Rediscovering the art of listening in the client-agency relationship
Starcom Australia's new chief client & growth officer, Scott McCaffrey, argues the importance of listening for successful client-agency relationships.
Competition is fierce, data privacy and the AI landscape are evolving, and clients continue to face budget restraints, media fragmentation and changing consumer behaviour. In this context, client service requires innovation, agility and resilience, making communication more crucial than ever.
In an era dominated by technology and instant gratification, listening skills have taken a backseat. The constant bombardment of information and the pressure to multitask make it challenging to focus on one conversation at a time. As a result, many people favour quick responses over thoughtful engagement.
My role at Starcom emphasises the need for evolving client service to consistently listen and activate our client teams’ curious minds. Solving problems and growing clients’ brands and businesses in the market depend on these simple human skills, making innovation and technology truly meaningful.
Mastering the art of listening can be the difference between successful client relationships and missed opportunities. Listening uncovers what is most important and what actions we must take to achieve consistent improvement in media communications.
In this exciting new environment, with cutting-edge technology, a new team, and new clients, I’ve realised that listening has never been more critical. Our client teams must practice it in every interaction, whether with each other, internal specialists, or our clients.
Listening Creates Connections
We often hero the loudest in the room, the extrovert, the person who speaks in every silence and exudes confidence. Yet a spectrum of personalities and approaches is essential. Short-term connections may be easy to come by, but to build long-lasting relationships the consistent practice of active listening is key. Active listening makes each subsequent interaction more meaningful, thoughtful and ultimately more memorable.
Listening Crafts New Approaches
Effective problem-solving starts with recognising that one size doesn’t fit all. By leveraging feedback, understanding pain points and uncovering unstated needs (often revealed in the subtle moments of conversation), we can keep the client-agency relationship future-focused. This approach allows us to learn from today’s interactions to craft and co-create new opportunities, ensuring we remain relevant and innovative.
Listening Drives Results
The media industry is constantly evolving with technological advancements and shifting market demands. Our client-agency collaboration thrives on diverse perspectives and experiences, making it essential to ensure every voice is heard. Regularly sharing and listening allows us to adapt our strategies, maintain a competitive edge and exceed expectations. While daily conversations are important, dedicated time for active listening is crucial to truly drive results and meet our goals.
Listening Establishes Empathy
Clients need us to understand the complex nature of their business. Brands often deviate from category norms, and their challenges may not follow market trends. Understanding these unique problems and perspectives fosters empathy, going beyond problem-solving to address deeper needs. This empathetic approach builds trust and transforms challenges into growth opportunities. It requires passion and genuine interest to ask open-ended questions, seeking meaningful insights rather than quick answers.
We are a people-powered industry, and, quite simply, what we put in we are set to gain. The effort and focus of listening changes everything. It shifts the feeling in the room, the body language of others and can be the difference of whether you create a successful working relationship that can withstand time and flux. It has a knock-on effect on developing the skill of asking the important questions, the questions that will make the difference.
Scott McCaffrey is chief client & growth officer at Starcom Australia.
Keep up to date with Mumbrella Daily
Have your say