In providing complex or high value products, services or solutions on an ongoing basis,  a sales director is interested in which accounts are at risk of defection,  and which delivery/back office issues are affecting good client relationships. Additionally, a sales director needs to be concerned with the effectiveness of  account managers in fostering good, long-term client relationships.

To achieve the above objectives, it is necessary to be able to measure the relationship quality you have with your major, existing customers.  This is critical as conventional Accounting measurements are based on financial records within the provider business, and ad-hoc relationship assessments  rely subjectively on the view of the account manager and sales manager – neither of these methods are adequate.