Kapta - Your Customer Engagement Roadmap
  • Product
    • Key Account Management Software
    • Services
    • Integration
    • Security
    • Who We Help
    • Pricing
  • Our KAM Process
    • Know your Customer
    • Build Strategic Plans
    • Measure Outcomes
  • Resources
    • Understanding KAM
      • What is Key Account Management?
      • The CEO Guide to Key Account Management
      • 5 Common Pain Points of Key Account Management
    • KAM To-Go
    • Ebooks
      • The Big Book of KAM
      • Creating Kick-Ass Engagement Plans
      • Conducting Kick-Ass QBRs
      • Whitepaper: The Foundation of Key Account Management
    • Videos
      • The 7 Sins of KAM
      • How to Build a Kick-Ass Account Plan
      • Building Strategic Action Plans in Kapta
      • 90-minute Account Plan
    • Blog
  • KAMCon
  • KAMGenius
  • Request a Demo
  • Account Log In
  • Menu
Account Manager

Do You Know the 3 Primary Goals For Your Customer?

September 23, 2015/in Account Management /by Alex Raymond

All Account Managers should be asking this question to themselves: Do I know the 3 primary goals for my customer? More often than not, the answer is going to be no. Keep reading for an explanation as to why this is not sustainable, and what you can do to change it.

Why This Is Important

Account Managers are flying blind when it comes to knowing their customer’s goals and most often times fail to align their strategies with the expectations of their customers. Knowing your customer’s goals and expectations will inevitably decrease churn and increase retention rate. About 80% of a company’s revenue is generated by only 20% of its customers. That being said, losing even one high-value customer to churn is not an option.

What causes customer churn?

  • The customer didn’t get results they expected
  • There is a lack of trust in the human-to-human relationship
  • The vendor isn’t seen as proactive

Addressing these issues demonstrates value to the customer by understanding and committing to their goals and expectations. Having clear expectations of one another and transparency into your accounts decreases miscommunication and letdowns.

What You Can Do

The goals for your customers are circumstantial to their internal KPI’s and unique business climate. Each customer has distinctive needs and expectations when it comes to their account. Although they might have different goals, you should implement a seamless process to manage the expectations of all your customers.

Implement a Joint Success Plan (JSP)

A Joint Success plan is software that creates a win-win situation by aligning your high-value customer’s priorities with yours, so that their success is your success. A JSP allows you to gather info around customer needs & business goals to better support their business and become an essential strategic partner, not just a vendor. This gives you the power to facilitate and streamline data capture by prompting you to input data like customer goals, needs, and objections.

  • Transparency

Use a tool, such as the JSP found in Kapta, to align your tasks with your customer’s expectations by defining which actions are taking place to meet goals. Becoming a trusted advisor to your customer, not just a vendor, requires proactive communication and transparency.

  • Open Communication and Feedback Loops

This is an excellent way to monitor and update the health of your accounts. By automatically defining daily tasks based on the goals of your customers, there is no room for miscommunication. Send Interactive Customer Reports to your customer; this encourages customer input, creating a channel for richer, timelier feedback. The Joint Success Plan keeps you and your customer on the same page.

  • Track real time KPIs

Use a dashboard that monitors multiple account health indicators, that you’ve identified as a team, so you are able to track your progress towards your customer’s goals. Doing this allows you to ID at-risk accounts and avoiding the risk of a customer not renewing.

Become a Trusted Advisor

Knowing your customer’s specific needs will allow you to become a more efficient and proactive Account Manager. Make sure you determine the 3 primary goals for you customer and apply a repeatable process to fulfill those goals.

No more miscommunication. No more dropped balls. No more surprises.

Join us for a live demo of Kapta’s Account Management Software to learn more about our proprietary Joint Success Plan, and start giving your customer the service they deserve.

Alex Raymond
Alex Raymond
CEO at Kapta
Alex Raymond is the CEO of Kapta.
Tags: account management software, customer collaboration, customer goals, Key Account Management Tools
Share this entry
  • Share on Facebook
  • Share on Twitter
  • Share on Google+
  • Share on Pinterest
  • Share on Linkedin
  • Share on Reddit
  • Share by Mail
https://kapta.com/wp-content/uploads/2015/09/Fotolia_78471580_Subscription_Monthly_XXL2.jpg 3135 5432 Alex Raymond https://kapta.com/wp-content/uploads/2019/10/logo340x156-300x138.png Alex Raymond2015-09-23 18:40:292019-03-29 21:26:15Do You Know the 3 Primary Goals For Your Customer?
You might also like
Account management software First look at our Account Management Software for High-Value Accounts
customer blindspots The Challenges of Being a Director of Account Management
Kapta Salesforce integration Kapta Announces Integration With Salesforce That Gives Account Managers Single Source for Customer Information
Key Account Manager in optimistic How Account Managers With High-Value Customers Can Level-Up
Account Manager at desk working Top 5 Questions All Account Managers Should Be Asking Themselves
Account Management superhero The Secret Powers of Account Managers

Categories

  • Account Management
  • Account Planning
  • Customer Engagement
  • Customer Success
  • Infographic
  • KAMCon
  • Kapta Product
  • Key Account Management
  • News
  • Quarterly Business Reviews
  • Strategic Account Management
  • Voice of Customer

Tags

ABM Account-based Customer Success account-based marketing account management account management process account management skills account management software account manager skills account planning account plans change management coaching continuous relationship management CRM CSO Insights customer engagement customer goals customer outcomes customer relationships customer success HBR KAM KAMCon KAM process KAM skills KAM software key account management Key Account Management Best Practice key account management skills Key Account Management Tools Key Account Managers key accounts proactive account management QBR QBRs Quarterly Business Reviews recession relationship mapping Strategic Account Management Strategic Account Managers strategic planning SWOT upsell VOC Voice of Customer

Contact Us

Kapta, Inc.
885 Arapahoe Avenue
Boulder, CO 80302

+1 303 495 6201
[email protected]

Kapta on LinkedIn     Follow Kapta  on Twitter

Product

Account Management Software
Client Management Software
Account Planning Software
Voice of Customer Software
CRM for Strategic Accounts

Resources

Privacy Policy
Terms & Conditions
Data Processing Addendum
Security Statement
Privacy Shield

How Account Managers With High-Value Customers Can Level-Up Key Account Manager in optimistic Account Manager at desk working Top 5 Questions All Account Managers Should Be Asking Themselves
Scroll to top