Role-Based Programme
RB1138

AI for Account Management & Customer Relationship Management

Customer Intelligence, Retention & Revenue Growth

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Duration
16 Hours
Level
Intermediate
Delivery
Instructor-Led
Format
Capability Training

Programme Objectives

  • Develop practical AI capabilities for account management, customer relationship management, retention, and revenue growth.
  • Apply AI to analyse customer accounts, stakeholder relationships, engagement history, service issues, opportunities, and account risks.
  • Use AI to strengthen customer communication, meeting preparation, account reviews, follow-up, renewals, and expansion planning.
  • Improve CRM effectiveness through structured documentation, account-health monitoring, opportunity tracking, and customer intelligence.
  • Apply responsible AI practices related to customer confidentiality, privacy, commercial sensitivity, source validation, and human judgement.

Tools covered

Generative AI AssistantsAI Search & ResearchCustomer & Account IntelligenceStakeholder MappingCustomer Data AnalysisCRM Workflow ConceptsMeeting IntelligenceRelationship AnalysisOpportunity IdentificationExecutive SummarisationPresentation ToolsCustomer Communication Support

Who should attend

  • Account Managers
  • Senior Account Managers
  • Customer Relationship Managers
  • Client Relationship Managers
  • Relationship Executives
  • Customer Account Managers
  • Enterprise Account Managers
  • Key Account Executives
  • Customer Success Professionals
  • Sales Executives
  • Business Development Managers
  • Client Services Professionals
  • Commercial Account Managers
  • CRM Professionals
  • Customer Retention Professionals

Prerequisites & Participant Readiness

  • Experience in account management, customer relationship management, sales, customer success, or business development
  • Familiarity with customer meetings, CRM systems, account reviews, and follow-up activities
  • Basic familiarity with Generative AI tools is recommended
  • Ability to interpret customer, account, and sales information
  • No programming knowledge required

TOC Modules

Concepts
  • Understanding Generative AI, reasoning models, multimodal AI, and AI assistants
  • Exploring AI applications across account management, customer engagement, retention, and growth
  • Understanding how AI differs from CRM, analytics, and traditional customer-management tools
  • Recognising hallucinations, outdated information, unsupported assumptions, and AI limitations
Practical activities
  • Mapping account-management activities to practical AI applications
  • Identifying high-value versus low-value AI use cases
  • Comparing traditional and AI-assisted customer-management workflows

Scenarios

Customer Account Review to Retention Plan

Account Data → Customer Health → Stakeholder Mapping → Service Issues → Risk Signals → Priority Actions → Engagement Plan → Retention Strategy

Participants use AI to analyse a simulated customer account, identify relationship and service risks, and create a structured retention and engagement plan.

Existing Customer to Account Growth Opportunity

Customer Intelligence → Relationship History → Business Priorities → Whitespace Analysis → Growth Opportunities → Stakeholder Engagement → Value Proposition → Account Growth Plan

Participants use AI to identify potential expansion opportunities within an existing customer account and develop a structured growth strategy aligned with customer needs and relationship strength.

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