To manage an account successfully one must be customer centric, not product centric. This approach puts the customer at the centre of everything we do with the goal of developing more loyal and more profitable customer relationships. It focuses on three processes - managing relationships, creating opportunities and orchestrating teams – to deliver a differentiated and consistent customer experience.

The key to making the customer centred approach a reality is the way the account managers will work together with other parts of their own business and suppliers. They need to take the lead in understanding the customers’ needs, exceed their service expectations, proactively develop new opportunities and assure the customer of their commitment to them.

The larger the customer, the more complex the process becomes. However, regardless of the client’s size or needs, the same customer centred principles apply. In this pragmatic workshop we introduce participants to a structured approach for doing just this and help them apply it to their own account.