20
Key questions
6
Skills assessed
12 min
Reading time
+38%
Retention impact
Account manager profile
Effective account managers are trusted advisors who deepen customer relationships, drive expansion and retention. Key qualities: genuine customer focus, commercial awareness, problem-solving ability, communication clarity, proactivity and relationship-building skills.
Account management questions
- 1
Tell me about a customer relationship you grew significantly.
Evaluates account development strategy.
- –Good answer: starting relationship status, needs identification, strategic development, business outcomes (expansion, retention), relationship strengthened.
- –Assess: Was this proactive or reactive growth? Did they understand customer business?
- 2
How do you handle a dissatisfied customer?
Evaluates problem-solving and customer focus.
- –Good answer: listens to understand issue; takes ownership; proposes solutions; follows up; prevents future issues.
- –Red flag: defensive response or avoidance.
- 3
Describe managing a customer account with competing priorities.
Evaluates balance and stakeholder management.
- –Good answer: understands all perspectives; seeks solutions benefiting both; transparent communication; negotiates fairly.
- –Assess: Do they protect customer interest or just push company agenda?
- 4
How do you identify expansion opportunities within existing accounts?
Evaluates proactivity and commercial thinking.
- –Good answer: understands customer business deeply; asks about pain points; suggests relevant solutions; sells benefits.
- –Red flag: only responds to inbound requests.
What's the difference between account manager and salesperson?
Sales focuses on acquisition; account management on retention and expansion. Account managers are strategic partners; salespeople are hunters.
How important is industry knowledge?
Very helpful but learnable. More important: customer obsession, genuine interest in understanding their business, and ability to ask good questions.
What metrics should they track?
Retention rate, NPS, expansion revenue, customer satisfaction, and relationship health. Not just revenue, but business sustainability.
How to evaluate customer orientation?
Ask how they balance company interests with customer needs. Do they prioritise long-term relationship over short-term gain?
What are red flags?
Transactional mindset, defensive when questioned, lack of customer understanding, poor communication skills, or failure to build relationships.
Build customer-centric account teams
Use Aurélia to assess relationship management and account development capability.