifying Demands: The Art of Handling Client Requests

SUMMARY
How to demystify client requests and enhance communication in digital marketing. Learn effective strategies for better client-agency collaboration.
TABLE OF CONTENTS

Every business is like a restaurant in the world's most chaotic food court. Your clients are hungry diners, craving your unique dishes. But sometimes, they crave something a little different, a dish that's not quite on the menu.

When these 'special orders' come up, getting the recipe wrong can leave a bad taste in the client's mouth. Misunderstanding what your client wants can lead to negative reviews, like a culinary faux pas that's blasted on social media, threatening to mar your restaurant's reputation.

That's why delivering top-notch customer service is the secret ingredient in your recipe for business growth.

So, how we best meet customer requests and demands? Is there a formula we can apply to provide goods and services that meet the client's needs?

Yes, there is. And we'll show you how to do it to keep the five-star reviews rolling.

Each client request must be acknowledged by both the agency and client.
Each client request must be acknowledged by both the agency and client.

How Can We Understand Client Requests?

Unlocking the treasure chest of top-notch customer service might feel like cracking the enigma code. But the key is right under your nose: understanding. Before we can dazzle our clients with our prowess, we need to put on our detective hats and truly unearth their needs. Comprehending their requests, assessing our capabilities - that's the sleuthing needed to ace the customer service game.

Grab your magnifying glass, Sherlock, and ask these key questions to begin unlocking the answer to the mystery:

  • What does the client want?
  • What resources do we have?
  • Given our current resources, can we provide what the customer is asking for?

Answering these simple questions will help you understand what the client wants and your capability to fulfill their request.

Being proactive is nearly always better than being reactive. And client onboarding forms will significantly help you in this regard. Client onboarding forms help define the project's trajectory, clarifying customer expectations from start to finish.

Keep that finger scrolling, because you're about to uncover the basics of understanding client requests — from understanding their nature, to receiving them effectively, to overcoming the challenges inherent in delivering exceptional customer service.

What is a Client Request?

It's a manic Monday morning and you've barely slept the night before. Your bloodshot eyes search for your coffee mug, and a sluggish hand reaches for that first sip of caffeinated motivation. As you scan your inbox, you notice — YET ANOTHER — client request.

Ugh! This may be a stress-inducer. Or actually, no. Maybe you're looking at it the wrong way.

Client requests don't have to put a damper on your day. Instead, client requests are an opportunity for business growth. And that means more cash in the bank.

But only if you're able to fully understand the request and capitalize on it.

A client request is usually a good indicator of how much your client trust you.
A client request is usually a good indicator of how much your client trust you.

First, let's ensure we're working from the same dictionary and define client request.

In simple terms, a client request is a query from the customer regarding the products and services your business offers. For manufacturing and retail businesses, client requests often range from features and aspects to the sales and deliveries of products.

On the other hand, companies providing services, such as digital marketing agencies, have requests that often involve the following:

  • Type of services provided
  • Coverage of services
  • Pricing of services

A client request can be a single or multiple request in a project. Often, customers are specific regarding what they want, with most of them already envisioning the project's end result.

How Do Clients Initiate Requests?

It is a must to take note of every detail in each of your client request.
It is a must to take note of every detail in each of your client request.

Seamless and clear communication forms the backbone of managing client requests. While it's often the clients who initiate requests, a proactive approach from our end can be beneficial too.

For instance, sales teams can proactively engage with clients, gauging their needs with insightful questions, which in turn helps clients articulate their objectives and align their expectations with our capabilities.

Similarly, customer service representatives can extend their role beyond responding to issues and actually anticipate client needs, enabling potential adjustments to current projects or even expediting timelines. This proactive and anticipatory approach to communication sets the stage for more effective management of client requests.

Receiving a client request usually go through stages. These are important because they determine whether we can accommodate the request.

Here are the steps we should take when receiving customer requests:

  1. Receiving the request — Clients use various forms of communication channels when initiating requests, both verbal and written. Usually, we get requests in virtual and face-to-face meetings. However, clients can still send their queries and requests through email, client management systems, phone calls and texts, and messaging tools such as Slack and Microsoft Teams.
  2. Capturing requests — After we receive the request, we acknowledge our clients and notify them that we've gotten their query and are looking into it. Automating client requests into our project management system not only signifies our acknowledgement of their needs, but also ensures a systematic and efficient approach to fulfilling their requests.
  3. Categorizing and prioritizing requests — As a digital marketing agency, we often take on multiple projects at a time. Clients can send demands and requests simultaneously, and by categorizing the requests we receive, we can determine which requests are urgent and which need prioritizing.
  4. Reviewing requests — Thoroughly assessing client requests is crucial for ensuring mutual understanding. Clear requests allow for prompt and appropriate responses. However, if a request is vague or confusing, additional investigation is necessary. Consultation with knowledgeable internal resources can provide valuable insights, and reaching out to the client for further clarification can erase ambiguities.

Now that we've discussed assessing client requests for clarity, let's dive into another critical aspect of handling these requests: developing accurate timeline estimates for addressing them.

Reviewing every client request can help agencies detemine which are urgent and critical, and which require less attention.
Reviewing every client request can help agencies determine which are urgent and critical, and which require less attention.

How Can We Create a Timeline Estimate For a Query?

Having a timeline from the beginning will help you in organizing the schedule for any client request that you'll receive.
Having a timeline from the beginning will help you in organizing the schedule for any client request that you'll receive.

Whether the project is ongoing or only in the planning phase, a client request will affect the project timeline. Some client requests will shorten the initial time to complete the project, while others may lengthen it.

When we're estimating the project timeline, there are certain factors we should look at as they will become the basis of the project duration.

These factors include:

  • Strategy — Fulfilling requests require strategies, especially if the query is complex, since those usually take longer to complete. So, pick strategic and non-strategic actions so you can complete requests in minimal time with maximum quality results. Use an onboarding program for a smooth start.
  • Project scope — Sometimes, clients ask for demands already out of project scope. When this happens, inform the customer and make adjustments if necessary. Only when we have a comprehensive understanding of the project and the client's request, can we discern which aspects fall within or outside the project's scope.
  • Criticality — Requests will take time to fulfill. To prioritize effectively and estimate project duration accurately, distinguish between critical and non-critical requests.

With a solid grasp on how to estimate timelines related to client requests, it's time to turn our attention to the next crucial phase.

Let's delve into how these requests receive the green light for production and actually take flight.

How does a client query get the green light for production?

Once we have considered the above factors, we can produce the project plan. This includes the:

  • Action steps
  • Capacity timeline
  • Header information, i.e. basic project details
  • Budget and timeline estimates

With the project plan in hand, it's time ignite a brainstorming tsunami with our production team, sifting through every detail to ensure our plan isn't just a pie in the sky — it's sturdy, practical, and ready to go.

Once the team gives their thumbs up, schedule a rendezvous with the client. Reveal the master plan, walk them through your projections, and eagerly await their green light.

Securing team and client approval isn't a cakewalk — it’s a journey of spirited discussions, fervent review sessions, and a meeting or two over a hot cup of Joe.

But remember, it's all part of the grand adventure of bringing client visions to life!

Before we can implement the project plan, we should first check with the team and the client to determine whether the project is feasible.
Before we can implement the project plan, we should first check with the team and the client to determine whether the project is feasible.

Once the plan gets the green light from both the team and the client, the project plan can now go into production.

The process of receiving a request to production takes a lot of steps. The duration of the process will depend on the complexity of the request as well as the project.
The process of receiving a request to production takes a lot of steps. The duration of the process will depend on the complexity of the request as well as the project.

How Do You Handle Client Requests?

Good management skill is the key in handling a client request.
Good management skill is the key in handling a client request.

Decoding client requests can feel like trying to unravel the enigma code for many agencies, leading to less-than-satisfactory services that make clients raise an eyebrow or two. Such missteps can start a domino effect that topples your agency's reputation and sales figures.

But fear not, we're here to turn that around. We've handpicked some killer strategies to help you not only decipher but master the art of handling client requests.

Ready to become the client whisperer? Let's dive in.

Listening actively and asking effective questions.

As with any relationship, active listening is critical for building trust between parties. Active listening is a crucial element of effective communication. It allows us to truly understand and remember the information our clients share, helping us pinpoint exactly what they want.

Here are some tips on how we can listen actively to our clients:

  • Listen to understand — When we converse with others, we often think of the next thing to say instead of focusing on what the other person is saying. We should wait for our clients to finish what they want before making our pitch. This way, our clients are more likely to feel that we genuinely understand their requests and value their concerns.
  • Maintain eye contact and look out for nonverbal signs — Paying attention to more than just words is vital. Eye contact and nonverbal cues offer a wealth of information about your client's expectations and feelings. By maintaining eye contact and being aware of nonverbal signals, you'll enhance your understanding of the conversation and also build trust by showing your attentiveness and genuine engagement.
Active listening and asking questions go hand-in-hand in understanding client's requests.
Active listening and asking questions go hand-in-hand in understanding client's requests.

In addition to active listening, ask clarifying questions to get a better understand what the client wants. Start by asking open-ended questions rather than questions with yes or no answers. This drives the conversation to our desired direction — making the client express their request clearly so we fully understand them.

Setting clear expectations and objectives.

The starting point of any project plan is the objective. This dictates the project's direction, from the scope to the estimates and action plan to its endpoint — the product. The project objectives also become the basis of parameters for assessing the success of the goals.

Setting clear objectives will help us know which requests are within the project scope. When we understand our objectives, we can anticipate the quality of work the client expects from us.

Make sure your client is on track with any developments with their requests.
Make sure your client is on track with any developments with their requests.

Regular client meetings and check-ins.

As we mentioned before, each client request varies in complexity. Complex requests are often confusing, especially when clients are unclear about precisely what they want. To clear the air, conducting regular meetings with the client is always advisable.

Schedule weekly meetings to ensure that your current actions and future plans align with the client's expectations. Regular check-ins like these can preempt potential misunderstandings and keep both parties on the same page.

Regularly checking in with the client will help raise issues and concerns with the current status of the project.
Regularly checking in with the client will help raise issues and concerns with the current status of the project.

Utilizing collaborative project management tools.

Collaboration is essential in project management, especially for digital marketing agencies. Collaboration and transparency across all teams are vital to a project's success. By working together and staying visible to each other, teams can synergize their efforts and drive the project to a successful outcome.

One way for teams to collaborate is through project management systems. Project management system tools allow visibility on all teams, from the managers to individual team members. We can see which teams are working on which tasks, usually recognized by a specific ID, and how long they've been working on those tasks.

This way, we can determine whether a particular client request requires too much time or resources.

Collaboration between teams will lead to successful projects.
Collaboration between teams will lead to successful projects.

Documenting and confirming a client request.

Proper documentation is a linchpin for any project. It encompasses everything — the initial request, project timelines, task lists, and contingency plans when things don't go as expected.

To ensure everyone on the team is on the same page, it's crucial to store these documents in a universally accessible location, like the Cloud. This way, any team member can refer to them at any time, ensuring smooth project execution.

Enhancing Communication

It is undeniable that effective communication is the vital link between the agency and the client. Undoubtedly, effective communication is the lifeblood of understanding our client's needs and addressing their requests. Yet, it leaves us pondering over one crucial question - how can we take our client communication to the next level? Fear not, we've compiled some strategic tips to help you boost and strengthen your rapport with your customer.

Establishing open lines of communication.

Some clients complain when there is no client or user-agent communication channel. This hinders them from clearly expressing what they want and may result in dissatisfaction with the finished product.

Remember to let the client know we are always there for them whenever they need us. Inform of the different ways they can reach us should they have any issues with the project's direction.

Keeping communication lines open for clients can make them feel they are prioritized and their projects being worked on with a sense of urgency.
Keeping communication lines open for clients can make them feel they are prioritized and their projects being worked on with a sense of urgency.

Providing regular progress updates.

Keeping clients in the loop with consistent updates throughout the project lifecycle is not just a courtesy; it's a necessity. Proactively sharing updates ensures clients feel engaged, valued, and reassured that their project is moving forward on the right track.

Seeking client feedback and addressing concerns promptly.

Soliciting client feedback and swiftly addressing any concerns are two intertwined aspects of successful project management. After all, the ultimate goal is to deliver an end product that benefits the client. So, each time we provide a progress update, it's crucial to also invite their feedback.

This approach allows us to gauge our performance and identify any potential issues. Should any concerns arise, adjusting the project plan in a timely manner is not just advisable, but necessary.

Nurturing a strong client-agency relationship.

Strong client-agency relationships, anchored in trust, are vital for two crucial reasons: they catalyze business growth and foster a stable base of regular clients. Following the above tips, we can easily build trust and foster a nurturing client-agency relationship.

Fostering a nurturing relationship between clients and agents can help agencies gain regular clients.
Fostering a nurturing relationship between clients and agents can help agencies gain regular clients.

Case Studies: Real-Life Examples

Let's move from theory to practice now, and examine a few real-world case studies. These examples will illuminate how the principles we've discussed are applied in actual client-agency interactions.

TribalVision

TribalVision is a digital marketing agency based in New England, USA. They received a request from the client to improve year-over-year eCommerce revenue, focusing on pay-per-click (PPC) advertising. Through several campaigns such as acquisition paid campaigns, YouTube ads, Smart Shopping campaigns, and social media app campaigns, TribalVision was able to increase their client's YoY revenue by 76%, with 34% of the total coming from 34%.

Tao Digital Marketing

Based in England, UK, Tao Digital Marketing provides various digital marketing services, including SEO, PPC, and website development and management. The digital agency received a request from a client to increase its online presence. With their strategies, including thorough browser keyword research and content audit, Tao Digital Marketing increased their client's online organic presence by 167%.

Vivid Candi

Receiving a request to increase their client's sales, Los Angeles-based digital marketing agency Vivid Candi applied a cohesive, full-service strategy through innovation and digitalization. This, in turn, increased their client's website traffic by 200%, resulting in a 400% sales increase from previous all-time highs.

Brandetize

Another California-based digital marketing agency, Brandetize, once worked with a startup client who requested an increase in organic traffic to their website. The goal was to generate more sales and gain loyal customers within the first 60 days of the startup's operation.

By implementing website and content optimization strategies to their client's website and marketing, such as improving the interface, sales increased by 40.1%, with a revenue YoY increase of 200%. They also gained customer loyalty as their returning customers grew by 37%.

Transform Your Approach: Actionable Insights for Client Requests

Understanding and delivering on client requests are pivotal to the growth and success of any digital marketing agency. Here's a distilled list of actionable steps to help you navigate through client requests efficiently and effectively:

  • Identify Client Needs: Acknowledge that requests will vary with each client. Strive to fully understand their unique needs before crafting a project plan.
  • Maintain Open Communication Channels: Expect to receive client requests through meetings, emails, or collaborative platforms like Slack and Microsoft Teams. Keep these lines open and responsive.
  • Prioritize Requests: Upon receiving a request, categorize it according to its importance and urgency. This helps you address critical needs swiftly.
  • Assess and Evaluate: Each request should undergo careful assessment to determine its feasibility and relevance to the project's scope. Use this information to create a comprehensive project plan.
  • Document Thoroughly: Ensure all details of a client's request, your responses, and action plans are well-documented. Store these documents in an easily accessible location for team reference.
  • Apply Effective Communication Strategies: Implement strategies such as active listening, asking insightful questions, setting clear objectives, and conducting regular client check-ins.
  • Leverage Project Management Tools: Use collaboration tools to ensure team visibility and foster unity in working towards fulfilling the client's requests.
  • Nurture Client Relationships: Regularly update your clients about project progress, seek their feedback, and address any concerns promptly. This builds trust and nurtures a healthy client-agency relationship.

Remember, satisfied clients can become powerful advocates for your agency, leading to increased revenue and a growing client base. Excellence in handling client requests is the first step towards achieving this.

Ready to revamp your client management skills? Let this checklist guide you to maximize your efficiency in each client request in the future.

Business operations consultant Juliana Marulanda
Juliana
Juliana Marulanda is a business operations expert, speaker, and the founder of ScaleTime. With over 20 years of experience across Wall Street, the non-profit sector, technology startups, and family-owned businesses, she now helps service-based businesses.