Key to the survival of any marketing player - established or not - is providing value-add services and the subsequent personal touch. Client service must become an extension of a client's marketing team and efforts.
Unfortunately a lot of marketing agencies still don't put the effort in to understanding their clients' varied industries. This is suicidal as the same rules do not apply to all industries and their target audiences.
The client service arm should establish itself as an expert on its client's business - becoming a trusted advisor on business issues related to the client's industry.
Without exploring and understanding the client's business drivers and industries, the client service role becomes a mere messenger role, with no value-add in terms of supplying an objective opinion.
It is important that a true partnership is built - where a client shares their business plans and objectives with their agency. This will enable the client service team to ensure that whatever campaigns are developed are in-sync with the business drivers.
If this partnership is developed and maintained correctly, the client service team can play a crucial role for the client's marketing team, assisting in skills development and leveraging off the right (supportive) tools such as research and best practices.
So, how can you as a client service team or manager make yourself invaluable to your client? Here are a few basic steps:
Elise Roscoe is client service manager at ChilliBush Communications.
