Role-Based Programme
RB1136

AI for Account Management & Customer Relationship Management

Smarter Customer Engagement, Retention & Account Growth

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Duration
4 Hours
Level
Awareness
Delivery
Instructor-Led
Format
Awareness Session

Programme Objectives

  • Understand how AI can support Account Management and Customer Relationship Management across customer engagement, retention, relationship development, and account growth.
  • Explore practical AI applications for researching accounts, understanding customer needs, preparing meetings, and personalising communication.
  • Apply structured prompting techniques to generate account insights, relationship strategies, customer follow-ups, and growth opportunities.
  • Use AI to improve productivity across account reviews, customer meetings, service follow-up, CRM updates, and relationship planning.
  • Recognise customer confidentiality, privacy, source accuracy, commercial sensitivity, and human-review requirements when using AI in customer relationship management.

Tools covered

Generative AI AssistantsAI Search & ResearchAccount IntelligenceCustomer ProfilingStakeholder MappingRelationship PlanningCustomer CommunicationOpportunity AnalysisCRM Intelligence

Who should attend

  • Account Managers
  • Senior Account Managers
  • Customer Relationship Managers
  • Client Relationship Managers
  • Customer Account Executives
  • Key Account Executives
  • Relationship Executives
  • Customer Success Managers
  • Sales Executives
  • Business Development Managers
  • Territory Account Managers
  • Commercial Account Managers
  • Client Services Professionals
  • Account Management Team Leads
  • Customer Relationship Team Leads

Prerequisites & Participant Readiness

  • Basic understanding of sales, customer relationships, or account-management activities
  • Familiarity with customers, account reviews, CRM systems, or relationship-management processes is helpful
  • Basic communication and business-research skills
  • No programming or technical AI knowledge required
  • No previous AI-tool experience required

TOC Modules

Concepts
  • Understanding Generative AI and its relevance to account and customer relationship management
  • Exploring AI applications across account research, customer engagement, retention, growth, and communication
  • Understanding the difference between AI assistance, CRM automation, and relationship-manager judgement
  • Recognising AI limitations, hallucinations, outdated information, and unsupported assumptions
Practical activities
  • Identifying high-value AI applications across a typical account-management workflow
  • Comparing a traditional customer-management activity with an AI-assisted approach

Scenarios

Customer Account to Relationship Development Plan

Account Information → AI-Assisted Analysis → Stakeholder Mapping → Customer Priorities → Relationship Gaps → Engagement Actions → Relationship Plan

Participants use AI to analyse a sample customer account, map key stakeholders, identify relationship gaps and priorities, and develop a structured engagement plan.

Customer Review to Retention & Growth Action Plan

Customer Review → Needs & Concerns → AI-Assisted Summary → Retention Risks → Growth Opportunities → Follow-Up Actions → CRM Update

Participants use AI to organise a sample customer-review discussion, identify retention risks and growth opportunities, and prepare a clear relationship-management action plan with next steps.

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