Over-servicing is a long-standing challenge for agencies, but Artificial Intelligence (AI) offers modern solutions to tackle this pervasive issue. By integrating AI tools into daily operations, agency leaders can better track, prevent, and eliminate over-servicing, freeing up resources for strategic initiatives. Here are some practical ways AI can help agencies address over-servicing while improving efficiency and client satisfaction.
*A note on AI solutions: there’s no shortage of AI-powered tools designed to streamline agency operations, and I’ve highlighted a selection of those commonly used to tackle over-servicing. Whilst I haven’t tested all of them , the principles behind them remain sound—AI can help agencies gain visibility, automate processes, and drive efficiency. It’s worth exploring which solutions best fit your agency’s needs. I’ll drop the links for the tools mentioned at the bottom of this article.
Automated time tracking and analytics
A lack of visibility into how time is spent often leads to over-servicing. AI-powered time-tracking tools, such as Clockify or Toggl, can:
• Monitor task durations automatically: AI detects patterns in workflows and flags tasks that routinely exceed estimates.
• Analyse unbillable hours: Gain insights into where time is being wasted and why.
• Create predictive insights: AI predicts future project timelines based on historical data, helping to create more accurate scopes of work.
Insight: Agencies typically under-record 20–30% of their billable hours. AI-driven tools can significantly reduce this gap by automating tracking.
Enhanced scoping through AI estimation
Misjudging project scope is a common cause of over-servicing. AI-powered project management platforms, such as Monday.com or Asana, can:
• Analyse past projects: Predict the time and resources needed for new work.
• Provide realistic timelines and budgets: Deliver data-driven proposals during pitches.
• Offer real-time updates: Ensure projects stay aligned with their scope and budget.
Basing scopes on AI insights reduces the risk of under-budgeting and over-delivering.
AI-driven client relationship management
Over-demanding clients or fragile relationships can lead to over-servicing. AI in customer relationship management (CRM) tools like HubSpot or Salesforce Einstein can:
• Segment clients effectively: Identify those with high profitability and growth potential.
• Send proactive updates: Anticipate client needs based on historical behaviour.
• Automate routine communications: Keep clients informed without requiring excessive manual input.
Fact: AI-driven client mapping helps align client servicing with profitability models, ensuring that high-effort accounts deliver value.
AI in process automation
Repetitive tasks, such as generating reports or handling minor amends, can drain valuable resources. AI tools like Canva’s Magic Write or Jasper AI can:
• Generate client-facing documents quickly and accurately.
• Draft email responses or summaries for feedback loops.
• Provide first drafts for creative assets, allowing teams to focus on refinement.
Data point: Automating repetitive tasks can save agencies up to 30% of their operational costs annually, according to a McKinsey study.
Real-time scope monitoring
AI tools integrated into platforms like Harvest or Wrike can:
• Track project progress against allocated hours in real time.
• Send alerts when projects approach budget or time limits.
• Suggest adjustments, such as reallocating resources, to stay within scope.
AI-powered value demonstration
Clients often push for more because they don’t fully understand the value being delivered. AI tools can help agencies:
• Showcase return on investment (ROI): Use platforms like Google Analytics to visualise the impact of your work.
• Forecast results: Predict outcomes, helping clients see the value in additional investments.
• Generate customised reports: Provide client-specific insights that underline your value proposition.
Proactive SLA management
Weak or outdated service level agreements (SLAs) exacerbate over-servicing. AI can:
• Analyse client behaviour to recommend updated SLAs.
• Track compliance with existing agreements, flagging deliverables that exceed terms.
• Provide templates for clear, enforceable scopes of work.
Staff training with AI insights
AI empowers teams to make better decisions. Use AI-driven insights to:
• Identify training needs: Highlight patterns of over-servicing by specific roles or clients.
• Simulate client interactions: Role-play scenarios with AI to train staff on setting boundaries and managing expectations.
Predictive client mapping
AI tools like Gong.io analyse client conversations and behaviours, helping agencies:
• Predict client satisfaction and potential for revenue growth.
• Identify clients at risk of attrition.
• Spot opportunities for upselling or cross-selling, reducing reliance on over-servicing for retention.
AI stops the cycle of over-servicing
By embedding AI into everyday workflows, agencies can eliminate inefficiencies, align client expectations, and empower teams to manage workloads effectively. While AI tools won’t solve every challenge overnight, they provide a strong foundation for agencies looking to strike the perfect balance between client satisfaction and profitability.
Want to try out some of the tools mentioned? Here are the links:
- Clockify: https://clockify.me/
- Toggl Track: https://toggl.com/track/
- Monday.com: https://monday.com/
- Asana: https://asana.com/
- HubSpot: https://www.hubspot.com/
- Salesforce Einstein: https://www.salesforce.com/products/einstein/
- Canva Magic Write: https://www.canva.com/features/magic-write/
- Jasper AI: https://www.jasper.ai/
- Harvest: https://www.getharvest.com/
- Wrike: https://www.wrike.com/
- Google Analytics: https://analytics.google.com/
- Tableau: https://www.tableau.com/
- Supermetrics: https://supermetrics.com/
- ContractSafe: https://www.contractsafe.com/
- DocuSign Insight: https://www.docusign.com/products/insight
- EdApp: https://www.edapp.com/
- Spekit: https://spekit.com/
- Lessonly by Seismic: https://www.lessonly.com/
- Gong.io: https://www.gong.io/
- ChurnZero: https://churnzero.com/
- CustomerGauge: https://customergauge.com/
Please note that while these tools are commonly used to address over-servicing, we haven’t tested all of them ourselves. It’s advisable to evaluate each one to determine the best fit for your agency’s specific needs.