Client On-Boarding Interviews: A Powerful Tool For Successful Partnerships 

With all new relationships — whether it’s dating, friendship or professional, we all get the “new territory jitters.” What can we talk about? What do they expect? What do they like or dislike? As humans, we like to believe that we will know these answers without having to ask — and sometimes it works out wonderfully, and other times, it’s a true disaster. 

I contend that in all these situations — but particularly with new clients and partners — asking can avoid a lot of challenges, and put everyone on the same page. A new partnership doesn’t have to be a guessing game. 

The following explores the concept of client on-boarding interviews and how connecting outside project details is important, inspired by Jenny Plant’s presentation at the Punctuation Conference in Atlanta in March 2024.

After a successful RFP process, interviews on both sides and a feeling of mutual enthusiasm, it’s now time to embark on a new journey together as agency and partner. Sure, the RFP covered the key details — timelines, budget and projects. But now, to truly connect and build a strong foundation for a partnership, some important, direct questions should be asked. These onboarding conversations are best approached in person (or at least live).

Agency, prepare your questions! And partners, get ready with your answers!

1. What are your expectations from your agency? How do you define success in this partnership?
2. What specific and measurable goals do you hope to achieve through this partnership?
3. What are your goals for your organization this year? For five years? And how do you see our agency supporting those?
4. Who is the person(s) making the final decisions? Who needs to be looped in?
5. Do you prefer connecting via phone/email/text/Slack/carrier pigeon?
6. What is your organization excited about this year?

At Digital Relativity, in addition to on-boarding interviews, we will also discuss how DR works as an agency — with our “work from anywhere” culture, Digital Relativity has a unique set-up that provides the opportunity for the team to work from all over the world, while making sure our partners get the best possible results. We are clear in how to expect to hear from us, how to communicate and the availability of our team.  

For new partners, DR also offers an on-boarding document that covers essential information. This includes instructions on accessing and using our communication tools, details about additional services we provide, account executive contact information and an outline of upcoming projects. The document specifies deliverables for review and the timeline for each component, ensuring everyone is aware of what to expect.

As you embark on this new journey, remember that clarity is your best ally. Discussing expectations, specific goals, decision-making processes, and preferred communication methods will ensure that everyone is aligned and working toward shared success.

By prioritizing these conversations and keeping information clear and open, we not only avoid future challenges but also pave the way for a true partnership. So, embrace the opportunity to ask, listen, and understand. In doing so, you’ll transform those initial jitters into a confident collaboration.