Account, or client, management begins once a sale has been made. In a small business, the person responsible for the sale, might also take over the account management responsibilities. In a services firm, often the person delivering the service or expertise is also the account manager.

Account management seeks to ensure that the product/service purchased is delivered properly and that an on-going relationship is maintained so the customer continues to purchase the product and/or will considering purchasing it at a future date. Feedback obtained from the client is also important in improving service/product delivery.

Account management encompasses core principles of customer service including striving to deliver superior service.

While all customers should be managed, the extent to which services are provided should be based on revenue generated from the customer, profits made, strategic importance, or a combination of factors. Customers that only use the service or purchase a product occasionally, may be account managed through telephone calls a few times a year. Customers with a high spend, may be visited and/or contacted on a regular basis.

It is important to set-up an account management system to ensure that all customers are contacted as required, and information is maintained on contact made.

Strategic account management can lead to a collaborative relationship with a client, resulting in increased profits and potentially the generation of new business ideas.