Account and relationship management is the heartbeat of any lasting customer–carrier partnership. While network solutions and service reliability are critical, customers consistently tell us that what happens after implementation is just as important as the deal itself. During recent customer conversations, I uncovered some clear themes about what matters most and where carriers and network providers still have work to do.
What Matters Most After Implementation
Customers expect carriers and network providers to be more than service deliverers; they want them to be true partners. The areas they prioritize include:
- Communication that is consistent and clear
- Stewardship and accountability over the relationship
- Regular status and progress reporting
- Effective change management practices
- Fast and thorough problem resolution
- SLA performance updates
- Easy-to-digest KPI dashboards
Where Carriers & Providers Excel
There are areas where customers feel many carriers and providers are performing well, especially around structured communication. Customers specifically recognized:
- Comprehensive status reporting
- Conducting quarterly business reviews (QBRs)
- Following up regularly and asking how they can be helpful
Where Carriers & Providers Fall Short
Despite these positives, there are still frustrations. Customers highlighted gaps that weaken trust in account management:
- Inadequate root cause analysis reporting after outages or major service issues
- Account management teams are often less capable or impactful than the sales team that won the deal
- A lack of proactivity and insufficient resources to fully support customer needs
Customer Advice for Carriers & Providers
When asked what would make the most significant difference, customers offered
two straightforward pieces of advice:
- Listen. Don’t show up as a solution looking for a problem
- Avoid overpromising and underdelivering
What Delivers the Most Value
The highest-value activities in account management all tie back to insight and openness. Customers said they gain the most value from:
- Performance and consumption reporting
- Clear and frequent communication
- Transparency in all matters
- Understanding the overall health of a provider’s portfolio and services
What Delivers the Least Value
Not everything resonates with customers. In fact, certain types of account management actually erode the relationship, such as:
- Sharing business updates that are already public knowledge
- Pushing or pitching irrelevant services that customers don’t need
The Bottom Line
Customers don’t just want network providers; they want partners. Strong account management means being proactive, transparent, and committed to value, not just sales. By focusing on communication, reporting, and genuine stewardship, carriers and providers can establish longer, stronger, and more trusted relationships that benefit both parties.
