Client Evaluator

A simple but effective way to evaluate which clients you should cultivate and which you should resign.

Following is a list of the right questions to ask.  Ignition recommends that you program these questions into one of the popular survey programs (such as www.surveygizmo.com) and send the survey to the key people in your organization who would have informed opinions about this topic.  On the survey, indicate the following instructions:

Rate the following questions from 1 to 10, with 1 representing "Strongly Disagree" and 10 representing "Strongly Agree".

After collecting and tabulating the responses, apply the following scale to evaluate the results:

Average rating of 8.5 or above = Invest

Average rating of 6.5 to 8.4 = Cultivate

Average rating of 4.5 to 6.4 = Cultivate or resign

Average rating of 4.4 or below = Resign

CLIENT SELECTION AND DEFINITION

Client organization name:

Division or business unit:

Primary client contacts:

CRITERIA RATING FINANCIAL

1. Earns profit of at least 15%.

RELATIONSHIP

2. Treats agency team with respect.

3. Provides timely, constructive feedback to the agency.

4. Openly provides and makes available important and relevant information and data.

5. Involves appropriate decision makers and allows access to senior-level executives.

6. Is able to articulate the outcomes the agency’s work is expected to produce.

7. Is willing to consider unconventional solutions and approaches.

8. Encourages and approves quality work.

9. Provides clear direction that minimizes false starts and revisions.

10. Coordinates effectively with other departments within the client organization.

11. Allows time for the agency to do its best work.

12. Involves the agency in relevant meetings and decision making.

13. Attempts to resolve differences with the agency fairly.

14. Is willing to test new approaches and take calculated risks.

POTENTIAL

15. Has good growth potential as a client.

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