A key issue for many accountancy firms is they don’t have a formalised account management structure in place. Regular client contact? Of course they can do that. Tracking how much budget the client might have? They can do that too. Informing the marketing team when they spot an opportunity for a client to buy a new accounting service? Yes, yes, they are more than capable. But do they actually do and track all of these things?
In the nicest way, accountants are probably among the worst offenders of businesses that try to do everything. Partners service clients, network, do some marketing and will probably make a decent cup of tea too. But when they have tax returns to file for clients, audits to submit and benefits schemes to set up, ensuring that every employee who is client facing inputs all the information they need to is probably quite low down their list of priorities.
Account management isn’t just about the client relationship – it needs to be a process that underpins the client relationship and something that can be measured and managed. Proactive account management is about planning and monitoring customer engagement, ultimately to help accountants keep that client on board and cross sell other services to them.