In a competitive agency landscape, winning new business is tough — but retaining and growing existing clients is where the real long-term value lies. This masterclass will show you how to master the client experience by focusing on small, consistent improvements that drive big results.
Grounded in the 1% rule, you’ll learn how to identify the gaps in your client experience, implement meaningful changes, and measure their impact — all without overhauling your entire approach.
Many agencies focus heavily on securing new business but overlook the potential within existing accounts. Poor communication, misaligned expectations, and lack of strategic engagement are key reasons clients leave — even when the work is strong. The 1% rule is based on the idea that small, strategic improvements throughout the client journey can significantly boost client satisfaction, increase retention, and unlock growth opportunities over time.
You’ll learn:
How to understand the key drivers of client satisfaction and retention
To identify 1% improvements across the client lifecycle
How to measure improvements in client sentiment and satisfaction
Agenda
Why Client Experience Matters – The link between satisfaction, retention, and growth
The 1% Rule – How small improvements create big results over time
Identifying Gaps – Where most agencies lose client trust and how to fix it
Building a Client-Centric Approach – Embedding this mindset into your processes
Measuring Success – How to track and improve client sentiment
Action Planning – Developing a tailored plan for your agency
Masterclass host
Jo Rogers has spent over 20 years leading on both the agency and client side. She has scaled two major independent agencies, built a Client Services department from scratch, and helped teams grow while keeping clients happy. Jo’s sweet spot is helping agencies scale, by building strong client relationships, and embedding a client-centric mindset — all while balancing the human touch with smart use of technology. She is passionate about helping agencies thrive, even in a tough market, by driving client satisfaction and building long-term partnerships.
Who should attend
Founders
Client Service Directors
Heads of Client Services
Account Directors