Magazine article The CPA Journal

Key Account Management

Magazine article The CPA Journal

Key Account Management

Article excerpt

In order to help professional firms design and implement programs for key account management, I have interviewed clients of firms in a wide variety of professions and countries, to obtain their view of their relationships with their outside providers.

Editor's note: Key account management refers to giving special attention to high-quality clients that meet pre-established criteria An example would be all clients whose annual fees exceed a certain amount.

Many of these clients' concerns are similar. A few of the more commonly expressed concerns are as follows:

They are only interested in selling their services, not solving our problems.

They don't do anything to make us feel our business is important to them. We are taken completely for granted. They never call up to inquire how our business is doing. We only see them when they want to sell something.

The quality of service is variable between departments and locations. We don't have the patience for "adequate." There's no point courting us at headquarters (HQ) unless they're impressing our people everywhere. …

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