At Kapta, we want you to be more than just a vendor; our key account management software propels you to be an indispensable strategic partner. Our KAM Process™ will allow you to learn more than you ever expected about your clients, to act more quickly and effectively on their behalf, and to demonstrate value, time and time again. But your rollout will be a process—not a big bang. Prepare by asking the following questions as you deploy the KAM software.
There are a few different ways to measure account health (you can read our more in-depth articles here about calculating an account health score and determining churn risk), but as a first step, ask teams that have direct contact with the customer about things like overall client satisfaction, likelihood of continued and increased engagement (upsells and cross-sells), long-term outlook, and the client’s likelihood to recommend your organization to their colleagues. Ask team members for these ratings individually; if the feedback seems consistent, that’s a good indicator that the account is stable. On the other hand, disparate opinions among customer-facing team members may mean it’s time to convene for a larger discussion on the state of the account.
Of course the drawback to this method is that it’s not very precise; ultimately, things like behaviors that build customer engagement as well as how successfully clients are meeting their KPIs should be quantified and tracked.
Account plans are a crucial component of Our KAM Process and we’ve made it one of the standout features of our platform. Account plans are more than a spreadsheet; they’re a roadmap for growing, nurturing, and maintaining your key relationships, by getting clients closer to their goal. An effective account plan is easy to follow, includes both short-term and long-term goals, is repeatable and adaptable, and breaks goals down into smaller objectives and actions.
An effective account plan also requires strategy, looking at things like shared values between an organization and its accounts, and how accounts can be better serviced through proactivity. An account plan done correctly will produce long-term goals and milestones that all parties embrace because they all had a part in setting them. The KAM software takes the tedium out of this process to ensure a dynamic, effective account planning process that can serve as the backbone of your team’s operations.
It’s important that you not define value based on your company’s perspective, but rather, to find out what value means to your customer. One you have a better understanding of what the client wants to gain from using your products and services, you can work to identify the specific metrics and goals you must meet to ensure you’re delivering value.
Measuring your customer’s success according to predetermined KPIs, though it may be challenging, is the best way to unquestionably demonstrate value. It’s not enough to take action if you can’t articulate results; if specific metrics are embedded into everything you do for your clients, you can provide irrefutable evidence of what’s working, and prove impact on their bottom line. Results that are tied to numbers and metrics will make renewals and repeat business happen with greater ease.
Determining how your customer defines value requires more than a brief conversation; read more about our formula for creating metrics for customer success.
As explained above, the value you bring to your clients depends on what their goals are. If you are follow Our KAM Process of knowing your customer and acting purposefully, the third function is to measure success—for your client, and, in turn, for your C-suite.
A strong client relationship will ensure a strong understanding of their client goals, and vise-versa. Even if a client isn’t completely transparent about all of their objectives up front, the more you can learn about their business through an ongoing relationship, the better you’ll be able to help get them to where they want to be.
Key account management is based on a long-term, measurable strategy that defines success based on the client’s goals, and consistently produces mutually beneficial results. Kapta’s customizable tools help you capture current knowledge and fill in missing links to see the big picture, enabling your customer success team to become trusted advisors to key accounts.
Through exercises like VOC surveys and SWOT analysis, you will spur your customers to think and plan more strategically, which will create more opportunity to proactively provide the solutions they need and build a stronger business partnership.
With strong operational processes and account management software, key account managers can develop a collaborative, two-way relationship built on trust, that customers cannot do without.
Get more tips for creating practical, actionable client engagement plans in our KAM To-Go ebook.
A successful KAM software rollout relies on team skills and behavior and a well-defined process, and answering these questions for your business and clients is a good place to start. Set up a call to learn more.