Over the past year and a half, KMA has taken a more intentional approach to shaping and strengthening the client experience, and leading that effort is Holly Lancaster, our Director of Client Experience & Business Development.
With a career spanning sales, recruiting, and managing complex client relationships, Holly brings a strategic mindset and a passion for helping organizations achieve their goals. She has worked across industries always with a focus on building trust, improving retention, and ensuring clients feel supported at every stage of their journey with KMA.
In this Q&A, Holly shares insights in this role, how KMA is enhancing the way we serve clients, and why the client experience is central to our long-term success.
How do you define a positive client experience at KMA, and what does it look like in practice?
At KMA, a positive client experience means every interaction is helpful, respectful, and straightforward. We want clients to feel heard, supported, and confident that they can rely on us for their ongoing HR, compensation, or recruiting needs. In practice, that experience includes building strong relationships with our consultants, providing clear and transparent communication about our processes and billing, and consistently delivering the high-quality service our clients expect and deserve.
How do you and your team gather and act on client feedback? Can you share an example of a change made based on that input?
Client feedback is central to how we deliver exceptional service. We’ve built structured check-ins throughout our engagements to ensure we’re aligned with our clients’ needs and expectations. These touchpoints, whether through calls, emails, surveys, or in-person meetings, allow us to review progress, address challenges, celebrate wins, and plan for upcoming work.
During these conversations, we ask targeted questions to confirm that our consultants are a strong fit, that our deliverables are exceeding expectations, and that we’re staying responsive and timely. We believe that transparency is key, and if something isn’t working, we want to know so we can address it quickly.
One example of how we’ve acted on client input is around invoicing. We noticed recurring questions around our billing model, so we proactively developed a clear and concise FAQ guide that outlines our billing process. This resource has significantly reduced confusion and provided clients with a helpful reference tool.
In your view, how can a great client experience drive referrals and long-term success?
Referrals are a powerful testament to the trust our clients and partners place in us. This year, 83% of our new business has come directly from client recommendations, trusted partners, or current and former KMA employees. When people have a positive experience – working with professionals they trust, receiving exceptional service, and seeing real value – they naturally want to share that with others.
By consistently delivering on our promises, we not only build long-term loyalty but also turn satisfied clients into our strongest advocates. We’re proud of the impact we make, and we’re confident in asking for referrals because we know the positive impact we can have.
How do you ensure that prospective clients get a clear and accurate picture of what it’s like to work with us?
Working with KMA feels like becoming part of a supportive, knowledgeable community. From the very beginning, we want prospective clients to know that we’re here to help, ready to listen, understand what success looks like for them, and apply our HR expertise to solve their challenges.
We believe in making the experience seamless and collaborative. We set clear goals, expectations, and timelines upfront, so everyone is aligned from day one. Our team genuinely cares about our clients’ success, and we work hard to ensure that every interaction reflects that commitment.
We also offer added value through complimentary seminars and legal webinars, many of which provide continuing education credits for certified professionals. And because we know how important relationships matter, we also host casual events like happy hours and lunches, creating space to network, share ideas, and build community.
What improvements or innovations are you most excited about in our client experience strategy this year?
Continuous improvement is a core part of how we operate at KMA. We’ve recently implemented several new processes utilizing our highly customized CRM system designed to enhance how we gather client feedback and measure performance.
These tools have strengthened internal communication, allowing our team to stay closely aligned, respond more quickly to client needs, and deliver solutions that reflect the collective expertise of our entire team. The result? A more responsive, efficient, and high-quality client experience you can count on.
If you could share one message with all current and future clients, what would it be about the experience of working with us?
We are human. We truly value the relationships we build with our clients – whether you’ve worked with us for years or are just starting your first project. Our goal is to make HR simple and your experience seamless, collaborative, and tailored to your needs. We listen closely, communicate clearly, and deliver with integrity so you can trust that we’re as invested in your success as you are. We want every KMA client to feel confident they can come back to us again and again, and know they’ll get the same dedicated service and results every time.