"Closing the loop" is all about being a great communicator, and finding ways to ensure your client is not left "hanging in the air".
Your client has signed off on an urgent print job by sending you an email with their approval to proceed. You immediately and diligently get the pdf file prepared by your designer, let you printer know the job is coming through, send the job off to print and smile because the process is all running on time and to plan. However, from your client's point of view, the loop hasn't been closed.
One day after receiving the email from your client, you receive another email from them, expressing concern. Did you receive their approval to proceed? Has the job gone to print? When will they be receiving delivery?
Closing the loop - in this instance, would have been a simple, quick response to their approval, saying "Thanks Ted, I will get the job away to print now." Another, follow-up loop-closer would've been an email saying "Hi Ted, letting you know that your job will be delivered Monday. If you don't see it by 3pm, please let me know."
Simple communication techniques - such as closing the loop - are easy to implement, greatly appreciated by all, and are one more step on your road to Account Management superstardom!
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Research activities are typically initiated and conducted by your client, as part of their marketing remit. However, there is another type of research that is advertising-specific and is more likely to be initiated (or at least recommended) by your agency rather than by your client. The two main areas of research that an agency would get involved with are ‘pre-testing’ and ‘post-testing’.
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