Now is the Time for More-Assertive Client Service
The word "service" reeks of reactive behavior. Someone asks for something and someone else responds by filling the request. When client service providers remain in this reactionary mode— as too many do —they are seen as nothing more than “order takers” by their clients. They traffic work back and forth listlessly between their companies and clients. They provide clients with what is requested— but nothing more. They are seen as old-fashioned sales people who simply take and fill orders. They are not perceived as adding value.
Reactionary client service providers form transactional relationships, not strategic partnerships.
It doesn’t help matters when the word “service” is embedded in the name of the team (e.g., "client service team" or "account service team"), which is usually led by a "director of client service." This simply reinforces and perpetuates clients’ sub-optimal expectations of client service providers and the organizations they represent.
To begin the process of exceeding clients’ expectations, two important things need to happen:
- First, immediately remove “service” from the name of your team and your vernacular . You may not have any control over the official designation used within your organization, but you can control how you describe your role to your clients. Rather than account service or client service, try account leadership or—even better—client leadership (because, ultimately, you are not just managing accounts; you are providing thought leadership to important individual clients). If you do have control over the official title, make the change official—in order to immediately improve external impressions and expectations.
- More importantly, everyone in a client service role needs to dramatically shift their mindsets . This may not be easy, but it is necessary. Client service providers need to move beyond simply “providing service.” They need to understand the leadership role they play in building client partnerships for their organizations—and they need to attack this role in a passionate, proactive, and consultative manner.
Now, more than ever, is the time for what I call “more-assertive client service.”
Client are looking to you for IDEAS. For strategic thought leadership. For direction. For you to aggressively assert yourself as a partner in growing their business and brands. Clients want you to tell them where to go. So make sure you're heard!
If you want to be perceived as "indispensable"—which virtually every client-dependent organization and client-facing professional claims—you have to proactively and aggressively assert yourself.
These are my thoughts on how organizations can connect more strongly with their clients/customers, from my book Tell Your Clients Where to Go! A Practical Guide to Providing Passionate Client Leadership . I would love to hear yours.
Thanks for reading.
p.s. If you'd like to connect more strongly with your target audience, I'd love to help. Please message me at Todd@LINKTrainingAndConsulting.com, or call me at (513) 240-8383.









