Role-Based Programme
RB1137

AI for Account Management & Customer Relationship Management

Smarter Customer Engagement, Retention & Revenue Growth

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Duration
8 Hours
Level
Basic
Delivery
Instructor-Led
Format
Workshop

Programme Objectives

  • Understand how AI can support Account Management and Customer Relationship Management across customer engagement, retention, growth, and account planning.
  • Apply AI to analyse customer information, relationship history, stakeholder networks, account opportunities, and potential risks.
  • Use AI to improve customer meetings, follow-up communication, account reviews, CRM documentation, and relationship management.
  • Develop practical skills for stakeholder mapping, account health assessment, cross-sell and upsell identification, retention planning, and customer-growth strategies.
  • Understand responsible AI use, customer-data privacy, confidentiality, source validation, and human judgement in relationship management.

Tools covered

Generative AI AssistantsAI Search & ResearchCustomer Account ResearchStakeholder MappingCRM SupportCustomer CommunicationAccount PlanningRelationship AnalysisCross-Sell & Upsell AnalysisCustomer Review Support

Who should attend

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

Prerequisites & Participant Readiness

  • Basic understanding of account management, customer relationship management, or sales
  • Familiarity with customer meetings, CRM records, account reviews, or sales opportunities is helpful
  • Basic communication and digital-tool skills
  • No programming or technical AI knowledge required
  • Prior AI-tool experience is helpful but not mandatory

TOC Modules

Concepts
  • Understanding Generative AI and its relevance to account and customer relationship management
  • Understanding how AI can support customer research, communication, planning, and relationship development
  • Distinguishing AI assistance from CRM platforms, sales automation, and traditional search
  • Understanding AI limitations, hallucinations, outdated information, and customer-data risks
Practical activities
  • Identifying recurring Account Management activities suitable for AI assistance
  • Comparing traditional and AI-assisted approaches to customer-account preparation
  • Mapping AI opportunities across the customer relationship lifecycle

Scenarios

Customer Account Review to Relationship Growth Plan

Account Information → AI-Assisted Research → Stakeholder Map → Customer Needs → Relationship Assessment → Growth Opportunities → Engagement Actions → Account Plan

Participants use AI to analyse a sample customer account, identify relationship strengths and gaps, assess potential growth opportunities, and create a structured customer-development plan.

At-Risk Customer to Retention Strategy

Customer Signals → Relationship History → Service Concerns → Stakeholder Impact → Risk Assessment → Recovery Actions → Customer Communication → CRM Update

Participants use AI to analyse a sample at-risk customer relationship, identify possible concerns and intervention priorities, and prepare a structured retention and relationship-recovery plan.

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