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Key Account Management Process

Account Manager Role:

The main responsibility of the ACM (Account Manager) is to make his clients succeed, to reach that, the ACM will follow the below:

ACM Scope:
Onboarding: The ACM will welcome the client and meet with him to set the business strategy and launch the store.
Store Launching: The ACM will proceed and follow up with the different teams to get the store ready to launch.
Marketing Activities: The ACM will be involved in the marketing plan, activities, and ideas for the store.
Technical Support: The ACM is the first technical escalation point for the client, he will help the client to solve any technical issue and escalate it via Jira if it needs to and follow up on it according to the agreed SLA.
Regular Activities: The ACM should follow up with the client once a week at least to make sure that the store is up and running.
Consultation: The ACM should always give advice to the client to enhance his business and make the store succeed, and offer him to use new apps and help him to use them correctly, and this is an ongoing activity along his journey.
Monitoring GMV: The ACM should always monitor the store’s actual revenues and work on increasing them.
Renewal: The ACM will be responsible for the subscription renewal process.
Out of ACM Scope:
Adding the products & categories by himself.
Design logo and banner by himself.
Perform digital marketing campaigns by himself.
Monitor the orders and operate the store.
General Process:
The ACM has to CC: His team leader's email & (Will be created) in any sent email to the client.
Any client meeting will be held on Zoom.
Any Zoom meeting will be recorded.
Any call will be done from the CRM only (Freshsales/Hubspot).
Enterprise labels must be added to any related Jira ticket.
MOM (Minutes of Meeting) must be sent after every meeting or call with the client to confirm the agreed points unless it’s a regular follow-up call and the client has no requests.
WhatsApp is not an official communication channel, and if the client sent any request via WhatsApp, the ACM shouldn’t ignore client messages and reply to the client and redirect him to send the request via email.
The ACM will follow the same troubleshooting guidelines for the front-line team in the technical problems.
Know Your Customer (KYC):

Conduct the initial KYC (Know Your Customer) assessment to stand on the major store requirements based on the selected niche, target customers …etc.

Location, area of interest, and industry type?
Preferred way of communications moving forward, type of onboarding materials, knowledge base articles, videos, and email sequences?
Familiarity with e-commerce in general, ExpandCart platform?
Will the store marketing activities be done in-house or will be outsourced?
Any other special requirements of the store set up according to the industry type, country regulations …etc.

The kind of consultation that we are going to provide the store owner with is related to the following elements:

Marketing tactics and selected industry trends.
Different Platform advertisement management, email marketing, Pricing strategies …etc.
CRO (Conversion Rate Optimization) and other services as part of the customer agreement/contract.
Does the product solve a problem?                    
Does this product have a large target market?                    
Is the product new or hard to find in traditional stores?                    
Is the product unique and impressive?                    
Is the product in an uptrend or downtrend?
Are there any competitors doing well with this product?                
Does the product have a track record of selling well?                    
Would you or someone you know be interested in buying this product?

The processes team recommends designing the KYC questionnaire that covers all the above points and is sent to the client as a google form via email.


The welcome email will be sent to the client within 48 business hours of subscription to the Enterprise plan.

Welcome Email:
The welcome email will be sent from the CRM system (HubSpot).
The assigned ACM’s email address will be copied in CC in the welcome email.
Subject: Welcome to ExpandCart – Store Code
Body: The email body should contain:
The ACM name.
Contact information.
Official Communication Channels.
ACM role & responsibilities.
Working hours.
Support email address and guide the client to send his request to it out of the ACM working hours.
Initial Roadmap to LMS service completion.
Provide the client with the ACM HubSpot calendar link to book a meeting.
Onboarding Meeting:
The ACM will discuss & agree with the client on (LMS service roadmap, Weekly meeting or call, communication channels, any other points the client asks for).
The ACM will send the MOM via email to the client to confirm the discussed & agreed points in the meeting.
Store Launching:

In this stage, the ACM will proceed in LMS service and perform all the necessary checks and tests to get the store ready to launch and make orders.

LMS Service:

The LMS service steps should be checked and agreed upon with the client:

Domain linking/registration and SSL activation.
Choosing a template.
Branding creation, theme selection, colors, and final layout.
Logo & slogan creation.
All store banners, sliders, and any UI requirements. 
The agreed number of revisions in the contract for Logo and layout (sliders and banners – 1 Logo & 7 Slides & Banners by Maximum, and could be changed only once).
Store web pages’ creation and customization (Terms of Service, Privacy Policy …etc.)
Products (send excel sheet template – 200 Products by Maximum during LMS, and 600 total products per year).
Categories (in both languages if needed – 50 Categories by Maximum).
Discuss & advise the client with the suitable payment & shipping methods according to the store targeted countries.
Integrate shipping and payment methods.
Mail server linking.
Adjust the store General Settings (Users, Customers access).
Adjust the currencies & languages settings.
Adjust Stock & Orders workflow.
Creating or providing developer accounts for Play Store & App Store.
The LMS tickets should be updated with the related emails & screenshots and the ACM should provide the last update.
The Prerequisites & Foundation Checklist:
Marketing & Analysis:
Setup Email Marketing
Create Facebook Business Account
Add Facebook Page
Setup Facebook Pixel Tracking
Create Google Analytics Account
Create Google Tag Manager Account
Create Container In Google Tag Manager 
Add Container Code To Web Pages
Create GTM Tag For Google Analytics
Create GTM Tag For Facebook Pixels
Publish (Activate) Both GTM Tags
Create Google AdWords Account
Link AdWords Account To Analytics
Create LinkedIn Account
Create Instagram Account
Create Twitter Account
Create YouTube Account
Create Pinterest Account
Create Snapchat Account
Google Shopping Setup Checklist:
Create Google Merchant Centre (GMC) account
Verify and claim your domain in GMC
Configure shipping settings in GMC
Create a product feed (lesson 4)
Data feed management tool:
Upload product feed
Review Diagnostics tab
Fix errors
Google Analytics:
Switch on e-commerce tracking in Google Analytics
Add an ecommerce tracking code to your website
Verify Setup with Google Tag Assistant
Google Ads:
Create a Google Ads account
Link Google Ads to Google Analytics
Import ​Transactions ​as a conversion goal in Google AdWords
Link GMC to Google AdWords
Pre-Launching Activities:

After completing the LMS steps and before launching the store, the ACM should check and perform the following steps:

Check the store’s design, layout, and performance.
Consult marketing experts if store design & layout is accepted as E-commerce.
Check all the main store pages on the mobile view.
Product Page.
Category Page.
Brand Page (If available).
Special Offers Page (If available).
Cart Page.
Checkout Page.
Advise the client to make the store accept multiple payment & shipping options.
Check the Quick Checkout Page app and adjust its settings.
Advise customer to install Abandoned Cart app
Make a test order before launching the store and make sure that all payment & shipping methods are working properly.
Create better product descriptions & pictures by telling the specifications of the product, multi-pictures, 360 pictures, or video in the description, telling a story about the product.
Ensure that the client knows how to handle the orders and generate sales and revenues reports.
Store Final Launch Checklist (UAT):
Does the store navigation work as it should be in the selected theme responsively for both computer and mobile views?
Are we able to retrieve all store pages, categories, products correctly and with the expected page load speed?
Does the store logo at the top right or left look correctly along with the cart icon?
Does Add to cart work probably when adding new products / removing them?
What about the checkout process? Can we buy a product from start to finish?
Disable test payments just before launch.
Privacy policy, terms, and conditions return policies are in place and working just fine?
Does the About Us page have the required information to build trust with the prospective customers?
Contact us page is probably working and we successfully received text messages?
Shipping and tax calculations correct? And is their cost reasonable compared to the brand competitor?
Do the products’ pages and descriptions look professional? This is the main reason to convince the store visitors to make a purchase and become customers.
Store installed plugins and applications are working correctly and not causing any slow performance issues.
Regular Activities:

After launching the store, the ACM should keep track of the store orders and GMVs, and help the client to avoid any defects

Follow-Up Activities:
The ACM has to follow up with the client at least once a week by a call, meeting, or email, even without any request from the client side.
If the client didn’t reply to the phone call, the ACM has to send an email to the client.
If the client didn’t reply at all to any channel, the ACM has to send a message on WhatsApp to tell the client gently to check his email.
The ACM has to send an email to the client at least 4 hours before any online meeting to confirm the meeting time and details with the client, considering the timezone difference.
The ACM has to follow the MOM rule mentioned in the General Process section.
The ACM should check the profit and the orders for the store and make sure that the store is selling and receiving actual orders, even without a request from the client.
If the store is not selling, the ACM should address the reasons and help the client to avoid this loss.
The ACM may suggest apps from our marketplace to use to increase the client’s profit.
The ACM may suggest new ideas or a marketing channel to increase the client’s profit.
The ACM will be involved in any marketing planning between the client and our client’s marketing team.
Analyze the marketing campaigns’ results to determine the strengths and weaknesses to get the most out of the coming campaigns and discuss these points with the client and the marketing team.
The ACM will follow the mentioned marketing-related activities either with our marketing team or any other marketing team that the client works with.
Suggested Steps:
Share with the customer any blog/webinar for digital marketing & e-commerce.
Enhance the products’ SEO keywords.
Install the marketing & SEO apps.
Help the client to understand and use the store analysis tools (FB Pixel, Google Analysis, Snapchat Pixel).
Help the client to understand and use the marketing tools & integrations.
Help the client to understand and use the loyalty program.
Use affiliate program.
Suggest on the client to send a satisfaction survey after each order to analyze customers’ feedback.
Discuss with the client which products should be promoted in the FB campaigns.
Help the client to use email marketing.
Offer attractive shipping options (Flat rate shipping, Reasonable free shipping thresholds, Free shipping promotions, Slow free shipping & Expedited paid shipping).
Suggest on the client to use the discounts & coupons.
Recommended Apps & Products:
ExpandBot (Upselling the edging service that ExpandBot provides).
Friendly URL.
Automatic SEO Meta Tags.
Product Option Images.
Abandoned Cart.
Sales Booster.
Sell on FB.
SMS App.
Advanced Reward Points.
Social Login.
MailChimp Integration.
Top Banner.
Store Review.
Store Manager Activities:

If the client’s plan includes an Online Store Manager, the Store Manager should ensure that the following activities are conducted:

Day to day operations with the existing and new customers, covering their pre and post-sales inquiries, order tracking, complaints to assure a successful/seamless shopping experience.
Manage merchant inquiries/requests/complaints as well in case of multi-vendor type.
Create SEO-friendly products catalog, description, categories ..etc.
Data-entry requests (Depending on the size of the request the SLA is determined).
External Communication (Depending on the type of subscription or type of service we’re speaking to outsiders on behalf of our customer).
General Store Settings Maintenance/Adjustment (Depending on the amount of the customer requires)
Internal Communication (Aligning with departments internally with our client’s request whether it an account manager, professional services specialist, or other)
Store Operations (Handling all store operations from stock level, new orders, returns, or customer complaints of the specified store).
Consultation (Advising our customers to the best of our ability about how to do certain activities and getting them familiar with the daily operations).
Provide the recommended strategies to increase the CLTV for the online store customers.
Own the business brand integrity & reputation online, monitoring and enforcing policies with customers as a core part of the brand.
Share the best practice with the customer to keep/improve the store performance and speed related to Plugins/Apps ..etc.
Provide the customer with the recent knowledge of the store industry trends, and competitors to be a trusted business advisor to the customer.
Managing account and vendor relationships on day-to-day activity.
Ensure conducting the required store activities based on the SOPs by the customer, taking the required actions regarding the repeating problems to help the customer identify permanent solutions and lessons learned.
Provide the customers with the required knowledge on how to read the store performance data, build and analyze reports to support the decision-making process moving forward.
Customization Request:

The client may ask for customization in one or more sides of our product, the ACM should follow the below customization process in such cases:

Project SOW (Scope of Work) gathering and covering what shall be the end result in detail.
The ACM will create a ticket on the Sales Proposal Board (SAL) to check the availability of implementing the client request.
The ticket should be handled within 48 hours from the Product Team – Scrum Master.
The 3 statuses the ACM should expect are: Accepted – Rejected – On Hold.
If the ticket is Rejected, the ACM should check the rejection reason and cascade it to the client.
If the ticket is On Hold, the ACM should check the holding reason and provide the requested information.
If the ticket is accepted, The VP Commercial & Sales “Lasheen” should provide an estimated price, and the Scrum Master should provide an estimated period to handle the customization request once it’s ready.
Concept Document approved and signed from the client-side includes
Scope of Work.
List of activities.
Project milestones for the basic functionalities and other extra requirements.
The Exit Criteria.
The ACM should create the invoice and send it to the client to pay it.
After the client pays the invoice, the ACM should create a customization ticket on the Customization board, attach the invoice inside it, and also link the accepted SAL ticket to it.
Project plan Implementation and tracking over a set of internal/external systems in a start to finish/working in parallel setup.
User Acceptance & Successful Project Closure/ECC Survey/Satisfaction Results.

Whenever the client asks to talk to the ACM manager, change the ACM, or mention that he refuses to deal with his current ACM, this will be considered as an Escalation, and the ACM should follow the below steps:

Call the client and try to help him and solve any issue he faces.
If the client didn’t reply to the phone, the ACM should send him an email to inform him that we have tried to call him and ask him to provide a suitable time to call.
If the client didn’t reply to the email, the ACM should send him a message on WhatsApp to ask him to reply to the email.
Send the case to his Leader, and this should be the final solution after the ACM tries to handle the client or if the client didn’t reply to the ACM calls, emails, and messages.
Cancellation & Refund Process:

If the client asked to complain, cancel the plan, or get refunded, please refer to the Complaint Handling Processes.



The ACM will be responsible for following up with the client to complete the renewal process upon the subscription renewal date.

Renewal Scenario:
Spot the subscriptions that will be due for renewal within the coming 30 days.
Start to contact the clients and notify them of the renewal date, and confirm with the client the renewal date and recurring amount.
The invoice will be created and sent to the client via email automatically from WHMCS.
Once the invoice is created, you have to follow up with the client until he pays it successfully.
If the merchant has a payment issue, You will refer to the finance team to agree on a new payment channel
If the merchant insists on paying at the premises, the finance team shall receive the amount that gives the merchant a transaction receipt.
If the merchant asks to wire transfer the invoice, inform him that we have to wait up to 4 days to track the payment transaction and check back with the finance team for confirmation.
Renewal with Discount or Customizations Scenario:
If the merchant asks to pay the renewal amount with the customizations fees in parallel, you will create the invoice as a total.
If the merchant asked to pay the customizations fees with discount + renewal amount, you will refer to the customizations SAL request quotation to check the discount availability.
If the merchant asks to pay the renewal as installments, you will create the installments invoice as a part of your responsibility, and you have to follow up with the merchant once the deal gets completed.
If the merchant requested a customization discount + renewal discount, you will refer to the original quotation through SAL request to add it to the renewal invoice. If the renewal is listed as an installment the ACM has to Add the installment + renewal fee.
If customization is listed with an amount of 1k USD and renewal, 3k merchants are requested to get the best offer to pay the whole amount. So we can provide him the best offer which is a 30% renewal + customizations fee with the required discount by the sales team through the SAL request.

Updated on: 23/01/2023

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