Agency Management Lecture 3 12/15/ 2010 Agency Management – Ruia – TYBMM 2010.
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Transcript of Agency Management Lecture 3 12/15/ 2010 Agency Management – Ruia – TYBMM 2010.
Agency Management
Lecture 3
12/15/ 2010 Agency Management – Ruia – TYBMM 2010
Lecture break ups
Date Lecture topic Assignment
Nov 26th Introduction, Direction, Types of agencies, Basic ad agency structure and
management
Dec 1st Account Management
Dec 15th Client Servicing Notes reading up assigned
Assignment-1 handed out
Dec 17th Marketing Plan of Clients Notes reading up
Dec 22th Marketing Plan of Clients Assignment 1 taken in
4 P's + 3 more = 7 P's of service
• Process oStandard Operating Procedures (SOPs)
• PeopleoPeople inside the org and outside
makes a hell of a difference
• Physical Evidence oPhysical Evidence of the service being
provided
Gap Theory of servicing
The Gap Model explained
•Gap 1: The difference between what customers expected and what management perceived about the expectation of customers. The manager is not aware of what the customer expects and does not know what they want.
•Gap 2: The difference between management’s perceptions of customer expectations and the translation of those perceptions into service quality specifications and designs. Wrong service quality standards.
•Gap 3: The difference between specifications or standards of service quality and the actual service delivered to customers. Service delivery gaps or service performance saps
•Gap 4: The difference between the service delivered to customers and the promise of the firm to customers about its service quality. Broken Promises
•Customer gap or Gap 5 : The difference between customer expectations and perceptions – the service quality gap.
Client - Agency Relationship Stages
• Pre Relationship - Pitch StageoPick Me! Pick Me!
• Development - Everyday Life oEstablishment stage and honeymoon time
• Maintainence oEvery day life and routine
• TerminationoEnd of contract, don't burn bridges
• Sales focused ROI emphasis
• Innovation, creativity and strategy
• Understanding of client's business and business objectives
• Dealing with way too junior members, no seniors interacting at all
• Lack of trust and/or response
• Overshooting budget, or lack of payments
• Slow response to changing markets and trends
Client - Agency Relationship Issues
Dealing with a client• Understand your client - Feel the brand
• Know your clients business in and outo You should be an expert in your clients area of
operationo Always remember your clients biz objectives
• Follow SOPs
• Make a client brief foldero All info they have shared with youo All info you have researchedo All work you have done for them, every
document made
Conflicts• A conflict is any problem, issue, crisis arises. Big or
small
• How do you deal with it? 1.Understand the problem and the mistake that has led to it
2.Figure out how the mistake was made, who made it
3.Apologize to aggreived parties - clients, consumer etc
4.Do not accept liability unless you are at fault
5.Give etailed explanation to clients
6.Make amends. Change things.
7. Re-build trust
Assignment I (Graded)• Everyone picks one full service agency functioning in
Mumbai• Can NOT be somewhere you have worked• Can be through contacts/friends/colleagues/network
• Call the agency or your contact – Visit them if you can.
• Understand the hierarchy in the agency
• Make a process chart
• Anything else you need to explain the hierarchy and its off shoots
• Due – 22nd December
Define your role
• Where do you see yourself fitting into an agency
• Put it down – Along with the kind of agency you see yourself fitting into
• Due – 17th December
That’s it!