Work effectively with clients or customers in the creative industries

Business Sectors (Suites): Creative Media Generic Skills
Developed by: ScreenSkills
Approved on: 31 Mar 2019


This Standard is about working effectively with clients or customers and building productive, enduring relationships with them to increase the chance of them continuing to work with you or use your services.

Performance criteria

You must be able to:

1    manage
clients’ or customers’ expectations of relationships and the work

2    balance your input to client or customer
relationships with your organisation’s resources, requirements and practices

3    behave ethically in your dealings with
clients or customers and develop relationships that demonstrate trust,
commitment and cooperation

4    build rapport and communicate in a professional,
timely, patient and appropriate manner

5    keep records of expectations, conversations
and agreed actions.

6    make realistic promises, deliver promised
actions in the timescale and manner agreed and communicate this success to
clients or customers

7    anticipate and proactively communicate
unavoidable changes in agreements to clients or customers

8    determine the principal lines of influence
and communication within client or customer organisations, identifying
individuals who are key decision makers and influencers

9    promote to clients or customers ways they
can gain added value from their relationship with your organisation

10  establish effective professional relationships
with key decision makers and create an agreed agenda for action

11  monitor and evaluate the effectiveness and
profitability of relationships on a regular basis

12  use feedback from clients or customers to
ensure that the quality and consistency of service is maintained

13  deal proactively with clients’ or customers’ complaints
or problems.

14  feedback to others inside and outside the
organisation on aspects of relationships that may be relevant to them

15  identify opportunities to develop new or
existing client or customer relationships that will benefit your organisation

Knowledge and Understanding

You need to know and understand:

1     clients’ or
customers’ needs and priorities and, if relevant, the markets they are in and
how they generate income

2      the time and effort it may take before
clients or customers commit to working with your organisation or using your

3      what can affect client or customer
decision making and lead times including, if relevant, their organisational
structure and internal processes

4      your organisation’s criteria and processes
for developing client or customer relationships

5      the impact of over-promising or acting
solely for the short term on relationships

6      the contribution that client or customer
relationships make to the achievement of your organisation’s strategic aims and
creative integrity.

7      the role of other areas of your
organisation in managing client or customer relationships

8      the benefits and disadvantages of
different ways of communicating with people and how to communicate clearly both
verbally and in writing

9      how to assess the risks and potential
benefits of client or customer relationships

10    how to identify  opportunities to add value and save clients or customers money

11    how to positively communicate necessary
adaptations to agreements and changes to product

12    what to do when things go wrong

13    how to establish the level of resource
required to manage a client or customer relationship effectively and

14    ways to identify and grasp opportunities
when maintaining client or customer relationships

15    when to communicate with other people or organisations to ensure clients’ or customers’ expectations of you are met


Scope Performance

Scope Knowledge





Links To Other NOS

External Links

Version Number


Indicative Review Date

30 Mar 2020





Originating Organisation

Screen Skills (formerly Creative Skillset)

Original URN


Relevant Occupations

Arts, Media and Publishing, Photographic Technician, VFX Technician, Animation Professionals

SOC Code



Customers; Clients; Feedback