Methodology & Approach

BTI’s goal each year is to be objective and transparent in our rankings. The BTI Client Service A-Team is a data-driven ranking based solely on in-depth telephone interviews with leading decision makers.

This research is independent and unbiased—no agency or organization other than BTI sponsors this study. No agency or individual influences the results, submits nominations, or provides client names to BTI.

Each year, BTI reaches out to a sample of advertising decision makers at large organizations with $1 billion or more in revenue. BTI Client Service A-Team 2015 draws on data collected in BTI’s ongoing Annual Survey of General Counsel.

Participants are granted confidentiality at the individual and organizational level.


The 17 Activities—A Brief History

25 years ago, BTI began the first and longest-running continuous survey with C-level buyers of professional services. The goal was to understand what drives the absolute best relationships with professional services firms—how and why top executives pick the service providers they do.

14,000 in-depth telephone interviews later, BTI has isolated 17 activities proven to be essential to delivering superior client service and driving the best relationships.


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Click here to download your complimentary executive summary