How to Handle Campaign Performance Inquiry: A Guide for Marketing Agency in Southeast Asia

Marketing Agency businesses frequently receive calls when client inquires about campaign performance. This scenario requires staff to discuss campaign results and provide performance metrics, which is essential for maintaining customer satisfaction and operational efficiency. In Southeast Asian markets, these calls often occur across multiple languages and may involve mobile-first communication channels like WhatsApp Business.

This SOP addresses a common scenario for Marketing Agency businesses operating in Malaysia, Singapore, Thailand, and Brunei. According to Erzy Inc.'s analysis of SEA SMEs, this type of call occurs regularly throughout the day and requires excellent communication skills and product knowledge to handle effectively. Marketing agencies across Malaysia, Singapore, Brunei, and Thailand are fundamentally transforming how they handle campaign performance inquiries from clients through phone voice calls, driven by emerging AI voice technologies, regulatory requirements, and evolving client expectations around transparency and real-time reporting.

Malaysian agencies face distinct challenges around language preferences and relationship-building through indirect communication styles, while Singaporean firms emphasize efficiency and multilingual support. Bruneian and Thai agencies operate within unique regulatory frameworks that impose strict data protection and telecommunications compliance requirements. The Malaysian digital advertising market demonstrated exceptionally strong momentum in the first half of 2025, with reported digital advertising expenditure reaching RM343 million in Q1 and RM661 million in Q2, representing a 6.4% increase and a remarkable 22% surge respectively when compared to the same periods in 2024.

Responsible Role: Account Manager. This call type is typically handled by Account Manager who must have access to CRM system, inventory database and knowledge of Professional Services industry standards, customer service protocols.

When the call is received, the Account Manager should:

1. Answer promptly with a professional greeting
2. Identify the caller's need by listening actively
3. Verify any required information (customer ID, order number, etc.)
4. Access relevant systems (CRM, inventory, booking system)

Localization Notes: Use appropriate greeting based on time of day and customer preference. In Malaysia/Singapore: Mix of Bahasa Malaysia, English, Mandarin, or Tamil. In Thailand: Thai primary, English secondary. Reference local services when relevant (Grab, Foodpanda, DuitNow, WhatsApp).

After resolving the call:

1. Log the interaction in CRM or call tracking system
2. Document any commitments made to the customer
3. Set follow-up reminders if needed
4. Update relevant systems (inventory, booking calendar, etc.)
5. Escalate if required to manager or specialist

Key Documentation Fields:

• Caller name and contact information
• Nature of inquiry/request
• Resolution provided
• Follow-up actions required
• Date and time of call

This specific workflow has a High automation potential (85% automatable). The primary manual bottleneck in this SOP is manually discuss campaign results and provide performance metrics. This typically requires 10 minutes of staff time per call and can create delays during peak hours.

Erzy's AI Voice solution can automatically handle client inquires about campaign performance calls. The system uses natural language processing to understand customer needs, access relevant information from integrated systems, and provide accurate responses. For Marketing Agency in Southeast Asia, this enables 24/7 availability and consistent service delivery across multiple languages.

Within Professional Services:

Case Status Update - Client inquires about case status

Service Quote Inquiry - Potential client needs accounting service

Back to Pillar Page:

Ultimate Guide to Professional Services Phone Operations - View all 11 SOPs for Professional Services