Swot Analysis Mgmt 303

Topics: Brand, Brand management, Management Pages: 5 (1737 words) Published: February 10, 2013
Accent SWOT Analysis|
Principles of Management |

Accent was founded in 1993 and is 90 percent majority owned by Canada-based MDC Partners, Inc. Accent has 11 locations in six U.S. states and two international locations in Jamaica and the Philippines. They do business with several fortune 1000 companies such as: American Family, Sprint, Asus, Char-broil, Samsung, Sharp and Weight Watchers. (PR Newswire, 2011) Accent Marketing Services is a company for brands (businesses) that want to retain and expand their customer base. “Since 1993, ACCENT has helped world-renowned brands acquire, support, retain and grow customers at every lifecycle stage.” ("About us,”) Accent’s current mission statement is: “By 2013 Accent will be a 150 million dollar company by providing outstanding customer, partner and client engagement.” (HR People Services Manager)

I think Accent’s most important strength is that it seems like an amazing place to work based on a number of variables which include: the vast variety of Accent locations and brands. This offers a unique opportunity of advancement within a brand or across brands, relocation and the knowledge base of multiple brands. An interview with Tim Searcy, CEO of Accent Marketing Services, was published by Call Me’ IQ on September 15th 2011. In the interview Mr. Searcy states, “the way we distinguish ourselves the most is through our Seven “We Wills” – one of which is “We will promote from within.” When we seek employees to join our organization, we see their first role with us as just that – their first role. We want our employees to grow with us. I’m living proof that you can move from the contact center to the board room, and I believe that in every communication I have with our employees, we’re looking at the next generation of leadership, and that they will come from within.” (Bracken, 2011) This is Accent’s most important strength as happy employees make for more motivated and loyal employees. When you’re motivated and loyal to a company you understand that what you may or may not do could affect the companies’ reputation, thus potentially affecting the relationship with the brand in question. I find the fact that employees are able to gain knowledge about multiple brands very intriguing. This is due in part because it really makes the employee much less expendable to the company. This helps keep attrition low which can show the company is loyal to the employees. With the CEO stating that Accent strives to promote from within, the employees are motivated to perform that much better to become the next generation of leadership. “Very few organizations can point to a history of doing that effectively, but Accent can.” (Bracken, 2011) Accent’s proprietary continuous engagement improvement process is very innovative with regard to technological advancements. I would consider this their second strength that really comes to the forefront. “Accent’s proprietary Continuous Engagement Improvement℠ process is designed to transform your customer service channels into powerful relationship and brand building tools. Along the way, we help clients lower costs, increase efficiency, drive incremental revenue, improve the customer lifetime value, and drive greater return on investment. “("Approach,”) Accent knows the most important customer interactions are the ones’ that happen next. Because of this they have put together a strong team of engagement specialists that are backed by technologically comprehensive communication channels and tools on the market today. Innovative communication includes but isn’t limited to: web self-service, cloud monitoring and instant messaging. Innovative tools include but aren’t limited to: back-office services, quality monitoring and reporting. ("Approach,”) Accent stays up to date on all technological fields which will ensure their communication channels and tools are updated to meet their brand’s...
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