Every project starts with a question—or rather, with many questions.
Because there’s no such thing as a standard client, nor a one-size-fits-all solution.

We spoke with Giulia, Customer Success Manager at Creative Words, about what it really takes to build a service that works. From the first call to more in-depth conversations, and even the moments where you have to say, “this might not be the best path for you.”

This interview shines a light on the most human side of our work: the part built on genuine relationships, mutual trust, and the drive to find the right way forward, together.

When you speak with a new client, how do you figure out what the best solution is for them?

I always start with active listening and a flurry of questions. Never invasive, but targeted to understand what’s truly causing issues in their day-to-day. Often, clients aren’t exactly sure what to ask for or don’t have a clear picture of what we offer, so I like to set up a call right away. That’s where I explain the differences between our services and, most importantly, why I would recommend one over another. Talking about budget might feel a bit direct at first, but it’s actually helpful in narrowing down the right options from the beginning.
It’s an exploratory phase that helps us find the right direction together, without ever offering off-the-shelf solutions.

Do you often need to adapt the process to meet specific requests?

Almost always 😅. Every client has unique needs, and it would be odd if the same process worked for everyone. Experience helps: sometimes, what worked well for one client becomes a great reference for another.
Plus, it’s not unusual for clients to receive sudden internal changes or to switch up the files mid-project. When that happens, we quickly reorganize everything, making the most of what’s already been done so we don’t waste time. That’s exactly where flexibility makes all the difference — not just talking about it, but actually putting it into practice.

What happens when a client wants to be more involved in the process?

We welcome it! Some clients, for instance, prefer to communicate directly with freelancers. In those cases, we find professionals open to that kind of interaction, while still managing the coordination ourselves.
When there’s that kind of direct synergy, it often leads to better outcomes: alignment happens faster, confusion is minimized, and the collaboration grows beyond a basic service-provider relationship.

In your opinion, what makes a language service truly “customized”?

Understanding the real end goal. We don’t just translate — we try to figure out what the content is for and what challenges the client needs to overcome to achieve their goal. Translation is just one tool in the toolbox, and it needs to be tailored to the destination.
That’s also why, sometimes, we say “no” to a request in order to deliver a more meaningful “yes.” For example, if a client wants to start with a less common language, we might suggest a “pivot translation” to streamline time and cost.

Is there a project where the client ended up feeling like part of the team?

Luckily, more than one! With some clients, we’re in such regular contact that we just get each other instantly. We can talk openly, even about challenges, because the focus is on solving them efficiently. When the relationship is truly collaborative, the work is smoother, and the results are stronger.
And you know what really makes the difference? All the behind-the-scenes work: understanding the project’s purpose, picking the right people, anticipating issues. If the foundation is solid, everything else falls into place.

Is there something you’ve learned from clients that you carry with you outside of work?

It’s not so much a lesson as it is a confirmation: approaching work with a human touch is invaluable. We take what we do seriously, of course, but without losing sight of the people behind the project.
When you’re able to build a relationship where everyone feels at ease, whether it’s through a joke or an honest conversation, everything just flows better. And more often than not, the projects that truly succeed are the ones where I can be myself, and the client can too.