Client Services as Brand Ambassadors

January 4th, 2010

by Lauren Shapiro*

Flickr Image: Mr. McGladdery

Flickr Image: Mr. McGladdery

Consider yourself branded! Branding is two-fold: creating a reputation that entices prospective clients and backing it up with service that makes them want to remain clients. But branding isn’t just for the marketing department anymore.

You can find some of your biggest brand ambassadors inside your client service or account management department. They are the Reiker to the client’s Picard.  For the non-Trekkies, they are the client’s right hand (wo)man. The relationship between the client and your client service representative can make or break your organization’s brand. 

  • Recognizing the significant role client service plays in organizational development is the first step towards creating a loyal client base, which will stick with you through tough economic times.
  • The second step is for reps to understand that their job is much more than account management/maintenance. They are relationship builders, brand ambassadors and the face/voice of your organization. 

Communication seminars can provide customer service reps with the tools to best represent your organization. Anand Subramaniam’s blog provides further insight that is well worth the read.

How is your organization empowering its client services team to be ambassadors? What role is marketing and public relations playing in supporting these efforts?


*Bio: Soon after graduating from the Richard Stockton College of New Jersey, in 2006 with a B.A. in communication and a B.S. in business/marketing, I joined the BurrellesLuce client services team. In 2008, I completed my master’s degree in corporate and organizational communications and now work as the supervisor of BurrellesLuce Express client services. I am passionate about researching and understanding the role of email in shaping relationships from a client relation/service standpoint as well as how miscommunication occurs within email, which was the topic of my thesis. Through my posts on Fresh Ideas, I hope to educate and stimulate thoughtful discussions about corporate communications and client relations, further my own knowledge on this subject area, as well as continue to hone my skills as a communicator. Twitter: @_LaurenShapiro_ LinkedIn: laurenrshapiro Facebook: BurrellesLuce

5 Responses to “Client Services as Brand Ambassadors”

  1. […] This post was mentioned on Twitter by Crystal DeGoede, Lauren Shapiro. Lauren Shapiro said: "Client Services as Brand Ambassadors" my latest post on BurrellesLuce Fresh Ideas: […]

  2. […] Go here to read the rest: Client Services as Brand Ambassadors […]

  3. I like the term “Brand Ambassadors” – nice touch

    Client relationship development is a long term process and can allow a company to build trust and a strong bond with the customer long after the initial sale has taken place.

    If the organization does not see this area as a strategic component of their business, it will struggle to maintain long term clients and be pressed to find references for new opportunities.

    Gravity Gardener

  4. Lauren Shapiro says:

    Gravity Gardener –

    I completely agree! Furthermore, we are currently working in an economy where competitors are wooing clients non-stop. It is that strong relationship between ‘brand ambassador’ and client that can help a business sustain high client turnover. For companies that did not realize the power of their client service team, I bet they are utilizing them now more than ever.

    Thank you for your feedback!

    Lauren Shapiro

  5. […] fellow blogger and BurrellesLuce client service team member, Lauren Shapiro,  recently described a company’s client service department as its brand ambassador. She […]

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