Your lower-touch clients still matter – here’s how to support them without pulling your account managers away from where they’re most valuable.

Not every client wants strategy sessions, quarterly reviews, or deep engagement. Some are consistent, low fuss, and just want things to work smoothly. They’re your ‘bread-and-butter’ clients – solid, dependable, and still contributing to your business’s success.

But here’s the trap: they’re often the first to be neglected because they don’t shout the loudest. And assigning an account manager to every single one of them? That’s not always realistic – or necessary.

The key is to manage them well, in a way that aligns with their needs and your resources. Here’s how.

1. Create a Light Touch Communication Cadence 

Not everyone wants a phone call or meeting. But most clients want to know they haven’t been forgotten.

Consider setting up:

  • A quarterly update email

  • A short check-in survey

  • A yearly feedback conversation

Keep it simple, but consistent. If you use automation, make sure the tone is warm and human.

2. Assign a Portfolio Owner (Not a Full AM)

Every client needs someone keeping an eye on things, but that doesn’t have to be a dedicated account manager.

Depending on your business structure, this could be an Operations Manager, Team Leader, or even the person delivering the service – as long as they’ve been trained and supported in how to manage that relationship.

This works well in industries like HR or Recruitment, where the consultant working with the client often has the context, trust, and communication flow to take on that AM role – if they’ve been given the right tools.

But it doesn’t work everywhere. In sectors like travel management, for instance, the consultant handling day-to-day bookings might not have visibility of strategic objectives, or access to the decision-maker. In these cases, you’ll need a different structure – one that separates transactional delivery from relationship oversight.

3. Build a Self-Service Knowledge Base

Give these clients the tools to help themselves. A well-structured help centre, FAQ section, or library of how-to guides can save both you and them time.

The easier it is for them to find information, the more satisfied and self-sufficient they’ll feel.

4. Use your CRM to Segment and Track

You can’t manage what you can’t see. Use your CRM to:

  • Tag and track base-tier clients

  • Record past issues and resolutions

  • Identify patterns or emerging needs

This helps you spot red flags and act before a client quietly walks away.

It also helps you catch when a client’s goals, structure, or situation has shifted – perhaps they’ve grown, expanded into new markets, or changed priorities. That may be your cue to move them into your account manager’s portfolio, where they’ll benefit from deeper engagement – and where you’ll be better placed to optimise the relationship.

5. Surprise and Delight Occasionally

Even low-touch clients appreciate being remembered. Think:

  • A handwritten card for a significant anniversary or milestone

  • A small gift at the end of the year

  • Early access to a new product or offer

These small gestures go a long way in reinforcing loyalty.

Avoiding the Risk of Neglect

Neglect isn’t usually intentional – it creeps in when there’s no clear plan. And while these clients might not demand your attention, their quiet departure can hurt just as much as losing a big one.

Put simple, scalable systems in place. Designate internal ownership. Make them feel seen without over-servicing. That’s how you keep your bread-and-butter clients happy – without burning out your team.

TL;DR

Your base-tier clients don’t need an account manager – but they do need a plan. Assign internal ownership (operations, team lead, or even a service provider if suitable), set up light-touch check-ins, and put simple systems in place. The goal? Keep these clients warm, loyal, and quietly adding value – without losing focus on your high-value accounts.

Need help segmenting your clients or building a fit-for-purpose service model? Book a complimentary 30-minute discovery call.

Photo: 2H Media on Unsplash