Our Client Services Director discusses why brilliant service makes for better B2B marketing
At The Think Tank, we tend to talk a lot about what we do to support our clients: the exceptional strategies, creative campaigns and measurable outcomes we deliver.
But I’d like to talk about how we do it, and why brilliant client service is the foundation of everything we achieve.
It’s all in the team
Our incredible team at The Think Tank is made up of experienced marketers who are true experts in their fields. We have…
- Creative minds delivering outstanding ideas.
- Digital specialists driving impressive ROI.
- Copywriters turning complex topics into digestible narratives.
- And a PR team with an unmatched ability to find that unique hook and promote it effectively.
But beneath all this talent lies a core strength: our client services team. They are the linchpin that ensures every project not only succeeds but excels.
Over the past two decades – most of them spent at The Think Tank – I’ve seen first-hand how pivotal client services are. It often makes the difference between a good project and a great one. It’s the connections we build, the trust we foster and the care we put into every detail that truly matters.
When service is exceptional, it elevates everything else.
All our projects start and end with the client services team. We’re at the front, back and centre of every campaign. In many ways, I think of us as the fuel that drives the engine, or the grease that stops the gears from grinding. Occasionally, we’re the duct tape holding it all together!
So, how do we do it?
The art and heart of client service
I believe client service is a unique discipline that demands a very specific set of skills. Above all else, it requires care.
Working in an integrated B2B marketing agency like The Think Tank means encountering a wonderful variety of clients across diverse sectors. The first step towards serving them well is immersing ourselves in their world.
This means learning everything about them: their brand, challenges, opportunities, competitors and more. But it doesn’t stop there. It’s also about getting to know the person behind the job title, business unit or brand name. Understanding what drives them, their goals and their perspectives helps us build a genuine connection.
It’s not enough to skim the surface – we dive deep, getting to know not just what they do and how they do it, but also who they are and what matters most to them.
This knowledge is the foundation for providing guidance and support, and it’s how we earn credibility and trust. And trust, once earned, becomes the cornerstone of long-term partnerships.
Our exceptional client retention rate isn’t a coincidence – it’s the result of our client-centric philosophy. Good service means questioning the brief when needed, keeping promises, delivering on time and going above and beyond when it matters most. For us, these aren’t exceptions; they’re the standard.
Why it matters
At its heart, client service is about relationships. It’s about understanding that what we do – crafting campaigns, generating leads, building brands – isn’t just transactional. It’s personal. When we get it right, we become an extension of our clients’ teams, celebrating their success as our own.
In an era where AI and automation are transforming industries, marketing is in danger of becoming more impersonal. While technology can analyse data and streamline processes, it lacks the empathy, intuition and personal touch that only people can provide. That’s where exceptional client service becomes indispensable.
Great client service isn’t just about processes or frameworks – it’s about people. It’s about building trust, listening deeply and adapting to the unique needs of each client. Agencies that prioritise these human connections will be the ones that thrive in a world increasingly dominated by AI-driven efficiency.
The takeaway
So, there you have it. That’s why service matters, and why it will always be at the heart of what we do. Because at the end of the day, it’s not just about delivering results; it’s about making every interaction meaningful and personal.
Let’s be honest, though – we’re not perfect. We might occasionally send an email with too many exclamation marks or get overexcited about a pun-based brainstorm idea. But that’s what makes us human. That’s what lets our clients know they’re working with people who truly care.
Want to work with an agency that’s as passionate about your brand as you are? Get in touch.
