Improving transparency to clients
A number of recent surveys have shown that clients are becoming more demanding. This is certainly backed up by anecdotal evidence we’ve been receiving from agency managers we meet. One aspect is that of an expectation of greater transparency.
Clients clearly expect more openness about job progress, job health, hours worked, milestones reached and so on. As an example, we asked Steven Clark, Financial & Commercial Manager of Tayburn, what he has been experiencing. Tayburn are a 40-strong agency in Edinburgh, Liverpool, Manchester and Istanbul. He sees transparency as a trust issue.
“We like to offer transparency to clients, so they can see the commitment and investment we’re making on their behalf. It increases awareness and trust.”
Client work by Tayburn
It’s surely part of a trend. Clients want results, but they also want openness and believable communications, which can only be delivered by having supportable hard facts. Agencies unable to supply such facts are now becoming at a disadvantage.
Rob Hill, managing director of HMA agrees:
“There’s a new realism and transparency today. Clients really will not put up with mystery and pomposity.”
Client work by HMA
A Company Director of a communications agency told us:
“Synergist gives us a transparency which we didn’t have before. We can run digital time sheets and produce reports on those, which means total confidence for the client.”
For Mubaloo, transparency embraces entire processes. Their task was to make large enterprises comfortable with proposals for mission-critical digital projects. They realised that risk-averse enterprises crave transparent processes as a trust issue.
Tayburn, HMA and Mubaloo all use Synergist. For them, increasingly-exacting clients demand a serious level of joined-up information.
Client work by Mubaloo