The Ultimate Account Management Best Practices Guide
So, you want to become the ultimate account management superstar, huh? Well, you've come to the right place! At DOT & Company, we know a thing or two about keeping clients happy and building rock-solid relationships!
Client retention is essential for agency growth, and existing clients expect their issues and concerns to be addressed by representatives dedicated to their accounts. Personalized support is a hallmark of a digital marketing agency that goes above and beyond to ensure client satisfaction, transparency, and communication.
Buckle up and get ready to unleash your account management prowess with our ultimate guide for account management best practices!
What is Account Management?
Let's begin with the basics: what is account management anyway? Is it just about managing client accounts? No way! It's about creating, nurturing, and maintaining awesome business relationships that benefit both your company and your clients.
Think of yourself as a relationship superhero, swooping in to save the day and make everyone's lives easier.
5-star account management ensures the following:
All communication is consistent, friendly, and timely
Projects run smoothly from start to finish
Budgets are always respected
Any issues and questions are resolved swiftly
Quality is assured, and risks are minimized
Goals align with long-term agency vision
How Does Account Management Benefit Digital Marketing Agencies?
So, why is account management so crucial? It's all about the client experience!
Sure, your agency has a fantastic product or service, but that's just the beginning. It takes strategy, coordination, and top-notch communication to keep clients happy for the long haul. And that's where the glorious Account Manager comes in!
As an Account Manager, your mission is to forge trust, strengthen relationships, and retain clients like a champ. You'll be the go-to person for client inquiries, updates, and status reports. You'll review their needs, and concerns, and learn what's going well. You'll manage projects, analyze business operations, and make sure everything runs like a beautiful, well-oiled machine.
Client account management can benefit agencies of all sizes across a range of industries, thanks to the ability to foster transparency and keep communication lines open. Having a liaison between clients and operations allows you to stay informed about what’s going well and what needs improvement—while being agile and timely in your response to client issues or questions.
Effective account management also reduces client turnover, resulting in lasting, sustainable growth for your digital marketing agency.
Account Management Best Practices
Handling client relationships can be challenging unless your agency has a dedicated client account management team. So, let's dive into the ultimate account management best practices that DOT & Co. specifically encourages. These strategies will make you shine brighter than a shooting star in the account management galaxy!
Create and Implement Standard Operating Procedures
Standard operating procedures (SOPs) are essential for streamlining your account management. SOPs can be used throughout, from the client onboarding phase through maintenance, to reporting, and account retention. SOPs are also invaluable in enabling your Account Managers to handle questions, concerns, or feedback consistently and in a way that positively reflects your agency and brand.
Strong SOPs will allow your agency to:
Ensure best practices are implemented, with all clients, every time
Communicate consistently and make your clients feel like their account is a priority within your organization
Reduce errors when gathering requirements or client details
Train new Client Account Managers on how your agency interfaces with clientele
Discover how to initiate a successful and sustainable client relationship with our free onboarding workflow for digital marketing agencies!
The Daily Pulse
You're the maestro of communication! Take charge and keep those updates flowing. Reach out to your clients regularly, not just when they're expecting it, and make them feel like the VIPs they are.
In these updates, you can share progress reports, address potential concerns, and proactively anticipate their needs with clear answers.
Show them that you're always one step ahead, and watch their admiration grow. Always remember, in the realm of account management, even a little extra effort goes a long way.
Build and Nurture Client Relationships With Warm And Friendly Vibes
Be your client’s sunshine on a rainy day!
Every agency is unique, and each company has its purpose, mission, vision, and values that drive its success. Understanding your clients’ motivation and goals is key to providing them with an optimal client experience. The more insight and knowledge your Account Managers have with each client, the more brilliant and personal they can be when providing support. Customized support extends beyond the board room as well! Thoughtful touches such as gifts or cards are a great way to show clients how much you value their partnership.
Build strong, professional relationships with your clients through being warm, friendly, and approachable. Kindness always wins! Show them that you genuinely care about their success by taking the time to learn everything you can about their business, and they'll be singing your praises.
Happiness Surveys
Ready to sprinkle some joy?
Take the initiative to conduct happiness surveys with your clients by simply reaching out and asking them how they're feeling about the service you provide!
Feedback like this is a treasure trove of valuable insights, guiding you toward making improvements that ensure 100% satisfaction. Always be sure to embrace their suggestions, address any concerns they may have, and show them that their happiness is your top priority.
Remember, a happy client is a loyal client, so let these surveys be your secret weapon in creating an exceptional client experience that leaves them grinning from ear to ear. Get ready to spread happiness and watch how your client relationships blossom like never before!
Manage Time and Stay Organized
Depending on the size of your organization, your Client Account Managers may manage multiple clients at once—or have one or two complex key accounts.
Managing time effectively and being able to determine which tasks take priority is essential for Account Managers. Calendars and scheduling tools can support managing client interactions, while project management software is essential for ensuring larger initiatives are on track and organized.
Reporting Cadence
It's time to showcase your expertise by keeping those reports flowing!
Set a regular cadence for providing updates to your clients. Whether it's weekly, monthly, or on a customized schedule, make sure you stick to it. Transparency is the name of the game, and your clients will adore your commitment to keeping them in the loop.
Show them what you're made of by delivering reports that are clear, concise, and packed with valuable information. Highlight project progress, milestones achieved, and any challenges overcome.
Proactively address any concerns or potential roadblocks, demonstrating your proactive approach to problem-solving. Deadlines? Expectations? You've got this under control. Use your project management superpowers to ensure everything runs smoothly and according to plan.
When you keep the communication channels open and the reports on schedule, you're not just providing information—you're building trust and strengthening the bond between you and your clients. Your clients will thank you for it!
Use CRM Systems and Project Management Tools
Using Customer Relationship Management (CRM) systems and project management tools is standard practice. CRMs are the secret behind Account Manager's ability to manage relationships, keep client information current, and streamline engagement and reporting processes.
Some CRM systems can also be used for sales, automated marketing, and customer service. Asana and Microsoft Project are popular project management tools, especially when managing complex clients or multiple clients at once.
Join Our CAM Community
Are you a Client Account Manager looking to learn from the best in the biz? Enroll in CAM Community for access to the exact systems and training we use to train our world-renowned CAMs, plus support from our community of Account Managers.