How do I tackle profiling for my key client management programme?
Whilst the strategic emphasis might be on developing work from new clients, all professionals firms should devote some time and resources to managing and developing existing client relationships. This can be done on an informal basis but often requires some form of key client or account management programme. A starting point is some detailed analysis of your existing clients – although the lack of good quality and comprehensive data can often pose problems. The purpose of this is to enable the sort of analysis suggested by Cranfield so that effort can be directed appropriately: If getting good quality data is difficult, you might need to ‘grade’ your key clients on a more subjective basis. Some firms have a “client dashboard” on their PCs to keep all partners alert to the status of their key clients.
