Let’s face it. Everyone who works in the advertising world knows about this: Clients often give confusing feedback. In the end, this wastes valuable time and interferes with the project’s outcome. You simply have to browse “Clients From Hell” to stumble upon stories outlining examples of hilarious client feedback.
One of my favorite dialogs on “Clients From Hell”:
CLIENT: I’m not too sure about the blue…
ME: Actually, that’s green.
CLIENT: Who’s the client?
CLIENT: And what color is it?
CLIENT: Right. Now let me see what other shades of blue we have.
How client feedback should be like
When presenting work to a client, the best way to get his or her feedback is to present it in person. As a matter of fact, however, we live and work in a globalized world. So in most cases, meeting a client in person is just not possible. Even if you are located in the same city, there is just not enough time to meet up.
How you normally collect feedback
In most cases, we use email and phone to exchange feedback nowadays. The biggest advantage: You don’t have to physically meet up.
But both media have huge downsides. Keeping track of everything in emails is tough, especially when you need to attach files. And there is a lot of room for misinterpretation. Every sentence can be read in different ways. On the phone, there is no documentation at all. There is always the risk of forgetting important change requests. And hey, we’re all human. This happens to the best of us.
3 Reasons why client feedback can be painful
1. Visual content
As long as you just need to exchange plain text, email might work. But when it comes to visual content, like videos, images or other media content, email is confusing. The problem: The feedback is separated from the media file. It’s out of context. So project managers face a tough challenge interpreting client feedback.
2. Feedback loops are expensive
The calculation is simple: The more feedback loops you need, the more expensive it will get for every project partner. It’s not just the time somebody invests to give feedback. All new feedback has to be translated into actionable tasks. And then somebody, e.g. the graphic designer or the cutter has to implement the changes. When a new version is ready the process starts all over again.
3. Client feedback needs a clear structure
The time you waste on inefficient feedback loops is time that is missing on other projects. With every extra hour you need to spend because of imprecise feedback, you lose money. So the more efficiently you can manage your media production review process, the lower your costs. But how do you do that?
Filestage makes client reviews easy
The easiest way to make reviews and approvals more efficient is our web application Filestage. It is a tool to share, review and approve files with clients and co-workers.
You just drag and drop your files into our web application and send a magic link to your client or any other reviewer. Your clients then just click and comment to give you feedback on your videos, documents and designs.
All feedback is visually connected to your files. So you get clear and visual client feedback and avoid miscommunication. The best part: It just works in the browser. So reviewers don’t even need to sign up.
Filestage simplifies the feedback and approval process. This saves you time and money.
Want to see more of Filestage? Visit our website and get a free trial account. More than 1000 ad agencies, media production companies and designers have already signed up.
Passionate about communications and client relations. He loves to dig into behavioral economics to uncover the irrationality in our daily behavior.