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!