Kyle Smith, Digital Marketing Manager for Daisy Connect, talks about the importance of account management.
As a customer, I like to feel valued. I like to feel that those I give my money to aren’t just taking it for that particular product or service. Instead, I like to feel appreciated for handing over my hard-earned money. I like to be rewarded in some form; however I don’t mean through free gifts or vouchers.
My idea of feeling valued as a customer is simply through expectations that have been set being met. I also like to know that if I need any advice or guidance, it will be delivered to me in a manner I feel confident in using to make a purchasing decision. I think this an ideology that is often missed by businesses; they simply do what they promise and only help when it is specifically requested!
This theory can be applied to every industry, as every customer enjoys feeling valued. Looking at this from a B2B perspective within the telecoms industry, what is it that satisfies our customers?
The tech industry
The technology sector is evolving at an unprecedented rate. Exciting new products and services are constantly hitting the market, making it difficult and confusing for business decision makers to buy the right product. With this in mind, I believe the answer to the previous question is “expertise and quality advice”.
Inevitably price will always be a key consideration when it comes to selecting a supplier. But when considering new technologies and their impact and benefits, account management and trust in a supplier’s knowledge is arguably more important.
This also extends into the lifecycle of any customer. A normal business mobile contract would be 24 months. In this period of time, a business could dramatically change through adoption of new systems, increasing or decreasing head count or even facing financial uncertainty. To navigate around each of these scenarios, it’s key that a supplier has the required product knowledge to be able to adjust an existing package or recommend new products.
Finally, an account manager also needs to ensure the customer feels valued by maintaining regular contact. The idea of a “quick sale and onto the next one” may be suitable for some businesses or industries, but due to changes in customer circumstances and network adjustments, it’s important that a customer receives regular contact. This will ensure they are kept up to date with all that is going on with their account and be suitably prepared for anything that may affect them.
I think it’s important, when choosing a new product or service, that you consider the purchase from an individual and business perspective. We can all look at price as a differentiator, but when it comes to your company, differing elements will be important to each respective business. It’s rare that a “one size fits all” product is found.
Doesn’t it make sense to choose the “best” supplier rather than the cheapest?