How to Build a Culture of Referrals

This recorded roundtable explores one of the most overlooked growth levers in agency life: referrals. Why do some agencies attract them naturally while others struggle to get any at all? And what does it really take to build a culture where referrals are a consistent, confident part of your business growth?

Join Dave Plunkett, founder of Collaboration Junkie, as he sits down with fellow CSC members to unpack what makes referral relationships thrive and why most agencies never get beyond good intentions. Drawing on lived experience and open discussion, they explore how to identify your strongest advocates, create mutual value, and make referrals feel natural rather than forced.

You’ll hear honest stories about referral systems that didn’t work, the impact of under-nurtured networks, and practical ideas to turn goodwill into measurable growth. This isn’t about gimmicky incentives or cold outreach it’s about building habits, trust, and processes that make referrals part of your everyday culture.

Originally recorded as part of The Client Services Collective community series, the session includes a practical framework you can take back to your team and real questions from agency leaders who know referrals should be happening more often and more intentionally.