Building client empathy into a marketing agency’s everyday
Solution
OMD is one of the largest marketing services companies in the world, providing brand and advertising services and advice to over 5,000 clients in over 100 countries, and spending billions of dollars on behalf of their clients.
In 2019, they wanted to build more empathy into their engagement with clients to further underpin their brand promise to make “Better decisions, faster” on behalf of clients.
Through a tailored Client-Centred Thinking workshop, we taught OMD’s client-facing teams a framework for consultative sales discussions that put the client’s interests first. This allowed them to advise clients on increasingly diverse products and services to help them grow their business and brands.
The results
CLIENTS RETAINED
Within 6 months, 5 client accounts moved out of a ‘defend’ status.
ORGANIC GROWTH
Within 6 months, 3 new products were co-created with clients and sold
MORE EFFICIENCY
The data and analytics team reported faster sales cycles
FEWER MEETINGS
“We now have fewer client meetings, and the ones we have are faster and more efficient. In the past it would have taken 3 or 4 of softly, softly meetings.
Now in one meeting we get all the information we need, give the client options and co-create a scope of work.”
Jody Saunders
Head of Data and Technology, OMD UK
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