By Darren Gilbert
While part of that is true, it is also a little unfair. The primary role of client services is “to create and maintain positive relationships between the agency and its clients – resulting in quality end-product that meets client’s business/brand objectives”, says Jones. And there is a certain art to it.
You’re not only in client service
Brace yourself. Being in client service doesn’t mean you’re only in client service. In fact, you’re involved in Service to studio, strategy, media planning, desktop publishing (DTP), production service and more. And everyone needs a piece of you.
“You’re in the business of two-way communication – getting an understanding of what your clients wants, when they want it and how much they are thinking of paying for it,” says Lindsay Leppan, MD at Y&R South Africa’s Durban office. “And then translating that understanding into a crystal clear, east-to-implement plan of action for the agency, where everyone knows what is required and by when.”
Jones agrees: “Client Service needs to immerse itself in the client’s business and brand as well as the strategic, creative and production processes within the agency.” In so doing, you’re able to “truly understand the rationale behind a brief and the steps taken – in broad stokes – in order to service the brief and client optimally”, adds Jones.
Immerse yourself in your client’s business
Having said that, it’s important to ensure that you always establish value.
“We need to demonstrate passion, and a sense of ownership of our brands and their future success,” says Jones. “We need to give our clients reasons to believe in us, much as we do with their consumers and their campaigns.”
For Robert Solomon, author of
The Art of Client Service, you need to “live the client’s brand”.
Of course, it’s easy to lose focus on what actually needs to be achieved for your client. And especially if you consider the previous point – you’re needed by everyone. However, keep your eyes on the prize.
“Daily agency processes and procedures can distract you or bog you down in the morass of details,” says Leppan. “[B]ut your key function is keeping the team working your account up to speed with what is required, by whom and by when, and making sure they get there.”
You’re not in your client’s corner
This is where it gets tricky: as much as you need to keep the client happy, you are not in their corner. That’s strange to hear but it’s true.
“Despite your job description, you’re not there to give your client exactly what they want every time – you’re there to excite them with new ideas, new directions, new possibilities; and that means challenging them,” explains Leppan.
“[Y]ou’re not an order taker, you’re not a gatekeeper for your client’s expectations,” says Leppan. “You’re a client service operator for a creative enterprise selling creative communication solutions. Go and sell them.”
What are your thoughts on client services? Do you work in the industry? We’d love to hear your perspective.