How It All Works
Shown below is a section from an Agency Evaluation dealing with Account Management. In a specific Evaluation there is a separate section covering each aspect of the services that the Agency provides. The actual questionnaire is tailored to meet the advertiser's needs.
Please rate the importance of each factor and your satisfaction with the performance of the Agency's Account Management department.
Factor Importance Satisfaction
Knowledge of our business/services
Ability to communicate clearly and concisely both verbally and in writing
Open-mindedness (does fresh input modify their thinking)
Willingness to initiate actions (proactive vs reactive)
Adherence to timetables
Effective cost management

The chart on the right depicts the graphical presentation of some hypothetical responses to the questions above. The upper right quadrant is where the focus should be.

Since most of these scores fall within the upper right quadrant, you might conclude that all is well in this situation. However that would be a mistake as the Action Matrix below reveals.

By focusing on the Satisfaction Gaps, it's clear that the Agency needs to take some remedial actions to improve their performance in four of the six areas being appraised.

A Gap Evaluation can be distributed and collected on-line which make the whole process easy to administer even on a global basis. All responses are returned to McBride & Associates for compilation and analysis. 

If you are an Advertiser and would like to experience how the Gap Analysis Evaluation Process works click on this link to a Sample Evaluation form. Fill in the data on that form, and return it to us. Within a few days we will Email you an analysis of your responses to show you how the process works.
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Our firm recently published a Paper on "Agency Performance Appraisals." This 17 page booklet explains the crucial role that performance appraisals play in measuring accountability in the administration of agency incentive compensation programs. A copy of our Gray Paper on Agency Appraisals can be downloaded here. If you have any additional questions fill in the form at the right.
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McBride & Associates