Why modern agencies need distributed client skills

Collaboration is the essential ingredient to success for modern agency teams. With digital so prevalent across organisations, agency teams need to easily integrate with client teams.

This presents a challenge as – although often fully integrated – there’s an agency/client contractual relationship. Team members represent your agency at critical moments, often without the support of a client services team. And the people embedded are often from a technical background so can lack the client services skills needed to deal with complex client challenges.

For these reasons, it’s essential for modern agencies to train their frontline staff in client services skills. Giving your team the skills, frameworks and processes they need to manage relationships gives them the confidence they need to represent you in front of clients.