It had been reported earlier that Google would be changing the support system which they offer their AdWords clients.
It has now been confirmed that with effect from the 1st of January 2011 the new system will be in place.
This new system has been called ‘Google Engage For Agencies’. In this new system, most agencies will have to take support for their AdWords campaigns through a call centre system, by entering their MCC (My Client Centre) number.
Joining the Google Engage For Agencies programme will give customers access to AdWords coupons and other educational resources to help them improve their relationship with their customers and also to attract new customers.
The earlier system of having a dedicated manager for each agency will be discontinued. Thus the personalized touch which was earlier present will no longer exist.
A representative of Google is reported to have said that Google is “off-shoring most of their agency reps to India.” He added, “All questions are filter to the appropriate teams, instead of just getting responses from your representative.”
A statement from Google says:
We are changing the structure of agency support in order to better scale and align our team with the vertical expertise and focus area of our agency partners; better partnership means higher impact for our shared clients. This realignment will help our team to give agencies more relevant insights for their clients, and to provide service to a larger portion of smaller accounts.
We’ve transitioned some of our support resources in an effort to provide everyone with the service they need to resolve issues and give advertisers the best possible support. This realignment will help our team to give agencies more relevant insights for their clients, and to provide service to a larger portion of smaller accounts.
Overall, we’ve increased our investment in agencies; there are more dedicated agency leads focused on strategic partnerships with agencies, and working with agencies to drive the industry forward.
One set of agencies will have a dedicated agency lead; specific accounts within those agencies will have dedicated vertical account management teams, who can offer industry-specific expertise. A second set of agencies will not have an assigned agency team, but will be able to receive support via phone.
In spite of these claims that the services would improve through this new system, the personalized touch which was earlier visible will be sadly missing. It is quite possible that competitors of Google may take advantage of the change in scenario to lure away some customers to their side.