Gravity Workplace: Account Management and the Customer Experience

When it comes to maximising or enhancing the Account Management Experience of a Business, it is important to consider not just the paying customer but all entities who have a valued touchpoint with the organisation.

In the same way that a Business cannot realistically exist without any paying customers or consumer need, the same holds true when considering the workers or contractors that are employed by it. Indeed, even the smallest of organisational entities must have at least one Director or owner for it to become officialised. Sweep further and we commonly see a raft of suppliers that actively assist in the Value-Add process. Not in my Business? Well even at the most fundamental level, what organisation can realistically operate without a smart phone, desktop software…heating or power?

So when we wrap up all of these interactions it starts to become obvious that the end Customer experience we provide is directly related to the success (or otherwise) of the Account Management relationship/s we maintain with those entities who in turn help up to establish and create our Value-Add. In short, the reason why Clients buy from us.

By extension, let us consider a simple example. The Local Public house. From a supplier’s perspective it is critical that the Landlord maintain a positive and healthy working relationship experience with its brewers. Bad beer, wrong beer, late beer, no beer, does not going down well with the local drinking class. The same holds true for heating and lighting, and so I could go on. You get the point, I’m sure. But then good beer and lighting does not necessarily make for a successful local establishment either, since it is perhaps as it should be, i.e., considered a given. For example, as an alternative I could simply drink at home or at a friend’s house. No, when I head towards a local public house what I’m looking for a personal customer experience, and critically we adjudge this experience by the success (or otherwise) of the other customer experiences that are occurring around us. In this respect we require all the key organisational touchpoints to be working in a favourable and homogenous manner; that is, beer on tap, friendly and consistent service staff, a good pricing strategy, other likeminded happy patrons, and so on. The better our experience in this respect, the more we feel ‘at home’ within our surroundings and the more likely we are to consider the establishment our ongoing local venue of choice. And of course, let’s not forget that the same holds true for all the other customers in this example.

This is a simplified point which no doubt has flaws, but the idea I’m touting is that when it comes to Account Management it is important to consider the experience and interactions that all Customers have towards an organisation, not just the paying ones, because like any processing machine, when one element breaks down, stress and strain is naturally placed upon the system as a whole.

Through Gravity Workplace organisations can Account Manage their Clients, Suppliers, Contractors and Employees. By facilitating the sharing of core relationship information right across their organisation, they can rapidly improve their business knowledge and fine tune the value-add process to ensure that every touchpoint delivers a positive experience.

But why do we want to enhance our Account Management experience? Well as we can see, it is the most important bloodline line to sales maintenance and growth.