Key Account Management: Retention, Growth and Renewals [EN]

This course contains the use of artificial intelligence.

Revenue from an existing customer costs a fraction of revenue from a new one. Almost every company knows this and almost none runs retention as a system the way it runs acquisition.

How an account is actually lost

Never at the renewal conversation. It is lost over months, in small signals nobody was tracking: response times slipping, the internal champion changing role, satisfaction scores drifting a point at a time, a complaint handled politely and never fed back to anyone. Then the renewal arrives and the answer is already decided. I have sat in that meeting having genuinely believed the relationship was fine, and every warning sign had been visible in data we collected and did not read.

What this course actually covers

Five blocks. First, the team that holds the relationships: sixteen lessons on hiring, onboarding, training, coaching and paying commercial people, including the retention plan and the engagement-based plan alongside the new business plan, plus demand generation, conversion and the agreement with marketing. Second, the service side of the relationship — auditing how you are experienced, building the standards, the team behind them, and the metrics that predict a renewal. Third, churn as a method: causes, measurement, calculating what a loss costs, designing the retention programme, implementing it against resistance, and reporting on it. Fourth, measuring relationship health — survey types, question design, scales, the report and the action plan. Fifth, open conflict: escalation, prevention and mediation.

A note on the churn block

Those six lessons were recorded about employee attrition rather than customer churn. They are here for the method, which is structurally identical: find the causes, measure it properly, calculate the cost of a loss, build a programme, implement it, check whether the number moved. The cost-of-loss calculation in particular transfers directly. I would rather say that than let you discover it in lesson twenty-five.

Who is teaching this

I am Mike Pritula. I built the people system at Preply as it became a unicorn, and I have worked at Wargaming, iDeals and Alfa-Bank. More than 1.6 million students have enrolled in my courses across 185 countries, and over 150,000 specialists have gone through my programmes. I hold PHRi and SHRM-CP certifications and represent HRCI in more than ten countries.

What is included

• Lifetime access to all 42 lessons

• Active instructor support in the Q&A section

• A Udemy Certificate of Completion

• Working material: the candidate scorecard, coaching plans, the retention and engagement plans, service standards and the metric set, the cost-of-loss calculation, survey design and reporting, the conflict resolution algorithm

• Practical work on your own accounts rather than on a case study

Where to start

Take the last account you lost and write down the earliest signal you can now identify. Then check whether that signal existed in data you already had. It almost always does. Enrol now and start today.