Successful property investors often quote
the well-known golden rule of "location, location, location".
Similarly, the golden rule for effective customer management
should be "communication, communication, communication".
After identifying your organisation's most valuable customers
(refer to <Segmentation>),
the critical contacts for each account need to be identified.
You'll find these to be a mix of influencers and specifiers
at various levels.
Often, in the management of key accounts, influencers involved
in the day-to-day interactions consume the lion's share of
time and other resources. It is imperative that communication
is planned and scheduled. Even though communications often
needn't be so frequent at specifier level, they must be embraced,
otherwise you'll sit up one day and realise that six months
have slipped by and little or no contact has been achieved
with the most senior individuals within your key accounts.
It is also surprising how creative and well-balanced communications
can be if carefully planned and thought out. Such structured
communications often provoke positive reaction and uncover
extra opportunities too.
Sometimes, our prospects say they've not got enough reasons
to justify communication, there are always many opportunities
to talk, send a note, email or meet, here are a few reasons
Ideas of reasons to communicate:
- Legislative change affecting client.
- Trade press material you think may be
- Picking up on their activities and events
from newscrawler notification.
- Update them on something you are doing.
- Discuss an idea you have for improving
service or helping them achieve a known objective.
- Discuss operational results, yours or
- Discuss a social interest you know the
- Ask for advice or simply ask a question.
- Contact to progress events and agreed
dates, meetings, hospitality, progress reviews, etc.
- Offer training or ask for training in
a common interest that you/they can provide.
Building momentum from well-balanced communications
at key times can contribute massively to an effective customer
management strategy. A gradual building of regular communication
needs to take place well before renewing contracts, or quoting
to gain forthcoming additional business that you know is in
Imonic have helped clients to build in tailored communications
programmes through key
account planning, and to set up additional high value
channels for information flow; such as extranets, customer
days, product launches etc, in line with the individual requirements
Are you measuring the range and frequency of such interactions,
and are you maximising all your communications opportunities
and channels? Contact us if you'd
like to discuss this further.