Client Relationship Management

aleben communications limited, 2010

Background

Strategic business operate on the strategic going concern paradigm. To be a going concern is to have the capacity of building enduring goodwill that propels/evokes repeat purchase. This can only happen when the client is satisfied with earlier purchase/servises plus a psychological bonding with the organisation.

background
Therefore central to Account Management effectiveness are : Satisfaction Avoiding/Minimising post purchase dissonance Value receipt perception

background
Account Management effectiveness is therefore about The delivery of enduring satisfaction and value, provoking goodwill and enduring relationship.

Account Management therefore focuses on Relationship building Relationship retention Relationship Management Recognising the clients/prospect as first amongst equals within industry structure

background

Effective Account Management builds longterm beneficial results. It empowers the organisation and individuals to maximise opportunities, solve problems, confront challenges and provide a platform for continuous learning, application and business prosperity.

Organisational portfolio of Clients

SATISFACTION

NO

Q1 T = Terrorist

Q2 H = Hostages Q4

YES

Q3

M = Mercenaries

A = Apostles

What an organisation should aim to build is the fourth quadrant- i.e. Apostles

ACCOUNT MANAGEMENT MODELS

There are four Account Management models 1. Hierarchical Model (terrorist) master- servant relationship (Dictatorship/Structural drivers)
2.

Utility Model (Hostages/Mercenaries ) pay for what you get (tangibility drivers) Partnership Models (Apostles) shared vision and team spirit (Goodwill/Loyalty drivers) builds apostles for the organisation

3.

25 INPERATIVES TOEFFECTIVE RELATIONSHIP MANAGEMENT

1.

2. 3.

4. 5. 6. 7. 8.

Listen Objective of client right diagnosis appropriate solution always Long term perspective having end in sight General knowledge knowledge about clients business and yours Confidence Proactiveness Integrity and transparency Tidy Humorous

Contd.
9.

10.
11. 12.

13. 14.

15.
16. 17.

Timeliness Empathic Loving and Warm Refrain from saying unkind or negative things Patience Seek first to understand Admit mistakes and apologise Adequate preparation for each meeting Abundance mentality

Contd.
18)

19)
20) 21) 22)

23) 24) 25)

Synergise Sharpen the saw always Deal more from the heart than the head Value delivery first Alertness/Ability to read handwriting on the wall Diplomacy Passion to make client succeed Good communication

SEVEN BIG MISTAKES TO AVOID

Advise before understanding Attempt to build relationship without changing conduct or attitude Assume that good example and relationship are sufficient Client is always wrong Arrogance Taking customer for granted Disrespect

Performance Assessment

Every quarter your performance needs to be assessed by yourself and the customer (whether institutional or mass consumers). SOME OF THE PARAMETERS INCLUDE (for institutional clients) Strategic thinking Timeliness/Responsiveness Understanding customers business Quality of service delivery Ability to withstand pressure

For non-institutional clients ability to meet Needs consistently

10 Reasons for effective account management

1.

2. 3. 4.

5.

6.
7.

It creates environment for mutually benefiting result It creates environment for openness It creates environment for cooperation It creates environment for mutual respect and goodwill It creates environment for you to be at your best to build clients business It creates environment for friendship It creates environment for fair assessment of performance against criteria

Ten reasons contd.

8.

9.

10.

It creates environment for mutual commitment It creates environment for fairness and equity/team spirit It engenders stability and good business relationship

Clients define business survival and prosperity. Solid Account Management engenders stability and good business relationship. We require it for any organisation to be strategically positioned for sustainable, competitive advantage and strategic health

THANK YOU