Lean Six SigmaCommon strategies to improve the existing account growth in B2B
There are several common ways to improve the existing account growth in B2B companies, including:
Building strong relationships: Building strong relationships with existing customers is essential for growing their accounts. This can involve regularly communicating with customers, understanding their needs and goals, and going above and beyond to meet their expectations.
Offering additional products and services: Another way to improve account growth is by offering additional products and services to existing customers. This can help to increase the value of each account, and can also help to cross-sell and up-sell additional products and services.
Providing excellent customer service: Providing excellent customer service is also key to improving account growth. This can include responding promptly to customer inquiries, addressing customer concerns, and resolving problems in a timely and efficient manner.
Offering customized solutions: Offering customized solutions to existing customers can help to increase the value of each account. This can include tailoring products and services to meet the specific needs of each customer, and developing specialized solutions that are not available to other customers.
Implementing customer retention programs: Implementing customer retention programs can help to improve account growth. This can include loyalty programs, referral programs, and other incentives that encourage customers to continue doing business with a company.
Regularly gathering customer feedback: Regularly gathering customer feedback is another way to improve account growth. This can include conducting surveys, focus groups, and other research to understand customer needs and preferences. This feedback can be used to improve the company’s products or services, and to develop strategies for retaining and growing existing customers.
They are all prescriptive. The question is, which one of these is relevant to your organization and why? That clearly depends on your current state, ground level challenges and growth aspirations. Only by implementing relevant strategies, B2B companies can work to improve the growth of existing accounts and drive sustainable growth for the company.
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Nilakantasrinivasan J (Neil) (born 1974) is an Indian author, consultant and guide, focused on the subject of client centricity, B2B client centric business growth, business transformation & analytics.
Nilakantasrinivasan J (Neil) is the author of 3 books, The Client Centric Protagonist, The Master Book for Lean Six Sigma & A Little Book for Customer Experience.
3L 5Why Analysis is synonymous with Root Cause Analysis nowadays with most organizations having knowledge and know-how to perform 5 Why analysis. Most leaders encourage their leaders to use 5 why analysis to identify the root cause. That’s the good news!
Now the bad news đ Most of the 5 Why analysis are incomplete and provide only tactical means to the current situation. They hardly look at underlying system level causes. If you don’t agree, list down all those problems in your organization that have been occurring for more than 5 years now, manifesting itself in some form or the other, in spite of a series of efforts year on year to arrest it. I have noticed that after some time, there is an innate acceptance in the organization that this problem is like the seasonal flu, it will keep coming again and again, we can’t do much other than taking precautions and facing it’s aftermath. In corporate, such perennial problems start off a mill of finger pointing rituals targeting other functions, individuals, company policy, customers, and even competition.
A comprehensive 5 Why Analysis should identify the systemic root cause of any problem. Some problems don’t need deep analysis at system level. Depending on the severity and occurrence of a problem, it should be possible to prioritize energies in identification of System level root causes wherever required.
Are you looking for ‘Root Cause Analysis Boot Camp for Business Leaders’? To know more
3L 5Why analysis, represents 3 Level 5 Why analysis performed around the same symptom. The 3 levels of the 5 Why analysis implies, performing 3 different 5 why analysis on the same problem from 3 different perspectives –Â
Specific to the problem
Specific to the detection mechanism
Specific to the systemic issue
Here’s is how I use this method with my client projects and for coaching teams during my engagements (and it’s a little different from what others do with 3L 5 Why):
Level 1 – Specific to the problem – Perform 5 Why analysis for the issue on hand. It can be related to customers, regulators, safety, quality , productivity or any other significant failure. Usually this is done by the people closest to the processes in question, essentially the doers and immediate team leaders. The purpose of this level 1 5 why analysis is to identify the root cause for why the problem on hand occurred. For ex: Lets say, your regulator has fined you for non-conformance in a standard laid out by them. Here, our focus will be on : Why did we get fined now?
Level 2- Specific to the detection mechanism – Ideally this level of analysis has to be done by managers. They have laid out processes, controls, checks and balances to ensure critical issues are identified before it goes outside the organization. So the focus of this level of 5 why root cause analysis will be to identify the root causes for why the detection system allowed defects to pass downstream. Hence addressing this area will strengthen the control and governance system. For ex: Why did the transactions escape the automated checks, human checkers, approvers, auditors, process owners, etc
Level 3 – Specific to the systemic issue – The last and highest level aims to look for systemic deficiencies that lead to the problem. From my experience, this requires a very good understanding of the entire value chain. Actually it also requires a candid acceptance of flaws in the enterprise such as culture issues, process deficiencies, silos, resourcing gap, ineffective leadership, etc. Ideal for senior leaders to deep dive to identify system level root causes. From my experience, this is best done at periodic intervals by combining the study of several similar L1 and L2 failures. Most of them converge to a handful of common system level root causes. Unfortunately, the hard hitting reality is that these are conveniently ignored. For ex, in the case of compliance issue we touched earlier, an example of system level cause is, employees are held accountable for their mistakes and it directly impacts their growth and C&B; And so most of them wish to cover up anything that occured, even if it was inadvertent.Â
There are several practical strategies that need to be developed to improve the effectiveness of 3L 5 Why analysis depending on culture, know-how, sector, etc.
Another important missing link to 3L 5Why analysis is the data based validation. It is almost impossible to get to the root cause by merely brainstorming. An ideal approach would be to use a triangulation method.