Sunday, July 8, 2007

Shatter the classic servicing dilemma.

Over the years and through hundreds of client meetings we have observed the various issues which are of great criticality for the client, and his / her key expectations from the agency and have tried plotting them together to unearth an interesting trend – there are only 3 expectations which a client has from his agency. (esp his marketing services agency)

Of a lot of expectations which a client might discuss (which he believes he has from his agency) when giving a brief, they all boil down to the three most critical once:

1. Need to make the concept / idea “Bigger” and “Better” than what has been done in the past.
2. Need to do the same at “lower” or “effective” costs.
3. Need to have the proposal/ideas/concept/solution at the “earliest”.

Think it thru’ – Is there ever a 4th major issue ?

This is where the dilemma begins; (A state of things in which obstacles present themselves from every side, and is difficult to determine what course to pursue, a vexatious alternative or predicament; a difficult choice or position.)

However, like the corners of a triangle which cannot meet, this dilemma cannot be resolved by regular procedures.

Tell the client he does not have the privilege of 3 options but of 2 - any two, in order for him to resolve the dilemma and for the agency to give him a solution which meets the objectives.

He can choose:

Option 1: Better & Faster but not Cheaper
If the solution has to be great and it needs to be turned around in a short time, it will need a lot of energy and hence it cannot be cheap to provide that service. This solution would be expensive.

Option 2: Better & Cheaper but not Faster
If the clients wants a solution which is great but has major budget problems and also want it to be cheap, then a solution could be presented but the same would take time to conceptualize.

Option 3: Faster & Cheaper but not Better
If the client is in a hurry to implement a solution and wants it cheap then the solution cannot be great.

Use the simple triangle, to help resolve the issue for yourselves, the client and the agency. When you are able to BUST this dilemma and clarify the position to the client you will have the ease of communicating the requirements internally and present to the client the solution which he or she is really looking for.

No comments: