"It is not enough to give the customer excellent service. You must subtly make him aware of the great service he is getting" - Anonymous
This quote precisely sums up what customer account management is all about. It involves retaining the old clients, maintaining the existing ones and acquiring some new ones. This makes customer relationship management as well as sales, an integral part of account management. Let us know a bit more about customer account management.
Today, when businesses are facing so much competition in the market, customer account management has become very important in all sectors, be it service firms, manufacturing firms or high-tech firms.
By paying special attention to it, organizations ensure that the clients of the business feel valued, and that all their needs are properly met by the company's products and services as this greatly helps in customer retention.
To carry on the customer account management process, most organizations have a hierarchy. At the bottom are the account coordinators, who provide administrative support to the account management department.
In case the clients have some queries or concerns, they are directly addressed by the account executives. If the project team wants to convey something to the clients, it does it through the account executives.
Customers need to be assured that while buying a company's product, they are receiving much more benefits, compared to what they have spent. An account executive, through various means, such as sending the customers product samples, fliers, pamphlets, etc, convinces the clients that by doing business with the company they are at a great advantage.
At the top of the account management department hierarchy is the customer account manager. His job is to ensure that all the departments in the organization, working on a client project are doing their job well and in accordance to the client's needs.
Customer Account Manager Job Description
The job of a customer account manager is very different from other managers. He is the one who is responsible for and in charge of all the resources which an organization utilizes for maintaining accounts and projects. A customer account manager sees to it that the funds available to service clients are spent wisely.
To do this, the customer account manager stays in touch with them by calling them or by asking the account executives to call on his behalf, from time to time.
In case there are some issues and concerns regarding the project management or completion, i.e. the possibility of a project getting delayed, it is his responsibility to keep the clients well informed. Lastly he should guide the customers on the new innovative strategies and ideas, which might help to enhance their product usage.