Harley Woolven.
Harley Woolven, Senior Partnerships Manager, Yango
The pace of technological advancement in advertising and media is nothing short of breathtaking. From sophisticated data analytics to the widespread availability of AI, the post-COVID era has seen a linear curve of innovation shoot up dramatically. Yet, as our industry becomes increasingly gripped by tech, a critical question emerges: where does client service, and indeed a client-first solution, truly fit into this new landscape?
Having dedicated the past 12 years to client service, I've witnessed firsthand that, while digital tools are undeniably fantastic, the need for a human element to what we do will never dissipate. At Yango, our entire business has been built on the foundational belief that putting people first yields the best results. This isn't just a catchy slogan; it's been our mission statement for 12 years: people first, results driven.
The evidence: clients crave connection
The idea that technology would somehow reduce the need for direct human interaction is proving to be a myth. In fact, we're seeing the opposite. Our clients are increasingly reaching out, picking up the phone, and actively seeking one-on-one face time rather than relying solely on Zoom screens.
This isn't anecdotal; recent data underscores this shift. A 2023 Salesforce report found that 80% of customers believe the experience a company provides is as important as its products or services – and that’s true for agencies too.
Furthermore, a study from Swinburne found that “open, honest, and high-quality relationships between client and agency staff are essential for effective relationship management and drives client loyalty.”
In a world demanding instant gratification – same-day shipping, instant messaging, immediate feedback loops – companies across the globe are recognising the paramount importance of upskilling client service and communication skills across their entire team, not just limiting it to a dedicated client service department. Clients don't remember dashboards; they remember who picked up the phone when it mattered most. This reality has only reaffirmed the necessity of building an agency's foundations around consistent, high-quality client service.
Beyond Automation: people are the strategic differentiator
The human layer is no longer merely a "nice to have"; it's a strategic differentiator. While AI excels at optimisation, automation, and even anticipation, it simply cannot replicate emotional intelligence, contextual judgment, or the trust built over time. These are the intangibles that forge lasting partnerships and drive true value for clients.
We've been proactively investing in and refining our client service approach for several years. We've seen significant improvements in the overall effectiveness and efficiencies of the work we are creating with clients, leading to increased client retention – with our client tenure averaging more than four and a half years. Our client partnerships consistently stem from proactive service, not merely reactive delivery. This means anticipating client needs, offering clarity amidst complexity, and becoming a true extension of their team.
Client Service: an opportunity for growth
As technology continues its relentless acceleration, agencies must embrace a crucial truth: client service is not a "soft skill." It is, unequivocally, an opportunity for substantial growth. Invest in it. Train for it. Celebrate it. Because when all is said and done, in a world saturated with digital solutions, people still choose people.