如何成为好的智威汤逊客服人员.ppt

Professional Development ProgramJ. Walter Thompson  Toolbox Learning Series Professional Development SkillsHow to Become an Account Person To Talk about… What our business is What the job is all about What the role of us is How to be most effective and creative. Look at others A Service Business What are services? Services are deeds, processes, and performances to fulfill customers’ needs and achieve their satisfaction based on perceived expectation. Differences in goods versus services Intangibility Heterogeneity Simultaneous production and consumption Perishability Service Quality Clients’ expectations and perceptions are central in the delivery of excellent service. A Service Organization Expanded Marketing Mix Expanded marketing mix for services: Product Place Promotion Price People Physical Evidence Process An Agency Person Not only providing services But also marketing services Account Person The only person in the Agency wearing many different hats - ALL AT ONCE! That is what makes it hard yet fun. Account Person But… All too often difficult to maintain a clear perspective on priorities! What the Job is Really About 1. Understanding Interpreting the Client’s wants needs. 2. Leading the agency/client team to a Brand Vision. 3. Briefing co-ordinating specialist departments. 4. Uniting clients agency in an atmosphere of trust, energy enthusiasm What the Job is Really About Understand client’s expectations about brand communication. Manage the expectations. Be responsible for the final delivery of services. What a JWT Job is Really About Creativity make communication vivid and powerful. Creativity belongs to everybody. Creativity could make us valuable to go beyond basic services. Creativity inspire possibilities for better Brand Vision and its fulfillments. What a JWT Job is Really About Responsible for Making Great Ideas Happen. It Needs to Know… Advertising is only the tip of the iceberg Thompson Total Branding means becoming a