Client satisfaction and expectations

---------- Posted on behalf of Samantha Lew------

Today's entry will revolve around client satisfaction and expectations. It has been almost a month since i joined LEWIS and it has been an eye-opener for me.

At LEWIS, the core teams that drive the organisation are mainly technology and lifestyle. For all of their clients, my co-workers strive for perfection and excellence. They are all very driven and highly-motivated to do the best for the clients. To my excitement, I was able to participate in the 'brainstorm' session for Audi (one of the lifestyle clients), for Audi Fashion Festival 2011. Of course, we had to meet the demands and expectations as well as the budget of Audi for this major event, and it has to turn out as flawless as it can be. A representative of the client came down to the office for the brainstorm and it was indeed brain-wrecking! I do not even have to reiterate, it is understood that budget is the greatest concern. Although the AFF is a significant event, and it is probably one of the best highlights of the fashion week/festival, there are many constraints to it, financially that is. Therefore, there were many ideas that the team came up with that had to be ignored as they were too extravagant, which clearly exceeds the budget. In my opinion, i think it is really difficult and challenging to come up with ideas and tactics for a luxurious brand like Audi. Additionally, due to the tie-up with the fashion festival, it makes things even trickier.

As far as the client was concerned, the representative who was at our office for the session became somewhat angsty as ideas were not good enough, and the budget was constantly emphasised. Even when our client gets angsty, or turns unhappy over matters, there is always a need for us to ensure that we handle problems graciously and with caution. In this case, it was to be cautious and mindful of the client's feelings towards the ideas and budget of the event. From this particular session, i have come to learn that financial constraints are one of the biggest obstacles that any PR agency can encounter. Not only does the tight budget act as a hindrance for progress, it can also cause tension in a client-consultancy relationship. If such matters are not meticulously taken care of, problems and dissatisfaction might arise. Hence, creating a negative relationship.

No doubt, this brainstorm session has shown me the importance of managing client-consultancy relationship efficiently and the need to satisfy and meet the demands of the client.

Samantha Lew Gui Ling
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