GOODWILL RULES

Lancement - 26 août

2008-08-04T16:29:00.004-04:00

Goodwill Rules - Managing Client Relationships

Le lancement aura lieu le mardi 26 août, à compter de 17h au Pub Victoria dans le Vieux-Montréal.

Le Pub Victoria est situé au 698, rue Notre-Dame Ouest.
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Soyez des nôtres!

Merci et à bientôt!

PURCHASE GOODWILL RULES

2008-02-23T11:44:00.002-05:00

Buy on Amazon.ca

Gandhi about the importance of customers

2008-02-23T11:26:00.002-05:00

Even under British colonial rule, Mahatma Gandhi was a severe critic of Indian officialdom. His words of advice are displayed in public offices all over India:
"Who is a customer? The customer is the most important visitor on our premises. He is not dependent on us. We are dependent on him. He is not an interruption of our work. He is the purpose of it. He is not an outsider in our business, he is part of it. We are not doing him a favour by serving him. He is doing us a favour by giving us an opportunity to do so."

MANAGING CLIENT RELATIONSHIPS

2008-02-23T11:06:00.003-05:00

MANAGING CLIENT RELATIONSHIPS is more important than ever in this age of transparency and accountability. Truly taking into consideration the needs of your clients is increasingly a competitive advantage in a marketplace once ruled by deceit and the control of information. There is now a real advantage in being truly genuine rather than just sounding genuine.

At the cost of sounding overly naïve, I believe that goodwill is now a critical element in the valuation of any organisation. Creating goodwill by emphatically listening to your clients should be a core ingredient of any sound marketing strategy.

This book brings forth simple advice aligned with sound ethics. Useful for anyone who has clients, this book, by stating the obvious, forces the old guard to wake-up and face the new reality. It is a valuable checklist that provides the equivalent of a few years of relationship management experience to new account managers while also being pertinent to advertising veterans by helping them regain focus and re-evaluate their priorities.

Put the client’s best interest first

2008-01-22T14:46:00.000-05:00

This is a sample of rule 2 of the 15 rules of Managing Client Relationships from the book GOODWILL RULES.

Agency mission

As a rule, serious agencies have corporate mission statements that clearly define their philosophy. By philosophy, I mean the set of values that are established as the way of doing business, the ethics prized by the company. These values are usually clearly defined; sometimes less so but nonetheless, a basic set of guidelines on behaviour exists in well-written missions.

Profits are, of course, the main reason of existence of corporations. A corporation exists solely to make money. Period. However, the ways and methods that are used to achieve profits, the ethical values of the company, should always be clearly defined within the mission statement of the company. And more importantly, clearly explained to all the employees.

Ethics and brand equity

In their everyday dealings, many individuals stray away from their company’s corporate mission. Most of the time out of ignorance, lack of supervision or worst of all, from a conscious choice that is rationalized to fit the short-term benefit rather than the overall ethics code of the