ValueTrack: A state-of-the-art assessment tool for evaluating agency-client satisfaction

In place of the traditional agency-client “report card,” ValueTrack is an easy but powerful online assessment tool that identifies and evaluates the key success drivers in agency-client relationships. The result is a clear picture of the value both parties contribute to the relationship and a road-map for continued improvement.

Focused methodology

The idea behind ValueTrack is to provide agency managers with a simple, comprehensive, consistent and inexpensive way to assess their agency’s performance with clients.

Over the past several years, Ignition has worked with the American Association of Advertising Agencies and the Association of National Advertisers to gain a deeper understanding of how clients expect agencies to add value to their businesses. Based on this research, ValueTrack focuses on the vital issues that we know drive the success and satisfaction of agency-client relationships.

We know that traditional approaches to agency evaluations are well intentioned but often fail for one reason: time. Most clients are too busy to be able to complete a long, complex rating process. That’s why ValueTrack is based on just 12 key factors, including such areas as:

• Brand and customer understanding
• Innovation and strategic thinking
• Internal collaboration and multi-disciplinary problem-solving
• Multi-channel planning and ideation Interpersonal communication
• Process efficiency and effectiveness
• Quality of work and recommendations
• Timeliness and effective deployment of resources
• Easy administration

ValueTrack is administered via a simple online survey among key client stakeholders. Selected agency members who contribute to the client’s business are also invited to participate. By having agency personnel also evaluate the agency we can compare their ratings to those of the clients’ to determine if there are problematic perceptual gaps between client and agency views.

At-a-glance reporting

A succinct report includes a summary analysis, ratings for each factor, perceptual gaps between client and agency, and verbatim comments from three open-ended questions that allow clients to provide further detail and insights.

For more information or to get started, please contact Norm MacMaster at nmacmaster@ignitiongroup.com or call 914.708.7821.