It turns out that some of the other service programs we put in place at the very beginning have helped define how we work with our clients. One of the most important is an ongoing belief that we should meet clients exactly where they are in their digital advertising journey.
When Simpli.fi started, our client success team was structured in a way that we could give personalized time and attention to every client. That allowed us to learn their business, how they operated internally, their knowledge of and experience with digital advertising, and more. Because we were so young we could be flexible in our approach and we realized that providing service based the client’s familiarity and comfort level was something that was unique to Simpli.fi. Our competitors were (and still are) trying to force clients into their service model, while we were taking active steps in making the process easy and useful for the client based on their needs.
So, what does it mean to meet clients where they are? It means that we don’t tell our clients how to run a campaign the “Simpli.fi” way. We work with them to identify where they are in the digital advertising lifecycle, what they understand, what they don’t and what they hope to accomplish. From there, we set a course based on their experience and comfort level to create campaigns that work for their particular business.
For instance, some of our clients have zero digital experience, which means they need extra support with everything from vernacular to targeting. We walk them through the process, ensuring they build their knowledge in a positive way and can start growing into experts. On the flip side, our traditional trade desk clients know in’s and out’s of running a digital advertising campaign. We don’t require them to go through introductory processes, instead following their lead and often jumping right in and getting programs running ASAP.
Regardless of the level of sophistication, we work with all clients to understand their business. How do they sell now? What is their team familiar with? What are their processes and how are they executed? We adopt their language so they can advance their programs without disrupting their business. If they have an internal team, we work with them to modify their program as it grows, and provide continuing education so they are kept abreast of the newest advancements and how they might integrate them into their own selling or service processes.
At the end of the day, we learned a long time ago that it doesn’t work to try to force a square peg into a round hole when it comes to service. By understanding their business, their goals and needs, we create programs that work for our clients rather than asking them to adjust to work with us. So far, so good. Meeting the client where they are has been, and continues to be, a tenant of how Simpli.fi conducts business.