Construindo Pontes: um miniguia sobre o papel do atendimento na gestão do relacionamento de agências de comunicação de Santa Cruz do Sul

Abstract

Considering the importance of account manager for relationship management in marketing agencies, a Public Relations professional is perceived in these spaces. Consequently, this graduation paper aims to identify the approximations between Account Manager sector and the role of Public Relations in communication agencies. I’m addiction, an attempt was made to carry out a bibliographical review on what marketing agencies symbolize and the role of it service (CORRÊA, 1997; ERTEL; FEIJÓ, 2019), as well as to elucidate how the public relations area can contribute to the sector. This research has a quantitative and qualitative approach, applied through the Likert Scale, with a universe of 27 professionals from 10 agencies in the city of Santa Cruz do Sul (Brazil), in order to map the relevance of Customer Service, the sector responsible for managing and mediating the relationship between agency and the client, and identify whether Public Relations are present and contribute to this function. Through the analysis of the generated data, a mini guide was developed about the role of Customer Service in the management of customer relationships in marketing agencies.