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Enterprise Account Strategy And Growth

Enterprise Account Strategy And Growth

This course is part of Sales Strategies: Mastering Complex B2B Sales Specialization

Instructor: The Expert Academy

Included with

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5 modules

Gain insight into a topic and learn the fundamentals.

Intermediate level

Recommended experience

1 week to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

5 modules

Gain insight into a topic and learn the fundamentals.

Intermediate level

Recommended experience

1 week to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

What you'll learn

Strengthen professional relationships using emotional intelligence and client insights.
Map customer journeys and improve enterprise client experience across key touchpoints.
Use CRM systems and data to personalise communication and manage multi-stakeholder accounts.
Build strategic account plans that drive retention, renewal and expansion in key clients.

Details to know

Shareable certificate

Add to your LinkedIn profile

See how employees at top companies are mastering in-demand skills

Learn more about Coursera for Business

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Build your subject-matter expertise

This course is part of the Sales Strategies: Mastering Complex B2B Sales Specialization

When you enroll in this course, you'll also be enrolled in this Specialization.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate

There are 5 modules in this course

This course is designed for professionals responsible for managing and growing long-term B2B client relationships. It is ideal for account managers, customer success professionals and sales leaders who want to move beyond deal execution and focus on retention, expansion and sustainable account growth.

In this course, you will learn how to design and deliver customer experiences that strengthen long-term relationships, improve retention and support sustainable revenue growth. You’ll develop the skills needed to understand client needs deeply, manage complex enterprise accounts and create consistent value across customer journeys. The course explores how customer experience, account management and emotional intelligence work together in real business settings. You’ll learn how to build practical customer personas, map key touchpoints and analyse customer feedback to identify opportunities for improvement. You’ll also discover how CRM systems and customer data can be used to personalise communication, manage multi-stakeholder relationships and support informed decision-making. A strong emphasis is placed on emotional intelligence and trust-building behaviours, helping you foster stronger professional relationships and handle interactions with confidence and empathy. You’ll apply structured loyalty and account-planning frameworks to reduce churn, support renewals and identify opportunities for expansion. By the end of this course, you’ll be equipped to manage enterprise accounts more strategically, build stronger client relationships and drive long-term revenue through effective account planning and customer experience management.

Module details

In this module, you’ll learn how empathy drives stronger customer relationships and more effective sales outcomes. You’ll explore how emotional drivers, customer expectations and behavioural cues influence buying decisions, and how empathetic communication helps you uncover deeper motivations. Using practical frameworks from the course, you’ll learn to design interactions that make clients feel understood, supported and valued. By the end of this module, you’ll be able to apply empathy strategically to improve conversations, strengthen trust and create a customer experience that attracts and retains long-term clients.

What's included

6 videos3 readings2 assignments

6 videosTotal 38 minutes

Introduction To Customer Experience 5 minutes
How To Be “On Purpose”5 minutes
Step Into Your Customer’s Shoes 9 minutes
Build Your Own Strategy 10 minutes
Finding The Perfect Balance Of Unique And Consistent Customer Experience 7 minutes
Conclusion3 minutes

3 readingsTotal 30 minutes

Lesson Descriptions: Building An Empathetic Customer Strategy10 minutes
Worksheet: Empathetic Customer Strategy10 minutes
Project: Designing An Empathetic And Innovative Customer Experience Strategy10 minutes

2 assignmentsTotal 25 minutes

Customer Experience Strategy Assessment15 minutes
Designing An Empathy-Based Customer Strategy10 minutes

This module develops your ability to use emotional intelligence as a commercial advantage in sales and customer interactions. You’ll learn how to recognise emotional cues, manage your own responses and adapt your communication style to different personality types. Through practical tools and reflective exercises, you’ll discover how emotional regulation, active listening and rapport-building techniques contribute to higher trust and stronger outcomes. By the end, you’ll be able to navigate challenging conversations with greater confidence and build relationships that naturally lead to improved sales performance and client satisfaction.

What's included

5 videos3 readings2 assignments

5 videosTotal 28 minutes

Introduction To Emotional Intelligence In Customer Service And Sales6 minutes
Emotional Intelligence, Customer Service And Sales9 minutes
The Benefits Of Emotional Intelligence To Customer Service6 minutes
How To Develop Self-Awareness And Emotional Intelligence6 minutes
Conclusion2 minutes

3 readingsTotal 30 minutes

Lesson Descriptions: Using Emotional Intelligence To Strengthen Customer Relationships10 minutes
Worksheet: Emotional Intelligence In Customer Service And Sales10 minutes
Project: Building Emotional Intelligence In Customer Interactions10 minutes

2 assignmentsTotal 35 minutes

Emotional Intelligence In Sales Knowledge Check25 minutes
Applying Emotional Intelligence In Customer Conversations10 minutes

In this module, you’ll explore how customer journey design influences conversion, satisfaction and long-term loyalty. You’ll learn how to map key touchpoints, identify moments of friction and redesign interactions that support a more seamless, valuable customer experience. The module also covers how to use data, feedback and behavioural insight to optimise customer pathways and increase retention. By the end, you’ll understand how journey improvements directly support stronger sales performance, deepen customer trust and create brand experiences that differentiate your organisation from competitors.

What's included

11 videos9 readings2 assignments

11 videosTotal 47 minutes

Introduction2 minutes
What Exactly Is Customer Delight And Why Bother?5 minutes
What We're Up Against6 minutes
What's Involved, How Do You Measure Up & Prioritising Your Actions1 minute
Be Easy To Deal With & Buy From9 minutes
The 6 Ingredients Of Customer Delight9 minutes
From 'Delighted' To 'Devoted': It's All About Consistency2 minutes
Spotting & Dealing With 'Disappointment'4 minutes
Foster 'Devotion' From Your Customers7 minutes
Creating Outstanding Customer Experiences With 3D Service Plan & How To Use It1 minute
Your Next Steps1 minute

9 readingsTotal 90 minutes

Lesson Descriptions: Mapping And Improving Customer Journeys10 minutes
Worksheet: Customer Journey And Brand Loyalty Strategies10 minutes
Create Customer Delight With 3D Service E-Book10 minutes
Create Outstanding Customer Experiences With 3D Service Assessment Toolkit10 minutes
Stand In Your Own Queues Toolkit10 minutes
2 Questions To Ask Your Customers10 minutes
Customer Journey Mapping Tool10 minutes
Develop Your 3D Service Tool10 minutes
Project: Mapping The Customer Journey For Delighted And Devoted Customers10 minutes

2 assignmentsTotal 40 minutes

Customer Journey And Brand Loyalty Knowledge Check30 minutes
Applying Customer Journey Improvement Techniques10 minutes

This module gives you a structured framework for building customer loyalty through consistent, value-driven experiences. You’ll examine the psychological and behavioural factors that influence repeat business, and learn how to reduce dissatisfaction by proactively addressing the root causes of customer frustration. You’ll also explore techniques for strengthening trust, improving service recovery and delivering experiences that exceed expectations. By the end of the module, you’ll be able to apply a clear, repeatable approach to improving client satisfaction and driving deeper loyalty across your customer base.

What's included

6 videos2 readings2 assignments

6 videosTotal 46 minutes

Introduction6 minutes
The Customer And You10 minutes
Keeping Your Customers Satisfied14 minutes
Mapping Out The Customer Journey8 minutes
Going Beyond The Drawing Board5 minutes
Conclusion2 minutes

2 readingsTotal 20 minutes

Lesson Descriptions: Building Customer Loyalty And Client Satisfaction Frameworks10 minutes
Project: Customer Service Framework Improvement Plan10 minutes

2 assignmentsTotal 30 minutes

Customer Loyalty And Satisfaction Knowledge Check20 minutes
Applying Customer Loyalty And Satisfaction Strategies10 minutes

In this module, you’ll discover how effective CRM strategies underpin stronger customer relationships and sustained sales growth. You’ll learn how to use CRM systems to manage client data, personalise communication and identify opportunities for retention and upsell. The module also covers segmentation, automation and targeted follow-up strategies that help you stay relevant throughout the customer lifecycle. By the end, you’ll understand how CRM-driven processes elevate customer experience, support consistent engagement and contribute directly to higher sales performance and long-term loyalty.