“The Business Case for Relationship Management,” survey was conducted jointly by the ANA and the 4As and serves as a follow-up to an April 2019 4As report, “Relationship Management Best Practices Guidance.”
The report revealed that both marketers and agencies are aligned on the benefits of a relationship management program and employ a variety of components, including gathering feedback on a relatively consistent basis, with clients indicating more use of 360-degree evaluations, mid-year reviews, and annual reviews.
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