Four problems of customer management in marketing service

In http://www.aliyun.com/zixun/aggregation/39658.html "> marketing Services daily Billing management activities, there are four questions people often ask." I call it "four issues of accounting management". These issues apply to online media planners and the vast majority of advertising company employees.

These four problem methodologies can be applied to anything in life or work: Imagine the four questions you ask every day, 95% or more you have to do. Then, ask yourself or your team every day.

In the customer management work, the following four questions, for the advertising company project manager, account manager and media planners, each day needs to ask: Question one: is the financial order?

It's not greed or what. There is nothing more to worry about than financial problems in the media buying campaign. Excessive expenditure, backlog of orders, delivery is not timely, these problems make us very difficult, but also waste customer time. The accounting question has the negative influence to the advertisement company's credit degree. If advertising companies fail to achieve financial order, how can they be trusted to manage complex online media activities, because there are hundreds of components to the investment, which will flow in different directions, two questions: what is open?

Do you respond to each email sent by the customer? Are you looking forward to the adoption of planning and innovation activities? Have you explained to your customers that the cost of each operation is reduced by 15% due to optimized tactical issues? Do you show your customers new rich media capabilities? Now, what is the question of openness?

Don't let the customer stop your work, just because the question you send to the customer is expecting a response, don't think your work is done. Your job is not to send emails, but to bring results to the program. You know, the client hires you to do it.

Question three: Does this work?

I often run into publicity campaigns that don't work. They did not follow the rules of practice, they canceled the call action. They did not put people clearly to marketing goals.

When we look at marketing activities, you must establish a fast channel from the impression to the conversion. If the activity requires too much jumping, it will work. Good images and excellent rich media are great if they work.

Question four: How can we do better?

This is the most important question. There is always room for better planning, an innovation, a live event, the development of historical data or best practices. Success and optimization are not ends, they are a process and a method.

Marketers work to improve performance and know how to optimize balance. Good marketers are always focused on performance improvements and analysis of past successes, aiming to lay the groundwork for future marketing. If you know that some methods work, focus on success and make it scale.

(Original: February 2, 2010; Compiling: Song XI)