It can be a tough ideal to strike in any agency — quality creative work and exceptional client service. We’ve even had a former client tell us, “agencies are either really good at their account management or really great at creative. Few deliver both.”
We’d argue because it takes intention — not luck or chance. You have to intentionally shape a culture of service, EVERY DAY. We know. For over 30 years, we’ve strived to deliver no cul de sacs, no alleys and plenty of sun.
We believe the secret is in taking time to define it. Why? Not because we desire more rules and regulations in our lives, but because we believe clarity of what you desire is essential to make it a reality. (Which by the way, is the same reason we work with clients to intentionally define their brands that will lead them meaningfully into their own futures.)
“Our plans miscarry because they have no aim. When a man does not know what harbor he is making for, no wind is the right wind.”
Having a delineated framework keeps us in alignment as a team. We’re more deliberate in our delivery of the client experience because we know what we’re striving for. Our principles guide our decisions — from the words we choose to use in conversations with people, to who we select as additions to our staff.
Three distinct qualities capture our client service philosophy. Internally, we preach and reward them. If there was a way to bottle them, we’d lace our water, too. And sure, we’re human, so our pursuit is imperfect. We’ve had client relationships go south. But we always allow our missteps drive us to make things right and strengthen our abilities to match top-notch creative with exceptional client service.
Ingredient #1: Empathy
This, our fearless leader defines as our underlying desire to help others. It’s the discipline to be a good listener. And truly pause to hear what our clients have to say. Daily, we remind ourselves to step into our clients’ shoes. They face deep challenges — organizational complexity, deep-rooted politics, time scarcity, ever-expanding responsibilities and leadership pressures. Empathy gives us the eyes to see these complications and the dedication to act accordingly. Stay flexible and responsive. Take the time to hold a client’s hand through a deeper understanding of our work or process when needed. And when unexpected trials throw wrenches in schedules — look for solutions. Refuse to get stuck in problems. Choose to be nimble, to accommodate unexpected obstacles to the best of our abilities.
Ingredient #2: Enthusiasm
This is a can-do attitude — the willingness to bring truth, energy and passion to each conversation. At Baker, employees are trained and encouraged to go the extra mile and consciously bring determination to each engagement. In action, this translates to bringing a refreshing attitude to every situation, and work tirelessly as a seamless team, always in the client’s best interest. In our book, enthusiasm doesn’t discriminate. Even, or especially, when the issues are complex and technical, or when we have other projects and concerns on our minds, we choose to make every client a priority in their own right and see their challenges through a lens of opportunity. We don’t wait passively for passion or inspiration to emerge. We bring them with us.
Ingredient #3: Expertise
Collectively, we’re conceptual thinkers and problem solvers striving for exceptional execution. Our work is backed by deep knowledge and a continual pursuit of learning to strengthen our ability to guide our clients powerfully. This requires regular sharpening of our axes. We make time to research, experience, and grow to stay on top of our game. Picasso once said some painters are able to transform the sun into a yellow spot, but others who, through sheer creativity, are able to transform a yellow spot into the sun. At Baker, staff is supported to strive for the latter.
So there you have our client service secret sauce: the recipe of the 3 Es — topped with an ability to have fun along the way. In the course of each day, project or moment, that spirit of enjoyment seems to make the rest all the more sweet.
Does your business have a magic potion? Have you boiled it down to specific behaviors you expect from employees? Successful partnerships — the ones that will help your business achieve your goals and objectives — don’t just happen. They are carefully developed and creatively maintained. They take strategy, creativity, execution in both client servicing and the work.
“For thoughts on client service beyond these, we encourage you to explore from some of the key resources that have inspired us:”