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An LSP’s Guide to Account Management
by Hélène Pielmeier, Rebecca Ray
September 03, 2013
September 03, 2013

 
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Summary
Language service providers (LSPs) often fail to move beyond standard project management interactions to develop strong, long-term relationships with their clients. Salespeople are busy going after new buyers while the production team concentrates on project deliveries. In the meantime, competitors loom to steal your business. Establishing a formal account management function is the answer to preventing attrition, while at the same time growing the size of an account. “Farming” existing accounts is cheaper than “hunting” for new ones.

However, formal customer care is still a newer function at many companies – even large LSPs still struggle with how to achieve the best results. Common Sense Advisory interviewed 28 LSPs and localization recruiters from 14 countries on four continents to understand how LSPs set up effective structures to retain and grow their existing client base. Executives at large and small LSPs who are planning to build an account management program – or refine their existing model – will find value in this guide. It covers:
  • Business Justification. We discuss the business reasons for establishing client care as a formal function. We also review why good account management programs are built around what customers expect from the relationship with their LSPs.
  • Implementation. We explore how to identify the best accounts to nurture, the type of effort needed to retain and grow them, and the most appropriate metrics to assess program performance.
  • Staffing. We cover various approaches for handling the account management function, required skills, recruitment, and compensation.
  • Resources. We list the recruiters who provided data for this guide.
  • Related Research. We recommend other Common Sense Advisory research reports and briefs related to this topic.

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Pages: 38
 

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