How to make your Clients happy?
Written by Do Hoang Duc Anh – s3411694 – G1 (SGS)
On a windy Tuesday night, in the cozy atmosphere of Hard Rock Café where seriously ‘scary’ business men and women gather for a usual networking event, I by chance met a young man in a nice black suit who could easily impress surrounding people with his bright smile. He is Bui Dang Khoa, an account manager of Etihad Airways (a premium airline that offers 5-star luxury service) who has more than five years of client-related working experience in the travel industry.
Seeing him again for the second time, I planned to discuss in more details about how different account management could be between the two fields of travel and marketing. However, the conversation shifted quickly because in spite of the industrial differences, an account manager basically still has to take care of clients and be responsible for the company’s relationship with particular customers. We then ended up discussing the ways to keep clients happy and how to make them stay connected with the company. What I have learned after is so much more than what I expected.
“Dress nicely and remember to keep your Smile. Always.”
“Truth to be told, no one works in this field that does not have a nice-looking face”, Mr. Khoa stated. It is definitely an initial advantage for an account manager to obtain good first impression with the client. To him, we need to care about our appearance and make sure our everyday outfit is neat, comfortable and professional. Moreover, always remember to equip ourselves with a smile: “A smile is a salesman’s best friend”. It will make the atmosphere more relaxing and it is even easier for us to gain the client’s favorite status.
“Clients, believe me, they love to gossip.”
Clients are people after all. They like to talk to people with a wide-range of knowledge, especially in the topics of their interests. Therefore, in order to impress the clients and make them remember us, we need to know what they like and try to learn as much as we can about that subject. Mr. Khoa stated that we don’t need to become an expert on that field, just study enough to have a nice chit chat with them on the issue, like how great is the football match last night or the new cool way to score a nice goal in a Saturday golf game. This reminds me of the idea of ‘feeding our clients well’ proposed by Mr. Quoc Hung, the Media Director from Dentsu Vietnam. He also values the importance of relationship building between account manager and clients as we learn about their daily needs and what they actually like.
“People work with people, people don’t work with organization.”
Keeping close relationship with clients will be a great benefit for us. However, we have all learned that despite how close we are to the client, it will be unethical if we move to a new company, the account also moves with us (Solomon 2008, p. 95). Interestingly, neither agree nor disagree with the idea, Mr. Khoa just simply told me: “To me, it is a fair fight.” In his opinion, it is true we should make the client stay until they finish the contract. But when the contract between the company and the client is expired, that client then has the total freedom to choose who they want to work with next. “People work with people, and of course they prefer to work with whom they like”. In the end, it is a fair fight among sales-men, let the one with the better skills win, regardless it’s the fight against our former company.
Overall, from what I learned after the meeting, being an account manager is a true form of art. Different industry may have slightly different structures and requirements, but excellent account managers always need to be able to manage their clients effectively as well as make sure those clients receive the best service.
Word Count: 660
Casul, M 2012, ‘ClientAcVRet Part3:3’, video recording, viewed 31 March 2014,
Hyat, F 2013, ‘Etihad Airways in all Geared to Increase its Munich Route to Twice a Day’, image, customerservice.ae, viewed 3rd May 2014,
Solomon, R 2008, The Art of Client Service, Kaplan Publishing, New York, NY.