“Do more than is required”- exceeding the client’s expectation
Interviewed by Nguyen Anh Sang, s3449962, G1 (SGS)
The great thing about ”Do more than is required” is that it is always moving forward. When it is applied, the effectiveness of work will be pushed further. This is interesting because it is not only an ordinary thing to do but also an important point that people have to bear in mind when working with clients. Can you make the clients appreciate your skills, products or services? How can you make your clients happier than the day before?
To answer those questions, I had a chance to interview Nguyen Thien Lam, Account manager of Saigon Live Media. He had over 6 years experiences in this field and worked with many clients such as: Enchanter, Techcombank, Nutifood and some agencies such as: My share, Dentsu and Satchii and so on. Thus, he is a live dictionary to learn many things from.
Why “Do more than is required” is so important in client management?
“I think that this ideal is a lodestar for everyone working with client. It’s simply because if you can accomplish your work and show more work to the client, it is the way to impress the client what you are capable of as well as set the bar so high that other competitor cannot duplicate the thing you do and the service you give”, Mr Lam said. Surprising clients by exceeding their expectation is a good way to ensure that they will come back in the future. He added.
Besides, he advised that showing what you know about the client’ needs or problems or the competitors will make your client amazed and believe that you will be able to do more than they require. According to Solomon (2008), before telling the client’ needs, tell them what you know . Thus, Lam’s advice is very useful for working with client.
How to exceed the client’s expectation?
“ The very first thing I do is inviting my client to the coffee shop. I want to create a friendly environment so that I can find more about their needs and do something that they won’t expect. Sometimes, their needs are impossible to serve. At that moment, just try to complete their plan.”
He also shared an experience to make clients” Wow”. He used to work with Enchanter which was a sponsor of a television program. After completing the client’s plan, he did something more by holding an event for Enchanter. After that event, more than fifty articles were written about Enchanter. Thus, his client was so happy and decided to give the sponsorship for six months, instead of three months as planned.
Moreover, he suggested that people should try to be an expert in their field in order to make clients happy. And when clients are happy, you will satisfy and maybe exceed their expectation. It is simply because the more knowledge you have, the more professional you are when working with clients as it can save time for clients on looking things up. When you become an expert in your field, you are on the level which enhances and keeps a good relationship with clients (Casul 2014).
The final question I asked him is: “What certain attitude do you think that is needed when working with clients?”
“I am transparent, empathize and I am a good listener”. He quickly answered the question.
“Put yourself in the client’s shoes and ask: “How would I like to be treated? and then find out the most effective way to do that.” is the lesson I have learnt from the interviewee.
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Casul, M 2013, “Client Retention”, lecture inCOMM2384 Client Management, RMIT University, Vietnam, viewed 4 May 2014, Blackboard@RMIT
Ramesh, P n.d., image, Client’s expectation, n.d., viewed 4 May 2014,<http://www.buzzbinpadillacrt.com/how-to-get-the-best-out-of-your-pr-agency/>
Solomon, R 2008, “The art of client service”, Kaplan, New York