Introduction
This blog was inspired by a recent Business Development Club run by Pimento along with our experiences of measuring and managing the client-agency relationship.
Client services face a unique set of challenges and opportunities. Understanding client frustrations, leveraging specialised skills, and adapting to the pace of change are all crucial for agencies to remain relevant. Let’s dive into these aspects to uncover a roadmap for the future of client services.
1. Client Frustrations and Preferences with Agencies
Clients often express frustration when agencies lack transparency, fail to meet deadlines, or don’t fully understand their business needs. They prefer agencies that exhibit empathy, strong communication, and a deep understanding of their specific industry.
Building a relationship based on trust is key, and agencies need to be proactive in addressing client concerns. Providing clear timelines, realistic expectations, and regular updates can significantly reduce frustration and strengthen partnerships. Ducking issues and hiding away with poor comms will only cause the problems to escalate. The key is to have honest and candid conversations – admitting when things are going off the rails – and quickly course-correcting.
2. Are Specialists the Best Way Forward for Client Services?
Specialisation is becoming a necessity. Agencies that invest in niche expertise are better positioned to provide tailored solutions. Specialists bring deep insights and innovative strategies that can address specific client challenges more effectively than generalists.
However, it’s essential to balance specialisation with a comprehensive understanding of the broader market to ensure that solutions align with overarching business objectives. The client servicing team also needs to have a broad understanding and be across everything being delivered to the client. The high-value strategic advice that originally won, or helped to win, the business needs to run like a golden thread through all that is planned and executed.
3. The Value of Pitches for Agencies
Pitches are a critical aspect of winning new business, as they allow agencies to showcase their creativity, strategic thinking, and problem-solving skills. A well-executed pitch not only demonstrates the agency’s capabilities but also aligns closely with the client’s vision and goals. While pitches can be resource-intensive, they are instrumental in establishing credibility and differentiating the agency from competitors. An agency that demonstrates they are invested in understanding the potential client and asks good questions in the lead-up to a pitch will stand out and add value.
4. How Agencies Can Drive Value into Client Services
Agencies can drive significant value into client services by leveraging data analytics to inform strategies, providing comprehensive support across multiple channels, and fostering innovation through continuous learning. Agencies that will rise above the competition will lead on strategy as opposed to functional/delivery-focused teams. Client Services teams can lead on this – training may be required to up the ante on strategy and client relationship management.
By understanding client pain points and delivering solutions that drive measurable results, agencies can create long-term value that goes beyond the traditional scope of services. In a hybrid world, it is key that the team are in the office, attending meetings, learning by osmosis and getting under the skin of your clients by hotdesking. Agencies need to value the Client Services team across the board and in this way, they can become the catalyst for feeding the new biz hopper.
5. The Relationships and Expectations Clients Seek
Clients seek relationships rooted in trust, transparency, and mutual understanding. They expect agencies to act as strategic partners, offering guidance and insight that align with their business goals. The most successful relationships are collaborative, with both parties working towards shared objectives and maintaining open lines of communication. It is important to ensure a joined-up approach when there are multiple agencies involved with a focus on the client’s goals at the heart of all activity, and clear comms when things change, as they so often do.
6. Adapting to a High Pace of Change
In a fast-paced environment, agencies need to be agile and responsive to evolving client needs. This requires a culture of continuous learning, investment in new technologies, and a flexible approach to service delivery. By staying ahead of industry trends and being prepared to pivot strategies as needed, agencies can help clients navigate change effectively. Where possible be one step ahead of your client to pre-empt changes coming down the line. Stay on the front foot so change does not rock your team when it happens.
7. The Future of Client Services
The future of client services will be shaped by advances in technology, AI, changing consumer behaviours, and the ongoing shift toward digital transformation. Agencies that embrace these trends and adapt their service offerings will thrive. The focus will be on providing highly personalised experiences, leveraging data to anticipate client needs, and offering seamless integration across various digital platforms. The downside is that the relationship-building skills could be lost in the mix. Clients want and arguably will always want real relationships, a human connection, a soundboard and a trusted confidante.
8. Do Younger Generations Hide Behind Technology?
While it’s true that younger generations are more digitally inclined and tend to pick up the ‘phone less, they don’t necessarily hide behind technology. Instead, they use it as a tool to streamline communication and enhance productivity. Agencies need to understand this mindset and adapt their communication strategies to engage effectively with younger clients.
In conclusion, agencies that prioritise client satisfaction, invest in specialised expertise and stay agile in the face of change will lead the way in the evolving world of client services. By understanding and addressing the needs of clients today, agencies can build the foundation for a successful future.