Agency Management Lecture 3 12/15/ 2010 Agency Management – Ruia – TYBMM 2010

Lecture break ups

4 P's + 3 more = 7 P's of service Process o Standard Operating Procedures (SOPs) People o People inside the org and outside makes a hell of a difference Physical Evidence o Physical 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 Stage o Pick Me! Pick Me! Development - Everyday Life o Establishment stage and honeymoon time Maintainence o Every day life and routine Termination o End 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 out o You should be an expert in your clients area of operation o Always remember your clients biz objectives Follow SOPs Make a client brief folder o All info they have shared with you o All info you have researched o 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 – 22 nd 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 – 17 th December

That’s it!