APPROACH TO ACCOUNT MANAGEMENT
Account Management provides a platform for effective communication of business requirements in the client / supplier relationship. To provide this service at a high level Equator work to a tried-and-tested methodology. All stages within the process are further supported by the appropriate documentation and quality assurances which aid the facilitation of the account and the delivery of a quality service and product.
These stages are detailed herein;
DiscoveryIn the early stages of a relationship, it is essential that the Equator account management team learns the products, services, and market influences of a clients business. This phase is one where Equator demonstrates that our people truly are our greatest asset as our key personnel not only have years of experience in the marketing and web development industry, but also in many major multinational companies and organisations worldwide. Time spent during the Discovery element of the process helps to build the close working partnerships that are the hallmark of Equator, and are essential to the continuing strong relationship. Having built a clear understanding of our clients business, its’ markets and services we are then better placed to discuss and appreciate the specific requirements of current projects.
RequirementsThe team of account managers has experience in a wide cross section of businesses, and digital channels. The most appropriate team is placed on the account based on their knowledge and suitability for working with our client project team. Once selected, the project team sets a roadmap of meetings and workshops with the key stakeholders to begin detailing the key requirements. This multi-disciplinary team will include marketing, design, development, and planning personnel thus ensuring that all objectives are properly captured. This holistic approach to the initial part of any project is another of corner stones of Equators’ approach to working with our clients, as it is expected that we will be able to add value and help direct projects into areas perhaps not consider. Upon the completion of the requirement gathering, the Account Management team clearly detail a project requirements document which outlines all of the key aims, objectives, and deliverables. This is then used as the basis for moving forward with clarity and intent. PlanningIn each of preceding phases there is an element of planning, this means that at the start of the project delivery the Account Management team already has an appreciation of how to layout the production plan. Our experience in delivering large, complex web solutions provides a strong foundation on which we can build a picture of what assets, resources and people we need to deliver. Project planning is a key part of the process and an element that we encourage strong involvement from our clients. The effective delivery of any project, or element of an account is greatly influenced by the strength of our relationship and this is an aspect of Equator Account Management that our team continually strives to develop. One of the strongest influences on a project, is the effect that our clients have on the planning phase. By actively inputting into the process at this stage, the project is more likely to be supported throughout the process by all parties ensuring its success. Deliver and Maintain
Account Management during the ongoing part of a project, or relationship is about effective communication and involvement. Simple practices the Account Management team undertake on every project include, contact reporting, account status updates, and regular meetings. Each aspect of the project feeds information updates through our planning and account managers that is detailed as often as required. This optimum level of communication and involvement ensures that the project team attains a level of transparency on where the project sits on the plan.
ReviewEvery client relationship can be improved and we value the input from every member of the project team. At periodic intervals we undertake a retrospective review of what has been achieved, noting all defining actions, lessons which can be learnt and improvements which need to be made. This inclusive approach to account management further enhances the close working relationship we encourage. How do we manage and resolve issues that may arise?Equator has developed a clear process for escalation of issues and dealing with any dispute that may arise as a result of our working relationship. Normally we set our escalation procedure ass follows; • Level 1 - Account Manager, resolves all day-to-day issues with a project and can attend to any tactical problem resulting for a project or account although not ultimately able to make a decision on this level of problem.
• Level 2 - Account Director, will be able to deal with all operational and tactical matters and assist with any strategic or commercial decisions that arise.
• Level 3 - Managing Director, or Board Member will specifically have overall authority to mitigate any matter relating to our clients business.
Our client services and account management methodologies are based on good working relationships, and client partnerships thus any issue that arises from ongoing work should be able to be dealt with swiftly and effectively by the appropriate person above. This approach to dispute management helps to further improve the trust between both parties and hence secure a long working relationship. As a results-driven agency, we at Equator recognise the necessity of measurability. If a strategy is to succeed, its elements must be carefully monitored, often on a day to day basis. In light of this, we have constructed a methodology which ensures any obstacles on the road to success are highlighted long before they become an issue.
We’ll set appropriate benchmarks in line with the agreed strategy after discussion with a client – we believe that not only deciding upon important milestones is fundamental to a successful campaign, but gives both parties a concrete understanding of the path ahead and the actions required to negotiate it. Setting benchmarks in this manner certifies the expectations of all concerned and is crucial in terms of both measurability and clarifying what is to be achieved and how it will be.
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