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Julie isn’t customer focused and it’s your fault

Julie is a strategic account manager. She manages a number of complex business accounts and each one of them involves multiple relationships that all are important to maintain. She is focused on the performance of her accounts and her activity is aimed at driving growth within each of those accounts. It’s personal too – her income is directly connected to the performance of her customers. She is busy, aggressive, and determined.

YOU are in charge of customer experience initiatives. It's your job to provide Julie and other strategic account managers with customer intelligence to help them retain and grow their accounts. While Julie cares about her customers, she doesn't really care much about the reports and information you provide. Here are five reasons why Julie isn't very customer-focused and why it's your fault:

  • It's a hassle. Instead of viewing your information as helpful, Julie sees it as more work. 
  • It's too hard to access. It's a pain to log into another system, so customer intelligence is often overlooked.
  • It's too complex. You provide great information, but it's too much. She doesn't have time to wade through it all.
  • It's not relevant. Too much of the information doesn't really relate directly to her work with her accounts.
  • It's not actionable. You haven't provided any training, so there is no clear instruction on how to put it to use.

Simple, fast, and relevant – those are the keys to driving results through strategic account managers like Julie. She already has more tools to access, more reports to file, and more company emails to read than she desires. Giving her one more thing to do, will not help. To get Julie on-board the customer intelligence you provide must help her retain and grow her accounts, which of course will help her be more successful.

 

Patrick Gibbons
Principal/SVP

Walker

 

About the Author

Patrick Gibbons

Patrick Gibbons

As Principal and Senior Vice President of Marketing for Walker, Gibbons has global responsibility for definition, branding, and promotion of the company and its solutions. Gibbons has published and/or contributed to a number of articles, papers, and blogs on customer intelligence topics and has a regular column in CRM Magazine. He has been a featured speaker at a wide range of conferences, and has produced a series of educational events for customer experience leaders.

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