Skip to main content
0Fc4807d 166D 4296 A557 D147df6bb485 (1)
From the inside

How can you build long-standing customer relationships? – Part 2

Posted by Theresa Esser |

After Charles, it is Theresa's turn to unveil her top tricks to build respectful and trusting relationships with clients from Day 1. Let us dive into this amazing second piece of our Customer Relationship series! 

Could you tell us a bit more about your career path until now? 

Sure! I started as a Junior Account Manager in 2018, working for the Travel industry. The pandemic came as a storm and completely disrupted our industry. We had to reinvent ourselves and develop tailored approaches to adapt to the new reality and meet the needs of our clients, so I specialized in Travel & Classified. It was before I joined Criteo as a Senior Account Manager, working with the biggest Travel Clients in the DACH region (Germany, Austria, Switzerland). 

What do you like the most about your job? 

I love how we stir our brains to deliver tailored solutions to help our clients achieve their goals. I enjoy it when we communicate directly with the clients, organize collaborative brainstorming, and adopt a solution-oriented mindset when working with them. That is why, over the years, I specialized in providing strategic support to clients and customizing approaches to drive business growth effectively.  

How do you put yourself in your client’s shoes?  

I try to focus on what truly brings success to our clients. Success is measurable, and only then will the client be happy about their performance and, therefore, trust in my advice.  

How do you ensure you set up healthy foundations from Day 1?   

The key to a healthy relationship is honesty! Do not try to make the client adapt and change their strategy for your own sake. Listen to their ideas, respect their feedback, and think outside the box to turn small ideas into real solutions. If you want the client to respect and trust you, you must show them you care and understand their needs. 

Which part of the client relationship do you find the most challenging?  

Once you have reached the point of a trusting relationship, you must find ways to keep it alive. We are trusted partners, but again, so are many others. Chances are plenty of conversations are happening apart from ours, so you need to be there and be proactive. It is time to deliver additional insights like reporting or dig into the industry to gain even more knowledge. These are essential to strengthen the relationship in the long run. 

Could you share a real-life example of a functioning Criteo-client relationship?  

I began collaborating with numerous clients who had suspended their engagement with us due to the pandemic. It was a dual challenge for me then – not only did I need to provide professional support for these clients, but I also had to keep them informed about the latest industry developments. Staying tuned to real-time market changes was imperative! I had to understand customer requirements and ensure alignment with their strategies. It was also a financially critical period, demanding extra vigilance with the return on investment (ROI). I vividly recall working with one client who had temporarily halted their association with Criteo during the pandemic. They had invested $300,000 in 2021, and our collaborative efforts resulted in significant growth for the client, culminating in a substantial increase in their spending to $6 million in 2023. This client is now one of the most trusted partners of our Growth division ( 

So, if you had to say the must-haves of client relationships that last? 

I would say: 

  1. Understand your customer in-depth.
  2. Be honest and transparent in your communication.
  3. Be consistent before, during, and after forging the relationship.
  4. Personalize your consultation and strategy.
  5. Adopt a problem-resolving mindset.
  6. Provide a long-term vision. 

Theresa Esser

Senior Account Strategist Growth DACH

The Future is Yours.

Search jobs