The digital world is forever expanding and changing, but how does this affect how agencies provide their services? And what do clients now expect from us?
Agencies are fully embracing the digital world to elevate their services for their clients. As a fully remote agency, we’re as immersed as you can be in the digital side of agency life. We wake up, we check our phones, we turn on our laptops and off we go. Another day at the office. But the office is now in the kitchen, the home office, or even on the sofa.
From the environment we work in, to the digital world itself, the way businesses connect with their clients has completely changed. Our support can be faster, communication more direct, and we have access to tools that are smarter than ever before. It’s not all smooth sailing though, and we can’t ignore the challenges that appear along the way.
Let’s take a look at both sides of the story.
Digitised client services bring a whole host of benefits to the table, from more efficient working to the human touch. There are, of course, some things to be wary of, but any potential sticking points can be combated and overcome with the right approach.
From amending and e-signing contracts to sharing quick visual demos and explanations, digitisation has made common processes smoother and faster. Something that could have caused delays in the past can now be fixed at a click of a button, so even when there are bumps in the road - with onboarding, for example - the process is a lot easier to handle.
A smoother client experience is key for attracting new business. Slick, refined and accessible processes make things easier for the agency and the client alike, which can only be a good thing for building a client base.
One of the most important responsibilities of an agency is to build up a rapport with your client, and so staying connected is everything. Be someone they can trust and rely on, someone they can get hold of whenever they need them (within reason). Without this our clients feel neglected, unseen and are more likely to start looking elsewhere. Digital tools make communicating with clients fast, flexible and stress-free. From quick messages and instant file sharing to video calls across time zones, clients and agencies can find a rhythm that works for them, without losing the all-important human touch!
Data legislation is tighter than ever, and clients (rightly) want to know exactly how their information is being used. So, whilst we have to make sure we’re on the ball with their data and handle it with care, the results make the experience so much more collaborative and rewarding.
The digital tools at our disposal can also be very helpful in providing transparency for our clients. Tools like Basecamp, which is a key instrument of ours at RKH, keeps communication open and available to everybody on a project. While this can make certain processes more complicated, it means we can also share real-time campaign data, so our clients have full access to performance as it happens.
So, whilst we have to make sure we’re on the ball with their data and handle it with care, the results make the experience so much more collaborative and rewarding.
Ever sent a message to someone and it’s been completely misread? Maybe they’ve misjudged the tone or maybe you haven’t made yourself clear? Whilst the digital tools help us to stay engaged with our clients round the clock, if not handled properly, it can lead to coming across as cold, with your client feeling like they;re just a number. Any client services professional will tell you that relationships thrive on warmth and connection.
How do you avoid this? You need to go beyond the basics. Take an interest in them as a person, not just a client; ask them how their day is going, about things outside of work, and be someone they can lean on when times are stressful. Even just being personable and warm on video calls makes a difference.
Think thoughtful emails, genuine calls and avoid sending those same old copy-paste templates. We ensure we have regular contact with our clients via video call or in-person meetings, because providing that human connection helps to improve our relationships and drive better results.
With everything at our fingertips, screens constantly around us, it’s really easy to get sucked into the pressure of getting to everything in a flash. We are all guilty of it; things like replying to something after hours because “it’ll only take a second”, when in reality it can almost always wait until you’re back at work.
Digitisation might make instant replies possible, but that can backfire and add unnecessary stress if boundaries aren’t set. Whilst client expectations move fast, there’s little room for error. Customers can share both praise and complaints in an instant, meaning a single misstep can be seen by hundreds or even thousands of people!
Digital is a 24/7 world, and it’s important that we all look after ourselves in it. Yes, the always-on nature of it can be convenient, but we mustn’t let it become a burden and burn ourselves out. Work to agreed deadlines, allow plenty of time for feedback, reviews, and edits, and we’ll minimise mistakes and maintain efficient, healthy communication.
It’s a full-time job! Client services teams need to stay on top of ever- changing trends, platforms and tools all whilst making sure they give their clients the support they need. Clients may request further information on a new platform, or a new trend, wanting to know if it works for them and their brand. It’s up to us to have the answers!
It can be a lot to manage, but staying current is key to keeping clients happy and keeping yourselves ahead of the game. As a full-service agency at RKH, we can share the load and keep an eye on each area whilst still providing the necessary support our clients need.
There’s no denying that the digital world can benefit us in so many ways. From faster processes and real-time campaign data results to convenient communication, the benefits are huge and help agencies everyday, sometimes without us even realising. It’s important to remember that with everything there are always challenges. From keeping connections with our clients personal, managing expectations, to staying on top of the latest trend.
So how do we do it? Embrace it all. Enjoy the advantages, stay on your toes for what’s coming next but most importantly, remember that the job that we do every day revolves around people, even in the digital world.
Get it all right and you’ll have happy clients, a motivated and connected team, and campaigns that just click!
At RKH, we take great care to cultivate real partnerships with our clients, because that's how we can do our best work and drive better results. Get in touch to chat about working together.
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