Is your agency leveraging CRMs to tailor personalized client experiences and nurture long-term client relationships? Are you tracking customer interactions from first message to delivery? In the dynamic world of agency-client interactions, CRM tools play a pivotal role in streamlining operations and enhancing customer experiences. Today’s guest has made customer satisfaction his focus even since his start as a graphic designer and now offers a CRM system designed specifically with agencies in mind. Tune in to learn valuable insights on client management and relationship-building strategies for agencies. Steve Holm is the CEO of Copper, a CRM company that helps agencies track clients from initial interest to project delivery. He discusses the importance of building better relationships with clients and shares his background as a graphic designer and his experience in digital product development. In this episode, we’ll discuss: How design can translate to customer value. Crafting a success path for designers at your agency. How to effectively use CRM to navigate customer relationships. One CRM designed specifically for agencies. Subscribe Apple | Spotify | iHeart Radio Understanding How Design Can Translate to Customer Value Steve's journey began as a graphic designer, crafting yearbooks for elementary schools using InDesign. He then transitioned to digital design at an agency collaborating with Facebook on feature and product development. Through his network of industry connections, Steve ventured into partnerships with various companies, eventually assuming a leadership role in product management. His background in design and product management equipped Steve with the skills to create a vision and roadmap for his company based on the impact they aim to have on customers. Since the beginning, Steve has seen that design can directly impact customer satisfaction and, as a result, business success. To him, the most important thing to keep in mind as you design is “what is the value this is giving to customers and how can I make a connection between my design and the value they’re receiving?” Making this connection leads to increased revenue or reduced turnover. In his view, this approach translated well into the role of CEO, as he understood the significance of prioritizing customers, designing with the end consumer in mind, and working backward to the technology, rather than starting with the technology and trying to sell it. It’s a philosophy very similar to that of Steve Jobs, who believed in designing products that cater to the needs and desires of customers. Establishing a Clear Path to Success for Designers at Your Agency As a designer who eventually transitioned to management roles, Steve knows that trajectory depends on the person. Throughout his professional journey, he has strived to elevate the role of design within strategic discussions to provide more avenues for designers to find fulfillment. Establishing a clear career path for designers, encompassing both technical expertise and management responsibilities, is crucial for retaining top talent. However, not all designers aspire to or are suited for managerial positions; some excel as creatives and prefer to stay in that role. The problem is that in certain organizations managerial roles are perceived as the sole route for designers to have a significant impact on the broader vision. At his organization, Steve focused on granting design a strategic role in project development. Addressing the issue of impact makes it easier to understand a designer's motivations for role transitions, their objectives, and how to support their success. When designers only see themselves getting ahead by moving into manager roles, Steve perceives it as a flaw in company operations. Designers should have more participation in strategic decisions. By exposing them to the right conversations and strategies, agencies can lever