如何成為良好的智慧客服人員(英文版)(共36頁(yè)).ppt

1、Professional Development ProgramJ. Walter Thompson Toolbox Learning SeriesJWT Toolbox Learning SeriesProfessional Development SkillsHow to Become an Account PersonJWT Toolbox Learning SeriesTo Talk aboutlWhat our business islWhat the job is all aboutlWhat the role of us islHow to be most effective a

2、nd creative.lLook at othersA Service BusinesslWhat are services?uServices are deeds, processes, and performances to fulfill customers needs and achieve their satisfaction based on perceived expectation. uDifferences in goods versus servicesXIntangibilityXHeterogeneityXSimultaneous production and con

3、sumptionXPerishabilityService QualitylClients expectations and perceptions are central in the delivery of excellent service.Expected ServicePerceived ServiceGAPA Service OrganizationCompany(Management)EmployeesCustomersInternal marketing“enabling the promise”External marketing“setting the promise”Ex

4、panded Marketing MixlExpanded marketing mix for services:uProductuPlaceuPromotionuPriceuPeopleuPhysical EvidenceuProcess7Ps if make it simpleAn Agency PersonlNot only providing serviceslBut also marketing servicesAccount Person The only person in the Agency wearing many different hats - ALL AT ONCE!

5、That is what makes it hard yet fun.Account PersonBut All too often difficult to maintain a clear perspective on priorities!What the Job is Really About1. Understanding & Interpreting the Clients wants & needs.2. Leading the agency/client team to a Brand Vision.3. Briefing & co-ordinating

6、 specialist departments.4. Uniting clients & agency in an atmosphere of trust, energy & enthusiasmTo make it simplerWhat the Job is Really AboutlUnderstand clients expectations about brand communication.lManage the expectations.lBe responsible for the final delivery of services.Fill the GAP!

7、What a JWT Job is Really AboutlCreativity make communication vivid and powerful.lCreativity belongs to everybody.lCreativity could make us valuable to go beyond basic services.lCreativity inspire possibilities for better Brand Vision and its fulfillments.Fill the GAP with great creativity!What a JWT

8、 Job is Really AboutResponsible for Making Great Ideas Happen.It Needs to KnowlAdvertising is only the tip of the iceberglThompson Total Branding means becoming a Total Communications professionallRequires a general knowledge of all specialist disciplines.The Multinational Account PersonlHow do you

9、make the Brand Vision and Brand Idea relevant to your market?lCan you capitalise on work from other countries?lDo you look for local ideas that will travel?The MultinationalAccount PersonlUnderstand what a multinational client expects from your office.lWe have to orient ourselves to their fit, not t

10、hem to us.lUse flexibility and “constructive aggressive approach” to build a local partnershipWhat the Job is Really AboutSix Key RoleslBusinessman (woman)lAdvertising PersonlMarketerlPlannerlManagerlHuman BeingBusinessman (woman)lBusinesslBusinesslAnd businessAdvertising PersonAll advertising peopl

11、elmust understand & appreciate great advertisingA JWT Advertising Personlmust expand his/her focus from just traditional media to all forms of communicationAdvertising PersonlContribute to the creative processlBe a GENUINE partner in the creative processAdvertising Person Ensure the work meets t

12、he creative brief.Advertising PersonSell the Agencys worklbe proud of itlpreparation is essentiallconvince the client it is the most compelling expression of a coherent reasoned train of thoughtMarketerlUnderstand your clients businessThe Planning CycleWhy are we thereWhere could we be?How can we ge

13、t there?Are we getting there?Where are we now?MarketerImmerse yourself in Thompson Total BrandingMarketerMake the TTB tools second naturelBrand Asset SummarylThe Consumer Buying SystemlKey DiscoverieslBrand PositioninglBrand PersonalitylBrand VisionPlannerlThe Champion of both consumer & brand i

14、n the AgencylResponsible for:ubuilding long term brand valueuquality of all communication briefsManagerLead your teamlInform/exchange informationlcoordinate, clarifylassign responsibilitieslset prioritieslachieve consensusManager Must know enough about the job of each team member to contribute intel

15、ligently to the debateManagerAdminister your account efficientlylkeep track of all jobs in handlkeep up data bookslexercise financial controlManagerlManage & develop peopleltake responsibilitylanticipate problemslbe part of the agencyluse its resourcesHuman BeinglBuild personal relationshipslListenlPractice teamworklAct with IntegritylHave a point of viewlNever be satisfiedlEnjoy yourselflInspire othersWhere Else can you Wear so many Hats at once?lA messengerlA villainlStrong partisanlDetectivelA pestlA message creatorlA diplomatlO