Become a Master of Client and Account Management

What is the role of a client manager?  Learn why it's much more than just making the client happy!

If we understand exactly who our customers are then we will have an effective relationship with them.  This lesson introduces the concepts of a customer persona/avatar (or an Ideal Target Customer).

How do you define your customer persona?  This lesson outlines the approach to working out who they should be and how to define them.

A step by step guide to creating your customer types or personas including a downloadable workbook.

Now you have defined your customer personas, how do you use them in your day to day business?

Creating accountability means not only being accountable to your client but also the client to you - to ensure you have a partnership relationship rather than a 'supplier/customer' relationship

Over servicing is a massive issue for many companies, especially for service based businesses.  So how do you handle this and how can you push back on the client?

How can you ensure your client understands what the difference between a 'standard' service and something you do as an 'extra' - which should generate loyalty for you from the client?

How does your customer evaluate the service levels you offer?  This lecture gets you to stand in the customer's shoes.

A strong client manager is able to push back and say 'no' to a customer when appropriate.  How can you do this without fear of losing the client?

Projects will always change.  You can't know at the start what might happen so how do you manage project change?  This lecture explores best ways to manage expectations and deal with change in a professional way.

When we sell TIME we commoditise what we do and this leads to discounting.  So how do you identify the VALUE of what you deliver your customers and be sure that is what you are selling?

What is the difference between sympathy and empathy?  Why is it important that we empathise with our clients but don't offer sympathy?

8 practical steps on how to deal with challenging clients

A more detailed look and best practice ideas on how to handle 14 different types of challenging client

Sometimes we need to give unwelcome news to our clients, so how do you prepare for this challenging conversation and deliver it with confidence?

Why do we need to use time recording tools and capacity management systems?

What tools are on the market to aid with planning, profitability and communications?  In this lesson we look at 3 types of tool that you can use:

1. Time recording
2. Project planning (to manage capacity)
3. Collaborative working tools

How do you ask your customers for testimonials and referrals and when is the best time to do so?

How can you and your team make decisions with confidence and clarity?  This lecture explores the concepts of CONTENT and CONTEXT.

How do you run an engaged focused meeting that delivers tangible outcomes and starts & ends on time?

Creating clear project plans enable you capture your client's strategy as well as ensure you deliver on time

It is much cheaper to keep a client than it is to win a new client, so in this lesson, we are focusing on why and how to keep customers for the long term.

We all know it's cheaper to retain clients than constantly look for new ones, so what tips and approaches can you use to ensure you keep clients for the long term?

A significant part of being a great account / client manager is to be able to stand in front of a customer(s) and present with confidence and clarity.  This lecture gives you some great tools and techniques to not only prepare well but deliver your messages in a succinct clear way.

Great customer relationships are based on great empathy with you client. This lecture introduces the concepts of 1st, 2nd and 3rd position.

Being a great listener is a vital skill to fully engage with clients (and a great life skill).  In this lecture, we explore what it means to be a great 'active listener' and outline tools and tips to achieving this.

Congratulations!  You made it to the end of the course.  Here is a summary of what we covered.

In this practical lesson, Rob Da Costa reveals how to harness AI tools to transform your client management processes without losing the personal touch that makes your agency special. Drawing on 30 years of agency experience, Rob demonstrates how AI can free you from repetitive tasks so you can focus on building deeper client relationships and delivering exceptional strategic value.

You'll discover specific tools for client communications, project management, content generation, and data analysis – all with real examples of how agencies like yours are saving hours each week while improving client satisfaction. Rob shares a proven "start small, scale smart" implementation approach that you can begin using immediately, even if you're completely new to AI.

By the end of this lesson, you'll have a clear action plan to enhance one client management process with AI, positioning your agency for more profitable client relationships and sustainable growth.

In this essential lesson, Rob Da Costa tackles the critical question many agency owners are silently wrestling with: "How do I use AI ethically whilst maintaining authentic client relationships?" Rob cuts through the uncertainty with practical guidance on transparency, data privacy, and maintaining your agency's authentic voice.

You'll learn exactly when and how to disclose AI usage to clients, how to handle sensitive client data in AI tools, and practical techniques to ensure AI enhances rather than dilutes your agency's unique expertise. Rob provides a straightforward ethical decision-making framework that helps you navigate complex situations with confidence and integrity.

By the end of this lesson, you'll have clear guidelines for implementing AI in ways that strengthen client trust rather than undermining it, positioning your agency as both innovative and authentic in an increasingly AI-powered landscape.

In this practical lesson, Rob Da Costa provides a clear roadmap of what works and what doesn't when implementing AI in your client relationships. Drawing from real success stories and cautionary tales, Rob reveals how the same AI tools can either dramatically strengthen client relationships or damage them beyond repair.

You'll learn the critical difference between enhancing human capabilities versus replacing human judgment, and how to implement thoughtful workflows that maintain the perfect balance. Rob shares specific strategies to avoid common AI traps including over-reliance on AI for creative thinking and the risk of homogenizing your agency's unique voice.

By the end of this lesson, you'll have a practical framework for using AI that ensures consistent quality, maintains your distinctive approach, and allows your team to focus on the high-value strategic work that truly differentiates your agency in the marketplace.

In this final lesson, Rob Da Costa introduces you to AskRobAnything – your on-demand digital coach trained on Rob's 30 years of agency expertise. This lesson demonstrates how to leverage this powerful tool when you face specific client challenges that don't fit neatly into standard frameworks.

You'll discover the four key features of AskRobAnything through practical demonstrations: on-demand coaching for specific client situations, access to agency-tested templates and tools, expert feedback on your client-facing materials, and AI-powered strategic insights. Rob walks through real examples showing how agencies have used the platform to recover lost fees, win significant new business, and transform client relationships.

By the end of this lesson, you'll know exactly how to use AskRobAnything to complement your broader client management skills, giving you the confidence to handle even the most challenging client situations with clarity and purpose.

You can use AskRobAnything for free: ask.dacostacoaching.co.uk