Role-Based Programme
RB1139

AI for Account Management & Customer Relationship Management

Advanced Customer Intelligence, Retention & Revenue Growth

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Duration
32 Hours
Level
Advanced
Delivery
Instructor-Led
Format
Capability Development

Programme Objectives

  • Develop advanced capability to apply AI across account management, customer relationships, retention, renewals, revenue growth, and service coordination.
  • Use AI-assisted research and analysis to understand customer priorities, account health, stakeholder needs, engagement history, risks, and emerging opportunities.
  • Apply AI to customer communication, account planning, relationship mapping, issue resolution, renewal preparation, cross-sell, and upsell activities.
  • Use AI-assisted analytics to strengthen customer retention, account growth, engagement quality, CRM discipline, and long-term customer value.
  • Build responsible AI-enabled Account Management and CRM workflows with appropriate privacy, validation, governance, and human judgement.

Tools covered

Generative AI AssistantsAI Search & ResearchCustomer IntelligenceCRM IntelligenceStakeholder MappingAccount Health AnalysisCustomer Communication SupportRetention & Renewal AnalysisOpportunity IdentificationRevenue & Pipeline AnalysisCustomer Feedback AnalysisWorkflow AutomationAI Agents

Who should attend

  • Account Managers
  • Senior Account Managers
  • Customer Relationship Managers
  • Client Relationship Managers
  • Customer Account Managers
  • Enterprise Account Managers
  • Relationship Executives
  • Customer Success Managers
  • Client Services Professionals
  • Key Account Executives
  • Sales & Account Management Professionals
  • Renewal Managers
  • Customer Retention Professionals
  • CRM Professionals
  • Sales Leaders Responsible for Customer Relationships

Prerequisites & Participant Readiness

  • Experience in account management, customer relationship management, sales, customer success, or client services
  • Familiarity with CRM systems, account reviews, customer communication, renewals, and revenue targets
  • Basic awareness of Generative AI and common business applications
  • Comfort working with customer, account, and commercial information
  • No programming knowledge required

TOC Modules

Concepts
  • Understanding Generative AI, reasoning models, AI search, intelligent automation, and AI agents
  • Exploring AI applications across customer relationships, account planning, retention, and growth
  • Distinguishing AI-assisted relationship management from traditional CRM automation
  • Understanding hallucinations, outdated information, confidentiality, and human accountability
Practical activities
  • Mapping AI opportunities across the Account Management lifecycle
  • Identifying activities suitable for augmentation, automation, or continued human ownership
  • Creating an AI opportunity map for account and relationship teams

Scenarios

At-Risk Customer to Retention & Recovery Plan

Account Health → Risk Signals → Customer Issues → Stakeholder Analysis → Root Causes → Recovery Actions → Communication → Renewal Strategy

Participants use AI to identify an at-risk customer, analyse relationship and service issues, prioritise recovery actions, and create a structured retention and renewal plan.

Existing Account to Growth & Relationship Expansion

Customer Intelligence → Stakeholder Map → Current Business → Whitespace Analysis → Customer Priorities → Cross-Sell / Upsell Opportunities → Engagement Plan → Revenue Growth

Participants use AI to analyse an existing customer account, identify whitespace and stakeholder opportunities, create relevant growth hypotheses, and develop a long-term relationship and revenue-expansion plan.

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