Season 2 | Ep. 38: Client-Driven Success: Insights on Building a Client-Led Culture

In a recent episode of the Risk Intel podcast, host Edward Vincent sat down with Sharon Campbell, VP of Client Services at SRA Watchtower, to explore the essential components of a successful client-led organization. Sharon’s experience in leading client-facing teams across financial institutions and SaaS organizations positions her as an expert on how businesses can elevate their client services to deliver outstanding results. Throughout the conversation, Sharon shares valuable insights on how to build a client-first culture, differentiate between client services, experience, and success, and the critical role of feedback in shaping client relationships.

“Being client-led is really prioritizing the client experience and making sure that that [client experience] is something that is drive from the top down” – Sharon Campbell

In this blog, we’ll dive into key takeaways from the episode, providing a deeper understanding of the responsibilities of a client services team, the importance of being client-led, and the distinctions between client services, experience, and success.

Areas of Responsibility within a Client Services Team

A successful client services team is more than just a support center—it is the backbone of a company’s relationship with its clients. Sharon compares client services to Maslow's hierarchy of needs and outlines several key functions of a comprehensive client services team. It all begins with handling basic operational needs like successfully implementing a product the client has purchased and extends into much more strategic areas outlined below:

• ‍Implementation – Ensuring a smooth onboarding process is crucial for setting the stage for long-term success. The client services team guides new clients through the setup of products and services, making sure they are fully integrated and functional.
• ‍Education and Training – Beyond technical support, client services also involve educating clients on how to get the most out of the product. Proactive training ensures clients can maximize their value, reducing frustration and improving adoption rates.
• ‍Ongoing Support – When issues arise, a good support team is there to troubleshoot problems and provide timely solutions. This support function is essential for maintaining trust and reducing churn.
• ‍Strategic Client Advisory – Client services teams must also act as advisors, providing insights that align with clients’ long-term goals. These roles—often referred to as relationship management—go beyond solving immediate problems to helping clients strategize for future success.
• ‍Voice of the Client – One of the most powerful ways to stay attuned to client needs is through feedback loops. Sharon emphasizes that every department, from legal to IT, should see themselves as part of the client service ecosystem. Each interaction can impact the overall relationship, making cross-functional collaboration essential to delivering top-notch service.

Client-Led is Imperative for Success

In today’s highly competitive landscape, Sharon stresses that being client-led is no longer optional—it’s a requirement for businesses that want to thrive. But what does it truly mean to be client-led? According to Sharon, it’s about prioritizing the client experience at every level of the organization, from the CEO down to every employee. This mindset fosters deeper relationships, greater trust, and ultimately better outcomes for the client and the business alike.

“Every single department in your organization is really a client service function or a client service team” – Sharon Campbell

A few key elements of a client-led approach include:

1. ‍Understanding the Client’s Objectives – Rather than developing products based on assumptions or internal goals, client-led companies focus on solving their clients' most pressing challenges. This requires continuous communication and alignment with client objectives.
2. ‍Engaging Early and Often – Sharon’s mantra, “early and often,” is a cornerstone of being client-led. Companies must engage with clients at the earliest stages and keep the communication flowing throughout the relationship. This helps businesses remain proactive rather than reactive.
3. ‍Creating Actionable Feedback Loops – Asking for feedback isn’t enough; companies must act on that feedback and close the loop by informing clients of the changes they are making based on their input. Sharon notes that businesses often miss this crucial step, leaving clients feeling unheard.
4. ‍Continuous Improvement – The best client-led organizations are always looking for ways to improve, even when things are going well. Sharon points out that being complacent or resting on past success is a recipe for stagnation. Instead, companies should view every interaction as an opportunity to learn and enhance their offerings.

Client Services vs. Client Experience vs. Client Success

In the podcast, Sharon clarifies the distinctions between client services, client experience, and client success—three terms that are often used interchangeably but serve different functions. To explain these differences, Sharon offers an analogy involving a restaurant:

• ‍Client Services: Think of client services as the basic functions a restaurant provides—like delivering food, refilling water, and clearing plates. These are the essentials needed to fulfill client expectations. In the business world, this includes support teams that address immediate client needs, such as technical help or onboarding.
• ‍Client Experience: This is the environment that creates an overall positive impression, often without direct human interaction. In a restaurant, it’s the ambiance, comfortable seating, or great lighting that makes the experience memorable. In business, it could be intuitive software design or seamless customer journeys—elements that help clients feel valued and make it easy to interact with the company’s products or services.
• ‍Client Success: Client success is more proactive and personalized. Just like a restaurant waiter who asks about dietary restrictions and makes recommendations based on your preferences, client success teams anticipate client needs and work to ensure they achieve their desired outcomes. This can include proactive outreach, ongoing training, and strategic advising.

Sharon highlights that while each of these areas plays a different role, they are all essential for delivering an exceptional client experience. Successful organizations blend client services, experience, and success to ensure clients feel supported at every stage of their journey.

Conclusion

As Sharon Campbell eloquently explains in the Risk Intel podcast, building a client-led organization requires more than just great products—it requires a cultural commitment to putting the client’s needs first. By aligning every department around client service, engaging in proactive outreach, and creating actionable feedback loops, businesses can develop deeper, more meaningful relationships with their clients.

Understanding the distinctions between client services, client experience, and client success allows organizations to deliver more personalized, proactive support. Companies that embrace these principles will be well-positioned to drive long-term success and establish themselves as leaders in their industries.

By following the insights shared in this episode, businesses can create a roadmap to becoming truly client-led, ensuring they remain competitive in an ever-evolving marketplace.

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