5 Powerful Ways You Can Use Empathy to Build Lasting Client Relationships
Want to improve your client relationships? Learn five simple steps to cultivate empathy and build better client connections.
Empathy is the secret ingredient to building lasting client relationships.
It’s not just about listening to what clients say, but understanding their needs, frustrations, and pressures. When you can empathise with your clients, you’re better equipped to meet their expectations and exceed them, creating trust and commitment. In today’s agency environment, where clients expect fast results and a slick service to go with them, showing empathy can set you apart from their other partners.
If you want to improve your client relationships, empathy is the place to start. 👇
Why Empathy Matters
Empathy is what makes you more than just another ‘vendor’. It’s what makes them feel like you’re truly invested in their success. It’s about understanding their needs, their pressures, and even their frustrations. When clients feel this from you, they’ll be more likely to reciprocate, give you honest feedback, and appreciate the work you do.
Step 1: Listen Actively to Your Clients
If you’re not really listening, you’re missing out on crucial details. Active listening is one of the most effective ways to show empathy. It’s more than hearing words — it’s understanding the emotions and meaning behind them.
How to Listen Actively:
Pay full attention: Don’t zone out or get distracted when a client’s talking. Show them they have your undivided attention.
Ask questions: If something’s unclear, ask! It shows you care about getting things right.
Repeat back what you’ve heard: This ensures you understand and gives your client a chance to correct or clarify.
When you actively listen, you show your clients that they matter. And that’s where trust begins.
Step 2: Gather and Reflect on Client Feedback
Client feedback on how your agency is doing is gold. When you ask for feedback, you’re telling your clients, “I value your opinion.” But it’s not enough to just gather it — you have to act on it.
How to Make Feedback Work for You:
Ask regularly: Don’t wait until the end of a project. Check in often to see how things are going.
Acknowledge what they say: If your client offers feedback — especially the tough stuff — let them know you hear them. Don’t be defensive, be open.
Make changes: Show them you’ve taken their feedback to heart by making adjustments. It’s a simple way to prove you’re listening.
Step 3: Regular Check-ins Are Key
It’s easy to wait for your client to raise issues, but proactive communication builds stronger relationships. Regular check-ins give you the chance to catch any problems early, bring forward interesting data, and keep projects on track.
How to Stay in Touch:
Schedule regular calls: Drive momentum by setting a regular weekly time to touch base.
Keep it focused: Respect your client’s time by having an agenda. Make it quick but impactful.
Ask how they’re doing: Not just about the project, but how things are going in general. This shows you care about more than just the work.
These regular touchpoints show clients that you’re on their team, constantly working to meet their needs.
Step 4: Show Appreciation and Understanding
Empathy is not only for solving problems — it’s also for recognising when things are going well. Showing appreciation can make your clients feel valued and understood.
How to Show Appreciation:
Thank them: Send a quick “thank you” email after a meeting. It’s a small gesture, but it means a lot.
Acknowledge their challenges: If you know a client is under pressure, show empathy. Say something like, “I understand this is a busy time for you. Let me know how we can make this easier.”
Celebrate successes: When you hit a big milestone or your client sees great results, celebrate it. A simple “Great job! We’re thrilled to see these results” goes a long way.
Showing appreciation and understanding builds a positive, human connection that’s often missing in professional relationships.
Step 5: New Client? Adjust Your Approach at the Start of the Engagement
Flexibility is one of the best ways to show empathy. Clients don’t always work the same way, and adapting to their preferences at the start of an engagement, shows you’re committed to making things work for them, not just your agency.
How to Be Adaptable:
Tailor communication: Some clients like to keep all communication on email. Others prefer to have a call and then follow up with a summary. Adapt your style to fit what works best for them.
Tweak your processes: Don’t assume that a client can follow your internal processes perfectly. For example, they might need extra time to sign-off work with their own stakeholders. So be open to switching things up.
Be transparent: Open the lid on how everything works. If your project needs a team of 10 people working across different departments, then let them know. It can show rigour and your commitment to quality.
If you want to give the best possible experience to your clients — adjust your approach.
Empathy Is the Secret to Success
Building strong relationships isn’t just about deliverables and ticking off tasks. It’s about showing clients that you understand and care about their success.
Empathy will help you listen better, gather meaningful feedback, keep communication flowing, and adjust to their needs, so that together, you can create effective campaigns that deliver results for everyone.