By Robert Solomon
A sensible consultant for supplying unprecedented patron service
Most advertising humans might declare nice shopper carrier is an elusive, ephemeral pursuit, now not simply characterised via an exact ability set or stock of tasks; this ebook and its writer argue in a different way, claiming there are definable, actionable the right way to the position, and supply advice designed to accomplish more advantageous paintings.
Written by means of one of many industry's so much an expert purchaser companies executives, the publication starts with a definition, then follows a course from an preliminary new company win to starting, development, wasting, then regaining belief with consumers.
It is a robust resource of tips for these new to the enterprise, for veterans who are looking to refresh or validate what they comprehend, and for a person in the course of the adventure to recuperate at what they do.
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Additional info for The Art of Client Service: The Classic Guide, Updated for Today’s Marketers and Advertisers
Yes, I mean meetings and calls in which you can engage thoughtfully and productively with the person across the table or on the other end of the line. Your goal is, as well as you can, to know the people you are going to meet before walking into the room to present on pitch day. PRESENTATION TIMING I mean timing in two ways: (1) the order in which you will present; and (2) the length of your presentation. On presentation order, assuming there are other firms competing for the assignment, you want to present first or last.
Ammirati & Puris is not alone. TBWA/Chiat Day did great work for Taco Bell. It’s no longer Taco Bell’s agency. Deutsch did great work for Ikea. It’s no longer working with Ikea. BBDO did great work for Charles Schwab. It’s no longer Schwab’s agency. You can make your own list. It will probably be longer than mine. So what went wrong? We know it wasn’t the work. The work was great. Then I thought about all the agencies whose work fell short of the mark yet somehow managed to hold on to the business.
9 10 The Art of Client Service My former agency, Ammirati & Puris, did great work for BMW. The agency wrote the line, “The ultimate driving machine,” which endures to this day. BMW kept the line, but they didn’t keep the agency. Ammirati & Puris is not alone. TBWA/Chiat Day did great work for Taco Bell. It’s no longer Taco Bell’s agency. Deutsch did great work for Ikea. It’s no longer working with Ikea. BBDO did great work for Charles Schwab. It’s no longer Schwab’s agency. You can make your own list.
The Art of Client Service: The Classic Guide, Updated for Today’s Marketers and Advertisers by Robert Solomon