Client services: debunking the myths and celebrating their value

As a member of the client services team, you’re expected to wear multiple hats, effortlessly transitioning between tasks and responsibilities to keep everything running smoothly.

However, there are many common misconceptions about client services, which is why this essential business function is sometimes misunderstood, and budget allocation for management is frequently questioned.

Let’s address these misunderstandings and shed some light on the true essence of client services.

Common misconceptions about client services:

• We write long emails, and that’s it
• We’re just an extra person in meetings 
• We don’t understand how other agency departments work
• We have all the answers and don’t need specialists
• We have plenty of free time
• We don’t bring value

The reality of client services

The truth is that the roles and responsibilities within client services go well beyond these myths. Our role is to:

• Act as a bridge between the client and the agency
• Nurture relationships
• Manage briefings (both client and internal)
• Ensure efficient project management
• Engage in strategic thinking
• Maintain quality control

…and so much more.

Adaptability is key in client services. We’re required to juggle roles, understanding clients’ businesses deeply and ensuring the smooth execution of campaigns. Our empathy and dedication ensure clients feel heard, understood, and valued.

So why is this pivotal role sometimes undervalued?

Think of client services as the project manager in a home renovation: without this oversight, delays and miscommunications pile up, budgets are strained, and objectives misalign. We’ve all seen the chaos on Grand Designs! Similarly, overlooking client services can lead to significant setbacks in agency projects.

We’re often asked, ‘Why is there more Account Manager time than Copywriter hours?’ The answer lies in our holistic involvement across the entire project lifecycle. Specialists focus on their craft, while client services oversee coordination and communication from start to finish, aligning everyone with the client’s vision and goals.

Our work goes beyond monitoring timelines and budgets. We scrutinise briefs and deliverables, often reading between the lines to meet unspoken client expectations. Transparency and effective communication are second nature to us, guiding clients and stakeholders through complex projects with clarity and confidence.

Beyond generalisations

While client services may be seen as ‘generalists,’ our expertise is anything but. 

We’re immersed in our clients’ worlds, becoming extensions of their teams and understanding the unique challenges and aspirations of each one. From knowing the technical details of a video production to optimising a website, we’re constantly broadening our knowledge to serve clients better.

We also remember the little details that matter to clients – the names of their children, the recent holiday they went on, their pet’s birthday, even the ginger shots and bone broth they’re trying out. These details reflect our commitment to creating lasting, meaningful relationships with every one of our clients.

When you succeed, we succeed

Every project is a partnership and, beyond all the numbers on spreadsheets, we genuinely care about your success. 

The next time you review a budget proposed by the client services team, consider the value we aim to bring and let’s continue building these connections together, bringing ideas to life and celebrating every win along the way. 

(And if you’d like more wins, let’s talk about how we can help you get them)

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(Header photo: Steven Wong on Unsplash)