In the fast-paced world of media agencies, where data-driven strategies, the use of AI and multi-functional tech stacks often take centre stage, one critical element of the skill set is frequently overlooked: Client Service.
While many agencies pride themselves on their innovative approaches and technical expertise, the fundamental skill of effectively managing client relationships is often taken for granted.
This oversight not only impacts the quality of work delivered but also affects client retention and agency growth.
The Assumed skillset
Client service is often considered an inherent ability that professionals in the media industry should naturally possess. However, this assumption leads to dangerous complacency.
Many agencies fail to invest in adequate resources to develop and nurture this crucial capability, believing that their team members will naturally excel in client-facing roles.
After 20 years in the game, across multiple agencies and teams, I can unequivocally tell you – the prevailing misconception that anyone can handle client service is misguided.
In reality, it's a complex skill that requires a unique blend of communication, empathy, honesty, strategic thinking and the confidence to have hard conversations and sometimes negative feedback.
It's not something you can simply pick up on the job without proper and on-going guidance and training.
The Specialist-to-Generalist Dilemma
A concerning trend in many media agencies is the practice of moving “specialists” into client service roles without having the adequate training both in hard and soft skills.
As agencies evolve and expand their service offerings, there is often a scramble to fill the critical life-line positions in the agency, client-facing ones.
This results in highly skilled professionals being thrown into roles that may not align with their core competencies or their media career aspirations.
This approach not only potentially compromises the quality of the client service experience but also risks diminishing the specialist skills these professionals have honed over many years.
Talent today is no longer multidisciplinary, nor have they risen through the ranks learning all aspects of the media business.
Trust me, client's resilient but empathetic generalists at the helm of the business. I can certainly tell when a client has spotted the lack of this generalist on their business, often bringing it up in their next review.
From a talent perspective, moving specialists to generalist client service roles leads to job dissatisfaction and higher turnover
rates in what is already an incredibly tough market for hiring solid talent.
The Cost of Neglecting Client Service
The consequences of undervaluing client service can impact the agency through a number of different avenues:
- Decreased client satisfaction and loyalty usually measured by NPS/TRR
- Missed opportunities for upselling and cross-selling
- A less positive sentiment or word-of-mouth in the industry
- Higher client churn rates
- Reduced agency profitability
In my experience the strength of client relationships can make or break an agency. Technical skills are only one part of the equation more importantly it's the quality and agility and resilience of client service that often determines whether a client stays with long-term or start to look elsewhere.
To reinvigorate the approach
To recognise the value of client servicing, as an industry we should unite and implement the following recommendations:
- Establish a Dedicated Client Service Career Path: Create a clear progression for client service professionals, with defined roles, responsibilities, and career opportunities. This will attract talent specifically interested in client-facing roles and allow for the development of true client service expertise.
- Implement Comprehensive Training & Mentoring Programs: Develop and maintain ongoing training initiatives that cover all aspects of client service, from communication and relationship skills and project management to strategic thinking
and problem-solving. These programs should be mandatory for all client-facing staff, regardless of their background or experience level. - Foster a Client-Centric Culture: Embed client service excellence into the agency's core values and reward systems. Recognise and celebrate outstanding client service achievements to reinforce its importance throughout the agency
- Focus on Soft and High Resilience in skills in both Recruitment and on-going Development: Place more emphasis on soft skills such as empathy, adaptability, and emotional intelligence and resilience than technical skills (use AI to help plug the
technical gaps). The ability to have a hard conversation or say no and politely challenge Clients in a servile world is far more important than being able to weight TARPS.
By implementing these recommendations, media agencies can elevate their client service capabilities, leading to the ability to nurture and grow client relationships, improved retention rates, and ultimately, greater success in an increasingly competitive and cutthroat industry.
As the media industry continues to evolve, agencies must recognise that technical expertise alone is not enough to thrive. By refocusing on client service as a core competency and investing in its development, agencies can differentiate themselves by delivering the highest levels of partnership both tactically and strategically but most importantly with real expertise.
Kaimera Chief Client Service Officer – Anna Magliano.