Far too many account managers operate without a systematic process for developing new opportunities within their accounts and maintaining relationships with customers to retain their accounts. Their approach is often random and chaotic. Far too often they spend their time in the weeds focused on individual opportunities while losing sight of the big picture and overall account strategy.
In the absence of a disciplined account management process, they have the tendency to focus on low ROI activities while neglecting more important customer touch points that shape customer experience and buying decisions.
Though the account management process and elements will differ based on the size and strategic importance of the account, the importance of following a disciplined, structured, and systematic process for managing your accounts remains the same. Your account management process is where all the touch points that impact customer experience, retention, and growth intersect.
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