Client management is the practice of building, maintaining, and optimizing relationships with customers throughout their lifecycle. For agencies, strong client management directly impacts retention, referrals, and profitability.
What is Client Management?
Client management encompasses all activities related to building and maintaining productive client relationships:
Communication management: Keeping clients informed about progress, proactively addressing concerns, and managing expectations.
Relationship building: Understanding client needs beyond immediate projects, becoming a trusted partner rather than a vendor.
Satisfaction tracking: Regularly gauging client happiness and addressing issues before they become problems.
Account growth: Identifying opportunities to expand services and deepen the relationship.
Retention strategies: Implementing practices that encourage long-term partnerships and reduce churn.
Best Practices for Agency Client Management
Successful agencies implement these client management practices:
Single point of contact: Assign dedicated account managers so clients always know who to reach.
Regular check-ins: Schedule periodic reviews beyond project updates to discuss broader goals and satisfaction.
Proactive communication: Don't wait for clients to ask—keep them informed of progress and potential issues.
Document everything: Track all communications and decisions. This protects both parties and provides context.
Feedback loops: Create formal mechanisms for gathering and acting on client feedback.
Profitability awareness: Track which clients are profitable. Sometimes the loudest clients contribute the least margin.
Tools for Effective Client Tracking
Modern tools make client management more efficient:
CRM systems: Centralize client information, communication history, and relationship data in one place.
Project management integration: Tools like Monton connect client management with project delivery, giving you visibility into both relationship health and project profitability.
Communication platforms: Dedicated client portals or communication channels keep everything organized.
Analytics and reporting: Track client satisfaction metrics, project history, and revenue trends.
The goal is having complete visibility into each client relationship—from communication history to project performance to profitability—so you can make informed decisions about where to invest your attention.