During a recent client/agency performance review, the client summarized the state of the relationship with his current PR firm by saying: "What you have is a satisfied client. What you don't have - yet - is a loyal client."
This story conveys a familiar issue in some agency/client engagements - that is, getting beyond providing simply strong work for fair value that engenders a client's respect, and providing the value-added service that results in long-term client loyalty. Below are three things ...