**Rethinking Customer Agency Models: Transitioning from Full Service to Full Flex**

industry Leaders to Tackle Agency Model Evolution at Vienna Sandbox

Vienna, Austria – A critical discussion on the evolving relationship between marketing agencies and their clients is set to take place on October 23, 2025, at Lingenhel, Vienna. Industry experts will convene for a sandbox session focused on adapting to a new era shaped by Artificial Intelligence, shifting expectations, and the demand for flexible work arrangements.

The Need for a New Agency Paradigm

The traditional full-service agency model is facing disruption. Rapid advancements in Artificial Intelligence, coupled with evolving client demands and economic pressures, are challenging the status quo. The central question addressed will be: how can the industry foster a sustainable agency model that seamlessly integrates creativity, efficiency, and strategic partnerships?

According to a recent report by Deloitte, 85% of marketing leaders anticipate meaningful changes in agency-client relationships within the next three years, largely driven by technology adoption. This highlights the urgency of the conversation.

Key Discussion Points

The upcoming sandbox session will delve into several crucial areas,including:

• The degree of adaptability agencies must embrace to remain competitive.
• New client expectations concerning teams, tools, and operational processes.
• The evolving dynamics of value creation and collaboration amidst the convergence of technology and creative thinking.

Did You Know? A study by the association of National Advertisers (ANA) found that 60% of marketers are actively exploring project-based agency engagements, signaling a move away from traditional retainers.

What to Expect from the ÖMG Sandbox

Thes ÖMG Sandboxes are an integral part of a broader initiative to reposition the organization as a forward-thinking Marketing think tank. These collaborative sessions bring together a select group of interdisciplinary experts to analyze current challenges, consolidate insights, and co-create practical solutions. The collective findings will contribute to the ÖMG’s forthcoming publication, “Marketing Utopia 2030”, which aims to shape the future of the industry.

Strategic Partnership with the Advertising and Market Communication Specialist Group

The Advertising and Market Communication specialist Group of the Vienna Chamber of commerce is partnering in this endeavor, fostering a robust exchange between agencies, businesses, and academic institutions. The collaboration promises to spark constructive dialog,generate novel ideas and cultivate bold visions for the future of the communications landscape.

Key Facts at a Glance

Event	Details
Event Name	2. Sandbox – “From full service to full flex”
Date	October 23, 2025
location	Lingenhel, Vienna
Time	6:00 PM – 9:00 PM

Pro Tip: Participating in industry sandboxes like this is a valuable opportunity for networking and gaining insights into emerging trends.Be prepared to share your own experiences and challenge conventional thinking.

The Changing Dynamics of Agency relationships

The discussion about ‘full flex’ agencies is not merely about operational changes; it’s about a fundamental shift in how value is created and exchanged. The traditional agency model, built on long-term retainers and broad service offerings, is increasingly challenged by the need for agility and specialization. Clients are seeking access to specific expertise, on-demand, and are increasingly pleasant assembling ‘best of breed’ teams from multiple sources.

This trend is fueled by several factors including the rise of freelance talent platforms, the increasing sophistication of marketing technology, and a growing emphasis on data-driven results. Agencies that can successfully adapt to this new reality – by offering flexible engagement models, embracing technology, and focusing on delivering measurable value – will be best positioned for success.

Frequently Asked Questions

• What is a ‘full flex’ agency model? A ‘full flex’ agency model refers to an approach where agencies offer highly adaptable services, often based on project needs, rather than traditional retainer arrangements.
• How will AI impact agency-client relationships? AI will likely lead to more specialized agency roles, increased demand for data analysis skills, and the automation of certain tasks, requiring agencies to demonstrate unique value beyond execution.
• What are the benefits of a more flexible agency model? Greater agility,access to specialized expertise,cost-effectiveness,and the ability to quickly adapt to changing market conditions are key benefits.
• Is the traditional full-service agency model obsolete? While not obsolete, the traditional model is facing increased pressure. Agencies need to evolve and offer more flexible options to remain competitive.
• What is the ÖMG and what role does it play? The ÖMG (Österreichischer Marketing Gesellschaft) is a Marketing think tank focused on the future of the marketing industry in Austria, facilitating discussions and publishing research.

What are your thoughts on the future of agency-client partnerships? How can agencies best adapt to the changing demands of the marketing landscape? Share your insights in the comments below!

How does the Full Flex model address the limitations of the conventional “full service” customer support approach?

The Evolution of Customer Service: From Control to Choice

For decades, the “full service” model dominated customer support. Businesses dictated the channels, the processes, and the pace of interaction. While offering a perceived level of control, this approach often resulted in frustrated customers forced to adapt to your systems, not the othre way around.today, a seismic shift is underway. Customers demand agency – the power to choose how, when, and where they engage with your brand. This is driving the rise of the “Full flex” customer agency model.

This isn’t simply about adding a chatbot. It’s a fundamental rethinking of the customer experience, prioritizing self-service, proactive support, and seamless transitions between channels. Key terms driving this change include customer empowerment, omnichannel support, self-service portals, and proactive customer service.

Defining the Full Flex Model: Core Components

The Full Flex model isn’t a single technology or tactic; it’s a philosophy built on several core components:

* Complete Self-Service: Robust knowledge bases,FAQs,tutorials,and community forums are paramount. These resources must be easily searchable and constantly updated. Think beyond basic troubleshooting – offer guides for complex tasks and proactive solutions to common issues.

* Proactive Engagement: Anticipate customer needs before they reach out. Utilize data analytics to identify potential pain points and offer assistance proactively via email, in-app messages, or targeted content. This demonstrates a commitment to customer success.

* Channel Agnosticism: Customers should be able to seamlessly switch between channels (phone,email,chat,social media,self-service) without repeating information or experiencing disruption. Omnichannel customer service is no longer a “nice-to-have” – it’s an expectation.

* Personalized Experiences: Leverage customer data to tailor interactions and provide relevant solutions.This goes beyond simply addressing customers by name; it’s about understanding their individual needs and preferences. Personalized customer support builds loyalty and advocacy.

* Agent Empowerment: Equip your agents with the tools and training they need to deliver exceptional service across all channels. this includes access to comprehensive customer data, streamlined workflows, and the authority to resolve issues efficiently.

Why the Shift to Full Flex? The Benefits are Clear

The advantages of adopting a Full Flex customer agency model are substantial:

* Increased Customer Satisfaction (CSAT): Giving customers control over their experience leads to higher satisfaction scores.

* Reduced Support Costs: Effective self-service and proactive support deflect a meaningful volume of inbound inquiries,lowering operational expenses.

* Improved Agent Productivity: Agents can focus on complex issues that require human intervention, rather than handling repetitive tasks.

* Enhanced Customer Loyalty: Empowered customers are more likely to remain loyal to your brand.

* Stronger Brand Reputation: A reputation for excellent customer service attracts new customers and strengthens your brand image.

* Higher Customer Lifetime Value (CLTV): Loyal customers contribute significantly to long-term revenue growth.

Implementing Full Flex: A Step-by-Step Approach

transitioning from a full-service to a full-flex model requires a strategic and phased approach:

1. Customer Journey Mapping: Understand how customers currently interact with your brand and identify pain points.
2. Data Audit: Assess the quality and accessibility of your customer data.
3. Technology Investment: Invest in the right tools,including a robust CRM,knowledge management system,and omnichannel interaction platform. Consider AI-powered chatbots and virtual assistants to augment self-service capabilities.
4. Content Creation: Develop comprehensive and user-friendly self-service content.
5. Agent Training: Equip your agents with the skills and knowledge they need to thrive in a Full Flex habitat. Focus on empathy, problem-solving, and channel mastery.
6. Iterative Enhancement: Continuously monitor customer feedback and refine your processes based on data and insights. Customer feedback analysis is crucial.

Real-World Example: Netflix and Proactive Support

Netflix exemplifies the Full Flex approach. While offering traditional support channels, they excel at proactive support.Their suggestion engine anticipates viewing preferences, minimizing the need for customers to search for content. They also proactively notify users of account issues or potential service disruptions.This proactive approach reduces support volume and enhances the overall customer experience.

Addressing Common Challenges

Implementing Full Flex isn’t without its challenges:

* Data Silos: Breaking down data silos is crucial for delivering personalized experiences.

* Integration Complexity: Integrating disparate systems can be complex and time-consuming.

* Content Maintenance: Keeping self-service content up-to-date requires ongoing effort.

* Agent Resistance: Some agents may resist the shift to a more empowered customer model.

* Measuring ROI: Accurately measuring the ROI of Full Flex initiatives can be challenging.

the Future of Customer Agency: