Here's how you can effectively incorporate feedback into the account planning process.

Feedback should not be an event before a QBR. It should be an ongoing, collaborative, information gathering process with your customers. It should never come as a surprise

A key ingredient of feedback is collecting it & second is impartially acknowledging it. Feedback serves as a key ingredient in sharpening your plans, tactics etc. For this it is of critical importance to collect data which can be converted to actionable insights

One thing I found helpful in personal or professional life is "Feedback". A positive feedback motivates you doing the good work whilst feedback not in favour always gives you the kick to better yourself than what you delivered earlier.

Collecting honest feedback from customers especially key accounts can be daunting. Why would you intentionally stir something up that wasn't already there? Simple - most people dislike confrontation so unless you have done some seriously wrong how do you KNOW what you customer is thinking about you as a supplier. You have to ask difficult questions e.g. So.... what could we be doing better? In order to ellicite a meaningful conversation - when you develop a relationship based on trust these conversations become easier. Therefore, have a look at books like The Trusted Advisor to get a better understanding of how this can work for both of you, a business relationship is a 2-way street!

Eine Möglichkeit, Kundendaten zu analysieren gibt es ja nun auch durch KI: - wir arbeiten im Konzern mit verschiedenen CRM Basen - Kundendaten sprechen wir mit Hilfe einer CMS wie Hubspot an - darüber hinaus bietet hier mit KI die Möglichkeit Kundendaten zu segmentieren und in Workflows einzubinden. Bspw: segmentiere alle Kunden, die aufgrund guter Erfahrungen mit uns bereits Produkt a gekauft haben und schreibe mir dazu passend ein Anschreiben für Produkt b. usw…

Depois de coletar feedback, analise-o minuciosamente para identificar padrões e temas comuns. Distinga entre opiniões subjetivas e dados objetivos, e entenda o "porquê" por trás do feedback. Essa análise profunda guiará seus próximos passos no planejamento.

Analyzing feedback is essential for effective account management. At Wildlife Studios, after collecting extensive feedback on our Google campaigns, we analyzed the data to identify patterns and common themes. By distinguishing between subjective client opinions and objective performance metrics, we were able to understand why certain strategies were successful. This deep analysis allowed us to refine our campaigns, leading to a significant increase in mobile game revenue from $50M to $70M annually.

Analyse the data on feedback to get answers to why when where how and what? Once these answers are discussed amongst the team and arrive the next step to be implemented collectively

Metodologia Crowdsourcing é utilizada no processo de desenvolvimento de empresas após a coleta de informações. Opiniões, sugestões e ou qualquer tipo de informação sempre será utilizada para o sucesso do projeto.

Once the steps (objectives) to be implemented are agreed, they have to take the real implementation which are are to be measurable.

Com o feedback em mãos, defina novos objetivos INTELIGENTE (específicos, mensuráveis, realizáveis, relevantes e limitados no tempo). Esses objetivos devem abordar as preocupações e sugestões dos clientes e da equipe, mostrando que suas contribuições são valorizadas e impactam diretamente a gestão das contas.

Setting clear, SMART objectives based on client feedback has been a key strategy in my career. At Pragmatis Consulting, we set specific goals to address client concerns about operational costs. By aligning our objectives with client feedback, we managed to save $18M annually in G&A expenses. This approach not only demonstrated that we valued their input but also ensured that our account strategies were directly responsive to their needs.

Setting SMART objectives is essential for any successful account management strategy. By defining goals that are specific, measurable, achievable, relevant, and time-bound, we can effectively address the feedback and concerns of clients and team members. This approach ensures that our account planning is adaptive and responsive, demonstrating to clients that their input is valued and directly influences how their accounts are managed. Ultimately, this alignment leads to stronger client relationships and better overall outcomes.

Getting clear on the outset around expectations, feedback, touchpoints really helps achieve more. Having a well structured onboarding process that opens up the channels of communication and gives the client an easy way to express their needs through a funnel. Most objective items can be SMART goals or contracted, but a lot of the detail and the foundation of the relationship is rooted in the subjective. Therefore getting as much accountability visible and how that is managed at a granular level helps ensure the container of the work, client and relationship is safe and enjoyable for both sides.

Desenvolva um plano de ação com tarefas específicas, responsabilidades definidas e prazos claros para alcançar os objetivos. Certifique-se de que o plano seja realista e considere os recursos disponíveis. Um roteiro claro garante que o feedback seja executado e leve a melhorias no gerenciamento da conta.

Developing a detailed action plan is crucial for achieving set objectives. During my tenure at Mastercard Advisors, after setting new objectives based on client feedback, we created a comprehensive action plan. This plan included specific tasks, assigned responsibilities, and set deadlines. By meticulously outlining our steps, we were able to save $40 million annually in a joint venture. This structured approach ensured that feedback was not only heard but also translated into actionable improvements.

Comunique claramente as alterações do plano de conta para seus clientes e equipe. Isso mantém todos informados, demonstra transparência e responsabilidade, e mostra aos clientes como seu feedback está sendo implementado, reforçando o engajamento e a colaboração.

Transparent communication is key to maintaining client trust. At Cummins, when we introduced changes based on feedback, we made sure to communicate these adjustments clearly to our clients and team. This transparency demonstrated our accountability and reinforced the collaborative nature of our relationships. It was crucial in growing significant accounts from 2% to 80%, as clients appreciated seeing their input directly influence our strategies.

Generally the more communication touch points, the better. Often we can hold back in the 'fear' of being annoying or there may be lack of clarity holding us back but communicating, in essence, is deriving meaning, clarity and definition which can lay in the abstract world - full of assumptions which can cause confusion and miscommunication down the road. Often there is a general gap between the sender and receiver - sender assuming they've communicated enough and receiver left unsure on some things but maybe not enough to put their hand up so my general rule is communicate 25% more than you naturally think you need to.

Monitoring results is vital for continuous improvement. At Ernst & Young, after implementing new tax classification processes, we closely tracked performance metrics and sought ongoing feedback. This continuous monitoring allowed us to make necessary adjustments, enhancing the processes by 10x. Regularly reviewing the impact of changes ensured that we stayed aligned with client expectations and maintained high levels of satisfaction.

Monitoring the results of the changes you've implemented is essential. Track performance metrics and gather ongoing feedback to ensure that the adjustments are achieving the desired outcomes. Be ready to make further tweaks as needed. This process of monitoring results closes the feedback loop, facilitating continuous improvement in your account planning and management practices. By staying vigilant and responsive, you can ensure that your strategies remain effective and aligned with client expectations.

Feedback categorisation, mapped to appropriate internal stakeholders is key, and should be instituted as part of account hygiene and routine operational rigour. Insights generated should be pattern-matched to themes, with quantitative occurrences considered and qualitative commentary provided in hybridised fashion for crossfunctional consumption. Gathering feedback that only sits in stasis and remains exclusive to the account team level reduces the generation of long-term, business-wide inputs for product roadmap generation.

To enhance the account planning process with feedback, foster a culture of continuous improvement. Utilize advanced analytics for deeper insights and customer co-creation sessions for qualitative feedback. Foster collaboration across teams for holistic approaches and stay proactive with industry trends. Prioritize staff training for effective strategy execution. These steps augment data gathering, feedback analysis, objective setting, action planning, change communication, and results monitoring, ensuring a robust and adaptive account planning framework.

An additional insight I'd like to share is the importance of fostering strong client relationships through regular engagement. At Mastercard Advisors, we found that proactive engagement, even beyond formal feedback sessions, helped us better understand our clients' evolving needs. This approach not only improved our account management strategies but also built long-term trust and loyalty, ultimately contributing to our sustained success.

Per my experience there are a few factors you should consider: 1. Open communication with clients and attentively listening to their needs/concerns. 2. Establish clear goals/objectives with your clients. 3. Share regular updates with the customer and remember to take feedback. 4. Plan your strategies according to the set objectives and replan/review post customer feedback. Results will definitely fall in place.